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| Preface | ||
| Pt. 1 | Integrated Marketing Communications and Its Role in Brand-Equity Enhancement | 1 |
| Ch. 1 | Overview of Integrated Marketing Communications | 2 |
| Ch. 2 | The Marketing Communications Process and Brand-Equity Enhancement | 22 |
| Pt. 2 | IMC from the Customer's Perspective: Targeting, Communicating, and Persuading | 50 |
| Ch. 3 | Positioning and Targeting for MarCom Efforts | 50 |
| Ch. 4 | The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information | 80 |
| Ch. 5 | Persuasion in Marketing Communications | 114 |
| Pt. 3 | Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising | 153 |
| Ch. 6 | MarCom's Role in Facilitating Product Adoption | 154 |
| Ch. 7 | Brand Names, Logos, Packages, and Point-of-Purchase Materials | 180 |
| Pt. 4 | Advertising Management | 223 |
| Ch. 8 | Overview of Advertising Management | 224 |
| Ch. 9 | Creative Advertising Strategy | 256 |
| Ch. 10 | Endorsers and Message Appeals in Advertising | 292 |
| Ch. 11 | Assessing Ad Message Effectiveness | 322 |
| Ch. 12 | Traditional Advertising Media | 354 |
| Ch. 13 | Alternative Offline Advertising Media and Mass Online Advertising | 386 |
| Ch. 14 | Offline and Online Direct Advertising | 406 |
| Ch. 15 | Media Planning and Analysis | 430 |
| Pt. 5 | Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships | 467 |
| Ch. 16 | Overview of Sales Promotion Management | 468 |
| Ch. 17 | Trade-Oriented Sales Promotion | 496 |
| Ch. 18 | Consumer-Oriented Promotions | 520 |
| Ch. 19 | Marketing Public Relations and Sponsorship Marketing | 568 |
| Pt. 6 | External Pressures on Marketing Communications | 589 |
| Ch. 20 | Regulatory, Ethical, and "Green" Issues in Marketing Communications | 590 |
| Price | Condition | Delivery | Seller | Action |
| $210.95 | Digital |
| WonderClub |
Bill Burrell
reviewed Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications on January 05, 2018 Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications
Whether you are the boss or the employee, the key to success is obvious. The Obvious is a no nonsense book that gives common sense answers to the difficult questions about business success. In fact, this text is so saturated in realistic reasonable advice that the majority of people will find this information truly enlightening.
For the majority of people, work has become a quest for more money and less actual work. Most of us hardly even try to veil this desire. If we could earn grotesque amounts of money for sitting on our butts thinking about work we'd all be thrilled.
Unfortunately, here comes one of the first big obvious truths. In order to make money you actually have to work at it. You can't sit and think about it. You can't talk about it at a meeting. You have to actually do something.
Not only do you have to take action to work but you have to actually have a point to that act. Don't just create a complicated mess of extravagant exploits so that others will see how great you are and pat you on the back. No one is going to notice anyway because they are too worried about their own problems. Instead, work smart, put your all into your efforts, tell the truth, and think like a team member. The results will come in time.
The Obvious was refreshing. The author stated the plain facts without apology or any sort of gooey sugar coating. The result is a workable guide for real employees and their employers.
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