IMC
– Key chapters
Percy & Elliot 5e 2016
I .Overview of Adv & Promotion
1.  What are A&P
2. Perspectives on Advertising
3. A across Cultural borders
II. Planning Considerations
4. What it takes for successful A&P
5. Strategic Planning Process
III. Developing the strategic Plan
6. Selecting the target audience
7. Understanding target audience decision
making
8. Determining the best Positioning
9. Developing a communication strategy
10. Setting a media strategy
11. Digital Media
IV. Making it work
12.Processing the message
13.Creative tactics
14.Creative execution
V. Integrating Adv & Promotion
15.Sales promotion and Broader
communication mix
16.Campaign Strategy
Rossiter & Percy 2e 1997 Rossiter & Bellman
2005
I . AC&P Marketing Objectives I . Marcoms and Brand Positioning
1.  A&P 1.  Marcoms and the brand
2. Marketing Objectives and budget 2.  How marcoms work and campaign planning
3. Brand positioning – TCB model
4. Benefit positioning IDU
II. Target Audience action objectives II. Marcoms campaign objectives
3. Target audience selection and action objectives 5. Campaign target audience selection and action
4. Behavioral sequence model objectives
6. Campaign communication objectives
III. Communication Objectives and Positioning III. Advertising Creative strategy
5. Communication Objectives 7. Creative idea generation and selection
6. Positioning 8. Brand awareness and brand preference tactics
IV. Creative Strategy 9. Attention tactics
7. Creative Idea 10. Pre-testing rough ads
8. Creative execution LIP
9. Creative execution HIP
10. Creative execution -attention
V. Integrated Com . Strategy IV. Advertising Media strategy
11. Corporate Adv com 11. Media-type selection and reach pattern
12. Manufacturer’s P 12. Effective frequency and strategic rules for
13. Retailer’s P implementation of the media plan
14. Direct marketing P
VI. Media strategy V. Budget and tracking
15. Advertising & IMC selection 13 . Setting the campaign budget
16. Reach pattern & effective frequency 14. Campaign tracking
17. Media plan implementation VI. Other Marcoms
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