Advertising and Promotion: An Integrated Marketing Communications Perspective,
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Today,we are experiencing the most dynamic and revolutionary changes of any era inthe history of marketing communications! Advertising and Promotion: AnIntegrated Marketing Communications Perspective reflects these changes andtheir implications for the marketer. Because the digital evolution andrevolution also applies to how students learn, our digital support package withConnect and SmartBook 2.0 have also received extensive innovative updates!
Contains Ethical, Global and Digital/SocialMedia Perspectives throughout
Explores changes in media consumption patternsand the implications of these changes for IMC strategies and tactics.
Extensive discussion around challenges facingtraditional media such as television, magazines, newspapers, and radio as theycompete against digital media.
Emphasizes on the integration of advertisingwith other promotional-mix elements and the need to understand their role andoverall contribution.
McGraw Hill’s Connect ensures demonstration ofmarketing communications to real-world scenarios with SmartBook 2.0, VideoCases, Case Analyses, Application-based Activities and much more.
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)
- LMS Integration
- Print/Loose-Leaf Book Add-On Availability
- Presentation Slides & Instructor Resources
- Question & Test Banks
- Adaptive Assignments
- Student Progress Reporting & Analytics
- Essay Prompts
- Prebuilt Courses
- Interactive Exercises
- eBook Access (ReadAnywhere App)
- Remote Proctoring (Proctorio)
- Subject-Specific Tools