Integrated marketing commnunication in advertising and promotion / Terence A. Shimp.
Material type: TextPublisher: Mason : South-Western /Cengage learning, 2010Edition: 8th edDescription: xx, 668 p. : ill.: 28 cmISBN: 9780324665314LOC classification: HF5415.123.Sh6Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.123.Sh6 (Browse shelf) | 1 | Available | 9373/074/23 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.123.Sh61 (Browse shelf) | 2 | Available | 9374/075/23 |
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includes glossary and index
Contents: Part One: Integrated marketing communication: processes, brand equity, and marcom's role in introducing new brands: Overview of integrated marketing communications -- Marketing communication challenges: enhancing brand equity -- influencing behaviour, and being accountable -- facilitating the success of new brands -- Part Two: The fundamental marcom decisions: targeting, positioning, objective setting and budgeting -- Part Three: Advertising management: Overview of advertising management -- Effective and creative advertising messages -- Message appeals and endorsers -- Measuring adverting messages effectiveness -- Advertising media: planning and analysis -- Traditional advertising media -- Internet advertising -- Other advertising media -- Part Four: Sales promotion management: Sales promotion and role of trad promotion -- Sampling and couponing -- Premiums and other promotions -- Part Five: Other marcom tools: Marketing-oriented public relation and word-of-mouth management -- Event and cause sponsorship -- Signage and point of purchase communication -- Part Six: Marcom constraints: Ethical, regulatory, and environmental issues.
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