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Advertising, promotion, and other aspects of integrated marketing communications / J. Craig Andrews, Terence A. Shimp.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Taguig City : Cengage Learning Asia Pte Ltd, c2019.Edition: Tenth edition; Philippine editionDescription: xix, 635 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9789814846875 (pbk.)
Subject(s): LOC classification:
  • HF5415.123 An2 2019
Online resources:
Contents:
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.
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Holdings
Item type Current library Collection Call number Materials specified URL Copy number Status Date due Barcode
Books Books Ladislao N. Diwa Memorial Library Filipiniana Section Non-fiction F RUS HF54715.123 An2 2019 (Browse shelf(Opens below)) Link to resource c1 Room use only 00081509
Books Books Ladislao N. Diwa Memorial Library Filipiniana Section Non-fiction FIL HF54715.123 An2 2019 (Browse shelf(Opens below)) Link to resource c2 Available 00081510
Books Books Ladislao N. Diwa Memorial Library Filipiniana Section Non-fiction FIL HF54715.123 An2 2019 (Browse shelf(Opens below)) Link to resource c3 Available 00081511
Books Books Ladislao N. Diwa Memorial Library Filipiniana Section Non-fiction FIL HF54715.123 An2 2019 (Browse shelf(Opens below)) Link to resource c4 Available 00081512

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.

Fund 164 C&E Publishing, Inc. Purchased 0 0 PNR PHP 1,018.00 copy 1 2020-11-467 2021-1-0061

Fund 164 C&E Publishing, Inc. Purchased 0 0 PNR PHP 1,018.00 copy 2 2020-11-467 2021-1-0061

Fund 164 C&E Publishing, Inc. Purchased 0 0 PNR PHP 1,018.00 copy 3 2020-11-467 2021-1-0061

Fund 164 C&E Publishing, Inc. Purchased 0 0 PNR PHP 1,018.00 copy 4 2020-11-467 2021-1-0061

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