Test Bank For Integrated Marketing Communications 4th Edition By Bill Chitty

Test Bank For Integrated Marketing Communications 4th Edition By Bill Chitty

Table of Contents
Part 1: Integrated marketing communications a conceptual framework
1. Integrated marketing communications and brand equity
2. The communication process
3. Persuasion in marketing communications
4. Market segmentation and brand positioning

Part 2: Managing integrated marketing communications
5. Advertising and interactive marketing communications
6. Planning and implementation

Part 3: Media channels
7. Broadcast and Interactive media
8. Print and support media
9. Media analysis

Part 4: Supporting elements of integrated marketing communications
10. Direct marketing and Sales promotion
11. Interactive marketing
12. Personal selling
13. Marketing PR and sponsorship

Part 5: Evaluating integrated marketing communications
14. Evaluating the effectiveness of IMC campaigns