Table of contents for Advertising, promotion & supplemental aspects of integrated marketing communications / Terence A. Shimp.

Bibliographic record and links to related information available from the Library of Congress catalog

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Chapter 1. Overview of Integrated Marketing Communications. Chapter 2. The Marketing Communications Process and Brand-Equity Enhancement Chapter 3. Positioning and Targeting for MarCom Efforts. Chapter 4. The Communication Process, Meaning Creation, and Fundamentals of Consumers'''' Use of MarCom Information. Chapter 5. Persuasion in Marketing Communications. Chapter 6. MarCom''''s Role in Facilitating Product Adoption. Chapter 7. Brand Names, Logos, Packages, and Point-of-Purchase Materials. Chapter 8. Overview of Advertising Management. Chapter 9. Creative Advertising Strategy. Chapter 10. Endorsers and Message Appeals in Advertising. Chapter 11. Assessing Ad Message Effectiveness. Chapter 12. Traditional Advertising Media. Chapter 13. Online and Alternative Advertising Media. Chapter 14. Direct Advertising Media. Chapter 15. Media Strategy Analysis. Chapter 16. Overview of Sales Promotion Management. Chapter 17. Trade-Oriented Sales Promotion. Chapter 18. Consumer-Oriented Promotions. Chapter 19. Marketing Public Relations and Sponsorship Marketing. Chapter 20. Environmental, Regulatory, and Ethical Issues in Marketing Communications.

Library of Congress subject headings for this publication:
Communication in marketing.
Sales promotion.
Direct marketing.