Includes bibliographical references,appendix and index.

Contents: Principle: Back to basics: Advertising -- Brand communication -- Brand communication and society -- Principle: Be true to thy brand-and thy consumer: How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice: Developing breakthrough ideas in the digital age: The creative side -- Promotional writing -- Visual communication -- Principle: Media in a world of change: Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle: IMC and total communication: Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating IMC effectiveness.