PART 2 THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC). 1 An Overview of Integrated Marketing Communications -- 2 Enhancing Brand Equity and Accountability -- 3 Brand Adoption, Brand Naming and Intellectual Property Issues -- 4 Environmental, Regulatory and Ethical Issues -- PART 2 FUNDAMENTAL IMC PLANNING BACKGROUND AND DECISIONS. 5 Segmentation and Targeting in IMC -- 6 The Communications Process and Consumer Behavior -- 7 The Role of Persuasion in Intergrated Marketing Communications -- 8 Objective Setting and Budgeting -- PART 3 ADVERTISING MANAGEMENT AND NEW MEDIA CHOICES. 9 Overview of Advertising Management -- 10 Effective and Creative Ad Messages -- 11 Endorsers and Message Appeals in Advertising -- 12 Traditional Ad Media -- 13 Online and Mobile Advertising -- 14 Social Media -- 15 Direct Marketing and Other Media -- 16 Advertising Media: Planning and Analysis -- 17 Measuring Ad Message Effectiveness -- PART 4 SALES PROMOTION MANAGEMENT. 18 Sales Promotion Overview and the Role of Trade Promotion -- 19 Consumer Sales Promotion: Sampling and Couponing -- 20 Consumer Sales Promotion: Premiums and other Promotions -- PART 5 OTHER IMC Tools. 21 Public Relations, Word-of-Mouth Influence, and Sponsorships -- 22 Packaging, Point-of-Perchase Communications, and Signage -- 23 Personal Selling.