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Advertising and promotion : An IMC approcach by Terence A. Shimp.
Material type:
TextLanguage: English Publication details: South Western : Cengage Learning, 2008.Description: 650 pISBN: - 9788131503881
- 659.111 SHI/ADV
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| 659.1 TIW/UNC UN common sense of advertising | 659.1 WEL/ADV Advertising: principles and practice | 659.1 WEL/ADV Advertising: principles and practice | 659.111 SHI/ADV Advertising and promotion : | 659.111 SHI/ADV Advertising and promotion : | 659.111 SHI/ADV Advertising and promotion : | 659.111 SHI/ADV Advertising and promotion : |
Table of Contents :
Part 1. Integrated marketing communications : processes, brand equity and the marcom environment
Part 2. The fundamental marcom decisions :targeting, positioning, objective setting, and budgeting
Part 3. Advertising management
Part 4. Promotion management, marketing-oriented public relations, and sponserships
Part 5. Marcom for new-products, store signage, and point-of-purchase communications
Index