Advertising and Promotion : an integrated Marketing Communications Perspective / by George E. Belch and Michael A. Belch

Includes glossary,endnotes and index.

Pt I: Introduction to Integrated Marketing Communications Ch 1-An Introduction toIntegrated Marketing Communications Ch 2- The Role Of IMC in the Marketing Process Pt II: Integrated Marketing Program Situation Analysis Ch 3-Organising for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organisations Ch 4-Perspectives on Consumer Behaviour Pt III:Analyzing the Communication Process Ch 5-The Communication Process Ch 6- Source, Message, and Channel Factors Pt IV:Objectives and Budgeting for Integrated Marketing Communications Programs Ch 7-Establishing Objectives and Budgeting for the Promotional Program Pt V:Developing the Integrated Marketing Communications Program Ch 8-Creative Strategy: Planning and Development Ch 9-Creative Strategy: Implementation and Evaluation Ch 10-Media Planning and Strategy Ch 11-Evaluation of Broadcast Media Ch 12-Evaluation of Print Media Ch 13-Support Media Ch 14-Direct Marketing Ch 15-The Internet and Interactive Media Ch 16-Sales Promotion Ch 17-Public Relations, Publicity, and Corporate Advertising Ch 18-Personal Selling Pt VI:Monitoring, Evaluation and Control Ch 19-Measuring the Effectiveness of the Promotional Program Pt VII:Special Topics and Perspectives Ch 20-International Advertising and Promotion Ch 21-Regulation of Advertising and Promotion Ch 22-Evaluating the Social,Ethical and Economic Aspects of Advertising and Promotion