Advertising, Promotion, and Other Aspects of Integrated Marketing Communications

By Terence A. Shimp and J. Craig Andrews

Book Overview

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today's leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today's popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

• Format: Paperback
• Language: English
• ISBN: 1337282650
• ISBN13: 9781337282659
• Release Date: August 2017
• Publisher: Cengage Learning
• Length: 635 Pages
• Weight: 3.31 lbs.
• Dimensions: 1.0" x 8.5" x 10.7"

Customer Reviews

Came in fast and in great shape

The book I purchased was used, but looks new. It was shipped fast. I would buy books again from this seller.

International Edition

International Edition is exactly like the regular edition, only way cheaper! Seriously consider buying this instead!

A great all-around Marketing textbook

This is one of the best textbooks I've used while pursuing my MBA. Instead of being mired in academic theory, this focuses on real-world, applicable concepts. In a sea of boring, overly theoretical (and ridiculously overpriced) textbooks, this is a standout - two thumbs up!