In addition to the brief table of contents that follows, the book's full table of contents is available in Acrobat PDF format (requiring the free Acrobat Reader application).
| Part One |
| Understand Integrated Marketing Communications |
| |
| | 1. Integrated Marketing Communications |
| |
| Part Two |
| Connect Consumers to IMC |
| 2. Consumer Behaviour and Target Audience Decisions |
| 3. Communication Response Models |
| |
| Part Three |
| Articulate the Message |
| 4. Objectives for the IMC Plan |
| 5. Brand Positioning Decisions |
| 6. Creative Strategy Decisions |
| 7. Creative Tactics Decisions |
| 8. Measuring the Effectiveness of the Promotional Program |
| |
| Part Four |
| Deliver the Message |
| 9. Media Strategy, Tactics, and Budget Decisions |
| 10. Broadcast Media |
| 11. Print Media |
| 12. Out-of-Home and Support Media |
| |
| Part Five |
| Strengthening the Message |
| 13. Sales Promotion |
| 14. Public Relations |
| 15. Direct Marketing |
| 16. Internet and Interactive Media |
| |
| Part Six |
| Implement and Control the IMC Plan |
| 17. Organizing for Integrated Marketing Communications |
| 18. Regulatory, Ethical, and Social Issues for Integrated Marketing Communications |
| |
|
Full Table of Contents
(581.0K)
2005 McGraw-Hill Higher Education