9780256218992

Advertising and Promotion: An Integrated Marketing Communications Perspective

by ;
  • ISBN13:

    9780256218992

  • ISBN10:

    0256218994

  • Edition: 4th
  • Format: Hardcover
  • Copyright: 10/1/1997
  • Publisher: McGraw-Hill Higher Education
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Table of Contents

PART 1 THE ROLE OF IMC IN MARKETING 1(62)
Chapter 1 An Introduction to Integrated Marketing Communications
2(30)
Chapter 2 The Role of IMC in the Marketing Process
32(31)
PART 2 INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS 63(72)
Chapter 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
64(36)
Chapter 4 Perspectives on Consumer Behavior
100(35)
PART 3 ANALYZING THE COMMUNICATION PROCESS 135(60)
Chapter 5 The Communication Process
136(28)
Chapter 6 Source, Message, and Channel Factors
164(31)
PART 4 OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS 195(42)
Chapter 7 Establishing Objectives and Budgeting for the Promotional Program
196(41)
PART 5 DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM 237(324)
Chapter 8 Creative Strategy: Planning and Development
238(26)
Chapter 9 Creative Strategy: Implementation and Evaluation
264(32)
Chapter 10 Media Planning and Strategy
296(42)
Chapter 11 Evaluation of Broadcast Media
338(38)
Chapter 12 Evaluation of Print Media
376(36)
Chapter 13 Support Media
412(26)
Chapter 14 Direct Marketing and Marketing on the Internet
438(30)
Chapter 15 Sales Promotion
468(44)
Chapter 16 Public Relations, Publicity, and Corporate Advertising
512(30)
Chapter 17 Personal Selling
542(19)
PART 6 MONITORING, EVALUATION, AND CONTROL 561(32)
Chapter 18 Measuring the Effectiveness of the Promotional Program
562(31)
PART 7 SPECIAL TOPICS AND PERSPECTIVES 593(118)
Chapter 19 Business-to-Business Communications
594(20)
Chapter 20 International Advertising and Promotion
614(38)
Chapter 21 Regulation of Advertising and Promotion
652(32)
Chapter 22 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
684(27)
Glossary of Advertising and Promotion Terms 711(14)
Endnotes 725(19)
Credits and Acknowledgments 744(3)
Name and Company Index 747(8)
Subject Index 755

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