Contains:

Preface

Introduction to Integrated Marketing Communications

The Role of OEMs in the Marketing Process

Organization for Advertising and Promotion: The Role of Advertising Agencies and Other Marketing Communication Organizations

Consumer Behavior Perspectives

The Communication Process

Factors of Source, Message, and Channel

Setting Objectives and Budget for the Promotion Program

Creative Strategy: Design and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Electronic Media: Television and Radio

Support Media

Direct Marketing

The Internet: Digital Media and Social Networking Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotion Program

International Advertising and Promotion

Advertising and Promotion Regulatory Guidelines

Assessment of Social, Ethical, and Economic Perspectives of Advertising and Promotion

Glossary of Advertising and Promotion Terms

Bibliographic References

Index of Names and Companies

Index of Terms