Advertising, promotion, and supplemental aspects of integrated marketing communications / Terence A. Shimp.
Material type:
TextSeries: The Dryden Press series in marketingPublication details: Fort Worth : Dryden Press, c1997.Edition: 4th edDescription: xxiv, 589 p. : col. ill. ; 27 cmISBN: - 0030103525
- 9780030103520
- HF5415.123 .S54
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| HF5415.123 .P53 Integrated marketing communications | HF5415.123 .P53 Integrated marketing communications | HF5415.123 .S5 Advertising, promotion, and other aspects of integrated marketing communications | HF5415.123 .S54 Advertising, promotion, and supplemental aspects of integrated marketing communications / | HF5415.123 .S54 Advertising, promotion & supplemental aspects of integrated marketing communications / | HF5415.123 .S55 Integrated marketing communications : | HF5415.123 .S65 Marketing communications : |
Rev. ed. of: Promotion management & marketing communications. 3rd ed. c1993.
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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