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Test Bank for Integrated Marketing Communications, 4th Edition, Bill Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A. Shimp, J. Craig Andrews, ISBN-10: 0170254305, ISBN-13: 9780170254304, Downloadable Digital Test Bank Files

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Test Bank for Integrated Marketing Communications, 4th Edition, Bill Chitty, Edwina Luck, Nigel Barker, Michael Valos, Terence A. Shimp, J. Craig Andrews, ISBN-10: 0170254305, ISBN-13: 9780170254304



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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