Table of Content
Part 1: The Role of IMC in MarketingChapter 1: An Introduction of Integrated Marketing CommunicationsChapter 2: The Role of IMC in the Marketing ProcessPart 2: Integrated Marketing Program Situation AnalysisChapter 3: Organizing for Advertising and PromotionChapter 4: Perspectives on Consumer BehaviorPart 3: Analyzing the Communication ProcessChapter 5: The Communication ProcessChapter 6: Source, Message, and Channel FactorsPart 4: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter 7: Establishing Objectives and Budgeting for the Promotional ProgramPart 5: Developing the Integrated marketing Communications ProgramChapter 8: Creative Strategy: Planning and DevelopmentChapter 9: Creative Strategy: Implementation and EvaluationChapter 10: Media Planning and StrategyChapter 11: Evaluation of Broadcast MediaChapter 12: Evaluation of Print MediaChapter 13: Support MediaChapter 14: Direct Marketing and Marketing on the InternetChapter 15: Internet and WWWChapter 16: Sales PromotionChapter 17: Public Relations, Publicity, and Corporate AdvertisingChapter 18:Personal SellingPart 6: Monitoring, Evaluation, and ControlChapter 19: Measuring the Effectiveness of the Promotional ProgramPart 7: Special Topics and PerspectivesChapter 20: International Advertising and PromotionChapter 21: Regulation of Advertising and PromotionChapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and PromotionGlossary of Advertising and Promotion TermsEnd NotesCredits and AcknowledgementsName and Company IndexSubject Index
