Advertising and Promotions Information Center: Table of Contents


		About the Authors Book Preface Table of Contents



	Student Edition
	Instructor Edition

Advertising and Promotions: An IMC Perspective

Kruti Shah, Visiting Faculty, Ahmedabad Management Association
Alan D'Souza, Director, Goa Institute of Management

ISBN: 0070080313
Copyright year: 2009

SECTION 1: Understanding Integrated Marketing Communications
1. An Introduction to Integrated Marketing Communications
2. IMC as an Integral Part of Marketing Strategy

SECTION 2: THE IMC PROGRAM SITUATIONAL ANALYSIS
3. Understanding Consumer Behaviour
4. Understanding the Communications Process
5. Structure of the Advertising & Promotions World

SECTION 3: ADVERTISING
6. Research: A Strategic Advertising Tool
7. Advertising Strategy
8. Finding the Big Idea
9. Creative Execution in Advertising
10. Creative Execution and Design in Print
11. Creative Execution on Radio
12. Creative Execution on Television
13. Creative Execution Online

SECTION 4: OTHER PROMOTION TOOLS
14. Sales Promotion
15. Direct Marketing
16. Public Relations, Publicity and Corporate Advertising
17. Unconventional Promotional Media

SECTION 5: MEDIA PLANNING AND STRATEGY
18. Print Media
19. Broadcast Media
20. Out of Home Media
21. Developing the Media Plan

SECTION 6: BUDGETS, OBJECTIVES AND EVALUATION
22. Promotion Objectives and Budget Determination
23. Measuring IMC Performance
24. The Legal, Ethical and Economic Environments of Promotions

APPENDIX
Appendix 1: Landiing the Coveted Ad Job
Appendix 2: Presenting Promotion Ideas

Detailed TOC (77.0K)

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