The seventh edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS
OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing
communication. While continuing to focus on the time honored IMC methods, the text has
undergone a significant revision to reflect new academic literature and practitioner
developments in the field. In addition, a significant reorganization along with
comprehensive treatment on the fundamentals of advertising and promotion are the focus of
the revision. Some changes include a separate chapter on internet advertising, early
coverage of ethical, regulatory, and environmental issues, and major condensing,
combining, and adding of existing and new topics.
Benefits
IMC Focus: The new edition draws student attention to a variety of brilliant ad campaigns
that have successfully turned products into household names. These features illustrate key
IMC concepts within each chapter by using real-company situations that showcase how
various aspects of marketing communications are put into practice.
Global Focus: Global Focus boxes enhance the text''s global marketing perspective and
spotlight the international impact of and application of IMC campaigns. For example,
students are introduced to a selection of ads that were very successful in the United
States, yet bombed in Japan.
Updated Ethics Coverage: Chapter 3, "Ethical Regulatory and Environmental Issues in
Marketing Communications" provides in-depth coverage of ethical issues in marketing
communications. This chapter is moved front and center in this edition to stress its
importance in this area.
Comprehensive Ancillary Package: The extensive package includes the Instructor''s Manual,
completely revised written Test Bank, Computerized Test Bank, Instructor''s CD-ROM,
market-leading PowerPoint Presentation slides, and an updated Video package. Finally,
don''t forget to stop by the companion web site (http://shimp.swlearning.com), where you
will find a wealth of valuable resources for both students and instructors.
Ad Campaign Planner Supplement by Sayre: Through the use of advertising, public relations,
and the promotional mix, students are asked to provide solutions for a chosen client''s
promotional problem. Acting as a simulated agency, students follow a 10-step guide that
helps explain the process of planning, executing, and delivering successful campaigns.
This supplement can be bundled with the text or sold stand-alone.
Table of Contents
PART ONE: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND THE MARCOM
ENVIRONMENT.
Chapter 1: Overview of Integrated Marketing Communications and the MarCom Process.
Chapter 2: MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being
Accountable.
Chapter 3: Ethical, Regulatory, and Environmental Issues in Marketing Communications.
PART TWO: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND
BUDGETING.
Chapter 4: MarCom Targeting.
Chapter 5: MarCom Positioning.
Chapter 6 MarCom Objective Setting And Budgeting.
PART THREE: MARCOM FOR NEW PRODUCTS, STORE SIGNAGE, AND POINT-OF-PURCHASE COMMUNICATIONS.
Chapter 7: Facilitation of Product Adoption, and Brand Naming and Packaging.
Chapter 8: On- and Off-Premise Signage and Point-of-Purchase Communications.
PART FOUR: ADVERTISING MANAGEMENT.
Chapter 9: Overview of Advertising Management: Messages, Media, and Measurement.
Chapter 10: Creating Effective and Creative Advertising Messages.
Chapter 11: Selecting Message Appeals and Endorsers.
Chapter 12: Assessing Ad Message Effectiveness.
Chapter 13: Planning for and Analyzing Advertising Media.
Chapter 14: Using Traditional Advertising Media.
Chapter 15: Employing the Internet for Advertising.
Chapter 16: Using Other Alternative Advertising Media.
PART FIVE: SALES PROMOTION MANAGEMENT, MARKETING-ORIENTED PUBLIC RELATIONS, AND
SPONSORSHIPS.
Chapter 17: Sales Promotion and the Role of Trade Promotions.
Chapter 18: Consumer-Oriented Promotions: Sampling and Couponing.
Chapter 19: Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods.
Chapter 20: Marketing-Oriented Public Relations and Sponsorships.
Paperback
969 pages
