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

Enhanced descriptions from Syndetics:

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.

Table of contents provided by Syndetics

• Preface (p. vii)
• Part 1 The Concept, Practice, and Environment of Integrated Marketing Communications (p. 1)
• Chapter 1 Overview of Integrated Marketing Communications (p. 2)
• Opening Vignette: Branding Energy (p. 2)
• The Nature of Marketing Communications (p. 3)
• Brands, Brand Equity, and Brand Equity Enhancement (p. 5)
• Managing Brand Concepts (p. 12)
• Integrated Marketing Communications (p. 17)
• Summary (p. 24)
• Chapter 2 The Marketing Communications Process (p. 28)
• Opening Vignette: A Korean Car Company Aims at College Students (p. 28)
• A Model of the Marketing Communications Decision Process (p. 29)
• Making Brand-Level Marketing Communications Decisions (p. 34)
• Summary (p. 44)
• Chapter 3 Environmental, Regulatory, and Ethical Issues in Marketing Communications (p. 48)
• Opening Vignette: Trash Bags, Degradability, Ethics, and Regulation (p. 48)
• Overview (p. 49)
• The Physical Environment and Green Marketing Communications (p. 50)
• Regulation of Marketing Communications (p. 57)
• Ethical Issues in Marketing Communications (p. 66)
• Summary (p. 77)
• Part 2 Integrated Marketing Communications From the Customer's Perspective: Targeting, Communicating, and Persuading (p. 84)
• Chapter 4 Demographic, Psychographic, and Geodemographic Targets of Marketing Communications (p. 86)
• Opening Vignette: Targeting the Extreme Generation (p. 86)
• Overview (p. 87)
• Population Growth and Geographic Dispersion (p. 88)
• The Changing Age Structure (p. 88)
• The Ever-Changing American Household (p. 98)
• Ethnic Population Developments (p. 99)
• Psychographic Targeting (p. 104)
• Geodemographic Targeting (p. 108)
• Summary (p. 110)
• Chapter 5 The Communication Process and Fundamentals of Buyer Behavior (p. 114)
• Opening Vignette: Losing Sales to Bottled Water, the Plight of Diet Soft Drinks (p. 114)
• Communication Objectives (p. 116)
• The Communication Process (p. 117)
• Marketing Communications and Meaning (p. 119)
• Behavioral Foundations of Marketing Communications: The Consumer Processing Model (CPM) (p. 129)
• Behavioral Foundations of Marketing Communications: The HEM Perspective (p. 152)
• Summary (p. 156)
• Chapter 6 Persuasion in Marketing Communications (p. 162)
• Opening Vignette: Selling Calcium (p. 162)
• The Nature and Role of Attitudes (p. 164)
• Persuasion in Marketing Communications (p. 165)
• Tools of Influence: The Persuader's Perspective (p. 166)
• The Influence Process: The Persuadee's Perspective (p. 169)
• An Integrated Model of Persuasion (p. 173)
• Practical Implications: Enhancing Consumers' Processing Motivation, Opportunity, and Ability (p. 181)
• Summary (p. 190)
• Part 3 New Products, Brand Names, Logos, Packages, and Point-of-Purchase Materials (p. 194)
• Chapter 7 Marketing Communications and New Product Adoption (p. 196)
• Opening Vignette: Steve Jobs Does a Job with the iMac (p. 196)
• New Products and Marketing Communications (p. 198)
• The Diffusion Process (p. 205)
• Stimulating Word-of-Mouth Influence (p. 210)
• Summary (p. 212)
• Chapter 8 Brand Names, Logos, Packages, and Point-of-Purchase Materials (p. 216)
• Opening Vignette: Transforming Bell Labs into Lucent Technologies (p. 216)
• Introduction (p. 217)
• Brand Naming (p. 217)
• Packaging (p. 223)
• Point-of-Purchase Advertising (p. 232)
• Summary (p. 251)
• Part 4 Advertising Management (p. 256)
• Chapter 9 Overview of Advertising Management (p. 258)
• Opening Vignette: With Soaring Sales, Why Advertise? (p. 258)
• Overview (p. 260)
• The Advertising Management Process (p. 265)
• Setting Advertising Objectives (p. 267)
• Budgeting for Advertising (p. 283)
• Summary (p. 292)
• Chapter 10 Creative Advertising Strategy (p. 296)
• Opening Vignette: Two of the Greatest Ads in the History of Advertising (p. 296)
• The Relationship between Client and Advertising Agency (p. 298)
• What Makes Effective Advertising? (p. 302)
• Advertising Plans and Strategy (p. 305)
• Means-End Chains and Advertising Strategy (p. 310)
• Alternative Creative Strategies (p. 317)
