PART I Introduction to IMC -- 1 Overview of IMC -- 2 Brands and IMC -- 3 Companies and IMC -- PART II Components of IMC -- 4 Traditional advertising -- 5 Traditional promotion -- 6 Non-traditional media -- PART III IMC messages -- 7 Message processing -- 8 Message development -- 9 Creative execution -- PART IV The IMC plan -- 10 Planning considerations -- 11 The IMC planning process -- 12 Finalizing and implementing the IMC plan.