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Marketing Communications: Objectives, Strategy, Tactics

by John R Rossiter, Larry Percy and Lars Bergkvist SAGE Publications Ltd
Pub Date:
09/2018
ISBN:
9781526438645
Format:
Hbk 584 pages
Price:
AU$290.00 NZ$294.78
Product Status: Available in Approx 14 days
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Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.

Part I: Marcoms and Branding
Chapter 1: Marketing Communications and Campaign Planning
Chapter 2: Branding and Brand Positioning
Part II: Marcoms Campaign Objectives
Chapter 3: Campaign Target Audience Selection and Action Objectives
Chapter 4: Campaign Communication Objectives
Part III: Creative Strategy
Chapter 5: Key Benefit Claim and The Creative Idea
Chapter 6: Brand Awareness and Brand Attitude (Grid) Tactics
Chapter 7: Attention Tactics and Pretesting
Part IV: Sales Promotion Strategy
Chapter 8: Manufacturer and Retailer Promotions
Part V: Media Strategy
Chapter 9: Media-Type Selection and the Reach Pattern
Chapter 10: Effective Frequency and Strategic Scheduling Rules
Part VI: Campaign Management
Chapter 11: Setting the Campaign Budget
Chapter 12: Campaign Tracking
Part VII: Other Marcoms
Chapter 13: Corporate Image Advertising, Sponsorships, and PR
Chapter 14: Personal Selling and Customer Database Marketing
Chapter 15: Social Marketing and Ethics