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John R. Rossiter
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Marketing Communications Paperback – 31 March 2005

by John R. Rossiter (Author), Steven Bellman (Author)
4.0 out of 5 stars 1
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Previous page
  1. Print length
    520 pages
  2. Language
    English
  3. Publisher
    Prentice Hall
  4. Publication date
    31 March 2005
  5. Dimensions
    21.59 x 2.54 x 26.04 cm
  6. ISBN-10
    1741032695
  7. ISBN-13
    978-1741032697
  8. See all details
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Product description

From the Back Cover

THIS BOOKS POSITIONINGThis new textbook is for marketing managers as well as for potential marketing managers in graduateand advanced undergraduate marketing communications and advertising management courses. Formost 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 likelyto settle for less than what (they think and feel) is the best brand-item for them. Marcoms managers now more thanever require clear theoretical frameworks and useful executional procedures, and Rossiter and Bellman providethem 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 brand2 How marcoms work and an overview ofmarcoms campaign planning3 Brand positioning: T-C-B model4 Benefit positioning: I-D-U benefit analysis andthe a-b-e benefit claim model5 Campaign target audience selection andaction objectives6 Campaign communication objectives7 Creative idea generation and selection8 Brand awareness and brand preference (grid)tactics9 Attention tactics10 Pre-testing rough ads11 Media-type selection and the reach pattern12 Effective frequency and strategic rules forimplementation of the media plan13 Setting the campaign budget14 Campaign tracking15 Sales promotions16 Corporate image advertising, sponsorships,and PR17 Personal selling: direct selling and telemarketing18 Social marketing campaigns

Product details

  • Publisher ‏ : ‎ Prentice Hall (31 March 2005)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 520 pages
  • ISBN-10 ‏ : ‎ 1741032695
  • ISBN-13 ‏ : ‎ 978-1741032697
  • Dimensions ‏ : ‎ 21.59 x 2.54 x 26.04 cm
  • Customer Reviews:
    4.0 out of 5 stars 1

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John R. Rossiter

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