TABLE OF CONTENTS: Part 1 Understanding Integrated Marke ting Communi cations CHAPTER 1 Integrated Marketing Communications CHAPTER 2 Organizing for IMC: Role of Agencies CHAPTER 3 Consumer Behaviour and Target Audience Decisions CHAPTER 4 Communication Response Models Part 2 Articulating the Message CHAPTER 5 Objectives for the IMC Plan CHAPTER 6 Brand Positioning Strategy Decisions CHAPTER 7 Creative Strategy Decisions CHAPTER 8 Creative Tactics Decisions CHAPTER 9 Measuring the Effectiveness of the Promotional Message Part 3 Delivering the Message CHAPTER 10 Media Planning and Budgeting for IMC CHAPTER 11 Broadcast Media CHAPTER 12 Print Media CHAPTER 13 Out-of-Home Media Part 4 Strengthening the Message CHAPTER 14 Sales Promotion CHAPTER 15 Public Relations CHAPTER 16 Direct Marketing CHAPTER 17 Internet Media CHAPTER 18 Social Media Part 5 Advertising and Society CHAPTER 19 Regulatory, Ethical, Social, and Economic Issues for IMC
