Advertising, promotion, and other aspects of integrated marketing communications /
By: Shimp, Terence A
Material type:
BookPublisher: Mason, OH : South-Western/Cengage Learning, 2010.Edition: 8th ed.Description: xx, 668 p. : col. ill ; 28 cm.ISBN: 9780324593600Subject(s): Communication in marketing | Sales promotion | Advertising | Management and Business Studies
Summary:
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).
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.82 SH AD (Browse shelf) | Available | T0039375 |
Total holds: 0
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).