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9780077512613

Loose Leaf for Advertising and Promotion

by ;
  • ISBN13:

    9780077512613

  • ISBN10:

    0077512618

  • Edition: 10th
  • Format: Loose-leaf
  • Copyright: 2014-01-22
  • 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

Supplemental Materials

What is included with this book?

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.

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