Advertising, promotion, and other aspects of integrated marketing communications / J. Craig Andrews, Terence A. Shimp.
Material type: TextLanguage: English Publication details: Taguig City : Cengage Learning Asia Pte Ltd, c2019.Edition: Tenth edition; Philippine editionDescription: xix, 635 pages : illustrations ; 25 cmContent type:- text
- unmediated
- volume
- 9789814846875 (pbk.)
- HF5415.123 An2 2019
Item type | Current library | Collection | Call number | Materials specified | URL | Copy number | Status | Notes | Date due | Barcode |
---|---|---|---|---|---|---|---|---|---|---|
Books | Ladislao N. Diwa Memorial Library Reserve Section | Non-fiction | RUS HF54715.123 An2 2019 (Browse shelf(Opens below)) | Link to resource | c1 | Room use only | 78955 | 00081509 | ||
Books | Ladislao N. Diwa Memorial Library Circulation Section | Non-fiction | HF54715.123 An2 2019 (Browse shelf(Opens below)) | Link to resource | c2 | Available | 78956 | 00081510 | ||
Books | Ladislao N. Diwa Memorial Library Circulation Section | Non-fiction | HF54715.123 An2 2019 (Browse shelf(Opens below)) | Link to resource | c3 | Available | 78957 | 00081511 | ||
Books | Ladislao N. Diwa Memorial Library Circulation Section | Non-fiction | HF54715.123 An2 2019 (Browse shelf(Opens below)) | Link to resource | c4 | Available | 78958 | 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 01/08/2021 78955 PNR PHP 1,018.00 copy 1 2020-11-467 2021-1-0061
Fund 164 C&E Publishing, Inc. Purchased 01/08/2021 78956 PNR PHP 1,018.00 copy 2 2020-11-467 2021-1-0061
Fund 164 C&E Publishing, Inc. Purchased 01/08/2021 78957 PNR PHP 1,018.00 copy 3 2020-11-467 2021-1-0061
Fund 164 C&E Publishing, Inc. Purchased 01/08/2021 78958 PNR PHP 1,018.00 copy 4 2020-11-467 2021-1-0061