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ISBN10: 1266854665 | ISBN13: 9781266854668

* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
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Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This title reflects these changes and their implications for the marketer. McGraw Hill Connect ensures demonstration of marketing communications to real-world scenarios with SmartBook, Video Cases, Case Analyses, Application-based Activities and much more. This title contains Ethical, Global and Digital/Social Media Perspectives throughout and explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics. Provides extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media. Emphasizes the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS 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 Media: Television and Radio
Chapter 12: Evaluation of Media: Magazines and Newspapers
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and Social Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
PART SIX: MONITORING, EVALUATION, AND CONTROL
Chapter 18: Measuring the Effectiveness of the Promotional Program
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
Chapter 19: International Advertising and Promotion
Chapter 20: Regulation of Advertising and Promotion
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Chapter 22: Personal Selling (Online Only)
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