| Part 1: The Role of IMC in Marketing |
| Chapter 1: An Introduction of Integrated Marketing Communications |
| Chapter 2: The Role of IMC in the Marketing Process |
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| Part 2: Integrated Marketing Program Situation Analysis |
| Chapter 3: Organizing for Advertising and Promotion |
| Chapter 4: Perspectives on Consumer Behavior |
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| Part 3: Analyzing the Communication Process |
| Chapter 5: The Communication Process |
| Chapter 6: Source, Message, and Channel Factors |
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| Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs |
| Chapter 7: Establishing Objectives and Budgeting for the Promotional Program |
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| Part 5: Developing the Integrated marketing Communications Program |
| Chapter 8: Creative Strategy: Planning and Development |
| Chapter 9: Creative Strategy: Implementation and Evaluation |
| Chapter 10: Media Planning and Strategy |
| Chapter 11: Evaluation of Broadcast Media |
| Chapter 12: Evaluation of Print Media |
| Chapter 13: Support Media |
| Chapter 14: Direct Marketing and Marketing on the Internet |
| Chapter 15: Internet and WWW |
| Chapter 16: Sales Promotion |
| Chapter 17: Public Relations, Publicity, and Corporate Advertising |
| Chapter 18:Personal Selling |
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| Part 6: Monitoring, Evaluation, and Control |
| Chapter 19: Measuring the Effectiveness of the Promotional Program |
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| Part 7: Special Topics and Perspectives |
| Chapter 20: International Advertising and Promotion |
| Chapter 21: Regulation of Advertising and Promotion |
| Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion |
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| Glossary of Advertising and Promotion Terms |
| End Notes |
| Credits and Acknowledgements |
| Name and Company Index |
| Subject Index |
2004 McGraw-Hill Higher Education