Synopses & Reviews
The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication. While continuing to focus on the time honored, IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.
Synopsis
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.
About the Author
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.
Table of Contents
Chapter 1. Overview of Integrated Marketing Communications. Chapter 2. The Marketing Communications Process and Brand-Equity Enhancement Chapter 3. Positioning and Targeting for MarCom Efforts. Chapter 4. The Communication Process, Meaning Creation, and Fundamentals of Consumers Use of MarCom Information. Chapter 5. Persuasion in Marketing Communications. Chapter 6. MarComs Role in Facilitating Product Adoption. Chapter 7. Brand Names, Logos, Packages, and Point-of-Purchase Materials. Chapter 8. Overview of Advertising Management. Chapter 9. Creative Advertising Strategy. Chapter 10. Endorsers and Message Appeals in Advertising. Chapter 11. Assessing Ad Message Effectiveness. Chapter 12. Traditional Advertising Media. Chapter 13. Online and Alternative Advertising Media. Chapter 14. Direct Advertising Media. Chapter 15. Media Strategy Analysis. Chapter 16. Overview of Sales Promotion Management. Chapter 17. Trade-Oriented Sales Promotion. Chapter 18. Consumer-Oriented Promotions. Chapter 19. Marketing Public Relations and Sponsorship Marketing. Chapter 20. Environmental, Regulatory, and Ethical Issues in Marketing Communications.