Integrated marketing communications in advertising and promotion
著者
書誌事項
Integrated marketing communications in advertising and promotion
South-Western Cengage Learning, c2010
8e, International ed
- タイトル別名
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Integrated marketing communication in advertising and promotion
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注記
"International ISE edition" -- Spine
Includes index
内容説明・目次
内容説明
The eighth edition of Shimp's market-leading INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION, International Edition fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).
目次
PART I: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND MARCOM'S ROLE IN INTRODUCING NEW BRANDS. 1. Overview of Integrated Marketing Communications. 2. Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. 3. Facilitating the Success of New Brands. PART II: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING. 4. Targeting. 5. Positioning. 6. Objective Setting and Budgeting. PART III: ADVERTISING MANAGEMENT. 7. Overview of Advertising Management. 8. Effective and Creative Advertising Messages. 9. Message Appeals and Endorsers. 10. Measuring Advertising Message Effectiveness. 11. Advertising Media: Planning and Analysis. 12. Traditional Advertising Media. 13. Internet Advertising. 14. Other Advertising Media. PART IV: SALES PROMOTION MANAGEMENT. 15. Sales Promotion and the Role of Trade Promotions. 16. Sampling and Couponing. 17. Premiums and Other Promotions. PART V: OTHER MARCOM TOOLS. 18. Marketing-Oriented Public Relations and Word-of-Mouth Management. 19. Event and Cause Sponsorships. 20. Signage and Point of Purchase Communications. PART VI: MARCOM CONSTRAINTS. 21. Ethical, Regulatory, and Environmental Issues.
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