PREFACE Part One THE IMC FOUNDATION 1 INTEGRATED MARKETING COMMUNICATIONS The Nature of Communication Integrated Marketing Communications Emerging Trends in Marketing Communications IMC Components and the Design of this Text International Implications 2 BRAND MANAGEMENT Corporate and Brand Image Brand Names and Brand Types Brand Logos Identifying the Desired Brand Image Developing and Building Powerful Brands Private Brands Packaging International Implications 3 BUYER BEHAVIORS Information Searches and the Consumer Purchasing Process Evaluation of Alternatives Trends in the Consumer Buying Environment Business-to-Business Buyer Behaviors and Influences Types of Business-to-Business Sales The Business-to-Business Buying Process Dual Channel Marketing International Implications 4 THE IMC PLANNING PROCESS Communications Research Market Segmentation by Consumer Groups Business-to-Business Market Segmentation Product Positioning Marketing Communications Objectives Types of Budgets IMC Components Integrated Cam paigns in Action Part Two IMC ADVERTISING TOOLS 5 ADVERTISING CAMPAIGN MANAGEMENT Advertising Theory The Impact of Advertising Expenditures In-House Versus External Advertising Agencies Choosing an Agency Roles of Advertising Personnel Advertising Campaign Parameters The Creative Brief International Implications 6 ADVERTISING DESIGN Message Strategies Types of Advertising Appeals Executional Frameworks Sources and Spokespersons
7 TRADITIONAL MEDIA CHANNELS The Media Strategy Media Planning Advertising Terminology Achieving Advertising Objectives Media Selection Media Mix Media Selection in Business-to-Business Markets Integrated Campaigns in Action Part Three DIGITAL AND ALTERNATIVE MARKETING 8 DIGITAL MARKETING Digital Marketing Web 4.0 E-Commerce Mobile Marketing Digital Strategies Web Advertising Search Engine Optimization (SEO) International Implications 9 SOCIAL MEDIA Social Networks Social Media Sites Social Media Marketing Social Media Marketing Strategies International Implications 10 ALTERNATIVE MARKETING Alternative Marketing Programs Product Placements and Branded Entertainment Alternative Media Venues In-Store Marketing Brand Communities International Implications Integrated Campaigns in Action Part Four IMC PROMOTIONAL TOOLS 11 DATABASE AND DIRECT RESPONSE MARKETING ANT PERSONAL SELLING Database Marketing Database-Driven Marketing Communications Database-Driven Marketing Programs Direct Response Marketing Personal Selling International Implications 12 SALES PROMOTIONS Consumer Promotions vs. Trade Promotions Consumer Promotions Planning for Consumer Promotions Trade Promotions Concerns with Trade Promotions International Implications 13 PUBLIC RELATIONS AND SPONSORSHIP PROGRAMS
Public Relations Public Relations Functions Creating Positive Image-Building Activities Preventing or Reducing Image Damage Sponsorships Event Marketing International Implications Integrated Campaigns in Action Part Five IMC ETHICS, REGULATION, AND EVALUATION 14 REGULATIONS AND ETHICAL CONCERNS Marketing communications Regulations Deception versus Puffery FTC Settlements Industry Oversight of Marketing Practices IMC and Ethics Marketing and Ethics Responding to Ethical Challenges International Implications 15 EVALUATING AN INTEGRATED MARKETING PROGRAM Evaluation Metrics Matching Methods with IMC Objectives Message Evaluations Evaluation Criteria Online Evaluation Metrics Behavioral Evaluations International Implications
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