HelpFeedback
Duncan - OLC
Information Center
Table of Contents
About the Authors
Book Preface
Feature Summary
PageOut


Student Edition
Instructor Edition
Principles of Advertising & IMC (Indian Adapted Edition), 2/e
Tom Duncan, University of Colorado/Boulder

ISBN: 0070601593
Copyright year: 2005

Table of Contents


Part I How Brands are Built
    Chapter 1 Using Advertising and Promotion to Build Brands
    Chapter 2 IMC Partners and Industry Organization
    Chapter 3 Brands and Stakeholder Relationships
 
Part II Basic MC Strategies for Building Brands
    Chapter 4 How Brand Communication Works
    Chapter 5 Consumer Response
    Chapter 6 IMC Planning
    Chapter 7 Segmenting and Targeting
    Chapter 8 Data-Driven Communication
 
Part III Creating, Sending, and Receiving Brand Message
    Chapter 9 Creative Messge Strategies
    Chapter 10 Message Execution
    Chapter 11 Media Characteristics
    Chapter 12 The Internet and Interactivity
    Chapter 13 Advertising and IMC Media Planning
 
Part IV The Marketing Communication Functions
    Chapter 14 Consumer Sales Promotion and Packaging
    Chapter 15 Channel Marketing and Trade Promotion and Co-Marketing
    Chapter 16 Personal Selling
    Chapter 17 Public Relations and Brand Publicity
    Chapter 18 Direct Marketing: The Dialogue Builder
    Chapter 19 Experiential Contact: Events, Sponsorships, and Customer Service
 
Part V The Big Picture
    Chapter 20 Social, Ethical, and Legal Issues
    Chapter 21 International Marketing Communication
    Chapter 22 Measurement, Evaluation and Effectiveness

To obtain a lecturer login to the Online Learning Centres, ask your local sales representative. If you're a lecturer thinking about adopting this textbook, request a complimentary copy for review.



(c)2005 Tata McGraw-Hill
Any use is subject to the Terms of Use and Privacy Policy.
Tata McGraw-Hill is one of the many fine businesses ofThe McGraw-Hill Companies.