01622nam a22001457a 450000500170000000800410001702000180005805000190007624500900009525000120018526000530019730000310025050000320028150511630031320230927100756.0230614b           ||||| |||| 00| 0 eng d  a9780324665314  aHF5415.123.Sh6  aIntegrated marketing commnunication in advertising and promotion /cTerence A. Shimp.  a8th ed.  aMason :bSouth-Western /Cengage learning,c2010.  axx, 668 p. :bill.:c28 cm  aincludes glossary and index  aContents: Part One: Integrated marketing communication: processes, brand equity, and marcom's role in introducing new brands: Overview of integrated marketing communications -- Marketing communication challenges: enhancing brand equity -- influencing behaviour, and being accountable -- facilitating the success of new brands -- Part Two: The fundamental marcom decisions: targeting, positioning, objective setting and budgeting -- Part Three: Advertising management: Overview of advertising management -- Effective and creative advertising messages -- Message appeals and endorsers -- Measuring adverting messages effectiveness --  Advertising media: planning and analysis -- Traditional advertising media -- Internet advertising -- Other advertising media -- Part Four: Sales promotion management: Sales promotion and role of trad promotion -- Sampling and couponing -- Premiums and other promotions -- Part Five: Other marcom tools: Marketing-oriented public relation and word-of-mouth management -- Event and cause sponsorship -- Signage and point of purchase communication -- Part Six: Marcom constraints: Ethical, regulatory, and environmental issues.