An Introduction to integrated marketing communications -- The role of IMC in the marketing process -- Organizing for advertising and promotion: the role of ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- The communication process -- Source, messsage, and channel factors -- Establishing objectives and budgeting for the promotional program -- Creative strategy: planning and development -- Creative strategy: implementation and evaluation -- Media planning and strategy -- Evaluation of media: television and radio -- Evaluation of media: magazines and newspapers -- Support media -- Direct marketing -- The internet: digital and social media -- Sales promotion -- Public relations, publicity, and corporate program -- International advertising and promotion -- Evaluating the social, ethical, and economical aspects of advertising and promotion -- Personal selling (online).