รายละเอียด:
Advertising and Promotion: An Integrated Marketing Communications Perspective9ED ISBN9780071314404
This text is appropriate for the undergraduate and graduate level Principles of Advertising course. It has also been used in Promotion and IMC courses in both Business and Journalism schools.
TABLE OF CONTENTS
PART 1: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
1 An Introduction to Integrated Marketing Communications
2 The Role of IMC in the Marketing Process
PART 2: INTEGRATED MARKETING 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 3: ANALYZING THE COMMUNICATION PROCESS
5 The Communication Process
6 Source, Message, and Channel Factors
PART 4: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
7 Establishing Objectives and Budgeting for the Promotional Program
PART 5: 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 Broadcast Media
12 Evaluation of Print Media
13 Support Media
14 Direct Marketing
15 The Internet and Interactive Media
16 Sales Promotion
17 Public Relations, Publicity, and Corporate Advertising
PART 6: MONITORING, EVALUATION, AND CONTROL
18 Measuring the Effectiveness of the Promotional Program
19 International Advertising and Promotion
20 Evaluating the Social, Ethical, Economic Aspects of Advertising and Promotion
21 (online) Personal Selling
22 (online) Regulation of Advertising and Promotion