Advertising And Integrated Marketing Communications

Part I: Understanding Integrated Marketing Communication
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: IMC as an Integral Part of Marketing
Part II: The IMC Programme Situational Analysis
Chapter 3: Understanding Consumer Behaviour
Chapter 4: Understanding the Communications Process
Chapter 5: The World of Marketing Communication Agencies
Part III: Advertising
Chapter 6: Advertising Research and Strategy
Chapter 7: Finding the Big Idea
Chapter 8: Creative Execution in Advertising
Chapter 9: Creative Execution and Design in Print
Chapter 10: Creative Execution in Broadcast Media
Part IV: Other Promotion Tools
Chapter 11: Sales Promotion
Chapter 12: Direct Marketing
Chapter 13: Public Relations and Publicity
Chapter 14: Communication in the New Age: Online and Mobile Media
Part V: Media Planning and Strategy
Chapter 15: Print and Support Media
Chapter 16: Broadcast Media
Chapter 17: Developing the Media Plan
Part VI: Budgets, Objectives and Evaluation
Chapter 18: Promotion Objectives and Budget Determination
Chapter 19: Measuring IMC Performance
Chapter 20: The Legal and Ethical Environments of Promotions

Advertising and Integrated Marketing Communications brings to fore a perfect balance between theory and practice aswell as planning and execution. The book introduces readers to the concept of integrated marketing communications,and its major tools, techniques and media, with a special focus on advertising.