عنوان

Advertising, promotion, and other aspects of integrated marketing communications

(Number (ISBN

1111580219

(Number (ISBN

1133692818

(Number (ISBN

1305002032

(Number (ISBN

9781111580216

(Number (ISBN

9781133692812

(Number (ISBN

9781305002036

Number

b566647

Title Proper

Advertising, promotion, and other aspects of integrated marketing communications

General Material Designation

[Book]

First Statement of Responsibility

Terence A. Shimp, J. Craig Andrews.

Edition Statement

9th ed

Place of Publication, Distribution, etc.

Mason, Ohio

Name of Publisher, Distributor, etc.

South-Western Cengage Learning

Date of Publication, Distribution, etc.

©2013.

Specific Material Designation and Extent of Item

xxii, 729 pages : illustrations (some color) ; 29 cm

Text of Note

Previous ed. published in 2010.

Text of Note

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.

Text of Note

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.

Text of Note

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.

Text of Note

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

Electronic name

[Book]

Y