Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

by M.Wayne Delozier (Author), Terence A. Shimp (Author)

• Used

  Hardcover
  2002

  $3.31

  The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental 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. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.

• Used

  Hardcover
  1996

  $15.67

  Now available in an exciting, eye-catching, four-colour text, Shimp's Advertising, Promotion and Supplemental Aspect of Integrated Marketing Communications 4/e fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications and advertising media selection than any text on the market. Beginning in Chapter 1, the fourth edition takes a more extensive integrated marketing communication (IMC) perspective than in previous editions and also introduces a 'building-brand-equity' perspective that is utilised throughout the chapters following. More user friendly than ever, the text also includes a CD-ROM presentation disk for instructors to use in class. Organised by chapter, the animated disk includes videos, tables, figures, graphs, and overhead transparencies to support text material. Features: * Sophisticated yet student friendly, the text incorporates a lively writing style with myriad real-world examples that capture readers' interests. * The text provides up-to-date treatment of text concepts as well as complete coverage of practitioner-oriented material. * Chapter opening vignettes offer real-world illustrations of communications in practice, setting the stage for chapter concepts. * 'Focus on Marketing Communications' boxes in each chapter detail interesting developments in the field, while 'Global Focus' boxes enhance the text's global marketing perspective. * End-of-chapter review questions and exercise drive home chapter concepts and topics. New to this edition: * Treatment of integrated marketing communications (IMC) has been expanded in Chapter 1, and the importance of achieving integration is woven throughout the text. * For the first time, the text is presented in four colours. * Completely current, the fourth edition has been thoroughly revised and updated with the most recent material and examples available. * Point of Purchase discussions have been expanded, reflecting the more recent research available. * Ancillary materials now include a new instructor's classroom presentation CD-ROM. * All material has been thoroughly updated for the Instructor's Manual, which also provides special attention to the new presentation CD-ROM.