Includes: 1. Integrated communications 2. Branding 3. How marketing communications work 4. Marketing communications planning 5. Adverting 6. Online communication 7. Media planning 8. Brand activation 9. Direct marketing 10. Public relations 11. Sponsorship 12. Exhibitions and trade fairs 13. Measuring campaign effectiveness 14 Ethical issues in marketing communications
Marketing communications : a European perspective
Marketing communications : a European perspective / Patrick De Pelsmacker, Maggie Geuens, and Joeri Van den Bergh