Test Bank For Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition By Terence A. Shimp

What is This Product?

This Test Bank is designed to complement the 9th Edition of Advertising Promotion and Other Aspects of Integrated Marketing Communications by Terence A. Shimp. It includes a comprehensive set of questions and answers that align with the chapters of the textbook, offering invaluable support for exam preparation and coursework. This resource is ideal for students and educators focusing on marketing communication strategies.

PART I: The Practice and Environment of Integrated Marketing Communications (IMC)

1. An Overview of Integrated Marketing Communications
2. Enhancing Brand Equity and Accountability
3. Brand Adoption, Brand Naming, and Intellectual Property Issues
4. Environmental, Regulatory, and Ethical Issues

PART II: FUNDAMENTAL I.M.C. PLANNING BACKGROUND AND DECISIONS
5. Segmentation and Targeting in I.M.C.
6. The Communications Process and Consumer Behavior
7. The Role of Persuasion in I.M.C.
8. I.M.C. Objective Setting and Budgeting

PART III: ADVERTISING MANAGEMENT AND NEW MEDIA CHOICES
9. An Overview of Advertising Management
10. Effective and Creative Ad Messages
11. Endorsers and Message Appeals in Advertising
12. Traditional Ad Media
13. Online Advertising
14. Social Media
15. Direct Advertising and Other Media
16. Media Planning and Analysis
17. Measuring Ad Message Effectiveness

PART IV: SALES PROMOTION MANAGEMENT
18. Overview of Sales Promotion and the Role of Trade Promotion
19. Consumer Sales Promotion: Sampling and Couponing
20. Consumer Sales Promotion: Premiums and Other Promotions

PART V: OTHER I.M.C. TOOLS
21. Public Relations, Buzz Marketing, and Sponsorships
22. Packaging, POP Communications, and Signage
23. Personal Selling

This digital Test Bank is available for instant download, providing immediate access to quality study material.