9780077512613

LOOSE-LEAF FOR ADVERTISING AND PROMOTION

by ;
  • ISBN13:

    9780077512613

  • ISBN10:

    0077512618

  • Edition: 10th
  • Format: Loose-leaf
  • Copyright: 1/22/2014
  • Publisher: McGraw-Hill Education

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Supplemental Materials

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Summary

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect Plus.

Table of Contents

Part One: Introduction to Integrated Marketing Communications

Chapter One: An Introduction to Integrated Marketing Communications

Chapter Two: The Role of IMC in the Marketing Process

Part Two: Integrated Marketing Program Situation Analysis

Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Chapter Four: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process

Chapter Five: The Communication Process

Chapter Six: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program

Part Five: Developing the Integrated Marketing Communications Program

Chapter Eight: Creative Strategy: Planning and Development

Chapter Nine: Creative Strategy: Implementation and Evaluation

Chapter Ten: Media Planning and Strategy

Chapter Eleven: Evaluation of Media: Television and Radio

Chapter Twelve: Evaluation of Media: Magazines and Newspapers

Chapter Thirteen: Support Media

Chapter Fourteen: Direct Marketing

Chapter Fifteen: The Internet: Digital and Social Media

Chapter Sixteen: Sales Promotion

Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising

Part Six: Monitoring, Evaluation, and Control

Chapter Eighteen: Measuring the Effectiveness of the Promotional Program

Part Seven: Special Topics and Perspectives

Chapter Nineteen: International Advertising and Promotion

Chapter Twenty: Regulation of Advertising and Promotion

Chapter Twenty-One: Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion

Chapter Twenty-Two (Available in Create and ebook): Personal Selling

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