Overview of integrated marketing communications -- Marketing communications challenges : enhancing brand equity, influencing behavior, and being accountable -- Facilitating the success of new brands -- Targeting -- Positioning -- Objective setting and budgeting -- Overview of advertising management -- Effective and creative advertising messages -- Message appeals and endorsers -- Measuring advertising message effectiveness -- Advertising media : planning and analysis -- Traditional advertising media -- Internet advertising -- Other advertising media -- Sales promotion and the role of trade promotions -- Sampling and couponing -- Premiums and other promotions -- Marketing-oriented public relations and word-of-mouth management -- Event and cause sponsorships -- Signage and point of purchase communications -- Ethical, regulatory, and environmental issues.