Part One: How Brands Are Built 1. Using Advertising and Promotion to Build Brands 2. IMC Partners and Industry Organization 3. Brands and Stakeholder Relationships Part Two: Basic MC Strategies for Building Brands 4. How Brand Communication Works 5. Customer Response 6. IMC Planning 7. Segmenting and Targeting 8. Data-Driven Communication Part Three: Creating, Sending, and Receiving Brand Messages 9. Creative Message Strategies 10. Message Execution 11. Media Characteristics 12. The Internet and Interactivity 13. Advertising and IMC Media Planning Part Four: The Marketing Communication Functions 14. Consumer Sales Promotion and Packaging 15. Channel Marketing: Trade Promotion and Co-Marketing 16. Personal Selling 17. Public Relations and Brand Publicity 18. Direct Marketing: The Dialogue Builder 19. Experiential Contact: Events, Sponsorships, and Customer Service Part Five: The Big Picture 20. Social, Legal, and Ethical Issues 21. International Marketing Communication 22. Measurement, Evaluation, and EffectivenessDuncan, Tom is the author of 'Principles Of Advertising & Imc ', published 2004 under ISBN 9780072537741 and ISBN 0072537744.