Principles Of Advertising And Imc

Table of contents

Part I How Brands are Built

1 The Marketing Communication Functions and IMC

2 Marketing Communication Partners and Organization

3 Brands and Stakeholder Relationships

Part II Basic MC Strategies for Building Brands

4 Integrating the Brand Communication Process

5 Customer Brand Decision Making

6 Advertising and IMC Planning

7 Segmenting, Targeting and Positioning

8 Data-Driven Communications

Part III Creating, Sending, and Receiving Brand Message

9 Advertising and IMC Creative Strategies

10 Creative Executions

11 Advertising and IMC Media

12 Internet and e-Commerce

13 Advertising and IMC Media Planning

Part IV The Marketing Communication Functions

14 Consumer Promotional and Packaging

15 Channel Marketing and Trade Promotion

16 Personal Selling

17 Public Relations and Brand Publicity

18 Integrated Direct Marketing

19 Customer Service, Trade Shows, Events and Sponsorships

Part V The Big Picture

20 Social, Legal, and Ethical Issues in Marketing Communications

21 International IMC

22 Effectiveness Measurements and Evaluations

Glossary

Endnotes

Photo Credits

Brand Index

Name Index

Subject Index