| Summary: | Chapter 1 An Introduction to Integrated Marketing Communications -- Chapter 2 The Role of Advertising and Promotion in the Marketing Process -- Chapter 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations -- Chapter 4 Perspectives on Consumer Behavior -- Chapter 5 The Communications Process -- Chapter 6 Source, Message and Channel Factors -- Chapter 7 Establishing Objectives and Budgeting for the Promotional 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 Sales Promotion -- Chapter 16 Public Relations, Publicity, and Corporate Advertising -- Chapter 17 Personal Selling -- Chapter 18 Measuring the Effectiveness of the Promotional Program -- Chapter 19 Business to Business Communications -- Chapter 20 International Advertising and Promotion -- Chapter 21 Regulation of Advertising and Promotion -- Chapter 22 Evaluating the Social, Ethical, and Economic Aspects of Advertising.
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