Chapter 1: Overview of IMC and the Marcom Process

I. The Nature of Marketing Communications
    - Marketing Communications at the Brand Level
II. The Integration of Marketing Communications
    1. What Exactly is IMC?
    2. The Payoff from IMC: The Value of Synergy
    3. Key IMC Features
        a. Start with the customer or Prospect
        b. Use any Form of Relevant Contact or Touch Point
        c. Speak with a Single Voice
        d. Build Relationships
        e. Affect Behavior
    4. Changes in Marketing Communication Practices
        a. Reduced Dependence on Mass Media Advertising
        b. Increased Reliance on Highly Targeted Communication Methods
        c. Heightened Demands on Suppliers
        d. Increased Efforts to Assess Communications’ Return on Investment
    5. Obstacles to Implementing IMC
III. A Model of the Marketing Communications Decision-Making Process
    1. Fundamental Marcom Decisions
        a. Targeting
        b. Positioning
        c. Setting Objectives
        d. Budgeting
        e. A Concluding Mantra
    2. Marcom Implementation Decisions
        a. Mixing Elements
        b. Creating Messages
        c. Selecting Media
        d. Establishing Momentum
    3. Marcom Outcomes
    4. Program Evaluation