Advertising and Promotion: An Integrated Marketing Communications Perspective (12th Edition)

Solutions and explanations
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
Creative 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
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