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