PART I. THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC)
1. An Overview of Integrated Marketing Communications
2. Brand Equity and Accountability
3. Brand Adoption, Brand Naming and Intellectual Property Issues
4. Environmental, Regulatory and Ethical Issues

PART II. FUNDAMENTAL IMC PLANNING AND DECISIONS
5. Segmentation, Targeting, and Positioning
6. The Communications Process and Consumer Behavior
7. The Role of Persuasion in Integrated Marketing Communications
8. IMC Objective Setting and Budgeting

PART III. ADVERTISING MANAGEMENT AND MEDIA CHOICES
9. An Overview of Advertising Management
10. Effective and Creative Ad Messages
11. Endorsers and Message Appeals in Advertising
12. Traditional Advertising Media
13. Digital Media: Online and Mobile Advertising and Artificial Intelligence
14. Social Media Networks
15. Direct Marketing, CRM, and Other Media
16. Media Planning and Analysis
17. Measuring Ad Message Effectiveness

PART IV. SALES PROMOTION MANAGEMENT
18. Sales Promotion Overview and the Role of Trade Promotion
19. Consumer Sales Promotion: Sampling and Couponing
20. Consumer Sales Promotion: Premiums and Other Promotions

PART V. OTHER IMC TOOLS
21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships
22. Packaging, Point-of-Point Communications, and Signage
23. Personal Selling