About the Book

This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text.

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. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion