Part 1: Understanding Integrated Marketing Communications
1. Integrated Marketing Communications Part 2: Connect Consumers to IMC
2. Organizing for the Promotional Program
3. Consumer Behaviour and Target Audience Decisions
4. Communication Response Models Part 3: Articulate the Message
5. Objectives for the IMC Plan
6. Brand Positioning Strategy Decisions
7. Creative Strategy Decisions
8. Creative Tactics Decisions
9. Measuring the Effectiveness of the Promotional Message Part 4: Deliver the Message
10. Media Strategy, Tactics and Budget Decisions
11. Broadcast Media
12. Print Media
13. Out of Home and Support Media Part 5: Strengthen the Message
14. Sales Promotion
15. Public Relations
16. Direct Marketing
17. Internet Marketing Part 6: Implement and Control the IMC Plan
18. Regulatory, Ethical, Social, and Economic Issues for IMC
