Description

Table of Contents

Part One: What are Advertising and Integrated Marketing Communications?
Chapter 1: Advertising and IMC Today
Chapter 2: The Big Picture: The Evolution of Advertising and IMC
Chapter 3: The Big Picture: Economic and Regulatory Aspects
Chapter 4: The Scope of Advertising: From Local to Global

Part Two: Planning the Campaign
Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
Chapter 7: Research: Gathering Information for IMC Planning
Chapter 8: Marketing and IMC Planning
Chapter 9: Planning Media Strategy: Disseminating the Message

Chapter 10: Creative Strategy and the Creative Process

Part Three: Executing and Evaluating the Campaign
Chapter 11: Creative Execution: Art and Copy
Chapter 12: Print, Electronic, and Digital Media Production
Chapter 13: Using Print Media
Chapter 14: Using Electronic Media: Television and Radio
Chapter 15: Using Digital Interactive Media
Chapter 16: Social Media
Chapter 17: Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising