Marketing Communications: Objectives, Strategy, Tactics

By:

Rossiter, John R

Contributor(s):

Material type: Text

TextPublication details: Sage Publications India Pvt. Ltd. 2018 New DelhiDescription: 566pISBN:

9781526438652

DDC classification:

658.8 MAR

LOC classification:

658.8 MAR

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.8 MAR (Browse shelf(Opens below))	Available		M0035459

Total holds: 0

Part I: Marcoms and Branding
1. Marketing Communications and Campaign Planning
2. Branding and Brand Positioning
Part II: Marcus 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 Marcum’s
13. Corporate Image Advertising Sponsorships and PR
14. Personal Selling and Customer Database Marketing
15. Social Marketing and Ethics

There are no comments on this title.

to post a comment.