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Table of Contents

Chapter One: An Introduction To Integrated Marketing Communications
Chapter Two: The Role Of Imc In The Marketing Process
Chapter Three: Organizing For Advertising And Promotion: The Role Of Ad Agencies And Other Marketing Communication Organizations
Chapter Four: Perspectives On Consumer Behavior
Chapter Five: The Communication Process
Chapter Six: Source, Message, And Channel Factors
Chapter Seven: Establishing Objectives And Budgeting For The Promotional Program
Chapter Eight: Creative Strategy: Planning And Development
Chapter Nine: Creative Strategy: Implementation And Evaluation
Chapter Ten: Media Planning And Strategy
Chapter Eleven: Evaluation Of Media: Television And Radio
Chapter Twelve: Evaluation Of Print Media
Chapter Thirteen: Support Media
Chapter Fourteen: Direct Marketing
Chapter Fifteen: The Internet And Interactive Media
Chapter Sixteen: Sales Promotion
Chapter Seventeen: Public Relations, Publicity, And Corporate Advertising
Chapter Eighteen: Measuring The Effectiveness Of The Promotional Program
Chapter Nineteen: International Advertising And Promotion
Chapter Twenty: Regulation Of Advertising And Promotion
Chapter Twenty-One: Evaluating The Social, Ethical, And Economic Aspects Of Advertising And Promotion
Chapter Twenty-Two (Web): Personal Selling (Online)

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