PART 1 - UNDERSTAND INTEGRATED MARKETING COMMUNICATIONS
Chapter 1: Integrated Marketing Communications PART 2 - CONNECT CONSUMERS TO IMC
Chapter 2: Consumer Behaviour and Target Audience Decisions
Chapter 3: Communication Response Models PART 3 - ARTICULATE THE MESSAGE
Chapter 4: Objectives for the IMC Plan
Chapter 5: Brand Positioning Decisions
Chapter 6: Creative Strategy Decisions
Chapter 7: Creative Tactics Decisions
Chapter 8: Measuring the Effectiveness of the Promotional Program PART 4 DELIVER THE MESSAGE
Chapter 9: Media Strategy, Tactics and Budget Decisions
Chapter 10: Broadcast Media
Chapter 11: Print Media
Chapter 12: Out-of-Home and Support Media PART 5 STRENGTHEN THE MESSAGE
Chapter 13: Sales Promotion
Chapter 14: Public Relations
Chapter 15: Direct Marketing
Chapter 16: Internet Marketing and Interactive Media PART 6 IMPLEMENT AND CONTROL THE IMC PLAN
Chapter 17: Organizing for Integrated Marketing Communications
Chapter 18: Regulatory, Ethical, and Social Issues for Integrated Marketing Communications
