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Advertising, Promotion, and Other Aspects of Integrated Marketing Communications

The field of marketing communications is ever-changing. Brand managers continually attempt to gain advantage over competitors and endeavor to achieve larger market shares and profits for the brands they manage. Marketing communications, or marcom, is just one element of the marketing mix, but advertising, promotions, marketing-oriented public relations, and other marcom tools perform increasingly important roles in firms’ quests to achieve financial and nonfinancial goals. | ice A. Shimp Advertising Promotion AND OTHER ASPECTS OF Integrated Marketing Communications SEVENTH IEDITION Advertising Promotion and Other Aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina SOUTH-WESTERN Australia Brazil Canada Mexico Singapore Spain United Kingdom United States THOMSON j í SOUTH-WESTERN Advertising Promotion and Other Aspects of Integrated Marketing Communications 7th Edition Terence A. Shimp VP Editorial Director Jack W. Calhoun VP Editor-in-Chief Dave Shaut Sr. Publisher Melissa Acuna Executive Editor Neil Marquardt Sr. Developmental Editor Susanna C. Smart Marketing Manager Nicole C. Moore Sr. Marketing Communications Manager Terron Sanders Sr. Production Project Manager Emily S. Gross Manager of Technology Editorial Vicky True Technology Project Editor Pam Wallace Web Coordinator Karen Schaffer Manufacturing Coordinator Diane Lohman Production House Stratford Publishing Services Printer Quebecor World Dubuque Dubuque IA Art Director Stacy Shirley Internal and Cover Designer Craig LaGesse Ramsdell www.ramsdelldesign.com Cover Images Getty Images Photography Manager John Hill Photo Researcher Susan Van Etten COPYRIGHT 2007 Thomson South-Western a part of The Thomson Corporation. Thomson the Star logo and South-Western are trademarks used herein under license. Printed in the United States of America 1 2 3 4 5 10 09 08 07 06 ISBN 0-324-32143-0 ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means graphic electronic or mechanical including photocopying recording taping Web distribution or information storage and retrieval systems or in any other manner without the written permission of the publisher. For permission to use material from this text or product submit a request online at http www.thomsonrights.com. Library of Congress Control Number 2005936424 For more information about our products contact us at Thomson Learning .