Pure IMC: an integrated approach to teaching integrated marketing communications, with a solid advertising core, not an advertising book with a few other chapters tacked on. Furthermore, the text gives students an integrated learning experience by incorporating a Building an IMC Campaign project, with free IMC Plan Pro software in every copy, so that by the end of the course students will have a portfolio-ready campaign.

Table of Contents

I. IMC FOUNDATION.
1. Integrated Marketing Communications.
2. Corporate Image and Brand Management.
3. Consumer Buyer Behavior.
4. Business-to-Business Buyer Behavior.
5. Promotion Opportunity Analysis.

II. IMC ADVERTISING TOOLS.
6. Advertising Management.
7. Advertising Design: Theoretical Framework and Types of Appeals.
8. Advertising Design: Message Strategies and Executional Frameworks.
9. Advertising Media Selection.

III. IMC PROMOTIONAL TOOLS.
10. Trade Promotions.
11. Consumer Promotions.
12. Personal Selling, Database Marketing, and Customer Relationship Management.
13. Public Relations, Regulations, and Sponsorships.

IV. IMC INTEGRATION TOOLS.
14. Internet Marketing.
15. IMC for the Small Business Entrepreneur.
16. Evaluating an Integrated Marketing Program.