Loose Leaf for Advertising and Promotion

Part 1: An Introduction to Integrated Marketing Communications

Chapter 1: An Introduction to Integrated Marketing Communications

Chapter 2: The Role of IMC in the Marketing Process

Part 2: 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 3: Analyzing the Communication Process

Chapter 5: The Communication Process

Chapter 6: Source, Message, and Channel Factors

Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Part 5: 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 6: Monitoring, Evaluation, and Control

Chapter 18: Measuring the Effectiveness of the Promotional Program

Part 7: 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)

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.