Integrated marketing communications in advertising and promotion

Terence A. Shimp

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

PART I: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND MARCOM'S ROLE IN INTRODUCING NEW BRANDS. 1. Overview of Integrated Marketing Communications. 2. Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. 3. Facilitating the Success of New Brands. PART II: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING. 4. Targeting. 5. Positioning. 6. Objective Setting and Budgeting. PART III: ADVERTISING MANAGEMENT. 7. Overview of Advertising Management. 8. Effective and Creative Advertising Messages. 9. Message Appeals and Endorsers. 10. Measuring Advertising Message Effectiveness. 11. Advertising Media: Planning and Analysis. 12. Traditional Advertising Media. 13. Internet Advertising. 14. Other Advertising Media. PART IV: SALES PROMOTION MANAGEMENT. 15. Sales Promotion and the Role of Trade Promotions. 16. Sampling and Couponing. 17. Premiums and Other Promotions. PART V: OTHER MARCOM TOOLS. 18. Marketing-Oriented Public Relations and Word-of-Mouth Management. 19. Event and Cause Sponsorships. 20. Signage and Point of Purchase Communications. PART VI: MARCOM CONSTRAINTS. 21. Ethical, Regulatory, and Environmental Issues.

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