IMC: Using Advertising & Promotion

This is an applied text with a strong brand message. Most books on the market teach functions but neglect integration and organisation, which should be the very foundation of marketing. This text answers the questions of when to use, how to use, and who should be involved in the interrelated functions of marketing today. It also teaches the cost effectiveness of developing brand relationship (managing the ongoing dialogue between buyer and seller) and how to integrate the consumer into business-to-business marketing vs. business-to-consumer marketing.

Part One. From Marketing Communications to IMC.
1. The Evolution of IMC.
2. Brands and Stakeholder Relationships.
3. IMC Partners and Cross-Functional Organization.

Part Two. Strategic Foundations of IMC.
4. The Brand Communication Process.
5. The Brand Decision Process.
6. IMC Planning.
7. Segmenting and Targeting.
8. IT and Database-Driven Communication.

Part Three. Creating, Sending, and Receiving Brand Messages.
9. IMC Message Strategy.
10. Brand Message Execution.
11. Media Characteristics.
12. The Internet and Interactive Media.
13. Media Planning. Part Four. Marketing Communication Functions.
14. Advertising: The Awareness Builder.
15. Public Relations: The Credibility Builder.
16. Sales Promotion: Intensifying Consideration.
17. Direct Response and Personal Sales: The Personal Connection.
18. Events, Sponsorships, and Customer Service: Experiential Contact.

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

Index.
Glossary.