| 000 | 02418cam a2200325 a 4500 | ||
|---|---|---|---|
| 001 | 11863145 | ||
| 003 | OSt | ||
| 005 | 20211220153951.0 | ||
| 008 | 991208s2000 txua b 001 0 eng | ||
| 020 | _a9781133191421 | ||
| 022 | _21133191428 | ||
| 040 |
_aDLC _cDLC _dDLC |
||
| 050 | 0 | 0 | _aHF5415.123.S54 |
| 100 | 1 | _aShimp, Terence A. | |
| 245 | 1 | 0 |
_aAdvertising, promotion & other aspects of integrated marketing communications. / _cTerence A. Shimp, J. Craig Andrews |
| 246 | 3 | _aAdvertising, promotion, and other aspects of integrated marketing communications. | |
| 246 | 3 | 0 | _aAdvertising promotion |
| 250 |
_a9th ed. _b(International edition) |
||
| 260 |
_aLondon: _bSouth-Western, _c2013.. |
||
| 300 |
_axxii, 729 p. : _bill. (some col.) ; _c29 cm. |
||
| 504 | _aIncludes glossary and index. | ||
| 505 | _aContents: 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 -- | ||
| 650 | 0 | _aCommunication in marketing. | |
| 650 | 0 | _aSales promotion. | |
| 650 | 0 | _aAdvertising. | |
| 700 | _qAndrews, J. Craig | ||
| 906 |
_a7 _bcbc _corigcop _d3 _encip _f19 _gy-gencatlg |
||
| 942 |
_2lcc _cBK |
||
| 999 |
_c8343 _d15843 |
||