Pub. Date:
McGraw-Hill Companies, The
Introduction to Advertising and Promotion / Edition 4

Introduction to Advertising and Promotion / Edition 4


Current price is , Original price is $95.75. You

Temporarily Out of Stock Online

Please check back later for updated availability.

This item is available online through Marketplace sellers.

Product Details

ISBN-13: 9780256218992
Publisher: McGraw-Hill Companies, The
Publication date: 10/28/1997
Series: Irwin Series in Marketing
Edition description: Older Edition
Pages: 762
Product dimensions: 8.81(w) x 11.24(h) x 1.26(d)

Table of Contents

Part 1: The Role of IMC in Marketing
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
Part II: Integrated Marketing Program Situation Analysis
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Specialists
Chapter 4: Perspectives on Consumer Behavior
Part III: Analyzing the Communications Process
Chapter 5: The Communications Process
Chapter 6: Source, Message, and Channel Factors
Part IV: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter 7: Establishing Objectives and Budgeting for the Promotional Programs
Part V: 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 Broadcast Media
Chapter 12: Evaluation of Print Media
(and more...)

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews