Higher Education
Author(s): J. Craig Andrews | Terence A. Shimp
ISBN: 9781337385817
10th Edition
Copyright: 2018
Binding: eBook
Help students explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. Readers focus on emerging topics, such as the popularity of apps, social media outlets, online and digital practices, and viral communications, and their impact on traditional marketing. Revisions make this edition the most current IMC text on the market with must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing; and memorable advertising campaigns.
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Part 1 The Practice and Environment of Integrated Marketing Communications (IMC)
Chapter 1 An Overview of Integrated Marketing Communications
Chapter 2 Enhancing Brand Equity and Accountability
Chapter 3 Brand Adoption, Brand Naming, and Intellectual Property Issues
Chapter 4 Environmental, Regulatory, and Ethical Issues
Part 2 Fundamental IMC Planning and Decisions
Chapter 5 Segmentation, Targeting, and Positioning
Chapter 6 The Communications Process and Consumer Behavior
Chapter 7 The Role of Persuasion in Integrated Marketing Communications
Chapter 8 Objective Setting and Budgeting
Part 3 Advertising Management and Media Choices
Chapter 9 Overview of Advertising Management
Chapter 10 Effective and Creative Ad Messages
Chapter 11 Endorsers and Message Appeals in Advertising
Chapter 12 Traditional Advertising Media
Chapter 13 Digital Media: Online, Mobile, and App Advertising
Chapter 14 Social Media
Chapter 15 Direct Marketing, CRM, and Other Media
Chapter 16 Media Planning and Analysis
Chapter 17 Measuring Ad Message Effectiveness
Part 4 Sales Promotion Management
Chapter 18 Sales Promotion Overview and the Role of Trade Promotion
Chapter 19 Consumer Sales Promotion: Sampling and Couponing
Chapter 20 Consumer Sales Promotion: Premiums and Other Promotions
Part 5 Other IMC Tools
Chapter 21 Public Relations, Content Marketing, Viral Marketing, and Sponsorships
Chapter 22 Packaging, Point-of-Purchase Communications, and Signage
Chapter 23 Personal Selling
J. Craig Andrews, Marquette University
Terence A. Shimp, University of South Carolina
