Principles of Advertising and IMC (2nd Edition, Paperback)

Part One How Brands Are Built
1 Using Advertising and promotion to Build Brands
2 IMC Partners and Industry Organization
3 Brands and Stakeholder Relationships

Part Two Basic mc Strategies For Building Brands
4 How Brand Communication Works
5 Consumer Response
6 IMC Planning
7 Segmenting and Targeting
8 Data-Driven Communication

Part Three Creating, Sending, and Receiving Brand Messages
9 Creative Message Strategies
10 Message Execution
11 Media Characteristics
12 The Internet and Interactivity
13 Advertising and IMC Media Planning

Part Four The Marketing Communication Functions
14 Consumer Sales Promotion and Packaging
15 Channel marketing; Trade Promotion and Co-Marketing
16 Personal Selling
17 Public Relations and Brand Publicity
18 Direct Marketing; The Dialogue Builder
19 Experiential Contact; Events, Sponsorships, and Customer Service

Part Five The Big Picture
20 Social, Legal, and Ethical Issues
21 International Marketing Communication
22 Measurement, Evaluation, and Effectiveness