PRINCIPLES OF
ADVERTISING & IMC
PART ONE : HOW BRANDS ARE BUILT
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Using Advertising and Promotion to Build Brands
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IMC Partners and Industry Organisation
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Brands and Stakeholder Relationships
PART TWO : BASIC MC STRATEGIES FOR BUILDING BRANDS
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How Brand Communication Works
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Consumer Response
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IMC Planning
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Developing Strategies and Tactics
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Segmenting and Targeting
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Data-Driven Communication
PART THREE : CREATING, SENDING, AND RECEIVING BRAND MESSAGES
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Creative Message Strategies
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Message Execution
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Media Characteristics
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The Internet and Interactivity
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Advertising and IMC Media Planning
PART FOUR : THE MARKETING COMMUNICATION FUNCTIONS
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Consumer Sales Promotion and Packaging
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Channel Marketing: Trade Promotion and Co-Marketing
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Personal Selling
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Public Relations and Brand Publicity
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Direct Marketing : The Dialogue Builder
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Experimential Contact : Events, Sponsorships, and Customer Service
PART FIVE : THE BIG PICTURE
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Social, Ethical and Legal Issues
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International Marketing Communication
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Measurement, Evaluation, and Effectiveness