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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MBA Referance
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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 | 4568 | Not For Loan | UM4568 | |
MBA - Masters on Business Administration
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St. Xavier's University, Kolkata Lending Section | 659.1 AND(ADV)Ed10 (Browse shelf(Opens below)) | S.X.U.K | 4569 | Available | M4569 | ||
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MBA - Masters on Business Administration
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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 | 4570 | Available | M4570 | ||
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MBA - Masters on Business Administration
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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 | 4571 | Available | M4571 | ||
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MBA - Masters on Business Administration
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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 | 4572 | Available | M4572 |
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| R 658.872 TUT(SOC)Ed3 Social Media Marketing | R 658.872 WEB.Ed2 Web Marketing all-in-one for Dummies | R 659.1 AND(ADV)Ed10 Advertising, promotion and other aspect of : integrated marketing communication | R 659.1 AND(ADV)Ed10 Advertising, promotion and other aspect of : integrated marketing communication | R 659.1 BAN(IMP) Impact of brand promotion through indian web series on consumer buying behaviour : a study on the youth of Kolkata | R 659.1 BAT(ADV)Ed5 Advertising management / | R 659.1 BAT(ADV)Ed5 Advertising management / |
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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