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Table of Contents

Part I: Principles Endure In Times of Turmoil Chapter 1. The New World of Marketing CommunicationChapter 2. Integrated Brand CommunicationChapter 3. Brand Communication and Society Part II: Principle: Be True to Thy BrandChapter 4. How Brand Communication WorksChapter 5. Segmenting and Targeting the AudienceChapter 6. Strategic Research Chapter 7. Strategic PlanningPart III: Practice: Where is Creative Headed?Chapter 8. Creative Strategy Chapter 9. Copywriting Chapter 10. Visual Communication Part IV: Practice: Where Are Media Heading?Chapter 11. Media BasicsChapter 12. Traditional Media Chapter 13. Digital Media Chapter 14. Media Planning and Buying Part V: Practice: IMC and Total CommunicationChapter 15. Public RelationsChapter 16. Direct-Response Chapter 17. Promotions Chapter 18. The IMC UmbrellaChapter 19. Evaluation of Effectiveness

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