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Advertising, Promotion 6e Shimp

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autor opisuje wszystkie metody komunikacji marketingowej, opisując rolę marketingu zintegrowanego w budowaniu kapitału marki. Test opisuje także wagę nowych technologii i Internetu w komunikacji marketingowej.

Spis treści

Preface 
Pt. 1 Integrated Marketing Communications and Its Role in Brand-Equity Enhancement 1

Ch. 1 Overview of Integrated Marketing Communications 2
Ch. 2 The Marketing Communications Process and Brand-Equity Enhancement 22

Pt. 2 IMC from the Customer's Perspective: Targeting, Communicating, and Persuading 50

Ch. 3 Positioning and Targeting for MarCom Efforts 50
Ch. 4 The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information 80
Ch. 5 Persuasion in Marketing Communications 114

Pt. 3 Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising 153

Ch. 6 MarCom's Role in Facilitating Product Adoption 154
Ch. 7 Brand Names, Logos, Packages, and Point-of-Purchase Materials 180

Pt. 4 Advertising Management 223

Ch. 8 Overview of Advertising Management 224
Ch. 9 Creative Advertising Strategy 256
Ch. 10 Endorsers and Message Appeals in Advertising 292
Ch. 11 Assessing Ad Message Effectiveness 322
Ch. 12 Traditional Advertising Media 354
Ch. 13 Alternative Offline Advertising Media and Mass Online Advertising 386
Ch. 14 Offline and Online Direct Advertising 406
Ch. 15 Media Planning and Analysis 430

Pt. 5 Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships 467

Ch. 16 Overview of Sales Promotion Management 468
Ch. 17 Trade-Oriented Sales Promotion 496
Ch. 18 Consumer-Oriented Promotions 520
Ch. 19 Marketing Public Relations and Sponsorship Marketing 568

Pt. 6 External Pressures on Marketing Communications 589

Ch. 20 Regulatory, Ethical, and "Green" Issues in Marketing Communications 590