1. What Is Integrated Marketing Communications?
   
   
2. The Role of Promotion
   
   
3. The Promotion Mix: An Overview
   
   
4. Advertising
   
   
   1. Types of Advertising by Purpose
      
      
      1. Primary-Demand Advertising
         
         
      2. Selective-Demand Advertising
         
         
      3. Institutional Advertising
         
         
   2. Advertising Media
      
      
      1. Newspapers
         
         
      2. Magazines
         
         
      3. Direct Mail
         
         
      4. Yellow Pages Advertising
         
         
      5. Out-of-Home Advertising
         
         
      6. Television
         
         
      7. Radio
         
         
      8. Internet
         
         
   3. Major Steps in Developing an Advertising Campaign
      
      
      1. Identify and Analyze the Target Audience
         
         
      2. Define the Advertising Objectives
         
         
      3. Create the Advertising Platform
         
         
      4. Determine the Advertising Appropriation
         
         
      5. Develop the Media Plan
         
         
      6. Create the Advertising Message
         
         
      7. Execute the Campaign
         
         
      8. Evaluate Advertising Effectiveness
         
         
      9. Advertising Agencies
         
         
      10. Social and Legal Considerations in Advertising
          
          
5. Personal Selling
   
   
   1. Kinds of Salespersons
      
      
      1. Order Getters
         
         
      2. Order Takers
         
         
      3. Support Personnel
         
         
   2. The Personal-Selling Process
      
      
      1. Prospecting
         
         
      2. Approaching the Prospect
         
         
      3. Making the Presentation
         
         
      4. Answering Objections
         
         
      5. Closing the Sale
         
         
      6. Following Up
         
         
   3. Managing Personal Selling
      
      
6. Sales Promotion
   
   
   1. Sales Promotion Objectives
      
      
   2. Sales Promotion Methods
      
      
      1. Rebates
         
         
      2. Coupons
         
         
      3. Samples
         
         
      4. Premiums
         
         
      5. Frequent-User Incentives
         
         
      6. Point-of-Purchase Displays
         
         
      7. Trade Shows
         
         
      8. Buying Allowances
         
         
      9. Cooperative Advertising
         
         
7. Public Relations
   
   
   1. Types of Public Relations Tools
      
      
   2. The Uses of Public Relations
      
      
8. Promotion Planning
   
   
   1. Promotion and Marketing Objectives
      
      
      1. Providing Information
         
         
      2. Increasing Market Share
         
         
      3. Positioning the Product
         
         
      4. Stabilizing Sales
         
         
   2. Developing the Promotion Mix