Shimp, Terence A. <br/><br/>
Advertising, promotion & other aspects of integrated marketing communications. / 
 Advertising, promotion, and other aspects of integrated marketing communications.  Advertising promotion 
Terence A. Shimp, J. Craig Andrews 
 - 9th ed.  (International edition) 
 - London:  South-Western,  2013.. 
 - xxii, 729 p. :  ill. (some col.) ;  29 cm. 
<br/><br/>Includes glossary and index. 
<br/><br/>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 -- 
<br/><br/><label>ISBN: </label>9781133191421 
<br/><br/><label>ISSN: </label>
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Sales promotion.<br/>Advertising.
<br/><br/><label>LC Class. No.: </label>HF5415.123.S54