Advertising, promotion and other aspect of : integrated marketing communication J. Craig Andrews, Terence A. Shimp

By:

Andrews, J. Craig

Contributor(s):

Shimp, Terence A [auth.]

Material type: Text

TextLanguage: English Publication details: Delhi Cengage 2023Edition: 10th edDescription: 635p. P.BISBN:

9789355734587

Subject(s):

ADVERTISING

DDC classification:

R 659.1 AND(ADV)Ed10

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Holdings
Item type	Current library	Collection	Call number	Vol info	Copy number	Status	Barcode
Mass Communication Reference	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	St. Xavier's University, Kolkata Lending Section		659.1 AND(ADV)Ed10 (Browse shelf(Opens below))	S.X.U.K	11530	Available	C11530
MA - Mass Communication	St. Xavier's University, Kolkata Lending Section		659.1 AND(ADV)Ed10.C1 (Browse shelf(Opens below))	S.X.U.K	11531	Available	C11531
MA - Mass Communication	St. Xavier's University, Kolkata Lending Section		659.1 AND(ADV)Ed10.C2 (Browse shelf(Opens below))	S.X.U.K	11532	Available	C11532
MA - Mass Communication	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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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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