Ch. 1. The integrated marketing communication mix -- ch. 2. Principles of communication -- ch. 3. The nature and scope of advertising -- ch. 4. Planning the advertising -- ch. 5. Advertising creativity -- ch. 6. Advertising media -- ch. 7. Principles of personal selling -- ch. 8. Personal selling in practice -- ch. 9. Principles of sales promotion -- ch. 10. Sales promotion in practice -- ch. 11. Principles of direct marketing -- ch. 12. Direct marketing in practice -- ch. 13. Principles of public relations -- ch. 14. Public relations in practice -- ch. 15. Sponsorship.