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IMC: Using Advertising and Promotion to Build Brands
Tom Duncan, University of Colorado

Table of Contents

    PART I. From Marketing Communications to IMC

  1. Chapter 1. The Evolution of IMC
  2. Chapter 2. Brands and Stakeholder Relationships
  3. Chapter 3. IMC Partners and Cross-Functional Organization


    4. PART II. Strategic Foundations of IMC

  4. Chapter 4. The Brand Communication Process
  5. Chapter 5. The Brand Decision Process
  6. Chapter 6. IMC Planning
  7. Chapter 7. Segmenting and Targeting
  8. Chapter 8. IT and Database-Driven Communication


    9. PART III. Creating, Sending, and Receiving Brand Messages

  9. Chapter 9. IMC Message Strategy
  10. Chapter 10. Brand Message Execution
  11. Chapter 11. Media Characteristics
  12. Chapter 12. The Internet and Interactive Media
  13. Chapter 13. Media Planning


    14. PART IV. Marketing Communication Functions

  14. Chapter 14. Advertising: The Awareness Builder
  15. Chapter 15. Public Relations: The Credibility Builder
  16. Chapter 16. Sales Promotion: Intensifying Consideration
  17. Chapter 17. Direct Response and Personal Sales: The Personal Connection
  18. Chapter 18. Events, Sponsorships, and Customer Service: Experiential Contact


    19. PART V. The Big Picture

  19. Chapter 19. Social, Ethical, and Legal Issues
  20. Chapter 20. International Marketing Communication
  21. Chapter 21. Measurement, Evaluation, and Effectiveness


    22. Index

    Glossary





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