Advertising Promotion and Other Aspects of Integrated Marketing Communications CHAPTER 1-23

Chapter 1— An Overview of Integrated Marketing Communications Chapter 2—Enhancing Brand Equity and Accountability Chapter 3—Brand Adoption, Brand Naming, and Intellectual Property Issues C hapter 4—Environmental, Regulatory, and Ethical Issues Chapter 5—Segmentation, Targeting, and Positioning Chapter 6—The Communication Process and Consumer Behavior Chapter 7—The Role of Persuasion in Integrated Marketing Communications Chapter 8—Objective Setting and Budgeting Chapter 9—Overview of Advertising Management Chapter 10—Effective and Creative Ad Messages Chapter 11—Endorsers and Message Appeals in Advertising Chapter 12—Traditional Advertising Media Chapter 13—Online and Mobile Advertising Chapter 14—Social Media Chapter 15—Direct Marketing and Other Media Chapter 16—Advertising Media: Planning and Analysis Chapter 17—Measuring Ad Message Effectiveness Chapter 18—Sales Promotion Overview and the Role of Trade Promotion Chapter 19—Consumer Sales Promotion: Sampling and Couponing Chapter 20—Consumer Sales Promotion: Premiums and Other Promotions Chapter 21—Public Relations, Word-of-Mouth Influence, and Sponsorships Chapter 22—Packaging, Point-of-Purchase Communications, and Signage Chapter 23—Personal Selling Show Less