Description
Part 1 Understanding Integrated Marketing Communications
CHAPTER 1 Integrated Marketing Communications
CHAPTER 2 Organizing for IMC: Role of Agencies
CHAPTER 3 Consumer Behaviour and Target Audience Decisions
CHAPTER 4 Communication Response Models
Part 2 Articulating the Message
CHAPTER 5 Objectives for the IMC Plan
CHAPTER 6 Brand Positioning Strategy Decisions
CHAPTER 7 Creative Strategy Decisions
CHAPTER 8 Creative Tactics Decisions
CHAPTER 9 Measuring the Effectiveness of the Promotional Message
Part 3 Delivering the Message
CHAPTER 10 Media Planning and Budgeting for IMC
CHAPTER 11 Broadcast Media
CHAPTER 12 Print Media
CHAPTER 13 Out-of-Home Media
Part 4 Strengthening the Message
CHAPTER 14 Sales Promotion
CHAPTER 15 Public Relations
CHAPTER 16 Direct Marketing
CHAPTER 17 Internet Media
CHAPTER 18 Social Media
Part 5 Advertising and Society
CHAPTER 19 Regulatory, Ethical, Social, and Economic Issues for IMC
