Part One. Introduction to Advertising and Integrated Marketing Communications
Chapter 1. Advertising and IMC Today
Chapter 2. The Big Picture: The Functions of Advertising and Its Evolution
Chapter 3. The Big Picture: Economic, Ethical, and Regulatory Aspects
Chapter 4. The Scope of Advertising: From Local to Global
Part Two. Planning the Campaign
Chapter 5. Marketing and Consumer Behavior: The Foundations of IMC
Chapter 6. Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
Chapter 7. Research: Gathering Information for IMC Planning
Chapter 8. Marketing and IMC Planning
Chapter 9. Planning Media Strategy: Disseminating the Message
Chapter 10. Creative Strategy and the Creative Process
Part Three. Executing and Evaluating the Campaign
Chapter 11. Creative Execution: Art and Сору
Chapter 12. Advertising in Print Media
Chapter 13. Using Audio and Video Media
Chapter 14. Using Digital Interactive Media
Chapter 15. Social Media
Chapter 16. Using Out-of-Home, Exhibitive, and Supplementary Media
Chapter 17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Appendix A. Marketing Plan Outline
Appendix B. Advertising Plan Outline
Important Terms

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