Integrated Marketing Communications

I. UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS.  1. Integrated Marketing Communications: An Overview  2. Strategic Planning Principles.  3. Branding Strategy II. PLANNING FOR INTEGRATED MEDIA.  4. Advertising - Creative Planning.  5. Advertising - Media Planning.  6. Direct Response Communications.  7. Online Interactive Communications. III. PLANNING FOR INTEGRATED MARKETING.  8. Sales Promotion.  9. Public Relations. 10. Event Marketing and Sponsorships. 11. Personal Selling. IV. MEASURING PLAN PERFORMANCE. 12. Evaluating Marketing Communications Programs. Appendix I. Media Buying Principles and Media Information Resources. Appendix II. Mobicox: An Integrated Marketing Communications Plan.