Marketing Communications Theory and Applications

THIS BOOKS POSITIONINGThis new textbook is for marketing managers as well as for potential marketing managers in graduate and advanced undergraduate marketing communications and advertising management courses. For most marketing managers, marketing mostly means planning and executing marketing communications (marcoms). Marcoms are difficult to plan effectively because the customers of today have more choices and are not likely to settle for less than what (they think and feel) is the best brand-item for them. Marcoms managers now more than ever require clear theoretical frameworks and useful executional procedures, and Rossiter and Bellman provide them as state-of-the-art in this book. Shown at right is the key schema for brand communications as in an ad or logo. THIS BOOKS CONTENTS1 Marcoms and the brand 2 How marcoms work and an overview of marcoms campaign planning 3 Brand positioning: T-C-B model 4 Benefit positioning: I-D-U benefit analysis and the a-b-e benefit claim model 5 Campaign target audience selection and action objectives 6 Campaign communication objectives 7 Creative idea generation and selection 8 Brand awareness and brand preference (grid) tactics 9 Attention tactics 10 Pre-testing rough ads 11 Media-type selection and the reach pattern 12 Effective frequency and strategic rules for implementation of the media plan 13 Setting the campaign budget 14 Campaign tracking 15 Sales promotions 16 Corporate image advertising, sponsorships, and PR 17 Personal selling: direct selling and telemarketing 18 Social marketing campaigns