Andrews/Shimp's leading IMC text, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 11th Edition, this comprehensive book takes you through every aspect of marketing, including advertising, sales promotion, branding, consumer behavior, media buying, public relations, packaging, POP communications and personal selling. Explore exciting emerging topics like apps, social media, online practices and viral communications. Updates include essential information on environmental, regulatory and ethical issues as well as the impact of AI on IMC and brand generation. Learn about environmental marketing, social media advertising, direct marketing, AI in public relations and the keys to successful selling. Expand your knowledge and skills in marketing communications with this comprehensive and up-to-date text.
- Introduce the integration of AI in marketing communications and provide expanded coverage of sales and customer relationship management with AI-driven technologies and Salesforce.
- Updated coverage includes the evolving advertising landscape with a focus on environmental marketing and online advertising, exploring social media and digital marketing.
- Updated examples throughout text include a variety of recognizable organizations such as Hulu, Kroger, Pepsi, Google, Instagram, TikTok and Snapchat.
- The new edition includes updated instructor supplements, including an Instructor Manual, PowerPoints and test banks.
- Chapter-opening "Marcom Insights" introduce today’s students to each chapter’s topics with practical, professional guidance and helpful tips and advice.
- Students examine the latest issues such as online, mobile, apps, viral, social media practices and how these issues are impacting traditional marketing.
- The text clearly illustrates how successful marketers have turned products into household names as advertising campaigns in the reading demonstrates effective advertising in action.
Part I: THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC)
1. An Overview of Integrated Marketing Communications
2. Enhancing Brand Equity and Accountability
3. Brand Adoption, Brand Naming and Intellectual Property Issues
4. Environmental, Regulatory and Ethical Issues
Part II: FUNDAMENTAL IMC PLANNING AND DECISIONS
5. Segmentation, Targeting, and Positioning
6. The Communications Process and Consumer Behavior
7. The Role of Persuasion in IMC
8. IMC Objective Setting and Budgeting
Part III: ADVERTISING MANAGEMENT AND MEDIA CHOICES
9. An Overview of Advertising Management
10. Effective and Creative Ad Messages
11. Endorsers and Message Appeals in Advertising
12. Traditional Ad Media
13. Digital Media: Online, Mobile and App Advertising
14. Social Media
15. Direct Marketing, CRM, and Other Media
16. Media Planning and Analysis
17. Measuring Ad Message Effectiveness
Part IV: SALES PROMOTION MANAGEMENT
18. Sales Promotion Overview and the Role of Trade Promotion
19. Consumer Sales Promotion: Sampling and Couponing
20. Consumer Sales Promotion: Premiums and Other Promotions
Part V: OTHER IMC TOOLS
21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships
22. Packaging, POP Communications, and Signage
23. Personal Selling
J. Craig Andrews
J. Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing at Marquette University.
Terence A. Shimp
Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina.
