عنوان
پدید آورنده
موضوع
رده
کتابخانه
محل استقرار
1111580219
1133692818
1305002032
9781111580216
9781133692812
9781305002036
b566647
Advertising, promotion, and other aspects of integrated marketing communications
[Book]
Terence A. Shimp, J. Craig Andrews.
9th ed
Mason, Ohio
South-Western Cengage Learning
©2013.
xxii, 729 pages : illustrations (some color) ; 29 cm
Previous ed. published in 2010.
3 Advertising Management and New Media Choices --; 9. Overview of Advertising Management --; Marcom Insight: The Story of "Mad Man," the "Elvis of Advertising" --; Introduction --; The Magnitude of Advertising --; Global Focus: Which Source of Product Information Do Consumers Most Trust? --; Advertising-to-Sales Ratios --; Advertising Effects Are Uncertain --; Advertising's Effect on the Economy --; Advertising = Market Power --; Advertising = Information --; A Synthesis --; Advertising Functions --; Informing --; Influencing --; Reminding and Increasing Salience --; Adding Value --; IMC Focus: A National Advertising Effort for Starbucks --; Assisting Other Company Efforts --; The Advertising Management Process --; Managing the Advertising Process: The Client Perspective --; The Role of Advertising Agencies --; Agency Compensation --; Ad-Investment Considerations --; The Case for Investing in Advertising --; The Case for Disinvesting --; Which Position Is More Acceptable? --; Summary --; Discussion Questions --; End Notes --; 10. Effective and Creative Ad Messages --; Marcom Insight: Perhaps the Greatest TV Commercial of All Time --; Introduction --; Suggestions for Creating Effective Advertising --; Qualities of Successful Advertising --; What Exactly Does Being "Creative" and "Effective" Mean? --; Creativity: The CAN Elements --; Getting Messages to "Stick" --; Illustrations of Creative and Sticky Advertising Executions --; Global Focus: Why Dump an Extraordinarily Successful Ad Campaign? --; Making an Impression --; Advertising Plans and Strategy --; A Five-Step Program --; Constructing a Creative Brief --; Advertising Objectives --; Target Audience --; Motivations, Thoughts, and Feelings --; Brand Positioning and Personality Note continued: Primary Outcome or "Take Away" --; Other Details and Mandatories --; IMC Focus: How Well Do You Know Advertising Slogans? --; Means-End Chaining and Laddering --; The Nature of Values --; Which Values Are Most Relevant to Advertising? --; Advertising Applications of Means-End Chains: The MECCAS Model --; Identifying Means-End Chains: The Method of Laddering --; Practical Issues in Identifying Means-End Chains --; Alternative Styles of Creative Advertising --; Generic Creative Style --; Preemptive Creative Style --; Unique Selling Proposition Creative Style --; Brand Image Creative Style --; Resonance Creative Style --; Emotional Creative Style --; Section Summary --; Corporate Image and Corporate Issue Advertising --; Corporate Image Advertising --; Corporate Issue (Advocacy) Advertising --; Summary --; Discussion Questions --; End Notes --; 11. Endorsers and Message Appeals in Advertising --; Marcom Insight: The Use of Humor and Comparisons in Advertising --; Introduction --; The Role of Celebrity Endorsers in Advertising --; Source Attributes and Receiver Processing Modes --; Credibility: The Process of Internalization --; Attractiveness: The Process of Identification --; Power: The Process of Compliance --; Practical Issues in Selecting Celebrity Endorsers --; Global Focus: Two Unknowns (to most Americans) Connect in China --; The Role of Q Scores --; The Role of Humor in Advertising --; Appeals to Consumer Fears --; Fear Appeal Logic --; Appropriate Intensity --; The Related Case of Appeals to Scarcity --; Appeals to Consumer Guilt --; The Use of Sex in Advertising --; What Role Does Sex Play in Advertising? --; The Potential Downside of Sex Appeals in Advertising --; Subliminal Messages and Symbolic Embeds --; Why It Is Unlikely That Subliminal Advertising Works --; The Functions of Music in Advertising --; IMC Focus: Subliminal Priming and Brand Choice --; The Role of Comparative Advertising --; Is Comparative Advertising More Effective? --; Considerations