Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

Part One- Introduction to Integrated Marketing Communication:
Chapter One- An Introduction to Integrated Marketing Communication;
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 for Ad agencies and other Marketing Communication Organizations;
Chapter Four- Perspective on Consumer Behavior;
Part Three- Analyzing the Communications Process:
Chapter Five- The Communication Process;
Chapter Six- Source, message and Channel Factors;
Part Four- Objectives and Budgeting for integrated marketing Communication Programs:
Chapter Seven- Establishing Objectives and Budgeting for the Promotional Program;
Part Five- Developing the Integrated Marketing Communication 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 Broadcast Media;
Chapter Twelve- Evaluation of Print Media;
Chapter Thirteen- Support Media;
Chapter Fourteen- Direct Marketing;
Chapter Fifteen- The Internet and Interactive Media;
Chapter Sixteen- Sales Promotion;
Chapter Seventeen- Public relation, Publicity and Corporate Advertising;
Chapter Eighteen- Personal Selling;
Part Six- Monitoring, Evaluation and Control:
Chapter Nineteen- Measuring the Effectiveness of the Promotional Program;
Part Seven- Special Topics and Perspectives:
Chapter Twenty- International Advertising and Promotion;
Chapter Twenty-one- Regulation of Advertising and Promotion;
Chapter Twenty-Two- Evaluating the Social, Ethical and Economic Aspects of Advertising and Promotion;
GLOSSARY OF ADVERTISING AND PROMOTION TERMS;
ENDNOTES;
CREDIT AND ACKNOWLEDGEMENTS;
NAME AND COMPANY INDEX;
SUBJECT INDEX.