Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition By Terence A. Shimp – Test Bank

Examination Bank For Marketing Communications Integration and Promotional Strategies 9th Edition By Terence A. Shimp

1. ISBN-10

   1111580219
2. ISBN-13

   978-1111580216

   The indispensable MARKETING, PROMOTION, AND OTHER FACETS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition explores all aspects of marketing communications, from traditional techniques to the latest advancements in the field. Providing the essential principles, the content focuses on advertising and promotion, encompassing strategic planning, branding, media procurement, sales, public relations, and much more. Emerging topics receive special emphasis in this edition, such as the tremendous influence of social media platforms, online and digital strategies, viral communications, and personal marketing, along with their impacts on conventional advertising. Revised to render MARKETING, PROMOTION, AND OTHER FACETS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition the most contemporary I.M.C. resource on the market, chapters address crucial alterations in environmental, regulatory, and ethical considerations, alongside Marcom insights, locality-based applications, privacy concerns, global marketing, and notably, unforgettable advertising campaigns.

   PART I: THE IMPLEMENTATION AND CONTEXT OF INTEGRATED MARKETING COMMUNICATIONS (I.M.C.).
   1. An Examination of Integrated Marketing Communications.
   2. Amplifying Brand Value and Responsibility.
   3. Brand Adoption, Brand Naming, and Intellectual Property Issues.
   4. Environmental, Regulatory, and Ethical Considerations.
   PART II: FUNDAMENTAL I.M.C. STRATEGIC BASIS AND CHOICES.
   5. Segmentation and Targeting in I.M.C.
   6. The Communication Process and Consumer Behavior.
   7. The Role of Persuasion in I.M.C.
   8. I.M.C. Objective Setting and Budget Allocation.
   PART III: PROMOTIONAL STRATEGY MANAGEMENT AND NOVEL MEDIA SELECTIONS.
   9. An Introduction to Promotion Management.
   10. Effective and Innovative Advertising Messages.
   11. Endorsers and Message Appeals in Advertising.
   12. Traditional Advertising Media.
   13. Internet Advertising.
   14. Social Networking.
   15. Direct Marketing and Alternative Media.
   16. Media Strategy and Evaluation.
   17. Assessing Advertising Message Efficacy.
   PART IV: SALES INCENTIVE STRATEGY MANAGEMENT.
   18. Sales Promotion Overview and Trade Promotion Function.
   19. Consumer Sales Promotion: Sampling and Coupon Distribution.
   20. Consumer Sales Promotion: Premiums and Other Incentives.
   PART V: ALTERNATIVE I.M.C. STRATEGIES.
   21. Public Relations, Buzz Marketing, and Sponsorship.
   22. Packaging, POP Communications, and Signage.
   23. Personal Sales.