Advertising, promotion, and other aspects of integrated marketing communications.
Material type:
TextPublication details: Australia : South-Western, [2013]Edition: Ninth edition, International edition / Terence A. Shimp, J. Craig AndrewsDescription: xxii, 729 pages : illustrations (colour) ; 28 cmISBN: - 9781133191421:
- 1133191428
- 659.1
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| General Lending | Carlow Campus Library General Lending | 659.1 (Browse shelf(Opens below)) | 1 | Available | 80686 |
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International edition.
Includes bibliographical references and index.
[Part 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.
[Part 2: FUNDAMENTAL IMC PLANNING BACKGROUND AND DECISIONS] Segmentation and Targeting in IMC -- The Communications Process and Consumer Behavior -- The Role of Persuasion in Intergrated Marketing Communications -- Objective Setting and Budgeting.
[Part 3: ADVERTISING MANAGEMENT AND NEW MEDIA CHOICES] Overview of Advertising Management -- Effective and Creative Ad Messages -- Endorsers and Message Appeals in Advertising -- Traditional Ad Media -- Online and Mobile Advertising -- Social Media -- Direct Marketing and Other Media -- Advertising Media: Planning and Analysis -- Measuring Ad Message Effectiveness.
[Part 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.
[Part 5: OTHER IMC Tools] Public Relations, Word-of-Mouth Influence, and Sponsorships -- Packaging, Point-of-Perchase Communications, and Signage -- Personal Selling.
52.95