PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS Chapter 1: An Introduction to Integrated Marketing Communications Chapter 2: The Role of IMC in the Marketing Process?
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Chapter 4: Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS Chapter 5: The Communication Process? Chapter 6: Source, Message, and Channel Factors?
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS Chapter 7: Establishing Objectives and Budgeting for the Promotional Program?
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM Chapter 8: Creative Strategy: Planning and Development? Chapter 9: Creative Strategy: Implementation and Evaluation? Chapter 10: Media Planning and Strategy? Chapter 11: Evaluation of Media: Television and Radio? Chapter 12: Evaluation of Media: Magazines and Newspapers? Chapter 13: Support Media Chapter 14: Direct Marketing Chapter 15: The Internet: Digital and Social Media Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity, and Corporate Advertising?
PART SIX: MONITORING, EVALUATION, AND CONTROL Chapter 18: Measuring the Effectiveness of the Promotional Program?
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES Chapter 19: International Advertising and Promotion? Chapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and?Promotion? Chapter 22: Personal Selling (Online Only)
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