Advertising & Promotion

Part One: Introduction to Integrated Marketing Communications
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process

Part Two: Integrated Marketing Communications Program Situation Analysis
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Part Five: 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 Media: Television and Radio
Chapter 12: Evaluation of Media: Magazines and Newspapers
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and Social Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising

Part Six: Monitoring, Evaluation, and Control
Chapter 18: Measuring the Effectiveness of the Promotional Program

Part Seven: Special Topics and Perspectives
Chapter 19: International Advertising and Promotion
Chapter 20: Regulation of Advertising and Promotion
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Chapter 22: Personal Selling (Online Only) 

Glossary of Advertising and Promotion Terms
Endnotes

Overview:

“Advertising and Promotion” is a cutting-edge textbook offering a comprehensive exploration of the challenges faced by traditional media in the digital era. With a focus on evolving consumer behaviour, the book analyzes the implications of changing media consumption patterns on Integrated Marketing Communication (IMC) strategies. Ethical, global, and digital/social media perspectives are seamlessly integrated throughout, providing a holistic understanding of IMC. The book emphasizes the integration of advertising with other promotional mix elements, stressing their collective role in effective IMC strategies.


Key Features:

1. New chapter opener for most of the chapters
2. Extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media. 
3. Explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics.
4. Contains Ethical, Global and Digital/Social Media Perspectives throughout the book 
5. Emphasizes the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.