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Integrated Advertising, Promotion and Marketing Communications


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Table of Contents

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 ProcessPART 2: IMC ADVERTISING TOOLS Chapter 5. Advertising ManagementChapter 6. Advertising Design: Theoretical Frameworks and Types of Appeals Chapter 7. Advertising Design: Message Strategies and Executional FrameworksPART 3: IMC MEDIA TOOLS Chapter 8. Traditional Media ChannelsChapter 9. E-active MarketingChapter 10. Alternative Marketing PART 4: IMC PROMOTIONAL TOOLS Chapter 11. Database and Direct Response Marketing and Personal SellingChapter 12. Sales Promotions Chapter 13. Public Relations and Sponsorship ProgramsPART 5: IMC ETHICS, REGULATION, AND EVALUATION Chapter 14. Regulations and Ethical ConcernsChapter 15. Evaluating an Integrated Marketing Program

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