Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications The sixth edition of Terence Shimp’s market-leading Advertising, Promotion, and 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. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.
Customer Review: i love this book
Cheung Yin Fan, Octo from City University of Hong Kong, Department of Marketing

Advertising is what my favorite study in University. Indeed, advertising plays a critical role on promote the products and brands, therefore, a well integrated marketing communication plan can help organizations to promote the product and service in the market effectively.

This book, which is written by Terence A. Shimp, provides a basic knowledge and information on design the well integrated marketing communication plan. And the book is divided into six parts as follows.

Part one
It is a introduction of the IMC program in the market and its role in brand equity enhancement.

Part two
It will consider the IMC in the customer s perspective. Since the main role of IMC plan is communicating the message to customers and persuade the customer to make a purchase decision. It is necessary to understand how the customers think, therefore, auditor introduce the consumer processing model and hedonic experiential model.

The book mentions that a well IMC plan should identify the brand image first, and then understand the target customer needs and wants. It can help the marketers to know what the target customers concerns to make a purchase decision; therefore the marketers can design promotion strategy, which match the customers preference, provide some information and satisfy the customers requirement.

Part three
The auditor introduces the adoption and diffusion process with the broader issue of how an innovation is communicated and used to promote the new brands in the market.

Also it considers some factors that would affect to promote the new brands. They are opinion leadership, word of mouth, brands name, logos, packages, and point of purchase materials.

Part four
This part concerns about how to implement and manage an IMC plan. It consists of introducing the creative advertising strategy, endorsers and message appeals, the promotional channel, media planning and its analysis.

This part would be the main focus of the books since each task above would be the critical success factors on how the messages deliver in the market and persuade the customers.

Part five
This part consider on the sales promotion management, marketing oriented, public relations and sponsorships. The auditor introduces the promotional devices such as coupon and premiums which would help to implement the IMC plan. In the sponsorship marketing, the auditor introduces how to select the sponsorship events and its benefit on promotion.

Part six
Some external factors would also affect the effectiveness of IMC plan such as regulatory, ethical and Green issues. To have further understood on those external factors, the auditor describes the factors deeply by providing with examples MarCom.

Due to the study scheme, I just concern about a several part from part one to three in order to prepare the report and tests. Indeed, I love to read its book very much since it has a lot of pictures and examples to explain the comprehensive theory that can attract you to keep on reading. Moreover, the book contains broaden contents to help the reader to plan the IMC program.

And I would also like to recommend the auditors to add more globalize company as an example. Since there are all American companies as an examples in the book that it is not practical in Hong Kong. Moreover, I would suggest the auditor to do an overall summary with a chart or diagram so that the reader can get the focus of the book easily.

Moreover, I like the part of creating advertising strategy more even it does not have enough colorful pictures. Personally, I love to create advertising; therefore, I like to learn how to make a creative advertising. The auditor just introduces some styles of creating advertising strategies in general; however, it can stimulate me to think out of the box to create an advertisement.