000			01696nam a22001697a 4500
005			20230927100756.0
008			230614b ||||| |||| 00| 0 eng d
020			_a9780324665314
050			_aHF5415.123.Sh6
245			_aIntegrated marketing commnunication in advertising and promotion / _cTerence A. Shimp.
250			_a8th ed.
260			_aMason : _bSouth-Western /Cengage learning, _c2010.
300			_axx, 668 p. : _bill.: _c28 cm
500			_aincludes glossary and index
505			_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.
942			_2lcc _cBK _e8th ed. _hHF5415, 123
999			_c9676 _d17176