Marketing communications : objectives, strategy, tactics

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

This book combines marketing communications with a branding perspetive to provide students with a seven-step approach that will help them to create their own comprehensive marketing plan. The text refers to globally known brands such as Mercedes, Toyota, Gillette, and Rvlon to ensure that the reader can link the contents of the book to the real world. The book seeks to reduce the academic-practitioner divide by including expertise from both areas and presenting a volume that includes the best of both worlds.This textbook will be an invaluable companion for students of management who wish to become well versed in marketing communication.