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ประเภทวัสดุ
หนังสือ
| ชื่อเรื่อง | Advertising, promotion and other aspects of integrated marketing communications / Terence A. Shimp, J. Craig Andrews |
| Dewey Call # | 658.82 Sh-A 2013 |
| ผู้แต่ง | Shimp, Terence A. |
| ครั้งที่พิมพ์ | 9th ed. |
| ISBN | 9781133191421 |
| พิมพลักษณ์ | Australia : South-Western, 2013 |
| เนื้อหา | Part 1: The practice and environment of integrated marketing communications (IMC) -- An overview of integrated marketing communications -- Enhancing brand equity and accountability -- Brand adoption, brand naming, and intellectual property issues -- Environmental, regulatory, and ethical issues -- Part 2: Fundamental IMC planning background and decisions -- The communications process and consumer behavior -- The role of persuasion in integrated marketing communications -- Objective setting and budgeting -- Part 3: Advertising management and new media choices -- Overview of advertising management -- Effective and creative ad messages -- Endorsers and message appeals in advertising -- Traditional advertising media -- Online and mobile advertising -- Social media -- Direct marketing and other media -- Advertising media : planning and analysis -- Measuring ad message effectiveness -- Part 4: Sales promotion management -- Sales promotion overview and the role of trade promotion -- Consumer sales promotion : sampling and couponing -- Consumer sales promotion : premiums and other promotions -- Part 5: Other IMC tools -- Public relations, word-of-mouth influence, and sponsorships -- Packaging, point-of-purchase communications, and signage -- Personal selling |
| หัวเรื่อง | COMMUNICATION IN MARKETING |
| | SALES PROMOTION |
| | ADVERTISING |
| | DIRECT MARKETING |
| ลักษณะทางกายภาพ | 729 p. : ill. |
| LDR | | 01960nam a2200229 4500 |
| 005 | | 20180927100203.0 |
| 008 | | 180927s at a ||| | eng d |
| 020 | __ | ‡a9781133191421 |
| 040 | __ | ‡aSongkhla Rajabhat University |
| 082 | 04 | ‡a658.82‡bSh-A 2013 |
| 100 | 0_ | ‡aShimp, Terence A. |
| 245 | 10 | ‡aAdvertising, promotion and other aspects of integrated marketing communications /‡cTerence A. Shimp, J. Craig Andrews |
| 250 | __ | ‡a9th ed. |
| 260 | __ | ‡aAustralia :‡bSouth-Western,‡c2013 |
| 300 | __ | ‡a729 p. : ‡bill. |
| 505 | 0_ | ‡aPart 1: The practice and environment of integrated marketing communications (IMC) -- An overview of integrated marketing communications -- Enhancing brand equity and accountability -- Brand adoption, brand naming, and intellectual property issues -- Environmental, regulatory, and ethical issues -- Part 2: Fundamental IMC planning background and decisions -- The communications process and consumer behavior -- The role of persuasion in integrated marketing communications -- Objective setting and budgeting -- Part 3: Advertising management and new media choices -- Overview of advertising management -- Effective and creative ad messages -- Endorsers and message appeals in advertising -- Traditional advertising media -- Online and mobile advertising -- Social media -- Direct marketing and other media -- Advertising media : planning and analysis -- Measuring ad message effectiveness -- Part 4: Sales promotion management -- Sales promotion overview and the role of trade promotion -- Consumer sales promotion : sampling and couponing -- Consumer sales promotion : premiums and other promotions -- Part 5: Other IMC tools -- Public relations, word-of-mouth influence, and sponsorships -- Packaging, point-of-purchase communications, and signage -- Personal selling |
| 650 | _0 | ‡aCOMMUNICATION IN MARKETING |
| 650 | _0 | ‡aSALES PROMOTION |
| 650 | __ | ‡aADVERTISING |
| 650 | _0 | ‡aDIRECT MARKETING |
| 850 | __ | ‡aSKRU |
|