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Table of Contents
- Front Matter
- 1: An Introduction to Integrated Marketing Communications
- 2: The Role of IMC in the Marketing Process
- 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
- 4: Perspectives on Consumer Behavior
- 5: The Communication Process
- 6: Source, Message, and Channel Factors
- 7: Establishing Objectivesand Budgeting for the Promotional Program
- 8: Creative Strategy: Planning and Development
- 9: Creative Strategy: Implementation and Evaluation
- 10: Media Planning and Strategy
- 11: Evaluation of Broadcast Media
- 12: Evaluation of Print Media
- 13: Support Media
- 14: Direct Marketing
- 15: The Internet and Interactive Media
- 16: Sales Promotion
- 17: Public Relations, Publicity, and Corporate Advertising
- 18: Personal Selling
- 19: Measuring the Effectiveness of the Promotional Program
- 20: International Advertisingand Promotion
- 21: Regulation of Advertising and Promotion
- 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
- Glossary of Advertising and Promotion Terms
- Endnotes
- Photo Credits
- Name and Company Index
- Subject Index
