Advertising, Promotion, And Other Aspects Of Integrated Marketing Communications - 7th edition

PART ONE: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND THE MARCOM ENVIRONMENT.

Chapter 1: Overview of Integrated Marketing Communications and the MarCom Process.
Chapter 2: MarCom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable.
Chapter 3: Ethical, Regulatory, and Environmental Issues in Marketing Communications.

PART TWO: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING.

Chapter 4: MarCom Targeting.
Chapter 5: MarCom Positioning.
Chapter 6 MarCom Objective Setting And Budgeting.

PART THREE: MARCOM FOR NEW PRODUCTS, STORE SIGNAGE, AND POINT-OF-PURCHASE COMMUNICATIONS.

Chapter 7: Facilitation of Product Adoption, and Brand Naming and Packaging.
Chapter 8: On- and Off-Premise Signage and Point-of-Purchase Communications.

PART FOUR: ADVERTISING MANAGEMENT.

Chapter 9: Overview of Advertising Management: Messages, Media, and Measurement.
Chapter 10: Creating Effective and Creative Advertising Messages.
Chapter 11: Selecting Message Appeals and Endorsers.
Chapter 12: Assessing Ad Message Effectiveness.
Chapter 13: Planning for and Analyzing Advertising Media.
Chapter 14: Using Traditional Advertising Media.
Chapter 15: Employing the Internet for Advertising.
Chapter 16: Using Other Alternative Advertising Media.

PART FIVE: SALES PROMOTION MANAGEMENT, MARKETING-ORIENTED PUBLIC RELATIONS, AND SPONSORSHIPS.

Chapter 17: Sales Promotion and the Role of Trade Promotions.
Chapter 18: Consumer-Oriented Promotions: Sampling and Couponing.
Chapter 19: Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods.
Chapter 20: Marketing-Oriented Public Relations and Sponsorships.