ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.

Intended for use in undergraduate and graduate courses, this textbook introduces students to the fundamentals of integrated marketing communications (IMC). Sample topics include targeting communications, setting objectives, selecting message appeals, assessing ad effectiveness, and using consumer-oriented promotions. Coverage of Internet advertising has been expanded for the seventh edition. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)

Terence A. Shimp is Professor of Marketing, W.W. Johnson Distinguished Foundation Fellow, and Chair of the Marketing Department at the University of South Carolina. Dr. Shimp holds a doctorate in business administration from the University of Maryland. He is an award-winning teacher, having won the AMOCO teaching award in 1990 that is presented annually to a single faculty member at the University of South Carolina. In 2001, the American Academy of Advertising honored Dr. Shimp with a Lifetime Contributions to Advertising Award. He also has been recognized for outstanding articles in the Journal of Consumer Research and Journal of Advertising. He is past president of the Association for Consumer Research and president of the Journal of Consumer Research policy board. Dr. Shimp serves on the editorial review boards for the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Journal of Public Policy and Marketing, Marketing Letters, and the Journal of Marketing Communications. After serving on the faculty at Kent State University for four years, Dr. Shimp has been a faculty member at the University of South Carolina for 25 years. He teaches marketing communications at undergraduate and graduate levels and research methods to Ph.D. students. His primary areas of research are the study of consumer learning, persuasion, and response to marketing and advertising communications.

PART ONE: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND THE MARCOM ENVIRONMENT. Chapter 1: Overview of Integrated Marketing Communications and the MarCom Process. Chapter 2: MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. Chapter 3: Ethical, Regulatory, and Environmental Issues in Marketing Communications. PART TWO: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING. Chapter 4: MarCom Targeting. Chapter 5: MarCom Positioning. Chapter 6 MarCom Objective Setting And Budgeting. PART THREE: MARCOM FOR NEW PRODUCTS, STORE SIGNAGE, AND POINT-OF-PURCHASE COMMUNICATIONS. Chapter 7: Facilitation of Product Adoption, and Brand Naming and Packaging. Chapter 8: On- and Off-Premise Signage and Point-of-Purchase Communications. PART FOUR: ADVERTISING MANAGEMENT. Chapter 9: Overview of Advertising Management: Messages, Media, and Measurement. Chapter 10: Creating Effective and Creative Advertising Messages. Chapter 11: Selecting Message Appeals and Endorsers. Chapter 12: Assessing Ad Message Effectiveness. Chapter 13: Planning for and Analyzing Advertising Media. Chapter 14: Using Traditional Advertising Media. Chapter 15: Employing the Internet for Advertising. Chapter 16: Using Other Alternative Advertising Media. PART FIVE: SALES PROMOTION MANAGEMENT, MARKETING-ORIENTED PUBLIC RELATIONS, AND SPONSORSHIPS. Chapter 17: Sales Promotion and the Role of Trade Promotions. Chapter 18: Consumer-Oriented Promotions: Sampling and Couponing. Chapter 19: Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods. Chapter 20: Marketing-Oriented Public Relations and Sponsorships.