Integrated Marketing Communications

Short contents Introduction to integrated marketing communications (The IMC Framework Model) 1. What is marketing communications? 2. What is integrated marketing communications? PART ONE: THE INTEGRATED MARKETING COMMUNICATIONS PROCESS (THE IMC PROCESS MODEL) Integrating Case I- Concern 3. Creating shared meaning in marketing communications- the communications loop from sender to receiver 4. Marketing communications psychology 5. Media 6. e-Media 7. The changing marketing communications environment 8. The international context of marketing communications 9. Regulation and legal controls 10. Marketing communications ethics 11. Image and brand management 12. Customer/audience relationship management PART TWO: MANAGING INTEGRATED MARKETING COMMUNICATIONS PLANNING (THE IMC RABOSTIC PLANNING MODEL) Integrating Case 2- Skoda 13. Marketing communications planing and plans 14. Organizational implications of integrated marketing communications 15. Agency operations 16. Research and analysis for integrated marketing communications decision-making 17. Identifying target audiences and profiling target markets 18. Setting budgets and allocating resources 19. Setting objectives, determining strategy and tactics 20. Creative implementation 21. Media implementation 22. Production implementation 23. Control and evaluation of integrated marketing communications PART THREE: THE INTEGRATED MARKETING COMMUNICATIONS MIX (THE IMC MIX MODEL) Integrating Case- Pampers 24. Public relations 25. Sponsorship 26. Advertising 27. Direct marketing communication 28. Sale promotions, merchandising and point of sale 29. Packaging 30. Exhibitions and trade shows 31. Personal selling and sales management Glossary Index