Part One Introduction to Integrated Marketing Communications

• Chapter One: An Introduction to Integrated Marketing Communications
• Chapter Two: The Role of IMC in the Marketing Process

Part Two Integrated Marketing Communications Program Situation Analysis

• Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
• Chapter Four: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process

• Chapter Five: The Communication Process
• Chapter Six: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs

• Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program

Part Five: Developing the Integrated Marketing Communications Program

• Chapter Eight: Creative Strategy: Planning and Development
• Chapter Nine: Creative Strategy: Implementation and Evaluation
• Chapter Ten: Media Planning and Strategy
• Chapter Eleven: Evaluation of Media: Television and Radio
• Chapter Twelve: Evaluation of Print Media
• Chapter Thirteen: Support Media
• Chapter Fourteen: Direct Marketing
• Chapter Fifteen: The Internet and Interactive Media
• Chapter Sixteen: Sales Promotion
• Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising

Part Six Monitoring, Evaluation, and Control

• Chapter Eighteen: Measuring the Effectiveness of the Promotional Program

Part Seven Special Topics and Perspectives

• Chapter Nineteen: International Advertising and Promotion
• Chapter Twenty: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
• Chapter Twenty-One (Web): Personal Selling (online)
• Chapter Twenty-Two (Web): Regulation of Advertising and Promotion (online)