Preface
Part One. Introduction to Integrated Marketing Communications
1. An Introduction to Integrated Marketing Communications
2. The Role of IMC in the Marketing Process
Part Two. Integrated Marketing Communications Program Situation Analysis
3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
4. Perspectives on Consumer Behavior
Part Three. Analyzing the Communication Process
5. The Communication Process
6. Source, Message, and Channel Factors
Part Four. Objectives and Budgeting for integrated Marketing Communications Programs
7. Establishing Objectives and Budgeting for the Promotional Program
Part Five. Developing the Integrated Marketing Communications Program
8. Creative Strategy: Planning and Development
9. Creative Strategy: Implementation and Evaluation
10. Media Planning and Strategy
11. Evaluation of Media: Television and Radio
12. Evaluation of Media: Magazines and Newspapers
13. Support Media
14. Direct Marketing
15. The Internet: Digital and Social Media
16. Sales Promotion
17. Public Relations, Publicity, and Corporate Advertising
Part Six. Monitoring, Evaluation, and Controll
18. Measuring the Effectiveness of the Promotional Program
Part Seven. Special Topics and Perspectives
19. International Advertising and Promotion
20. Regulation of Advertising and Promotion
21. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
22. Personal Selling
Glossary of Advertising and Promotion Terms
Endnotes

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