Test Bank for Integrated Marketing Communications, 4th Edition, Bill Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A. Shimp J. Craig Andrews

Test Bank for Integrated Marketing Communications, 4th Edition, Bill Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A. Shimp, J. Craig Andrews,

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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