Advertising and promotion : an integrated marketing communications perspective
Author(s)
Bibliographic Information
Advertising and promotion : an integrated marketing communications perspective
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, c1998
4th ed
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Note
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995
Includes bibliographical references (p. 725-743) and indexes
Description and Table of Contents
Description
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
Table of Contents
- The role of the IMC in marketing
- integrated marketing programme situation analysis
- analyzing the communications process
- objectives and budgeting for integrated marketing communications programmes
- developing the integrated marketing communications programme
- monitoring, evaluating and control
- special topics and perspectives.
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