Advertising, promotion, and other aspects of integrated marketing communications /
Andrews, J. Craig
Advertising, promotion, and other aspects of integrated marketing communications / J. Craig Andrews, Terence A. Shimp. - Tenth edition. Philippine edition. - Taguig City : Cengage Learning Asia Pte Ltd, c2019. - xix, 635 pages : illustrations ; 25 cm
Part 1. The practice and environment of integrated marketing communications (IMC) -- An overview of integrated marketing communications -- Enhancing brand equity and accountability -- Brand adoption, brand naming, and intellectual property issues -- Environmental, regulatory, and ethical issues -- Part 2. Fundamental IMC planning and decisions -- Segmentation, targeting, and positioning -- The communications process and consumer behavior -- The role of persuasion in integrated marketing communications -- Objective setting and budgeting -- Part 3. Advertising management and media choices -- Overview of advertising management -- Effective and creative Ad messages -- Endorsers and message appeals in advertising -- Traditional advertising media -- Digital media: online, mobile, and app advertising -- Social media -- Direct marketing, CRM, and other media -- Media planning and analysis -- Measuring Ad message effectiveness -- Part 4. Sales promotion management -- Sales promotion overview and the role of trade promotion -- Consumer sales promotion: sampling and couponing -- Consumer sales promotion: premiums and other promotions -- Part 5. Other IMC tools -- Public relations, content marketing, viral marketing, and sponsorships -- Packaging, point-of-purchase communications, and signage -- Personal selling.
9789814846875 (pbk.)
Communication in marketing
Advertising
Sales promotion
Marketing--Management
HF5415.123 / An2 2019
Advertising, promotion, and other aspects of integrated marketing communications / J. Craig Andrews, Terence A. Shimp. - Tenth edition. Philippine edition. - Taguig City : Cengage Learning Asia Pte Ltd, c2019. - xix, 635 pages : illustrations ; 25 cm
Part 1. The practice and environment of integrated marketing communications (IMC) -- An overview of integrated marketing communications -- Enhancing brand equity and accountability -- Brand adoption, brand naming, and intellectual property issues -- Environmental, regulatory, and ethical issues -- Part 2. Fundamental IMC planning and decisions -- Segmentation, targeting, and positioning -- The communications process and consumer behavior -- The role of persuasion in integrated marketing communications -- Objective setting and budgeting -- Part 3. Advertising management and media choices -- Overview of advertising management -- Effective and creative Ad messages -- Endorsers and message appeals in advertising -- Traditional advertising media -- Digital media: online, mobile, and app advertising -- Social media -- Direct marketing, CRM, and other media -- Media planning and analysis -- Measuring Ad message effectiveness -- Part 4. Sales promotion management -- Sales promotion overview and the role of trade promotion -- Consumer sales promotion: sampling and couponing -- Consumer sales promotion: premiums and other promotions -- Part 5. Other IMC tools -- Public relations, content marketing, viral marketing, and sponsorships -- Packaging, point-of-purchase communications, and signage -- Personal selling.
9789814846875 (pbk.)
Communication in marketing
Advertising
Sales promotion
Marketing--Management
HF5415.123 / An2 2019