Advertising and Promotion: An Integrated Marketing Communications Perspective: 2026 Release ISE

Part One Introduction to Integrated Marketing Communications

1 An Introduction to Integrated Marketing Communications

2 The Role of IMC in the Marketing ProcessPart Two Integrated Marketing Communications Program Situation Analysis

3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

4 Perspectives on Consumer BehaviorPart Three Analyzing the Communication Process

5 The Communication Process

6 Source, Message, and Channel FactorsPart Four Objectives and Budgeting for Integrated Marketing Communications Programs

7 Establishing Objectives and Budgeting for the Promotional ProgramPart Five Developing the Integrated Marketing Communications Program

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 Corporate AdvertisingPart Six Monitoring, Evaluation, and Control

18 Measuring the Effectiveness of the Promotional ProgramPart Seven Special Topics and Perspectives

19 International Advertising and Promotion

20 Regulation of Advertising and Promotion

21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

22 Personal Selling (Online Only)Glossary of Advertising and Promotion TermsEndnotesName and Company

Index

Subject Index

Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This title reflects these changes and their implications for the marketer. McGraw Hill Connect ensures demonstration of marketing communications to real-world scenarios with SmartBook, Video Cases, Case Analyses, Application-based Activities and much more. This title contains Ethical, Global and Digital/Social Media Perspectives throughout and explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics. Provides extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media. Emphasizes the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.