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Advertising and Promotion : An Integrated Marketing Communications Perspective

Advertising and Promotion : An Integrated Marketing Communications Perspective

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About the Book

As the first definitive text to reflect the shift from the conventional methods ofadvertising to the more widely recognized approach of implementing anintegrated marketing communications (IMC) strategy, this new special Indianedition of Advertising and Promotion continues to provide the mostcomprehensive and current knowledge for teaching the subject from an IMCPerspective. Built around an integrated marketing communications planningmodel, it recognizes the importance of coordinating all elements of thepromotional mix to develop and implement an effective communicationsprogram.

Table of Contents:
Part One Introduction to Integrated Marketing Communications Chapter One: An Introduction to Integrated Marketing Communications Chapter Two: The Role of IMC in the Marketing Process Part Two Integrated Marketing Program Situation Analysis Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Chapter Four: Perspectives on Consumer Behavior Part Three: Analyzing the Communication Process Chapter Five: The Communication Process Chapter Six: Source, Message, and Channel Factors Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program Part Five: Developing the Integrated Marketing Communications Program Chapter Eight: Creative Strategy: Planning and Development Chapter Nine: Creative Strategy: Implementation and Evaluation Chapter Ten: Media Planning and Strategy Chapter Eleven: Evaluation of Media: Television and Radio Chapter Twelve: Evaluation of Print Media Chapter Thirteen: Support Media Chapter Fourteen: Direct Marketing Chapter Fifteen: The Internet and Interactive Media Chapter Sixteen: Sales Promotion Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising Part Six Monitoring, Evaluation, and Control Chapter Eighteen: Measuring the Effectiveness of the Promotional Program Chapter Nineteen: International Advertising and Promotion Chapter Twenty: Regulation of Advertising and Promotion Chapter Twenty-One: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Chapter Twenty-Two (Web): Personal Selling (online)


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Product Details
  • ISBN-13: 9781259026850
  • Publisher: McGraw Hill Education India
  • Publisher Imprint: McGraw Hill Education India
  • Edition: Revised edition
  • No of Pages: 1064
  • Weight: 580 gr
  • ISBN-10: 125902685X
  • Publisher Date: 15 May 2013
  • Binding: Paperback
  • Height: 614 mm
  • Spine Width: 96 mm
  • Width: 464 mm


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