Advertising and Promotion: An Integrated Marketing Communications Perspective | 誠品線上

Advertising and Promotion: An Integrated Marketing Communications Perspective

內容簡介

內容簡介 PART I: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS Ch 1 An Introduction to Integrated Marketing Communications Ch 2 The Role of IMC in the Marketing Process? PART II: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS Ch 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Ch 4 Perspectives on Consumer Behavior PART III: ANALYZING THE COMMUNICATION PROCESS Ch 5 The Communication Process Ch 6 Source, Message, and Channel Factors PART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS Ch 7 Establishing Objectives and Budgeting for the Promotional Program? PART V: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM Ch 8 Creative Strategy: Planning and Development Ch 9 Creative Strategy: Implementation and Evaluation Ch10 Media Planning and Strategy Ch11 Evaluation of Media: Television and Radio Ch12 Evaluation of Media: Magazines and Newspapers Ch13 Support Media Ch14 Direct Marketing Ch15 The Internet: Digital and Social Media Ch16 Sales Promotion Ch17 Public Relations, Publicity, and Corporate Advertising PART VI: MONITORING, EVALUATION, AND CONTROL Ch18 Measuring the Effectiveness of the Promotional Program PART VII: SPECIAL TOPICS AND PERSPECTIVES Ch19 International Advertising and Promotion Ch20 Regulation of Advertising and Promotion Ch21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Ch22 Personal Selling (Online Only)

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