PT. 1. INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS. 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 -- Ch. 15. The Internet and Interactive Media -- Ch. 16. Sales Promotion -- Ch. 17. Public Relations, Publicity, and Corporate Advertising -- Ch. 18. Personal Selling -- PT. 6. MONITORING, EVALUATION, AND CONTROL. Ch. 19. Measuring the Effectiveness of the Promotional Program -- PT. 7. SPECIAL TOPICS AND PERSPECTIVES. 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.