Includes indexes.

Contents: Introduction to integrated marketing communications: An introduction to integrated marketing communications -- The role of IMC in the marketing process -- Integrated marketing program situation analysis: Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- Analyzing the communication process: The communication process -- Source, message, and channel factors -- Objectives and budgeting for integrated marketing communications programs: Establishing objectives and budgeting for the promotional program -- Developing the integrated marketing communications program: Creative strategy: Planning and development -- Creative strategy: Implementation and evaluation -- Media planning and strategy -- Evaluation of broadcast media -- Evaluation of print media -- Support media -- Direct marketing -- The internet and interactive media -- Sales promotion -- Public relations, publicity, and corporate advertising -- Personal selling -- Monitoring, evaluation and control: Measuring the effectiveness of the promotional program -- Special topics and perspectives: International advertising and promotion -- Regulation of advertising and promotion -- Evaluating the social, ethical and economic aspects of advertising and promotion.