Advertising and Promotion: An Integrated Marketing Communications Perspective
11th EditionISBN10: 1259548147
ISBN13: 9781259548147
Copyright: 2018
With the McGraw-Hill eBook, students can access their digital textbook on the web or go offline via the ReadAnywhere app for phones or tablets.
McGraw-Hill eBook Courses Include:
- Offline reading – study anytime, anywhere
- One interface for all McGraw-Hill eBooks
- Highlighting and note-taking
- Syncs across platforms, always up-to-date
- Available for Android and iOS
Rent Monthly
Purchase Options
Students, we’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success. See tabs below to explore options and pricing. Don't forget, we accept financial aid and scholarship funds in the form of credit or debit cards.
McGraw-Hill eBook
- Rent or purchase for a fraction of the printed textbook price
- Easily highlight, take notes and search
- Download the free ReadAnywhere App for offline access and anytime reading
- Watch a quick video to learn more
- Note: the eBook does not include access to Connect. If your instructor assigned Connect, click the "Digital" tab.
Rent Monthly
$9.95/mo
Rent (180 Day)
$49.99
Lifetime
$79.99
Loose-Leaf Purchase
- Purchase un-bound 3-ring binder ready textbook
- Flexibility and ease of selecting chapters to take where you want to go
ISBN10: 1260152308 | ISBN13: 9781260152302
Purchase
$234.50
Connect
- Personalize your learning, save time completing homework, and possibly earn a better grade
- Access to eBook, homework and adaptive assignments, videos, and study resources
- Download free ReadAnywhere App for offline access to eBook for anytime reading
- Connect may be assigned as part of your grade. Check with your instructor to see if Connect is used in your course.
ISBN10: 125990024X | ISBN13: 9781259900242
6 Month
$125.00
Connect + Loose Leaf
- Personalize your learning, save time completing homework, and possibly earn a better grade
- Access to eBook, homework and adaptive assignments, videos, and study resources
- Download free ReadAnywhere App for offline access to eBook for anytime reading
- Purchase un-bound 3-ring binder ready textbook
- Flexibility and ease of selecting chapters to take where you want to go
ISBN10: 1260149064 | ISBN13: 9781260149067
Purchase
$276.83
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.
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.
Program Details
Part 1: An Introduction to Integrated Marketing Communications
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
Part 2: 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 3: Analyzing the Communication Process
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Part 5: 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 6: Monitoring, Evaluation, and Control
Chapter 18: Measuring the Effectiveness of the Promotional Program
Part 7: 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)
Part 1: An Introduction to Integrated Marketing Communications
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
Part 2: 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 3: Analyzing the Communication Process
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Part 5: 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 6: Monitoring, Evaluation, and Control
Chapter 18: Measuring the Effectiveness of the Promotional Program
Part 7: 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)
Shipping Options
- Standard
- Next day air
- 2nd day air
- 3rd day air
Rent Now
You will be taken to our partner Chegg.com to complete your transaction.
After completing your transaction, you can access your course using the section url supplied by your instructor.