Shimp, Terence A.
Advertising, promotion, and other aspects of integrated marketing communications / Terence A. Shimp. - 8th ed. - Mason, OH : South-Western/Cengage Learning, 2010. - xx, 668 p. : col. ill ; 28 cm.
Rev. ed. of: Advertising, promotion & supplemental aspects of integrated marketing communications. 6th ed. c2003. Includes bibliographical references and indexes.
Intended for use in undergraduate and graduate courses, this textbook introduces students to the fundamentals of integrated marketing communications (IMC). Sample topics include targeting communications, setting objectives, selecting message appeals, assessing ad effectiveness, and using consumer-oriented promotions. Coverage of Internet advertising has been expanded for the seventh edition. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com).
9780324593600
Communication in marketing.
Sales promotion.
Advertising.
Management and Business Studies.
Advertising, promotion, and other aspects of integrated marketing communications / Terence A. Shimp. - 8th ed. - Mason, OH : South-Western/Cengage Learning, 2010. - xx, 668 p. : col. ill ; 28 cm.
Rev. ed. of: Advertising, promotion & supplemental aspects of integrated marketing communications. 6th ed. c2003. Includes bibliographical references and indexes.
Intended for use in undergraduate and graduate courses, this textbook introduces students to the fundamentals of integrated marketing communications (IMC). Sample topics include targeting communications, setting objectives, selecting message appeals, assessing ad effectiveness, and using consumer-oriented promotions. Coverage of Internet advertising has been expanded for the seventh edition. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com).
9780324593600
Communication in marketing.
Sales promotion.
Advertising.
Management and Business Studies.