PART 1 - CHANGES IN MARKETING COMMUNICATION
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Chapter 1 | Where marketing communication began: the development of advertising in<br>
Australia and New Zealand |
Chapter 2 | Integrated marketing communication: how marketing<br>
communication evolved |
Chapter 3 | Digital media |
Chapter 4 | Social media |
PART 2 - HOW MARKETING COMMUNICATION WORKS |
Chapter 5 | The communication process |
Chapter 6 | Starting with consumer behavior: understanding how marketing<br>
communication might influence consumer behaviour |
Chapter 7 | Social, ethical and regulatory aspects |
Chapter 8 | Branding and building relationships with the database
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PART 3 - PLANNING AND DECISION MAKING
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Chapter 9 | Planning for IMC |
Chapter 10 | Establishing objectives and budgeting for the IMC program |
Chapter 11 | Message strategy and execution |
Chapter 12 | Media: strategy and choices |
Chapter 13 | Measuring the effectiveness of the IMC program |
PART 4 - MARKETING COMMUNICATION DISCIPLINES
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Chapter 14 | Direct marketing and personal selling |
Chapter 15 | Public relations |
Chapter 16 | Sales promotion |