Strategic Brand Communication Campaigns / Edition 5

Strategic Brand Communication Campaigns / Edition 5

by Don E. Schultz, Beth E. Barnes, Beth E. Barnes, Beth Barnes
     
 

ISBN-10: 0844229520

ISBN-13: 9780844229522

Pub. Date: 08/11/1999

Publisher: McGraw-Hill Companies, The

In the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates an interactive relationship between the product or service and

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Overview

In the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates an interactive relationship between the product or service and consumers, which is a major change in the way advertisers and marketers have traditionally viewed customer communication.

Authors Don Schultz and Beth Barnes have built on the foundation of their best-selling text, Strategic Advertising Campaigns, to create a book that embodies this new approach to advertising and marketing communication: Strategic Brand Communication Campaigns.

This innovative text focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. The brand will drive the 21st century marketplace, and students need to develop the skills necessary to plan and execute brand communication campaigns.

Strategic Brand Communication Campaigns shows students how to produce successful campaigns in the dynamic marketplace of the future. The book

  • Emphasizes the identification and management of the many ways customers come in contact with a brand and how they relate to it.
  • Explores the interactive relationship between customers and the marketing messages and incentives that are created through brand communication.
  • Provides students with the fundamentals of developing and executing comprehensive and contemporary campaigns with an emphasis on brand building.
  • Reflects changes in the marketplace, consumers, technology, media, marketing, and advertising to keep students' knowledge current and applicable. Addresses the role of advertising planning as a part of brand communication campaigns.
  • Features more real-world examples so students can see how professional advertisers and marketers conduct effective campaigns.
  • Presents practical guidelines and applications for preparing successful campaigns in a concise, visually appealing text that will capture students' attention.

Parts 1 and 2 of the text introduce students to the brand concept, how it has evolved, and why it is critical to successful marketing in today's environment. Students also gain an understanding of the relationship between consumer behavior and brands and discover how to apply brand-building concepts to achieve brand value.

Parts 3 and 4 provide a handbook for creating, implementing, and evaluating cohesive brand communication campaigns. Advertising, media, public relations, direct response, and sales promotion strategies are examined. Students learn how to deliver forceful messages and incentives and how to measure their effectiveness.

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Product Details

ISBN-13:
9780844229522
Publisher:
McGraw-Hill Companies, The
Publication date:
08/11/1999
Edition description:
5th Edition
Pages:
378
Product dimensions:
7.62(w) x 9.48(h) x 1.05(d)

Table of Contents

List of Illustrations
Preface
Introduction: Welcome to the Marketing Communications Revolution1
Pt. 1An Introduction to the Idea of Brands15
Ch. 1Marketing and Communication in the Twenty-First-Century Marketplace16
Ch. 2Brands and Branding34
Ch. 3Building Brand Value58
Ch. 4The IBC Planning Process and Estimating Customer Value78
Ch. 5Converting Customer Knowledge into IBC Programs: The IBC Strategy104
Pt. 2Understanding Consumers and Their Relationships to Brands129
Ch. 6Consumer Behavior and Information Processing130
Ch. 7Researching the Relationship Between the Consumer and the Brand150
Ch. 8Developing Communication Investment Strategies180
Pt. 3Campaign Strategy: The Elements of an Effective Campaign201
Ch. 9Brand Building: Mass Media Advertising202
Ch. 10Brand Building: Public Relations224
Ch. 11Business Building: Trade Sales Promotion238
Ch. 12Business Building: Consumer Sales Promotion256
Ch. 13Business Building and Brand Building: Direct Response and Interactive Media280
Pt. 4Campaign Evaluation: Issues in Campaign Management307
Ch. 14Using Media to Deliver Brand Messages and Incentives308
Ch. 15Measuring the Results of IBC Programs328
Ch. 16Selling Management on the IBC Plan360
Index369

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