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Advertising Promotion and Other Aspects of Integrated Marketing Communicationsby Terence A. Shimp
Synopses & Reviews
Market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing. Revised to make ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition the most current I.M.C. book on the market, chapters address must-know changes to environmental, regulatory, and ethical issues, as well as Marcom insights, place-based applications, privacy, global marketing, and of course, memorable advertising campaigns.
The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).
About the Author
Terence A. Shimp received his doctorate from the University of Maryland and taught for four years at Kent State University before moving to the University of South Carolina, where he was a faculty member for 29 years. While at the University of South Carolina, Shimp was the W. W. Johnson Distinguished Foundation Fellow and for 12 years was the Chair of the Marketing Department in the Moore School of Business. He now is Distinguished Professor Emeritus but continues to research, write, teach occasionally, and work with Ph.D. students. Shimp earned a number of teaching awards during his career, including the Amoco Foundation Award that named him the outstanding teacher at the University of South Carolina in 1990. He has published widely in the areas of marketing, consumer behavior, and advertising. Shimp was the 2001 recipient of the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Shimp is past president of the Association for Consumer Research and past president of the Journal of Consumer Research policy board. He has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness.
Table of Contents
Part I: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND MARCOM'S ROLE IN INTRODUCING NEW BRANDS. 1. Overview of Integrated Marketing Communications. 2. Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. 3. Facilitating the Success of New Brands. Part II: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING. 4. Targeting. 5. Positioning. 6. Objective Setting and Budgeting. Part III: ADVERTISING MANAGEMENT. 7. Overview of Advertising Management. 8. Effective and Creative Advertising Messages. 9. Message Appeals and Endorsers. 10. Measuring Advertising Message Effectiveness. 11. Advertising Media: Planning and Analysis. 12. Traditional Advertising Media. 13. Internet Advertising. 14. Other Advertising Media. Part IV: SALES PROMOTION MANAGEMENT. 15. Sales Promotion and the Role of Trade Promotions. 16. Sampling and Couponing. 17. Premiums and Other Promotions. Part V: OTHER MARCOM TOOLS. 18. Marketing-Oriented Public Relations and Word-of-Mouth Management. 19. Event and Cause Sponsorships. 20. Signage and Point of Purchase Communications. Part VI: MARCOM CONSTRAINTS. 21. Ethical, Regulatory, and Environmental Issues.
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