Includes bibliographical references and index.

The IMC foundation -- Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- IMC advertising tools -- Advertising management -- Advertising design : theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- IMC media tools -- Advertising media selection -- E-active marketing -- Alternative marketing -- IMC promotional tools -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- IMC integration tools -- Regulations and ethical concerns -- Evaluating an integrated marketing program.