Integrated marketing commnunication in advertising and promotion / 
Terence A. Shimp. 
 - 8th ed. 
 - Mason :  South-Western /Cengage learning,  2010. 
 - xx, 668 p. :  ill.:  28 cm 
<br/><br/> includes glossary and index 
<br/><br/>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.  
<br/><br/><label>ISBN: </label>9780324665314 
<br/><br/><label>LC Class. No.: </label>HF5415.123.Sh6