Chapter 1

Introduction to IMC

Concept and evolution of IMC

medium • 1 min read

Role of IMC in the marketing process

medium • 2 min read

The communication process model

medium • 3 min read

Determining the target audience and objectives

medium • 4 min read

Budgeting for promotional programs

medium • 5 min read

Chapter 2

Advertising Management

Advertising models (AIDA, Hierarchy of Effects)

medium • 1 min read

Creative strategy and execution styles

medium • 2 min read

Media planning and strategy

medium • 3 min read

Media selection: Broadcast, Print, Out-of-Home

medium • 4 min read

Measuring advertising effectiveness

medium • 5 min read

Chapter 3

Sales Promotion and Direct Marketing

Consumer-oriented sales promotions techniques

medium • 1 min read

Trade-oriented sales promotions

medium • 2 min read

Direct marketing platforms and databases

medium • 3 min read

Telemarketing and direct mail

medium • 4 min read

Evaluating direct marketing responses

medium • 5 min read

Chapter 4

Public Relations and Sponsorships

Role and tools of Public Relations (PR)

medium • 1 min read

Crisis management and corporate reputation

medium • 2 min read

Publicity vs PR

medium • 3 min read

Event marketing and sponsorship evaluation

medium • 4 min read

Cause-related marketing

medium • 5 min read

Chapter 5

Digital and Interactive Media

Interactive marketing communications

medium • 1 min read

Social media advertising and influencer marketing

medium • 2 min read

Search Engine Marketing (SEM) within IMC

medium • 3 min read

Mobile marketing communications

medium • 4 min read

Regulatory and ethical aspects of digital advertising

medium • 5 min read