About the book

Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, this comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and Smart Book 2.0 have also received extensive innovative updates!-Demonstrates the applicability of the content to the real world of marketing communications via real-life examples -Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout -Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

Content:

Part One Introduction to Integrated Marketing Communications

1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS

2 THE ROLE OF IMC IN THE MARKETING PROCESS

Part Two Integrated Marketing Communications Program Situation Analysis

3 ORGANIZING FOR ADVERTISING AND PROMOTION: THE ROLE OF AD AGENCIES AND OTHER MARKETING COMMUNICATION ORGANIZATIONS

4 PERSPECTIVES ON CONSUMER BEHAVIOR

Part Three Analyzing the Communication Process

5 THE COMMUNICATION PROCESS

6 SOURCE, MESSAGE, AND CHANNEL FACTORS

Part Four Objectives and Budgeting for Integrated Marketing Communications Programs

7 ESTABLISHING OBJECTIVES AND BUDGETING FOR THE PROMOTIONAL PROGRAM

Part Five Developing the Integrated Marketing Communications Program

8 CREATIVE STRATEGY: PLANNING AND DEVELOPMENT

9 CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION

10 MEDIA PLANNING AND STRATEGY

11 EVALUATION OF MEDIA: TELEVISION AND RADIO

12 EVALUATION OF MEDIA: MAGAZINES AND NEWSPAPERS

13 SUPPORT MEDIA

14 DIRECT MARKETING

15 THE INTERNET: DIGITAL AND SOCIAL MEDIA

16 SALES PROMOTION

17 PUBLIC RELATIONS, PUBLICITY, AND CORPORATE ADVERTISING

Part Six Monitoring, Evaluation, and Control

18 MEASURING THE EFFECTIVENESS OF THE PROMOTIONAL PROGRAM

Part Seven Special Topics and Perspectives

19 INTERNATIONAL ADVERTISING AND PROMOTION

20 REGULATION OF ADVERTISING AND PROMOTION

21 EVALUATING THE SOCIAL, ETHICAL, AND ECONOMIC ASPECTS OF ADVERTISING AND      PROMOTION

22 PERSONAL SELLING (ONLINE ONLY)