Advertising, Promotion, and other aspects of Integrated Marketing Communications

Häftad, Engelska, 2017

AvJ. Craig Andrews,Terence Shimp

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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 today’s 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 today’s 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.

Produktinformation

Utgivningsdatum2017-08-07
Mått215 x 27 x 274 mm
Vikt1 380 g
FormatHäftad
SpråkEngelska
Antal sidor635
Upplaga10
FörlagCengage Learning
ISBN9781337282659

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Reklam inom Ekonomi och Ledarskap

J. Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing at Marquette University, where he has been a faculty member for 32 years. Dr. Andrews recently served as a social scientist (Center for Tobacco Products), senior scholar (Center for Food Safety and Applied Nutrition) and on the Risk Communication Advisory Committee with U.S. Food & Drug Administration in Washington, DC. Dr. Andrews has been responsible for ad copy testing efforts on the Behavior Change Expert Panel for the National Youth Anti-Drug Media Campaign, working with Ogilvy & Mather and FCB ad agencies in New York, NY. He has been Editor of the Journal of Public Policy & Marketing, for which he earned honors as Reviewer of the Year three times and twice won the Kinnear/JPPM Award for article of the year. Dr. Andrews also served as a Consumer Research Specialist in the Division of Advertising Practices with the Federal Trade Commission in Washington, DC, earning the FTC’s Award for Meritorious Service. Through the Advertising Education Foundation, he has held visiting professor positions with Coca-Cola Foods in Houston and with the Fitzgerald & Co. advertising agency in Atlanta. His work has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of International Business Studies, Journal of Retailing, Tobacco Control and the American Journal of Public Health, among others. Dr. Andrews received his Ph.D. in Marketing from the University of South Carolina. Terence Shimp is a distinguished professor emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has been published widely in marketing, consumer behavior and advertising, and has received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

Part I: 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 II: FUNDAMENTAL IMC PLANNING AND DECISIONS.5. Segmentation, Targeting, and Positioning. 6. The Communications Process and Consumer Behavior.7. The Role of Persuasion in IMC.8. IMC Objective Setting and Budgeting.Part III: ADVERTISING MANAGEMENT AND MEDIA CHOICES.9. An Overview of Advertising Management.10. Effective and Creative Ad Messages.11. Endorsers and Message Appeals in Advertising.12. Traditional Ad Media.13. Digital Media: Online, Mobile and App Advertising.14. Social Media.15. Direct Marketing, CRM, and Other Media.16. Media Planning and Analysis.17. Measuring Ad Message Effectiveness.Part IV: 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 V: OTHER IMC TOOLS.21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships.22. Packaging, POP Communications, and Signage.23. Personal Selling.