Dictating the Use of Comparative Advertising --; Summary --; Discussion Questions --; End Notes --; 12. Traditional Advertising Media --; Marcom Insight: Has TV Advertising Lost Its Effectiveness? Or Has It Simply Changed Its Look? --; Introduction --; Some Preliminary Comments --; Newspapers --; Buying Newspaper Space --; Newspaper Advertising's Strengths and Limitations --; Magazines --; Buying Magazine Space --; Magazine Advertising's Strengths and Limitations --; Magazine Audience Measurement --; Using Simmons and MRI Reports --; Customized Magazines --; Radio --; Buying Radio Time --; Radio Advertising's Strengths and Limitations --; Radio Audience Measurement --; Television --; Television Programming Dayparts --; Network, Spot, Syndicated, Cable, and Local Advertising --; Television Advertising's Strengths and Limitations --; IMC Focus: The Rising Cost of Super Bowl Advertising --; Global Focus: Place-Shifting TV Viewing --; Infomercials --; Brand Placements in Television Programs --; Recent Developments in TV Advertising --; Television Audience Measurement --; Summary --; Discussion Questions --; End Notes --; 13. Online and Mobile Advertising --; Marcom Insight: Mobile Headache: The Excitement and Challenges of Mobile Advertising --; Introduction --; Online Advertising: Benefits and Costs --; The Online Advertising Process --; Online Advertising Formats --; Search Engine Advertising --; Purchasing Keywords and Selecting Content-Oriented Websites --; SEA Problems --; Display or Banner Ads --; Click-Through Rates --; Standardization of Banner-Ad Sizes --; Rich Media: Pop-Ups, Interstitials, Superstitials, and Video Ads --; Video Ads and Webisodes --; IMC Focus: Web Videos for Johnson's Baby Lotion --; Websites and Sponsored Sites --; Blogs and Podcasts --; Blogs --; Podcasts --; E-mail Advertising --; Global Focus: Nescafe's Viral E-mail Effort in Argentina --; Opt-In E-mailing versus Spam --; E-mail Magazines (E-zines) --; Mobile Advertising --; Global Focus: Mobile Phone Advertising in India --; Advertising via Behavioral Targeting and Privacy Issues --; Measuring Internet Ad Effectiveness --; Metrics for Measuring Internet Ad Performance --; Summary --; Discussion Questions --; End Notes --; 14. Social Media --; Marcom Insight: Is Facebook Becoming Passe? --; Introduction --; Social Media Background and Landscape --; Comparisons with Traditional Media --; Social Media Advantages and Disadvantages --; Social Media Categories and Brands --; Social Networking --; Facebook --; Twitter --; Global Focus: The Great Firewall: China's Social Media Clones --; IMC Focus: Pinterest: Fast and Furious Growth, yet Potential Legal Issues --; Successful Social Media Campaigns --; Common Objectives and Themes for These Successful Social Media Campaigns --; Factors That "Work" in Social Media Campaigns and Why --; Organizing Social Media Efforts --; How to Advertise on Social Networks --; Privacy and Other Concerns --; Other Social Media Network Concerns --; Measurement of Social Media Campaigns --; Summary --; Discussion Questions --; End Notes --; 15. Direct Marketing and Other Media --; Marcom Insight: During a Recession, ShamWow Marches On --; Introduction --; Direct Marketing --; Direct Marketing's Phenomenal Growth --; Direct-Response Advertising --; Direct Mail --; Illustrations of Successful Direct-Mail Campaigns --; Global Focus: How a Major Production Mistake Turned into a Huge Direct-Mailing Success --; Direct Mail's Distinctive Features --; Who Uses Direct Mail and What Functions Does It Accomplish? --; The Special Case of Catalogs and Audiovisual Media --; The Use of Databases --; Outbound and Inbound Telemarketing --; Outbound Telemarketing --; Inbound Telemarketing --; Major Telemarketing Regulation --; Other Media --; Brand Placements --; Brand Placements in Movies --; Brand Placements in TV Programs --; Yellow-Pages Advertising --; Video-Game Advertising (a.k.a. Advergaming) --; Measuring Video-Game Audiences --; IMC Focus: Profile of the Video-Gaming Community --; Cinema Advertising --; Potpourri of Alternative Advertising Media --; Summary --; Discussion Questions --; End Notes --; 16.
