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.a Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and SmartBook 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.-New in Connect!aAdvertising Mini Sims, New Case Analysis and Live Action Videos, and the New Advertising Video Library
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)
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