01696nam a22001697a 4500 20230927100756.0 230614b ||||| |||| 00| 0 eng d 9780324665314 HF5415.123.Sh6 Integrated marketing commnunication in advertising and promotion / Terence A. Shimp. 8th ed. Mason : South-Western /Cengage learning, 2010. xx, 668 p. : ill.: 28 cm includes glossary and index Contents: 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. lcc BK 8th ed. HF5415, 123 9676 17176 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2023-06-14 HF5415.123.Sh6 9373/074/23 2023-06-14 00:00:00 1 2023-06-14 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2023-06-14 HF5415.123.Sh61 9374/075/23 2023-06-14 00:00:00 2 2023-06-14 BK