Integrated Advertising, Promotion and Marketing Communications

PART 1: THE IMC FOUNDATION Chapter 1. Integrated Marketing Communications Chapter 2. Corporate Image and Brand Management Chapter 3. Buyer Behaviors Chapter 4. The IMC Planning Process PART 2: IMC ADVERTISING TOOLS Chapter 5. Advertising Management Chapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals Chapter 7. Advertising Design: Message Strategies and Executional Frameworks PART 3: IMC MEDIA TOOLS Chapter 8. Traditional Media Channels Chapter 9. E-active Marketing Chapter 10. Alternative Marketing PART 4: IMC PROMOTIONAL TOOLS Chapter 11. Database and Direct Response Marketing and Personal Selling Chapter 12. Sales Promotions Chapter 13. Public Relations and Sponsorship Programs PART 5: IMC ETHICS, REGULATION, AND EVALUATION Chapter 14. Regulations and Ethical Concerns Chapter 15. Evaluating an Integrated Marketing Program