Advertising Media: Planning and Analysis --; Marcom Insight: Is Super Bowl Advertising Worth the Expense? --; Introduction --; Some Useful Terminology: Media versus Vehicles --; Messages and Media: A Hand-in-Glove Relation --; Global Focus: Searching for Media Options Around the Globe --; Selecting and Buying Media and Vehicles --; IMC Focus: A Multi-Screen Media World --; The Media-Planning Process --; Selecting the Target Audience --; Specifying Media Objectives --; Reach --; Frequency --; Weight --; Continuity --; Recency Planning (a.k.a. The Shelf-Space Model) --; Cost Considerations --; The Necessity of Making Trade-Offs --; Media-Scheduling Software --; Hypothetical Illustration: A One-Month Magazine Schedule for the Esuvee Safety Campaign --; Review of Media Plans --; The Diet Dr Pepper Plan --; Saab 9-5's Media Plan --; Olympus Camera Media Plan --; Summary --; Discussion Questions --; End Notes --; 17. Measuring Ad Message Effectiveness --; Marcom Insight: Lessons in Ad Copy Testing and Tracking: The National Youth Anti-Drug Media Campaign --; Introduction to Advertising Research --; It Is Not Easy or Inexpensive --; What Does Advertising Research Involve? --; IMC Focus: Testing TV Commercials in Prefinished Form --; Industry Standards for Message Research --; What Do Brand Managers and Ad Agencies Want to Learn from Message Research? --; Two General Forms of Message Research --; Qualitative Message Research --; Global Focus: Jack Daniels Old No. 7 and Global Ad Research --; Quantitative Message Research --; Measures of Recognition and Recall --; Starch Ad Readership Studies --; Bruzzone Tests --; Day-After Recall Testing --; Measurement of Emotional Reactions --; BBDO's Emotional Measurement System --; Facial Imaging Technology --; Neuroscience and Brain Imaging --; Self-Report Measurement --; Physiological Testing --; Measures of Persuasion --; The Ipsos ASI Next*TV® Method --; The comScore ARS Share of Choice Method --; Measures of Sales Response (Single-Source Systems) --; ACNielsen's ScanTrack --; SymphonyIRI Group's BehaviorScan --; Some Major Conclusions about Television Advertising --; Conclusion 1 All Commercials Are Not Created Equal: Ad Copy Must Be Distinctive --; Conclusion 2 More Is Not Necessarily Better: Weight Is Not Enough --; Conclusion 3 All Good Things Must End: Advertising Eventually Wears Out --; Conclusion 4 Do Not Be Stubborn: Advertising Works Quickly or Not at All --; Summary --; Discussion Questions --; End Notes --; pt. 4 Sales Promotion Management --; 18. Sales Promotion Overview and the Role of Trade Promotion --; Marcom Insight: It's a Matter of Power-Nike Versus Foot Locker --; Introduction --; The Nature of Sales Promotion --; IMC Focus: Baseball Promotions: The Good, The Bad, and The Ugly --; Promotion Targets --; Increased Budgetary Allocations to Promotions --; Factors Accounting for the Shift --; A Consequence of the Increase: A Shift in Accounting Rules --; What Are Sales Promotions' Capabilities and Limitations? --; What Promotions Can Accomplish --; What Promotions Cannot Accomplish --; Problems with an Excessive Emphasis on Sales Promotion --; The Role of Trade Promotions --; Trade Promotions' Scope and Objectives --; Ingredients for a Successful Trade Promotion Program --; Trade Allowances --; Major Forms of Trade Allowances --; Global Focus: Supermarket Slotting Fees Migrate to China --; Undesirable Consequences of Off-Invoice Allowances: Forward Buying and Diverting Note continued: Efforts to Rectify Trade Allowance Problems --; Everyday Low Pricing (EDLP) --; Pay-for-Performance Programs --; Customizing Promotions: Account-Specific