Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition

Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition
PDF
  • eBook:
    Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition
  • Author:
    J. Craig Andrews, Terence A. Shimp
  • Edition:
    10 edition
  • Categories:
  • Data:
    August 7, 2017
  • ISBN:
    1337282650
  • ISBN-13:
    9781337282659
  • Language:
    English
  • Pages:
    635 pages
  • Format:
    PDF

Book Description
Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of todays leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as todays popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

Content

Part 1 - The Practice and Environment of Integrated Marketing Communications (IMC)
1. An Overview of Integrated Marketing Communications
2. Enhancing Brand Equity and Accountability
3. Brand Adoption, Brand Naming, and Intellectual Property Issues
4. Environmental, Regulatory, and Ethical Issues

Part 2 - Fundamental IMC Planning and Decisions
5. Segmentation, Targeting, and Positioning
6. The Communications Process and Consumer Behavior
7. The Role of Persuasion in Integrated Marketing Communications
8. Objective Setting and Budgeting

Part 3 - Advertising Management and Media Choices
9. Overview of Advertising Management
10. Effective and Creative Ad Messages
11. Endorsers and Message Appeals in Advertising
12. Traditional Advertising Media
13. Digital Media: Online, Mobile, and App Advertising
14. Social Media
15. Direct Marketing, CRM, and Other Media
16. Media Planning and Analysis 3
17. Measuring Ad Message Effectiveness

Part 4 - Sales Promotion Management
18. Sales Promotion Overview and the Role of Trade Promotion
19. Consumer Sales Promotion: Sampling and Couponing
20. Consumer Sales Promotion: Premiums and Other Promotions

Part 5 - Other IMC Tools
21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships
22. Packaging, Point-of-Purchase Communications, and Signage
23. Personal Selling

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