Advertising & IMC 11/e

PART1 Principle: All Communications. One Voice.

1. Strategic Brand Communication

2. Advertising

3. Public Relations

4. Action and Interaction: Direct Response and Promotions

PART2 Principle:Be True to Thy Brand-and Thy Consumer

5. How Brand Communication Works

6. Strategic Research

7. Segmenting and Targeting the Audience

8. Strategic Planning

PART3 Principle: Great Creative Communicates a Truth about a Brand

9 The Creative Side

10 Promotional Writing

11 Visual Communication

PART4 Principle: Media in a World of Change

12 Media Basics

13 Paid Media

14 Owned, Interactive, and Earned Media

15 Media Planning and Negotiation

PART5 Principle: IMC and Total Communication

16 IMc Management

17 Evaluating IMC Effectiveness

18 Social Impact, Responsibility, and Ethics: Is It Right?