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.

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

1

(83)

Chapter 1 Overview of Integrated Marketing Communications

2

(26)

Chapter 2 The Marketing Communications Process

28

(20)

Chapter 3 Environmental, Regulatory, and Ethical Issues in Marketing Communications

48

(36)

PART TWO INTEGRATED MARKETING COMMUNICATIONS FROM THE CUSTOMER'S PERSPECTIVE: TARGETING, COMMUNICATING, AND PERSUADING

84

(110)

Chapter 4 Demographic, Psychographic, and Geodemographic Targets of Marketing Communications

86

(28)

Chapter 5 The Communications Process and Fundamentals of Buyer Behavior

114

(48)

Chapter 6 Persuasion in Marketing Communications

162

(32)

PART THREE NEW PRODUCTS, BRAND NAMES, LOGOS, PACKAGES, AND POINT-OF-PURCHASE MATERIALS

194

(62)

Chapter 7 Marketing Communications and New Product Adoption

196

(20)

Chapter 8 Brand Names, Logos, Packages, and Point-of-Purchase Materials

216

(40)

PART FOUR ADVERTISING MANAGEMENT

256

(248)

Chapter 9 Overview of Advertising Management

258

(38)

Chapter 10 Creative Advertising Strategy

296

(36)

Chapter 11 Message Appeals and Endorsers in Advertising

332

(36)

Chapter 12 Analysis of Advertising Media

368

(38)

Chapter 13 Direct Advertising and Database Marketing

406

(24)

Chapter 14 Media Strategy

430

(36)

Chapter 15 Assessing Advertising Effectiveness

466

(38)

PART FIVE SALES PROMOTION MANAGEMENT

504

(100)

Chapter 16 Overview of Sales Promotion Management

506

(24)

Chapter 17 Trade-Oriented Sales Promotion

530

(24)

Chapter 18 Consumer-Oriented Promotions

554

(50)

PART SIX PUBLIC RELATIONS, SPONSORSHIP MARKETING, AND PERSONAL SELLING

604

(44)

Chapter 19 Marketing Public Relations and Sponsorship Marketing

606

(20)

Chapter 20 Personal Selling Fundamentals

626

(22)

GLOSSARY

648

(7)

CREDITS

655

(3)

NAME INDEX

658

(6)

SUBJECT INDEX

664

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

FREE SHIPPING

Amazon no longer offers textbook rentals. We do!

Advertising, Promotion and Supplemental Aspects of IMC

Summary

Table of Contents

Supplemental Materials