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Advertising and Promotion : An Integrated Marketing Communications Perspective,9780072314458
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Advertising and Promotion : An Integrated Marketing Communications Perspective

by ;
Edition:
5th
ISBN13:

9780072314458

ISBN10:
0072314451
Media:
Hardcover
Pub. Date:
8/1/2000
Publisher(s):
McGraw Hill College Div
List Price: $107.95
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Table of Contents

Part One The Role of IMC in Marketing
An Introduction to Integrated Marketing Communications
2(34)
The Role of IMC in the Marketing Process
36(30)
Part Two Integrated Marketing Program Situation Analysis
Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
66(38)
Perspectives on Consumer Behavior
104(32)
Part Three Analyzing the Communication Process
The Communication Process
136(32)
Source, Message, and Channel Factors
168(30)
Part Four Objectives and Budgeting for Integrated Marketing Communications Programs
Establishing Objectives and Budgeting for the Promotional Program
198(44)
Part Five Developing the Integrated Marketing Communications Program
Creative Strategy: Planning and Development
242(30)
Creative Strategy: Implementation and Evaluation
272(30)
Media Planning and Strategy
302(50)
Evaluation of Broadcast Media
352(42)
Evaluation of Print Media
394(42)
Support Media
436(32)
Direct Marketing
468(24)
The Internet and Interactive Media
492(30)
Sales Promotion
522(52)
Public Relations, Publicity, and Corporate Advertising
574(38)
Personal Selling
612(22)
Part Six Monitoring, Evaluation, and Control
Measuring the Effectiveness of the Promotional Program
634(36)
Part Seven Special Topics and Perspectives
International Advertising and Promotion
670(52)
Regulation of Advertising and Promotion
722(40)
Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
762
Glossary of Advertising and Promotion Terms GL
Endnotes EN
Credits and Acknowledgments CR1
Name and Company Index IN
Subject Index IN11


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