Marketing Communications: Objectives, Strategy, Tactics
Material type:
- 9781526438652
- 658.8 MAR
- 658.8 MAR
Item type | Current library | Item location | Collection | Call number | Status | Date due | Barcode | Item holds | |
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NIMA Knowledge Centre | 6th Floor Reading Zone | General | 658.8 MAR (Browse shelf(Opens below)) | Available | M0035459 |
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658.8 MAR Marketing Practices in Developing Economy: Cases from South Asia | 658.8 MAR Marketing Theory: A Student Text | 658.8 MAR Marketing Whitebook 2018 - 19 | 658.8 MAR Marketing Communications: Objectives, Strategy, Tactics | 658.8 MAR The Marketing Century: How Marketing Drives Business and Shapes Society | 658.8 MAS Marketing: An Introduction | 658.8 MAS The Marketing Game! |
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
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