Marketing --; Generalizations about Promotions --; Generalization 1 Temporary retail price reductions substantially increase sales-but only in the short term --; Generalization 2 The greater the frequency of deals, the lower the height of the deal spike --; Generalization 3 The frequency of deals changes the consumer's reference price --; Generalization 4 Retailers pass through less than 100 percent of trade deals --; Generalization 5 Higher-market-share brands are less deal elastic --; Generalization 6 Advertised promotions can result in increased store traffic --; Generalization 7 Feature advertising and displays operate synergistically to influence sales of discounted brands --; Generalization 8 Promotions in one product category affect sales of brands in complementary and competitive categories --; Generalization 9 The effects of promoting higher- and lower-quality brands are asymmetric --; Summary --; Discussion Questions --; End Notes --; 19. Consumer Sales Promotion: Sampling and Couponing --; Marcom Insight: Groupon: A New Model for Couponing --; Introduction --; Why Use Consumer Promotions? --; Brand Management Objectives and Consumer Rewards --; Classification of Promotion Methods --; Sampling --; IMC Focus: Smart Sampling Machines Tell Kids to Scram --; Major Sampling Practices --; When Should Sampling Be Used? --; Global Focus: Introducing Oreos to China --; Sampling Problems --; Couponing --; Couponing Background --; Point-of-Purchase Couponing --; Mail- and Media-Delivered Coupons --; In- and On-Pack Coupons --; Online and Social Group Couponing --; The Coupon Redemption Process and Misredemption --; The Role of Promotion Agencies --; The Rise of the Online Promotion Agency --; Summary --; Discussion Questions --; End Notes --; 20. Consumer Sales Promotion: Premiums and Other Promotions --; Marcom Insight: Whopper Sacrifice: Is an Online Premium Offer Worth 10 Friends? --; Introduction --; Premiums --; Free-with-Purchase Premiums --; Mail-In and Online Offers --; Global Focus: Barq's Root Beer, Elvis, and Russian Knickknacks --; In-, On-, and Near-Pack Premiums --; Self-Liquidating Offers --; IMC Focus: A Super-Successful Self-Liquidating Premium Promotion --; What Makes a Good Premium Offer? --; Price-Offs --; Federal Trade Commission Price-Off Regulations --; Bonus Packs --; Games --; Avoiding Snafus --; Refunds and Rebates --; Phantom Discounts --; Rebate Fraud --; Sweepstakes and Contests --; Sweepstakes --; Contests --; Online Sweeps and Contests --; Continuity Promotions --; Overlay and Tie-In Promotions --; Overlay Programs --; Tie-In Promotions --; Retailer Promotions --; Retail Coupons --; Frequent-Shopper Programs --; Special Price Deals --; Samples, Premiums, and Games --; Evaluating Sales Promotion Ideas --; A Procedure for Evaluating Promotion Ideas --; Postmortem Analysis --; Summary --; Discussion Questions --; End Notes --; pt. 5 Other IMC Tools --; 21. Public Relations, Word-of-Mouth Influence, and Sponsorships --; Marcom Insight: Rats in KFC/Taco Bell Restaurant --; Introduction --; Marketing Public Relations (MPR) versus Advertising --; Proactive versus Reactive MPR --; Proactive MPR --; Reactive MPR --; Crisis Management --; The Special Case of Rumors and Urban Legends --; IMC Focus: Two Cases of Contamination Rumors: Aspartame and Plastic Water Bottles --; What Is the Best Way to Handle a Rumor? --; Word-of-Mouth Influence --; Strong and Weak Ties --; The Role of Opinion Leaders in WOM Dissemination --; Global Focus: Create a False Blog and Go to Jail --; Prevent Negative WOM --; Buzz Creation and Viral Marketing --; Some Anecdotal Evidence --; Formal Perspectives on Buzz Creation --; Viral Marketing Is Akin to Creating an Epidemic --; Igniting Explosive Self-Generating Demand --; Summing Up --; Sponsorship Marketing --; Event Sponsorships --; Selecting Sponsorship Events --; IMC Focus: Big Brown (the Thoroughbred Racehorse) and UPS --; Sponsorship Agreements --; Creating Customized Events --; Global Focus: Volvo and East London's Starlite Urban Drive-In --; Ambushing Events --; Measuring Success --; Cause Sponsorships --; The Benefits of CRM --; The Importance of Fit --; Accountability Is Critical --; Summary --; Discussion Questions --; End Notes --; 22.
Machine generated contents note: pt. 1 The Practice and Environment of Integrated Marketing Communications (IMC) --; 1. An Overview of Integrated Marketing Communications --; Marcom Insight: Let's Check In! Place-Based Apps, Mobile Scanning Devices, and Checking-In with Your "Friends" --; Introduction --; Marketing Communcations Objectives and Terminology --; Promotional Mix Elements --; The Primary Tools of Marketing Communications --; The Integration of Marketing Communications --; Why Integrate? --; IMC Practices and Synergy --; Definition of IMC --; Key IMC Features --; Key Feature #1 IMC Should Begin with the Customer or Prospect --; Global Focus: Creating a Pepsi Commercial in China --; Key Feature #2 Use Any Form of Relevant Contact --; IMC Focus: The Laundry Hanger as an Advertising Touch Point --; Key Feature #3 Speak with a Single Voice --; Key Feature #4 Build Relationships Rather Than Engage in Flings --; Key Element #5 Don't Lose Focus of the Ultimate Objective: Affect Behavior --; Obstacles to Implementing the Key IMC Features --; The Marketing Communications Decision-Making Process --; Fundamental Marcom Decisions --; Marcom Implementation Decisions --; Marcom Outcomes --; Program Evaluation --; Summary --; Appendix --; Discussion Questions --; End Notes --; 2. Enhancing Brand Equity and Accountability --; Marcom Insight: Are There Too Many Social Media Brands? --; Introduction --; Brand Equity --; IMC Focus: Harley-Davidson-An Iron Horse for Rugged Individualists, Including American Women --; A Firm-Based Perspective on Brand Equity --; Brand Equity Models --; Relationships among Brand Concepts, Brand Equity, and Brand Loyalty --; Strategies to Enhance Brand Equity --; IMC Focus: Neuromarketing and the Case of Why Coca-Cola Outsells Pepsi --; What Benefits Result from Enhancing Brand Equity? --; Global Focus: The World's Perception of America --; Characteristics of World-Class Brands --; Affecting Behavior and Achieving Marcom Accountability --; Difficulty of Measuring Marcom Effectiveness --; Assessing Effects with Marketing Mix Modeling --; Summary --; Discussion Questions --; End Notes --; 3. Brand Adoption, Brand Naming, and Intellectual Property Issues --; Marcom Insight: Back to the Future! The Vibram FiveFingers Running Shoe --; Introduction --; Marcom and Brand Adoption --; Brand Characteristics That Facilitate Adoption --; Global Focus: Washing Machines for the Masses in Brazil, China, and India --; Quantifying the Adoption-Influencing Characteristics --; Brand Naming --; What Constitutes a Good Brand Name? --; IMC Focus: A Musical Toothbrush That Encourages Children to Brush Longer --; The Brand-Naming Process --; The Role of Logos --; Intellectual Property --; Patents --; Copyrights --; Trademarks --; Summary --; Discussion Questions --; End Notes --; 4. Environmental, Regulatory, and Ethical Issues --; Marcom Insight: Will Graphic Visual Tobacco Warnings in the United States Be Effective? --; Introduction --; Environmental Marketing Communications --; Green Marketing Initiatives --; Global Focus: The Greendex: Environmentally Sustainable Consumption in 17 Countries --; Social Media Campaigns --; Guidelines for Green Marketing --; Regulation of Marketing Communications --; When Is Regulation Justified? --; Regulation by Federal Agencies --; False Advertising and Lanham Act Cases in Federal Court --; Regulation by State Agencies --; Advertising Self-Regulation --; Ethical Issues in Marketing Communications --; The Ethics of Targeting --; Ethical Issues in Advertising --; Ethical Issues in Public Relations --; Ethical Issues in Packaging and Branding --; Ethical Issues in Sales Promotions --; Ethical Issues in Online and Social Media Marketing --; Fostering Ethical Marketing Communications --; IMC Focus: A Rigged Promotion for Frozen Coke --; Summary --; Discussion Questions --; End Notes --; pt. 2 Fundamental IMC Planning Background and Decisions --; 5. Segmentation, Targeting, and Positioning --; Marcom Insight: Positioning and "McBucks": Is McDonald's Becoming Starbucks? --; Introduction --; Segments and the Market Segmentation Process --; Segmentation Bases: Behaviorial Segmentation --; Online Behavioral Targeting --; Privacy Concerns --; Psychographic Segmentation --; Customized Psychographic Profiles --; General Purpose Psychographic Profiles --; Geodemographic Segmentation --; Demographic Segmentation --; Global Focus: Geodemographics and Smartphone Use: It's Not What It Seems --; The Changing Age Structure --; IMC Focus: College Students: An Inviting Target for Odor-Fighting Products --; The Ever-Changing American Household --; Ethnic Population Developments --; IMC Focus: A Special Beverage for Latino Consumers, Clamato --; Market Targeting --; Market Positioning in Practice: The Fundamentals --; Benefit Positioning --; IMC Focus: Not Lovely, but Successful --; Attribute Positioning --; Global Focus: The Symbolism of Certifying Products as Fair Traded --; Repositioning a Brand --; Marketing Mix Development --; Summary --; Discussion Questions --; End Notes --; 6. The Communications Process and Consumer Behavior --; Marcom Insight: Everyday Consumer Habits Helping the World --; The Communications Process --; Elements in the Communication Process --; Global Focus: Cultural Differences in Communication: High versus Low Context Cultures --; IMC Focus: "Neural Candy": Sounds in Advertising That We Can't Resist --; Marketing Communication and Meaning --; The Meaning of Meaning --; The Dimensions of Meaning --; Meaning Transfer: From Culture to Object to Consumer --; The Use of Figurative Language in Marketing Communications --; Behavioral Foundations of Marketing Communications --; The Consumer Processing Model (CPM) --; The Hedonic, Experiential Model (HEM) --; Summary --; Discussion Questions --; End Notes --; 7. The Role of Persuasion in Integrated Marketing Communications --; Marcom Insight: Can We Be Persuaded to Overcome Bad Habits? The Cell-Free Club --; The Nature and Role of Attitudes --; What Is an Attitude? --; Using Attitudes to Predict Behavior --; Persuasion in Marketing Communications --; The Ethics of Persuasion --; Tools of Influence: The Persuader's Perspective --; Reciprocation --; Commitment and Consistency --; Social Proof --; Liking --; Authority --; Scarcity --; The Influence Process: The Persuadee's Perspective --; Message Arguments --; Peripheral Cues --; Global Focus: Ad Persuasion for Global Public Causes --; Communication Modality --; Receiver Involvement --; Receiver's Initial Position --; An Integrated Model of Persuasion --; The Central Route --; The Peripheral Route --; IMC Focus: Faster