Strategic Integrated Marketing Communications

Part 1: Introduction to IMC

1. Overview of IMC

2. Brands and IMC

3. Companies and IMC

Part 2: Components of IMC

4. Advertising

5. Promotion

6. Media

7. Additional delivery options

Part 3: IMC messages

8. Message processing

9. Message development

10. Creative execution

Part 4: The IMC plan

11. Planning considerations

12. The IMC planning process

13. Finalizing and implementing the IMC plan

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• Vendas e gestão do marketing
• Publicidade
• Estratégia de negócios
• Economia
• Media, informação e indústrias das comunicações

marketing strategy theory;advertising effectiveness;media planning techniques;consumer behaviour models;campaign budget allocation;experiential marketing methods;integrated communication planning framework