Integrated Advertising, Promotion, and
Marketing Communications, Global
Edition
ISBN: 9781292411217
Table of contents
Management summary 2
Chapter 1: Integrated Marketing Communications (IMC) 4
Chapter 2: Brand Management 5
Chapter 3: Buyer Behavior 6
Chapter 4: The IMC Planning Process 7
Chapter 5: Advertising Campaign Management 8
Chapter 6: Advertising Design 9
Chapter 7: Traditional Media Channels 10
Chapter 8: Digital and Mobile Marketing 12
Chapter 9: Social Media 13
Chapter 10: Alternative Marketing 15
Chapter 11: Database and Direct Response Marketing and Personal Selling 16
Chapter 12: Sales Promotions 17
Chapter 13: Public Relations and Sponsorship Programs 18
Chapter 14: Regulations and Ethical Concerns 20
Chapter 15: Evaluating an Integrated Marketing Program 21
,Management summary
Part 1: The IMC Foundation
● Chapter 1: Integrated Marketing Communications (IMC). This chapter introduces the
concept of Integrated Marketing Communications (IMC), emphasizing the importance
of cohesive communication across all marketing channels. The chapter discusses
how marketing professionals can blend advertising, sales promotions, and digital
marketing tools to create a unified and powerful marketing message.
● Chapter 2: Brand Management. This chapter outlines the significance of building and
maintaining a strong brand. It covers how brand image, brand identity, and brand
equity play essential roles in the consumer decision-making process. Different
branding strategies like brand extensions, co-branding, and brand loyalty are also
covered.
● Chapter 3: Buyer Behaviors. This chapter explains the different factors influencing
consumer behavior, including internal and external information search. It delves into
consumer attitudes, values, and the cognitive mapping process, providing insights on
how marketers can effectively influence purchasing decisions.
● Chapter 4: The IMC Planning Process. This chapter outlines how IMC campaigns are
structured, focusing on communication research, market segmentation, and the
importance of setting clear objectives for IMC efforts. It discusses different
budget-setting methods and how to measure the success of IMC strategies.
Part 2: IMC Advertising Tools
● Chapter 5: Advertising Campaign Management. This chapter explores advertising
campaign management, explaining the importance of understanding consumer
psychology through models like the hierarchy of effects and means-end theory. The
role of advertising expenditures and media choices is highlighted to help maximize
campaign effectiveness.
● Chapter 6: Advertising Design. The focus of this chapter is on the creative aspects of
advertising. It covers different design techniques such as using verbal and visual
elements, storytelling, testimonials, and brand personas. The chapter emphasizes
matching advertising formats to target audiences.
● Chapter 7: Traditional Media Channels. This chapter details the traditional media
channels used in advertising, including TV, radio, and print. It also discusses the
importance of frequency, gross rating points (GRP), and the three-exposure
hypothesis in achieving successful media planning.
Part 3: Digital, Mobile, and Alternative Marketing
● Chapter 8: Digital and Mobile Marketing. This chapter focuses on the impact of digital
transformation on marketing. It covers e-commerce, mobile advertising, content
marketing, and interactive marketing strategies, emphasizing the importance of
personalized consumer experiences in the digital world.
● Chapter 9: Social Media. This chapter highlights the importance of social media in
the modern marketing landscape. It explores platforms like Facebook, Instagram,
Twitter, and YouTube, while also discussing social media marketing strategies such
as content seeding, influencer marketing, and real-time engagement.
● Chapter 10: Alternative Marketing. This chapter explores less conventional forms of
marketing, including buzz marketing, guerrilla marketing, experiential marketing, and
, product placements. These alternative marketing techniques are used to create more
engaging and memorable consumer experiences.
Part 4: IMC Promotional Tools
● Chapter 11: Database and Direct Response Marketing and Personal Selling. This
chapter covers the use of databases in direct marketing and customer relationship
management (CRM). It also discusses direct response marketing strategies, personal
selling techniques, and the importance of personalized communication to enhance
customer loyalty.
● Chapter 12: Sales Promotions. This chapter discusses different types of sales
promotions, including coupons, sweepstakes, rebates, and bonus packs. It
emphasizes the importance of aligning sales promotions with marketing objectives to
encourage both short-term and long-term consumer actions.
● Chapter 13: Public Relations and Sponsorship Programs. The focus here is on public
relations and corporate reputation management. It discusses different PR tools and
strategies, including sponsorship programs and cause-related marketing. The
chapter emphasizes the importance of PR in enhancing brand equity and corporate
credibility.
Part 5: IMC Ethics, Regulation, and Evaluation
● Chapter 14: Regulations and Ethical Concerns. This chapter deals with the ethical
considerations of marketing communications. It covers topics such as governmental
regulations, consumer protection, and the ethical challenges in advertising, especially
in regard to deceptive practices and privacy concerns.
● Chapter 15: Evaluating an Integrated Marketing Program. The final chapter focuses
on evaluating the effectiveness of an IMC program. It discusses methods for
assessing ROI, customer feedback, and campaign performance metrics, with a focus
on both qualitative and quantitative evaluation techniques.
