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Advertising and Promotion

12th Edition
9354600808 · 9789354600807
OverviewThis book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’
MRP ₹1,250.00
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Part OneIntroduction to Integrated Marketing Communications

1. An Introduction to Integrated Marketing Communications

2. The Role of IMC in the Marketing Process

 

Part TwoIntegrated Marketing Communications Program Situation Analysis

3. Organizing for Advertising and Promotion: The Roleof Ad Agencies and Other Marketing Communication Organizations

4. Perspectives on Consumer Behavior

 

PartThree Analyzing the Communication Process

5. The Communication Process

6. Source, Message, and Channel Factors

 

Part FourObjectives and Budgeting for Integrated Marketing

CommunicationsPrograms

7. Establishing Objectives and Budgeting for thePromotional Program

 

Part FiveDeveloping the Integrated Marketing

CommunicationsProgram

8. Creative Strategy: Planning and Development

9. Creative Strategy: Implementation and Evaluation

10. Media Planning and Strategy

11. Evaluation of Media: Television and Radio

12. Evaluation of Media: Magazines and Newspapers

13. Support Media

14. Direct Marketing

15. The Internet: Digital and Social Media

16. Sales Promotion

17. Public Relations, Publicity, and CorporateAdvertising

 

Part SixMonitoring, Evaluation, and Control

18. Measuring the Effectiveness of the PromotionalProgram

 

PartSeven Special Topics and Perspectives

19. International Advertising and Promotion

20. Evaluating the Social, Ethical, and EconomicAspects of Advertising and Promotion

Overview


This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’