Part One  Advertising Perspectives

Chapter 1: Advertising and IMC Today?

Chapter 2: The Big Picture: The Evolution of IMC

Chapter 3: The Big Picture: Economic and Regulatory Aspects

Chapter 4: The Scope of Advertising: From Local to Global

Part Two  Crafting Marketing and Advertising Strategies

Chapter 5: Marketing and Consumer Behavior: The Foundations of Advertising

Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

Chapter 7: Research: Gathering Information for Advertising Planning

Chapter 8: Marketing and IMC Planning

Chapter 9: Planning Media Strategy: Disseminating the Message

Part Three  Creating Messages

Chapter 10: Creative Strategy and the Creative Process

Chapter 11: Creative Execution: Art and Copy

Chapter 12: Print, Electronic, and Digital Media, Production

Part Four  Using Advertising Media

Chapter 13: Using Print Media

Chapter 14: Using Electronic Media: Television and Radio

Chapter 15: Using Digital Interactive Media

Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media

Chapter 17: Introducing Social Media

Part Five  Integrating Advertising with Other Elements of IMC

Chapter 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising