Marketing Communications.

1. Basics of communication: Principles of communication - Communication process - Terms of communication 2. Cornerstones for marketing communications: Variety of forms - Advertising goals - Advertising objects - Advertising budget - Advertising period and timing - Advertising area and density - Meaning and representation of the brand 3. Advertising campaign formatting: Determination of target groups - Benefit promise in advertising - Style components in advertising - Requirements for good practice advertising 4. Media of classical advertising: Advertising material adverts - Advertising material spots - Advertising material posters - Classical media profiles - Requirements for media selection - Media selection for classical advertising - Optimization of media performance - Special features of business advertising - Media implementation 5. Online advertising: Non-web applications - Web 1.0 applications - Web 2.0 applications - Mobile advertising 6. Non-classical advertising: Public relations - Live advertising - Direct advertising - Supporting activities - Intermediary comparison of non-classical advertising 7. Integrated marketing communications: Integration substance - Corporate identity - Public perception of the advertiser - International marketing communications - Advertising agency integration - Ethics in advertising 8. Marketing communications controlling: Measurement of advertising performance - Advertising impact prognosis - Advertising success prognosis - Advertising impact check - Advertising success check - Problems of advertising test methods References, Index About the author