Description
Book SynopsisTable of ContentsPart I: THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC). 1. An Overview of Integrated Marketing Communications. 2. Enhancing Brand Equity and Accountability. 3. Brand Adoption, Brand Naming and Intellectual Property Issues. 4. Environmental, Regulatory and Ethical Issues. Part II: FUNDAMENTAL IMC PLANNING AND DECISIONS. 5. Segmentation, Targeting, and Positioning. 6. The Communications Process and Consumer Behavior. 7. The Role of Persuasion in IMC. 8. IMC Objective Setting and Budgeting. Part III: ADVERTISING MANAGEMENT AND MEDIA CHOICES. 9. An Overview of Advertising Management. 10. Effective and Creative Ad Messages. 11. Endorsers and Message Appeals in Advertising. 12. Traditional Ad Media. 13. Digital Media: Online, Mobile and App Advertising. 14. Social Media. 15. Direct Marketing, CRM, and Other Media. 16. Media Planning and Analysis. 17. Measuring Ad Message Effectiveness. Part IV: SALES PROMOTION MANAGEMENT. 18. Sales Promotion Overview and the Role of Trade Promotion. 19. Consumer Sales Promotion: Sampling and Couponing. 20. Consumer Sales Promotion: Premiums and Other Promotions. Part V: OTHER IMC TOOLS. 21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships. 22. Packaging, POP Communications, and Signage. 23. Personal Selling.
