Marketing Communications
Objectives, Strategy, Tactics
- 584 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.
The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford's Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics.
Key features include:
- An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications.
- A managerial perspective, helping students to become a marketing manager and study as though they are in the role.
- Coverage of key new marketing communications topics such as branding and social media.
In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota.
The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.
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Information
Table of contents
- Cover
- Half Title
- Publisher Note
- Title Page
- Copyright Page
- Contents
- About the Authors
- Acknowledgments
- Preface
- Online Resources Material
- Part I Marcoms and Branding
- 1 Marketing Communications and Campaign Planning
- 2 Branding and Brand Positioning
- Part II Marcoms Campaign Objectives
- 3 Campaign Target Audience Selection and Action Objectives
- 4 Campaign Communication Objectives
- Part III Creative Strategy
- 5 Key Benefit Claim and the Creative Idea
- 6 Brand Awareness and Brand Attitude (Grid) Tactics
- 7 Attention Tactics and Pretesting
- Part IV Sales Promotion Strategy
- 8 Manufacturer and Retailer Promotions
- Part V Media Strategy
- 9 Media-Type Selection and the Reach Pattern
- 10 Effective Frequency and Strategic Scheduling Rules
- Part VI Campaign Management
- 11 Setting the Campaign Budget
- 12 Campaign Tracking
- Part VII Other Marcoms
- 13 Corporate Image Advertising, Sponsorships, and PR
- 14 Personal Selling and Customer Database Marketing
- 15 Social Marketing and Ethics
- Author Index
- Author Index
- Index