Advertising & Promotion

Part 1: The Role of IMC in Marketing
1: An Introduction of Integrated Marketing Communications
2: The Role of IMC in the Marketing Process
Part 2: Integrated Marketing Program Situation Analysis
3: Organizing for Advertising and Promotion
4: Perspectives on Consumer Behavior
Part 3: Analyzing the Communication Process
5: The Communication Process
6: Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs
7: Establishing Objectives and Budgeting for the Promotional Program
Part 5: Developing the Integrated marketing Communications Program
8: Creative Strategy: Planning and Development
9: Creative Strategy: Implementation and Evaluation
10: Media Planning and Strategy
11: Evaluation of Broadcast Media
12: Evaluation of Print Media
13: Support Media
14: Direct Marketing and Marketing on the Internet
15: Internet and WWW
16: Sales Promotion
17: Public Relations, Publicity, and Corporate Advertising
18: Personal Selling
Part 6: Monitoring, Evaluation, and Control
19: Measuring the Effectiveness of the Promotional Program
Part 7: Special Topics and Perspectives
20: International Advertising and Promotion
21: Regulation of Advertising and Promotion
22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.