Advertising, Promotion, and Supplemental

The fifth edition of Terence Shimp's market-leading Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications, and advertising media selection than any text on the market. Thoroughly revised and updated, this new edition is more useful, current, and student-friendly than ever.

PREFACE

VI

PART I THE CONCEPT, PRACTICE, AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS

1

(70)

CHAPTER 1 OVERVIEW OF PROMOTION MANAGEMENT AND INTEGRATED MARKETING COMMUNICATIONS

2

(18)

CHAPTER 2 THE MARKETING COMMUNICATIONS PROCESS

20

(20)

CHAPTER 3 ENVIRONMENTAL, REGULATORY, AND ETHICAL ISSUES IN MARKETING COMMUNICATIONS

40

(31)

PART II TARGETING INTEGRATED MARKETING COMMUNICATIONS

71

(120)

CHAPTER 4 DEMOGRAPHIC, PSYCHOGRAPHIC, AND GEODEMOGRAPHIC TARGETS OF MARKETING COMMUNICATIONS

72

(30)

CHAPTER 5 THE COMMUNICATION PROCESS AND FUNDAMENTALS OF BUYER BEHAVIOR

102

(40)

CHAPTER 6 THE ROLE OF PERSUASION IN MARKETING COMMUNICATIONS

142

(28)

CHAPTER 7 PRODUCT ADOPTION/DIFFUSION AND MARKETING COMMUNICATIONS

170

(21)

PART III PERSONAL SELLING

191

(24)

CHAPTER 8 PERSONAL SELLING FUNDAMENTALS

192

(23)

PART IV ADVERTISING MANAGEMENT

215

(224)

CHAPTER 9 OVERVIEW OF ADVERTISING MANAGEMENT

216

(32)

CHAPTER 10 CREATIVE ADVERTISING STRATEGY

248

(32)

CHAPTER 11 MESSAGE APPEALS AND ENDORSERS IN ADVERTISING

280

(32)

CHAPTER 12 ANALYSIS OF ADVERTISING MEDIA

312

(40)

CHAPTER 13 MEDIA STRATEGY

352

(32)

CHAPTER 14 DIRECT ADVERTISING AND DATABASE MARKETING

384

(22)

CHAPTER 15 ASSESSING ADVERTISING EFFECTIVENESS

406

(33)

PART V SALES PROMOTION MANAGEMENT

439

(84)

CHAPTER 16 OVERVIEW OF SALES PROMOTION MANAGEMENT

440

(20)

CHAPTER 17 TRADE-ORIENTED SALES PROMOTION

460

(24)

CHAPTER 18 CONSUMER-ORIENTED SALES PROMOTION

484

(39)

PART VI SUPPORTIVE MARKETING COMMUNICATIONS TOOLS

523

(47)

CHAPTER 19 POINT-OF-PURCHASE COMMUNICATIONS AND THE ROLE OF PACKAGING AND BRANDING

524

(28)

CHAPTER 20 MARKETING PUBLIC RELATIONS AND SPONSORSHIP MARKETING

552

(18)

GLOSSARY

570

(8)

CREDIT LIST

578

(1)

INDEX

579

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Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications

Summary

Table of Contents

Supplemental Materials