Author Description
Now available in an exciting, eye-catching, four-colour text, Shimp's Advertising, Promotion and Supplemental Aspect of Integrated Marketing Communications 4/e fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications and advertising media selection than any text on the market. Beginning in Chapter 1, the fourth edition takes a more extensive integrated marketing communication (IMC) perspective than in previous editions and also introduces a 'building-brand-equity' perspective that is utilised throughout the chapters following. More user friendly than ever, the text also includes a CD-ROM presentation disk for instructors to use in class. Organised by chapter, the animated disk includes videos, tables, figures, graphs, and overhead transparencies to support text material. Features: * Sophisticated yet student friendly, the text incorporates a lively writing style with myriad real-world examples that capture readers' interests. * The text provides up-to-date treatment of text concepts as well as complete coverage of practitioner-oriented material. * Chapter opening vignettes offer real-world illu
Menrva's Summary
THE THESIS
This text investigates the integration of various marketing communication channels to build brand equity in a modern commercial environment. Author Terence A. Shimp utilizes his academic background to synthesize theoretical marketing principles with practical applications. The fourth edition shifts the focus toward a comprehensive Integrated Marketing Communications (IMC) framework, emphasizing how advertising, sales promotion, and point-of-purchase strategies function as a unified system.
THE SCOPE MAP
What You Will Find
- Integrated Marketing Communications (IMC) strategic framework
- Brand equity development methodologies
- Advertising media selection criteria
- Sales promotion and point-of-purchase communication techniques
- Real-world case studies and chapter-opening vignettes
Scope Limits
- Does not cover digital marketing trends post-dating the fourth edition publication
- Excludes advanced consumer psychology research developed after the early 2000s
THE AUTHORITY PERSPECTIVE
Experts and educators frequently cite this text as a foundational resource for understanding the mechanics of promotional strategy during the transition to integrated marketing models. Readers often note the academic density of the prose, which is balanced by the inclusion of practical, practitioner-oriented examples.
Page Count:
629
Publication Date:
1996-08-16
Publisher:
South-Western College Pub
ISBN-10:
0030103525
ISBN-13:
9780030103520
Business
Marketing
Direct marketing
Advertising
Integrated Marketing Communications
textbook
Promotion