02418cam a2200325 a 4500 11863145 OSt 20211220153951.0 991208s2000 txua b 001 0 eng 9781133191421 1133191428 DLC DLC DLC HF5415.123.S54 Shimp, Terence A. Advertising, promotion & other aspects of integrated marketing communications. / Terence A. Shimp, J. Craig Andrews Advertising, promotion, and other aspects of integrated marketing communications. Advertising promotion 9th ed. (International edition) London: South-Western, 2013.. xxii, 729 p. : ill. (some col.) ; 29 cm. Includes glossary and index. Contents: 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 -- 2. Fundamental IMC planning background and decision: Segmentation, targeting, and positioning -- The communications process and consumer behavior -- The role of persuasion in integrated marketing communications -- Objective setting and budgeting -- 3. Advertising management and new media choices: Overview of advertising management -- Effective and creative Ad messages -- Endorsers and messages appeals in advertising -- Traditional advertising media -- Online and mobile advertising -- Social media -- Direct marketing and other media -- Advertising media: planning and analysis -- Measuring Ad message effectiveness -- 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 -- 5. Other IMC tools: Public relations, word-of-mouthy influence, and sponsorships -- Packaging, point-of-purchase communications, and signage -- personal selling -- Communication in marketing. Sales promotion. Advertising. Andrews, J. Craig 7 cbc origcop 3 ncip 19 y-gencatlg lcc BK 8343 15843 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 HF5415.123.S54(9e) K/1482/1482/19 2021-12-20 00:00:00 1 2021-12-20 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 0 HF5415.123.S541(9e) K/1483/1483/19 2021-12-20 00:00:00 2 2021-12-20 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5415.123.S542(9e) K/2033/2033/19 2021-12-20 00:00:00 3 2021-12-20 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5415.123.S543(9e) K/2034/2034/19 2021-12-20 00:00:00 4 2021-12-20 BK