Advertising and Promotion: An Integrated Marketing Communications Perspective: 2026 Release ISE

<p>Part One Introduction to Integrated Marketing Communications</p><p>1 An Introduction to Integrated Marketing Communications</p><p>2 The Role of IMC in the Marketing ProcessPart Two Integrated Marketing Communications Program Situation Analysis</p><p>3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations</p><p>4 Perspectives on Consumer BehaviorPart Three Analyzing the Communication Process</p><p>5 The Communication Process</p><p>6 Source, Message, and Channel FactorsPart Four Objectives and Budgeting for Integrated Marketing Communications Programs</p><p>7 Establishing Objectives and Budgeting for the Promotional ProgramPart Five Developing the Integrated Marketing Communications Program</p><p>8 Creative Strategy: Planning and Development</p><p>9 Creative Strategy: Implementation and Evaluation</p><p>10 Media Planning and Strategy</p><p>11 Evaluation of Media: Television and Radio</p><p>12 Evaluation of Media: Magazines and Newspapers</p><p>13 Support Media</p><p>14 Direct Marketing</p><p>15 The Internet: Digital and Social Media</p><p>16 Sales Promotion</p><p>17 Public Relations, Publicity, and Corporate AdvertisingPart Six Monitoring, Evaluation, and Control</p><p>18 Measuring the Effectiveness of the Promotional ProgramPart Seven Special Topics and Perspectives</p><p>19 International Advertising and Promotion</p><p>20 Regulation of Advertising and Promotion</p><p>21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion</p><p>22 Personal Selling (Online Only)Glossary of Advertising and Promotion TermsEndnotesName and Company</p><p>Index</p><p>Subject Index</p>