Looseleaf, McGraw
Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This title reflects these changes and their implications for the marketer. McGraw Hill Connect ensures demonstration of marketing communications to real-world scenarios with SmartBook, Video Cases, Case Analyses, Application-based Activities and much more. This title contains Ethical, Global and Digital/Social Media Perspectives throughout and explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics. Provides extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media. Emphasizes the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
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
Chapter 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