Part 1. The context of marketing communication -- 1. When marketingcommunication began: the development of advertising in Australia and New Zealand -- 2. Integrated marketing communication: how marketing communication evolved -- 3. Social, ethical and regulatory aspects -- Part 2. How marketing communications works -- 4. The communication process -- 5. Starting with the consumer: developing consumer insight -- 6. Branding and building relationships with the database -- Part 3. Plannind and decision making -- 7. Planning for IMC -- 8. Establishing objectives and budgeting for IMC program -- 9. Message strategy and execution -- 10. Media and contact strategy -- 11. Media choices: evaluating media options -- 12. Measuring the effectiveness of the IMC program -- Part 4. Marketing communicaton disciplines -- 13. Direct marketing and communication -- 14. Interactive marketing -- 15. Public relations -- 16. Sales promotion -- 17. Personal selling.