PART I: WHAT ARE ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS?

Ch 1 Advertising and IMC Today

Ch 2 The Big Picture: The Fnctions of Advertising and Its Evolution

Ch 3 The Big Picture: Economic, Ethical, and Regulatory Aspects

Ch 4 The Scope of Advertising: From Local to Global



PART II: PLANNING THE CAMPAIGN

Ch 5 Marketing and Consumer Behavior: The Foundations of IMC

Ch 6 Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Ch 7 Research: Gathering Information for IMC Planning

Ch 8 Marketing and IMC Planning

Ch 9 Planning Media Strategy: Disseminating the Message

Ch10 Creative Strategy and the Creative Process



PART III: EXECUTING AND EVALUATING THE CAMPAIGN

Ch11 Creative Execution: Art and Copy

Ch12 Advertising in Print Media

Ch13 Using Electronic Media: Television and Radio

Ch14 Using Digital Interactive Media

Ch15 Social Media

Ch16 Using Out-of-Home, Exhibitive, and Supplementary Media

Ch17 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Ch18 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising