1. Part One: Integrated Marketing Communications and Its Role in Brand-Equity Enhancement Chapter One: Overview of Integrated Marketing Communication

2. Integrated Marketing Communications Ford Thunderbird Ad

3. Chapter One: Overview I. Concept Review* A. Promotion B. Promotion Mix II. History of Advertising* III. Integration of Marketing Communication (IMC) A. Start with the customer B. Use any form of relevant contact C. Achieve synergy D. Build relationships E. Affect behavior IV. Changes in Marketing Communication Practices A. Reduced mass media use B. Increased "rifle" approaches C. Greater demands on marketing communication firms D. Greater efforts to measure cost/benefit Chapter One Discussion Questions: 1, 3, 6