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Advertising and Promotion: An Integrated Marketing Communications Perspective

Course Codes : MDIA2005, 733MCOM, ENT305, 24736, 733IMC

Advertising and Promotion: An Integrated Marketing Communications Perspective

ISBN 9780078028977
Edition 10
Publication Date
Publisher McGraw Hill Higher Education
Author(s)
This product has been discontinued.
Overview

Part One: Introduction to Integrated Marketing Communications

Chapter One: An Introduction to Integrated Marketing Communications Chapter Two: The Role of IMC in the Marketing Process

Part Two: Integrated Marketing Program Situation Analysis

Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Chapter Four: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process

Chapter Five: The Communication Process Chapter Six: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program

Part Five: Developing the Integrated Marketing Communications Program

Chapter Eight: Creative Strategy: Planning and Development Chapter Nine: Creative Strategy: Implementation and Evaluation Chapter Ten: Media Planning and Strategy Chapter Eleven: Evaluation of Media: Television and Radio Chapter Twelve: Evaluation of Media: Magazines and Newspapers Chapter Thirteen: Support Media Chapter Fourteen: Direct Marketing Chapter Fifteen: The Internet: Digital and Social Media Chapter Sixteen: Sales Promotion Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising

Part Six: Monitoring, Evaluation, and Control

Chapter Eighteen: Measuring the Effectiveness of the Promotional Program

Part Seven: Special Topics and Perspectives

Chapter Nineteen: International Advertising and Promotion Chapter Twenty: Regulation of Advertising and Promotion Chapter Twenty-One: Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion Chapter Twenty-Two (Available in Create and ebook): Personal Selling

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