Advertising, promotion & other aspects of integrated marketing communications. / Terence A. Shimp, J. Craig Andrews
Material type: TextPublisher: London: South-Western, 2013Edition: 9th ed. (International edition)Description: xxii, 729 p. : ill. (some col.) ; 29 cmISBN: 9781133191421Other title: Advertising, promotion, and other aspects of integrated marketing communications | Advertising promotionSubject(s): Communication in marketing | Sales promotion | AdvertisingLOC classification: HF5415.123.S54Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.S54(9e) (Browse shelf) | 1 | Available | K/1482/1482/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.S541(9e) (Browse shelf) | 2 | Available | K/1483/1483/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.S542(9e) (Browse shelf) | 3 | Available | K/2033/2033/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.S543(9e) (Browse shelf) | 4 | Available | K/2034/2034/19 |
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Includes glossary and index.
Contents: 1. The practice and environment of integrated marketing communications (IMC):An overview of integrated marketing communications -- Enhancing brand equity and accountability -- Brand adoption, brand naming, and intellectual, property issues -- Environmental, regulatory, and ethical issues -- 2. Fundamental IMC planning background and decision: Segmentation, targeting, and positioning -- The communications process and consumer behavior -- The role of persuasion in integrated marketing communications -- Objective setting and budgeting -- 3. Advertising management and new media choices: Overview of advertising management -- Effective and creative Ad messages -- Endorsers and messages appeals in advertising -- Traditional advertising media -- Online and mobile advertising -- Social media -- Direct marketing and other media -- Advertising media: planning and analysis -- Measuring Ad message effectiveness -- 4. Sales promotion management: Sales promotion overview and the role of trade promotion -- Consumer sales promotion: sampling and couponing -- Consumer sales promotion: premiums and other promotions -- 5. Other IMC tools: Public relations, word-of-mouthy influence, and sponsorships -- Packaging, point-of-purchase communications, and signage -- personal selling --
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