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John R. Rossiter, Larry Percy, Lars Bergkvist
Sage, 2018

CONTENTS

PART I MARCOMS AND BRAND POSITIONING

Ch 1. Marketing communications and campaign planning
Ch 2. Branding and brand positioning

PART II MARCOMS CAMPAIGN OBJECTIVES

Ch 3. Target audience selection and action objectives
Ch 4. Communication objectives

PART III CREATIVE STRATEGY

Ch 5. Creative idea generation and selection
Ch 6. Brand awareness and brand attitude (grid) tactics
Ch 7. Attention tactics and pretesting

PART IV PROMOTION STRATEGY

Ch 8. Manufacturer and retailer promotions

PART V MEDIA STRATEGY

Ch 9. Media-type selection and the reach pattern
Ch 10. Effective frequency and strategic scheduling rules

PART VI CAMPAIGN MANAGEMENT

Ch 11. Setting the campaign budget
Ch 12. Campaign tracking

PART VII OTHER MARCOMS

Ch 13. Corporate image advertising, sponsorships, and PR
Ch 14. Personal selling and customer database marketing
Ch 15. Social marketing and ethics

 

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