PART I: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS

Ch 1 An Introduction to Integrated Marketing Communications

Ch 2 The Role of IMC in the Marketing Process



PART II: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS

Ch 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Ch 4 Perspectives on Consumer Behavior



PART III: ANALYZING THE COMMUNICATION PROCESS

Ch 5 The Communication Process

Ch 6 Source, Message, and Channel Factors



PART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS

Ch 7 Establishing Objectives and Budgeting for the Promotional Program



PART V: DEVELOPING THE INTERGRATED MARKETING COMMUNICATIONS PROGRAM

Ch 8 Creative Strategy: Planning and Development

Ch 9 Creative Strategy: Implementation and Evaluation

Ch10 Media Planning and Strategy

Ch11 Evaluation of Media: Television and Radio

Ch12 Evaluation of Media: Magazines and Newspapers

Ch13 Support Media

Ch14 Direct Marketing

Ch15 The Internet: Digital and Social Media

Ch16 Sales Promotion

Ch17 Public Relations, Publicity, and Corporate Advertising



PART VI: MONITORING, EVALUATION, AND CONTROL

Ch18 Measuring the Effectiveness of the Promotional Program



PART VII: SPECIAL TOPICS AND PERSPECTIVES

Ch19 International Advertising and Promotion

Ch20 Regulation of Advertising and Promotion

Ch21 Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion

Ch22 Personal Selling(Online Only)