Advertising and Promotion:an IMC Approach 7th Edition (English, Paperback, Shimp Terence)

The seventh edition of Shimp's market-leading in Advertising and Promotion 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. In addition, a significant reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Some changes include a separate chapter on internet advertising, early coverage of ethical, regulatory, and environmental issues, and major condensing, combining, and adding of existing and new topics.

Table of Contents
Part I: Integrated Marketing Communications: Processes, Brand Equity, and the Marcom Environment

• 1. Overview of Integrated Marketing Communications and the MarCom Process
• 2. MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable
• 3. Ethical, Regulatory, and Environmental Issues in Marketing Communications

Part II: The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting

• 4. MarCom Targeting
• 5. MarCom Positioning
• 6. MarCom Objective Setting And Budgeting

Part III: Marcom for New Products, Store Signage, and Point-of-purchase Communications

• 7. Facilitation of Product Adoption, and Brand Naming and Packaging
• 8. On- and Off-Premise Signage and Pointof- Purchase Communications

Part IV: Advertising Management

• 9. Overview of Advertising Management: Messages, Media, and Measurement
• 10. Creating Effective and Creative Advertising Messages
• 11. Selecting Message Appeals and Endorsers
• 12. Assessing Ad Message Effectiveness
• 13. Planning for and Analyzing Advertising Media
• 14. Using Traditional Advertising Media
• 15. Employing the Internet for Advertising
• 16. Using Other Alternative Advertising Media

Part V: Sales Promotion Management, Marketing-oriented Public Relations, and Sponsorships

• 17. Sales Promotion and the Role of Trade Promotions
• 18. Consumer-Oriented Promotions: Sampling and Couponing
• 19. Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods
• 20. Marketing-Oriented Public Relations and Sponsorships