Table of Contents

Part One Introduction to Integrated Marketing CommunicationsChapter One: An Introduction to Integrated Marketing CommunicationsChapter Two: The Role of IMC in the Marketing ProcessPart Two Integrated Marketing Program Situation AnalysisChapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication OrganizationsChapter Four: Perspectives on Consumer BehaviorPart Three: Analyzing the Communication ProcessChapter Five: The Communication ProcessChapter Six: Source, Message, and Channel FactorsPart Four: Objectives and Budgeting for Integrated Marketing Communications ProgramsChapter Seven: Establishing Objectives and Budgeting for the Promotional ProgramPart Five: Developing the Integrated Marketing Communications ProgramChapter Eight: Creative Strategy: Planning and DevelopmentChapter Nine: Creative Strategy: Implementation and EvaluationChapter Ten: Media Planning and StrategyChapter Eleven: Evaluation of Broadcast MediaChapter Twelve: Evaluation of Print Mediachapter Thirteen: Support MediaChapter Fourteen: Direct MarketingChapter Fifteen: The Internet and Interactive MediaChapter Sixteen: Sales PromotionChapter Seventeen: Public Relations, Publicity, and Corporate AdvertisingPart Six Monitoring, Evaluation, and ControlChapter Eighteen: Measuring the Effectiveness of the Promotional ProgramChapter Nineteen: International Advertising and PromotionChapter Twenty: Regulation of Advertising and PromotionChapter Twenty-One: Evaluating the Social, Ethical, Economic Aspects of Advertising and PromotionChapter Twenty-Two (Web): Personal Selling

About the Author

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals



Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.