Advertising Promotion and Other Aspects of Integrated Marketing Communications, 8th Edition Terence A. Shimp test bank
Table of Content
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.
6. Objective Setting and Budgeting.
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.
15. Sales Promotion and the Role of Trade Promotions.
16. Sampling and Couponing.
17. Premiums and Other Promotions.
18. Marketing-Oriented Public Relations and Word-of-Mouth Management.
19. Event and Cause Sponsorships.
20. Signage and Point of Purchase Communications.
21. Ethical, Regulatory, and Environmental Issues.