ISBN 9781259026850,Advertising And Promotion : An Integrated Marketing Communications Perspective

Advertising And Promotion : An Integrated Marketing Communications Perspective

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ISBN 9781259026850

Tata McGraw - Hill Education

Publication Year 2013

ISBN 9781259026850

ISBN-10 125902685X


Edition 9th
Number of Pages 1064 Pages
Language (English)


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 Print Media Chapter Thirteen: Support Media Chapter Fourteen: Direct Marketing Chapter Fifteen: The Internet and Interactive 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 Chapter Nineteen: International Advertising and Promotion Chapter Twenty: Regulation of Advertising and Promotion Chapter Twenty-One: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Chapter Twenty-Two (Web): Personal Selling (online)