Advertising, Promotion, & Supplemental Aspects of Integrated Marketing Communications Terence A. Shimp Sixth Edition
The sixth edition of Terence Shimp's market-leading Advertising, Promotion, & Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. Internet issues are a major focus of this revision and are seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.
Key features IMC Focus: The new edition draws student attention to a variety of brilliant ad campaigns that have successfully turned products into household names. In-Depth Technology Coverage: "Online Focus" boxes provide in-depth coverage of the Internet's impact on marketing and spotlight innovative Internet ventures like Rocketcash. Students learn about a variety of interesting topics, such as new technology, the myths of the Internet, and foreign campaigns designed to entice new Internet users.