Advertising and promotion : an integrated marketing communications perspective

Part One Introduction to Integrated Marketing Communications1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS2 THE ROLE OF IMC IN THE MARKETING PROCESS Part Two Integrated Marketing Communications Program Situation Analysis3 ORGANIZING FOR ADVERTISING AND PROMOTION: THE ROLE OF AD AGENCIES AND OTHER  MARKETING COMMUNICATION ORGANIZATIONS4 PERSPECTIVES ON CONSUMER BEHAVIORPart Three Analyzing the Communication Process5 THE COMMUNICATION PROCESS 6 SOURCE, MESSAGE, AND CHANNEL FACTORS Part Four Objectives and Budgeting for Integrated Marketing Communications Programs7 ESTABLISHING OBJECTIVES AND BUDGETING FOR THE PROMOTIONAL PROGRAM Part Five Developing the Integrated Marketing Communications Program8 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 MEDIA14 DIRECT MARKETING15 THE INTERNET: DIGITAL AND SOCIAL MEDIA16 SALES PROMOTION17 PUBLIC RELATIONS, PUBLICITY, AND CORPORATE ADVERTISING Part Six Monitoring, Evaluation, and Control18 MEASURING THE EFFECTIVENESS OF THE PROMOTIONAL PROGRAM Part Seven Special Topics and Perspectives19 INTERNATIONAL ADVERTISING AND PROMOTION 20 REGULATION OF ADVERTISING AND PROMOTION21 EVALUATING THE SOCIAL, ETHICAL, AND ECONOMIC ASPECTS OF ADVERTISING AND      PROMOTION 22 PERSONAL SELLING (ONLINE ONLY)