Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.

Includes bibliographical references (p. 725-743) and indexes.

Pt. 1. The Role of IMC in Marketing. Ch. 1. An Introduction to Integrated Marketing Communications. Ch. 2. The Role of IMC in the Marketing Process -- Pt. 2. Integrated Marketing 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 -- Pt. 3. Analyzing the Communication Process. Ch. 5. The Communication Process. Ch. 6. Source, Message, and Channel Factors -- Pt. 4. Objectives and Budgeting for Integrated Marketing Communications Programs. Ch. 7. Establishing Objectives and Budgeting for the Promotional Program -- Pt. 5. Developing the Integrated Marketing Communications Program. Ch. 8. Creative Strategy: Planning and Development. Ch. 9. Creative Strategy: Implementation and Evaluation. Ch. 10. Media Planning and Strategy. Ch. 11. Evaluation of Broadcast Media. Ch. 12. Evaluation of Print Media. Ch. 13. Support Media.

Ch. 14. Direct Marketing and Marketing on the Internet. Ch. 15. Sales Promotion. Ch. 16. Public Relations, Publicity, and Corporate Advertising. Ch. 17. Personal Selling -- Pt. 6. Monitoring, Evaluation, and Control. Ch. 18. Measuring the Effectiveness of the Promotional Program -- Pt. 7. Special Topics and Perspectives. Ch. 19. Business-to-Business Communications. Ch. 20. International Advertising and Promotion. Ch. 21. Regulation of Advertising and Promotion. Ch. 22. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion. Glossary of Advertising and Promotion Terms.