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PART 1 - UNDERSTAND INTEGRATED MARKETING COMMUNICATIONS Chapter 1: Integrated Marketing Communications PART 2 - CONNECT CONSUMERS TO IMC Chapter 2: Consumer Behaviour and Target Audience Decisions Chapter 3: Communication Response Models PART 3 - ARTICULATE THE MESSAGE Chapter 4: Objectives for the IMC Plan Chapter 5: Brand Positioning Decisions Chapter 6: Creative Strategy Decisions Chapter 7: Creative Tactics Decisions Chapter 8: Measuring the Effectiveness of the Promotional Program PART 4 DELIVER THE MESSAGE Chapter 9: Media Strategy, Tactics and Budget Decisions Chapter 10: Broadcast Media Chapter 11: Print Media Chapter 12: Out-of-Home and Support Media PART 5 STRENGTHEN THE MESSAGE More...
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