Test Bank for Integrated Marketing Communications 5th Edition by Chitty

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9780170386517
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Table of Contents Part 1: Integrated marketing communications – a conceptual framework 1. Integrated marketing communications and brand equity enhancement 2. The communication process 3. Persuasion in marketing communications 4. Market segmentation and brand positioning Part 1 case studies Part 2: Managing and planning for integrated marketing communications 5. Establishing objectives and budgeting for IMC campaigns 6. Developing message strategies 7. Media planning and analysis Part 2 case studies Part 3: Media channels and IMC elements 8. Broadcast media 9. Print and support media 10. Digital and social media marketing 11. Direct marketing and Sales promotion 12. Personal selling and relationship marketing 13. Marketing public relations and sponsorship marketing Part 3 case studies Part 4: Evaluating integrated marketing communications 14. Evaluating integrated marketing communication effectiveness

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