(eBook PDF) Marketing Communications : An advertising, promotion and branding perspective

(eBook PDF) Marketing Communications : An advertising, promotion and branding perspective – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 191015895X
• ISBN-13 ‏ : ‎ 978-1910158951
• Author: Geraldine Bell 

Marketing Communications is a must have text that acknowledges the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation’s business objectives.

Table contents:

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

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