Includes bibliographical references and index.

An Introduction to Integrated Marketing Communications
The Role of IMC in the Marketing Process
Organizing for Advertising and Promotion : The Role of Ad Agencies and Other Marketing Communication Organizations
Perspectives on Consumer Behavior
The Communication Process
Source, Message, and Channel Factors
Establishing Objectives and Budgeting for the Promotional Program
Creatie Strategy : Planning and Development
Creative Strategy : Implementation and Evaluation
Media Planning and Strategy
Evaluation of Media : Television and Radio
Evaluation of Media : Magazines and Newspapers
Support Media
Direct Marketing
The Internet : Digital and Social Media
Sales Promotion
Public Relations, Publicity, and Corporate Advertising
Measuring the Effectiveness of the Promotional Program
International Advertising and Promotion
Regulation of Advertising and Promotion
Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Nearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them

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