• Corporate Image and Issue Advertising (p. 325)
• Summary (p. 328)
• Chapter 11 Message Appeals and Endorsers in Advertising (p. 332)
• Opening Vignette: Dead Is Alive ... in Celebrity Endorsements (p. 332)
• The Role of Endorsers in Advertising (p. 334)
• The Role of Humor in Advertising (p. 344)
• The Use of Fear Appeals (p. 346)
• The Use of Guilt Appeals (p. 349)
• The Use of Sex in Advertising (p. 350)
• Subliminal Messages and Symbolic Embeds (p. 353)
• The Functions of Music in Advertising (p. 356)
• The Role of Comparative Advertising (p. 357)
• Summary (p. 361)
• Chapter 12 Analysis of Advertising Media (p. 368)
• Opening Vignette: Revamping Miller Lite's Image Required a Media Overhaul (p. 368)
• Overview of Major Media (p. 369)
• Out-of-Home Advertising (p. 372)
• Newspapers (p. 376)
• Magazines (p. 379)
• Radio (p. 385)
• Television (p. 388)
• Interactive Advertising Media (p. 395)
• Alternative Advertising Media (p. 398)
• Summary (p. 402)
• Chapter 13 Direct Advertising and Database Marketing (p. 406)
• Opening Vignette: An Effective Direct-Mail and Telemarketing Campaign for the Saab 9-5 (p. 406)
• Direct Marketing (p. 407)
• Direct-Response Advertising (p. 410)
• Catalog Marketing (p. 419)
• Outbound and Incoming Telemarketing (p. 420)
• Summary (p. 426)
• Chapter 14 Media Strategy (p. 430)
• Opening Vignette: The Introductory Media Campaign for the Saab 9-5 (p. 430)
• The Media-Planning Process (p. 432)
• Selecting the Target Audience (p. 433)
• Specifying Media Objectives (p. 434)
• Tradeoffs, Tradeoffs, Tradeoffs (p. 450)
• The Diet Dr Pepper Campaign (p. 456)
• Summary (p. 462)
• Chapter 15 Assessing Advertising Effectiveness (p. 466)
• Opening Vignette: Two Illustrations of Potentially Risky Ad Campaigns (p. 466)
• Overview of Advertising Research (p. 468)
• Media Research Methods (p. 469)
• Message Research Methods (p. 475)
• Measuring Web Ads (p. 498)
• Summary (p. 499)
• Part 5 Sales Promotion Management (p. 504)
• Chapter 16 Overview of Sales Promotion Management (p. 506)
• Opening Vignette: Three Exemplary Cases of Using Promotions Effectively (p. 506)
• Introduction to Sales Promotion (p. 507)
• Increased Budgetary Allocations to Promotions (p. 510)
• Sales Promotion Capabilities and Limitations (p. 514)
• What Generalizations Can Be Made about Promotions? (p. 518)
• Promotion Dealing Is Not Always Profitable (p. 520)
• Summary (p. 526)
• Chapter 17 Trade-Oriented Sales Promotion (p. 530)
• Opening Vignette: Now You See It, Now You Don't--The Old "Switcharoo" in the Modern Retail Establishment (p. 530)
• Introduction to Trade Promotion (p. 532)
• Trade Allowances (p. 533)
• Efforts to Rectify Trade Promotion Problems (p. 539)
• Cooperative Advertising and Vendor Support Programs (p. 544)
• Trade Contests and Incentives (p. 547)
• Specialty Advertising (p. 548)
• Trade Shows (p. 549)
• Summary (p. 550)
• Chapter 18 Consumer-Oriented Promotions (p. 554)
• Opening Vignette: Promotional Disasters (p. 554)
• Introduction (p. 556)
• Sampling (p. 558)
• Couponing (p. 568)
• Premiums (p. 580)
• Price-Offs (p. 585)
• Bonus Packs (p. 586)
• Rebates/Refunds (p. 586)
• Contests and Sweepstakes (p. 588)
• Continuity Promotions (p. 591)
• Internet Promotions (p. 592)
• Overlay and Tie-In Promotions (p. 593)
• Retailer Promotions (p. 595)
• Evaluating Sales Promotion Ideas (p. 596)
• Summary (p. 598)
• Part 6 Public Relations, Sponsorship Marketing, and Personal Selling (p. 604)
• Chapter 19 Marketing Public Relations and Sponsorship Marketing (p. 606)
• Opening Vignette: Good to the Last Drop--And Good for the Economically Disadvantaged (p. 606)
• Marketing Public Relations (p. 608)
• Sponsorship Marketing (p. 613)
• Summary (p. 622)
• Chapter 20 Personal Selling Fundamentals (p. 626)
• Opening Vignette: What Qualities Are Liked and Disliked in a Salesperson? (p. 626)
• Overview (p. 628)
• Modern Selling Philosophy (p. 629)
• Selling Activities and Types of Personal-Selling Jobs (p. 631)
• Salesperson Performance (p. 636)
• Excellence in Selling (p. 640)
• From Selling to Sales Management (p. 643)
• Summary (p. 644)
• Glossary (p. 648)
• Credits (p. 655)
• Name Index (p. 658)
• Subject Index (p. 664)