TY - BOOK AU - Rossiter, John R. AU - Percy, Larry AU - Bergkvist, Lars TI - Marketing Communications: Objectives, Strategy, Tactics SN - 9781526438652 AV - 658.8 MAR U1 - 658.8 PY - 2018/// CY - New Delhi PB - Sage Publications India Pvt. Ltd. N1 - 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 ER -