Advertising and promotion : an integrated marketing communications perspectives / George E. Belch and Michael A. Belch

Part 1
Chapter 1 an introduction to integrated marketing communications.
Chapter 2 the role of IMC in the marketing process.
Part 2 Integrated marketing program situation analysis.
Chapter 3 Organizing for advertising and promotion: the role of ad agencies and other marketing communication organizations.
Chapter 4 Perspectives on consumer behavior.
Part 3 analyzing the communication process
Chapter 5 the communication process.
Chapter 6 Source, message, and channel factors.
Part 4 objectives and budgeting for integrated marketing communication programs
Chapter 7 Establishing objectives and budgeting for the promotional program.
Part 5 developing the integrated marketing communication 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.
Chapter 15 the internet and interactive media.
Chapter 16 Sales promotion.
Chapter 17 Public relations, publicity, and corporate advertising.
Chapter 18 Personal selling.
Part 6 monitoring, evaluation, and control
Chapter 19 measuring the effectiveness of the promotional program.
Part 7 social 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.

Includes bibliographical references and index.