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 Control 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 (ONLINE ONLY)
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