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IMC

– Key chapters
Percy & Elliot 5e 2016 Rossiter & Percy 2e 1997 Rossiter & Bellman
2005
I .Overview of Adv & Promotion I . AC&P Marketing Objectives I . Marcoms and Brand Positioning
1.  What are A&P 1.  A&P 1.  Marcoms and the brand
2. Perspectives on Advertising 2. Marketing Objectives and budget 2.  How marcoms work and campaign planning
3. Brand positioning – TCB model
3. A across Cultural borders
4. Benefit positioning IDU

II. Planning Considerations II. Target Audience action objectives II. Marcoms campaign objectives
4. What it takes for successful A&P 3. Target audience selection and action objectives 5. Campaign target audience selection and action
5. Strategic Planning Process 4. Behavioral sequence model objectives
6. Campaign communication objectives

III. Developing the strategic Plan III. Communication Objectives and Positioning III. Advertising Creative strategy
6. Selecting the target audience 5. Communication Objectives 7. Creative idea generation and selection
7. Understanding target audience decision 6. Positioning 8. Brand awareness and brand preference tactics
IV. Creative Strategy 9. Attention tactics
making
7. Creative Idea 10. Pre-testing rough ads
8. Determining the best Positioning 8. Creative execution LIP
9. Developing a communication strategy 9. Creative execution HIP
10. Setting a media strategy 10. Creative execution -attention
11. Digital Media
IV. Making it work V. Integrated Com . Strategy IV. Advertising Media strategy
12.Processing the message 11. Corporate Adv com 11. Media-type selection and reach pattern
13.Creative tactics 12. Manufacturer’s P 12. Effective frequency and strategic rules for
13. Retailer’s P implementation of the media plan
14.Creative execution
14. Direct marketing P

V. Integrating Adv & Promotion VI. Media strategy V. Budget and tracking
15.Sales promotion and Broader 15. Advertising & IMC selection 13 . Setting the campaign budget
communication mix 16. Reach pattern & effective frequency 14. Campaign tracking
17. Media plan implementation VI. Other Marcoms
16.Campaign Strategy
15. Sales Promotions
16. Corporate image advertising , sponsorships and
PR
17. Personal selling : Direct selling and
telemarketing

VII. Advertising Research & Evaluation 18.  Social Marketing Campaigns


18.  Adv Strategy research
19.  Concept development Research
20.  Campaign Tracking
Appendix :AC&P Plan 1

IMC – Key chapters

Marketing Communications De Pelsmacker et al 6th ed 2017

1. Integrated Communications
2. Branding
3. How Marketing Communications Work
4. Marketing Communications Planning (Campaign Budget from page 165)
5. Advertising
6. Online communication
7. Media Planning
8. Brand Activation
9. Direct Marketing
10. Public Relations
11. Sponsorship
12. Exhibitions and Trade Fairs
13. Measuring Campaign Effectiveness
14. Ethical issues in marketing Communications