Table of Contents

Part 1: Integrated marketing communications – an ever- changing conceptual framework

1. Integrated marketing communications foundations and the rise of digital

2. Persuasive communication and consumer attitudes

3. Market segmentation and brand positioning

Part 2: Managing and planning for integrated marketing communications

4. Establishing objectives and budgeting for IMC campaigns

5. Managing message creation and strategies

6. Media planning and analysis

Part 3: Media channels and IMC elements

7. Broadcast media

8. Print and support media

9. Digital marketing, behavioural targeting & search

10. Social Media marketing

11. Direct marketing and Sales promotion

12. Personal selling and relationship marketing

13. Marketing public relations and sponsorship marketing

Part 4: Evaluating integrated marketing communications

14. Evaluating integrated marketing communication effectiveness

Appendix to Chapter 14: IMC Plan

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