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Advertising Promotion and Other Aspects of Integrated Marketing Communications: South African Edition, 1st Edition

Terence A. Shimp, J. Craig Andrews

  • Copyright 2014
  • {{checkPublicationMessage('Published', '2013-12-19T00:00:00+0000')}}
Starting At £25.21 See pricing and ISBN options
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Advertising Promotion and Other Aspects of Integrated Marketing Communications: South African Edition 1st Edition by Terence A. Shimp/J. Craig Andrews
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Overview

SOUTH AFRICA:INTEGRATED MARKET ING COMM IN ADVERTISING & PROM

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Meet the Authors

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Terence A. Shimp

Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

J. Craig Andrews

J. Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing at Marquette University, where he has been a faculty member for 32 years. Dr. Andrews recently served as a Social Scientist (Center for Tobacco Products), Senior Scholar (Center for Food Safety and Applied Nutrition), and on the Risk Communication Advisory Committee with U.S. Food & Drug Administration in Washington, DC. Dr. Andrews also has been responsible for ad copy testing efforts on the Behavior Change Expert Panel for the National Youth Anti-Drug Media Campaign, working with Ogilvy & Mather and FCB ad agencies in New York, NY. He also has been Editor of the Journal of Public Policy & Marketing, for which he earned honors as Reviewer of the Year three times and twice won the Kinnear/JPPM Award for article of the year. Dr. Andrews also served as a Consumer Research Specialist in the Division of Advertising Practices with the Federal Trade Commission in Washington, DC, earning the FTC’s Award for Meritorious Service. Through the Advertising Education Foundation, he has held visiting professor positions with Coca-Cola Foods in Houston and with the Fitzgerald & Co. advertising agency in Atlanta. His work has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of International Business Studies, Journal of Retailing, Tobacco Control and the American Journal of Public Health, among others. Dr. Andrews received his Ph.D. in Marketing from the University of South Carolina.

Features

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  • The Practice and Environment of Integrated Marketing Communications (IMC) introduces the fundamentals of integrated marketing communications.
  • Fundamental IMC Planning Background and Decisions builds a foundation for understanding the nature and function of marketing communications.
  • Advertising Management and New Media Choices presents the role and importance of advertising.
  • Sales Promotion Management covers trade and consumer-oriented sales promotion.
  • Other IMC tools examine marketing communication tools that are somewhat less prominent but nonetheless play important roles in consumer persuasion and behaviour.

Table of Contents

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1. An Overview fo Intergated Marketing Communications
2. Enhancing Brand Equity and Accountability
3. Brand Adoption, Brand Naming and Intellectual Property Issues
4. Environment, Regulartory, and Ethical Issues
5. Segmentation, Targeting, and Positioning
6. The Communications Process and Consumer Behaviour
7. The Role of Persuasion in Intergrated Marketing Communications
8. Objective Setting and Budgeting
9. Overview of Advertising Management
10. Effective and Create Ad Messages
11. Endorsers and Message Appeals in Advertising
12. Traditional Advertising Media
13. Online and Mobile Advertising
14. Social Media
15. Direct Marketing and Other Media
16. Advertising Media: Planning and Analysis
17. Measuring Ad Message Effectiveness
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
21. Public Relations, Word-of-Mouth Influence, and Sponsorships
22. Packaging, Point-of-Purchase Communications, and Signage
23. Personal Selling

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  • ISBN-10: 1285634640
  • ISBN-13: 9781285634647
  • RETAIL £25.21

  • ISBN-10: 1408093561
  • ISBN-13: 9781408093566
  • RETAIL £33.99
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