Advertising, promotion and other aspect of : integrated marketing communication J. Craig Andrews, Terence A. Shimp
Material type:
TextLanguage: English Publication details: Delhi Cengage 2023Edition: 10th edDescription: 635p. P.BISBN: - 9789355734587
- R 659.1 AND(ADV)Ed10
| Item type | Current library | Collection | Call number | Vol info | Copy number | Status | Barcode | |
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Mass Communication Reference
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St. Xavier's University, Kolkata Reference Section | Reference | R 659.1 AND(ADV)Ed10 (Browse shelf(Opens below)) | S.X.U.K | 11529 | Not For Loan | UC11529 | |
MA - Mass Communication
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St. Xavier's University, Kolkata Lending Section | 659.1 AND(ADV)Ed10 (Browse shelf(Opens below)) | S.X.U.K | 11530 | Available | C11530 | ||
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MA - Mass Communication
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St. Xavier's University, Kolkata Lending Section | 659.1 AND(ADV)Ed10.C1 (Browse shelf(Opens below)) | S.X.U.K | 11531 | Available | C11531 | ||
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MA - Mass Communication
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St. Xavier's University, Kolkata Lending Section | 659.1 AND(ADV)Ed10.C2 (Browse shelf(Opens below)) | S.X.U.K | 11532 | Available | C11532 | ||
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MA - Mass Communication
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St. Xavier's University, Kolkata Lending Section | 659.1 AND(ADV)Ed10.C3 (Browse shelf(Opens below)) | S.X.U.K | 11533 | Available | C11533 |
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| 659.1 AND(ADV)Ed10 Advertising, promotion and other aspect of : integrated marketing communication | 659.1 AND(ADV)Ed10.C1 Advertising, promotion and other aspect of : integrated marketing communication | 659.1 AND(ADV)Ed10.C1 Advertising, promotion and other aspect of : integrated marketing communication | 659.1 AND(ADV)Ed10.C2 Advertising, promotion and other aspect of : integrated marketing communication | 659.1 AND(ADV)Ed10.C2 Advertising, promotion and other aspect of : integrated marketing communication | 659.1 AND(ADV)Ed10.C3 Advertising, promotion and other aspect of : integrated marketing communication | 659.1 AND(ADV)Ed10.C3 Advertising, promotion and other aspect of : integrated marketing communication |
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.
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