Than a Microwave Oven; Better Than a Conventional Oven --; Dual Routes --; Enhancing Consumers' Motivation, Opportunity, and Ability to Process Advertisements --; Motivation to Attend to Messages --; Motivation to Process Messages --; Opportunity to Encode Information --; Opportunity to Reduce Processing Time --; Ability to Access Knowledge Structures --; Ability to Create Knowledge Structures --; Section Summary --; The Theory of Reasoned Action (TORA) --; Attitude Change Strategies --; Changing Preferences and Behavioral Modification Strategies --; Summary --; Discussion Questions --; End Notes --; 8. Objective Setting and Budgeting --; Marcom Insight: Cavemen, Geckos, Flo, Mayhem, Magic Jingles, and the Insurance Industry Ad Brawl --; Introduction --; Setting Marcom Objectives --; The Hierarchy of Marcom Effects --; IMC Focus: This Cat(fight) Is a Dog --; The Integrated Information Response Model --; Section Summary --; Requirements for Setting Suitable Marcom Objectives --; Should Marcom Objectives Be Stated in Terms of Sales? --; Marcom Budgeting --; Budgeting in Theory --; Global Focus: The Top-20 Global Marketers' Advertising Spending --; Budgeting in Practice --; Section Summary --; Summary --; Discussion Questions --; End Notes --; pt.
Packaging, Point-of-Purchase Communications, and Signage --; Marcom Insight: Mobile Grocery Shopping --; Introduction --; Packaging --; Packaging Structure --; Evaluating the Package: The VIEW Model --; Quantifying the VIEW Components --; Designing a Package --; Point-of-Purchase (POP) Communications --; The Spectrum of POP Materials --; What Does POP Accomplish? --; IMC Focus: The Growth of In-Store TV --; POP's Influence on Consumer Behavior --; Evidence of In-Store Decision Making --; Evidence of Display Effectiveness --; Latest POPAI Research --; The Use and Nonuse of POP Materials --; Measuring In-Store Advertising's Audience --; On-Premise Business Signage --; Types of On-Premise Signs --; The ABCs of On-Premise Signs --; Seek Expert Assistance --; Out-of-Home (Off-Premise) Advertising --; Forms of Billboard Ads --; Global Focus: Billboard Advertising Trends in BRIC Countries --; Buying Billboard Advertising --; Billboard Advertising's Strengths and Limitations --; Measuring Billboard Audience Size and Characteristics --; A Case Study of Billboard Effectiveness --; Other Forms of OOH Advertising --; Summary --; Discussion Questions --; End Notes --; 23. Personal Selling --; Marcom Insight: What Qualities Are Liked and Disliked in a Salesperson? --; Introduction --; Personal Selling --; Personal Selling's Role in the Promotion Mix and IMC --; Attitudes Toward Selling --; Attractive Features of Personal Selling --; Modern Selling Philosophy --; Global Focus: Selling Japanese Style --; Selling Activities and Types of Personal-Selling Jobs --; Selling Activities --; IMC Focus: Salesforce.com --; Types of Sales Jobs --; The Basic Steps in Personal Selling --; Step 1 Prospecting and Qualifying --; Step 2 Preapproach --; Step 3 Approach --; Step 4 The Sales Presentation --; Step 5 Handling Objections --; Step 6 The Close --; Step 7 The Follow-Up --; In Summary --; IMC Focus: National Business Machines Case --; Salesperson Performance and Effectiveness --; Specific Determinants of Salesperson Performance --; Excellence in Selling --; Specific Characteristics of High-Performers --; Summary --; Discussion Questions --; End Notes.
Advertising -- Textbooks.
Communication in marketing -- Textbooks.
Sales promotion -- Textbooks.
Terence A. Shimp, J. Craig Andrews.
J Craig Andrews
Terence A Shimp
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