Advertising, promotion, and supplemental aspects of integrated marketing communications

著者

書誌事項

Advertising, promotion, and supplemental aspects of integrated marketing communications

Terence A. Shimp

Dryden Press, c1997

4th ed

大学図書館所蔵 件 / 全3件

この図書・雑誌をさがす

注記

Previous ed. published as: Promotion management & marketing communications. Fort Worth : Dryden Press, 1993

Includes bibliographic references and index

内容説明・目次

内容説明

Now available in an exciting, eye-catching, four-colour text, Shimp's Advertising, Promotion and Supplemental Aspect of Integrated Marketing Communications 4/e fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications and advertising media selection than any text on the market. Beginning in Chapter 1, the fourth edition takes a more extensive integrated marketing communication (IMC) perspective than in previous editions and also introduces a 'building-brand-equity' perspective that is utilised throughout the chapters following. More user friendly than ever, the text also includes a CD-ROM presentation disk for instructors to use in class. Organised by chapter, the animated disk includes videos, tables, figures, graphs, and overhead transparencies to support text material. Features: * Sophisticated yet student friendly, the text incorporates a lively writing style with myriad real-world examples that capture readers' interests. * The text provides up-to-date treatment of text concepts as well as complete coverage of practitioner-oriented material. * Chapter opening vignettes offer real-world illustrations of communications in practice, setting the stage for chapter concepts. * 'Focus on Marketing Communications' boxes in each chapter detail interesting developments in the field, while 'Global Focus' boxes enhance the text's global marketing perspective. * End-of-chapter review questions and exercise drive home chapter concepts and topics. New to this edition: * Treatment of integrated marketing communications (IMC) has been expanded in Chapter 1, and the importance of achieving integration is woven throughout the text. * For the first time, the text is presented in four colours. * Completely current, the fourth edition has been thoroughly revised and updated with the most recent material and examples available. * Point of Purchase discussions have been expanded, reflecting the more recent research available. * Ancillary materials now include a new instructor's classroom presentation CD-ROM. * All material has been thoroughly updated for the Instructor's Manual, which also provides special attention to the new presentation CD-ROM.

目次

Part I: The Concept, Practice, And Environment of Integrated Marketing Communications. Overview of Promotion Management and Integrated Marketing Communications. The Marketing Communications Process. Environmental, Regulatory, And Ethical Issues in Marketing Communications. Part II: Targeting Integrated Marketing Communications. Demographic, Psychographic, And Geodemographic Targets of Marketing Communications. The Communication Process and Fundamentals of Buyer Behavior. The Role of Persuasion in Marketing Communications. Product Adoption/Diffusion and Marketing Communications. Part III: Personal Selling. Personal Selling Fundamentals. Part IV: Advertising Management. Overview of Advertising Management. Creative Advertising Strategy. Message Appeals and Endorsers in Advertising. Analysis of Advertising Media. Media Strategy. Direct Advertising and Database Marketing. Assessing Advertising Effectiveness. Part V: Sales Promotion Management. Overview of Sales Promotion Management. Trade-Oriented Sales Promotion. Consumer-Oriented Sales Promotion. Part VI: Supportive Marketing Communications Tools. Point-Of-Purchase Communications and the Role of Packaging and Branding. Marketing Public Relations and Sponsorship Marketing.

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