Strategic Brand Communication Campaigns / Edition 5

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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: 8/11/1999
  • Edition description: 5th Edition
  • Edition number: 5
  • 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 Revolution 1
Pt. 1 An Introduction to the Idea of Brands 15
Ch. 1 Marketing and Communication in the Twenty-First-Century Marketplace 16
Ch. 2 Brands and Branding 34
Ch. 3 Building Brand Value 58
Ch. 4 The IBC Planning Process and Estimating Customer Value 78
Ch. 5 Converting Customer Knowledge into IBC Programs: The IBC Strategy 104
Pt. 2 Understanding Consumers and Their Relationships to Brands 129
Ch. 6 Consumer Behavior and Information Processing 130
Ch. 7 Researching the Relationship Between the Consumer and the Brand 150
Ch. 8 Developing Communication Investment Strategies 180
Pt. 3 Campaign Strategy: The Elements of an Effective Campaign 201
Ch. 9 Brand Building: Mass Media Advertising 202
Ch. 10 Brand Building: Public Relations 224
Ch. 11 Business Building: Trade Sales Promotion 238
Ch. 12 Business Building: Consumer Sales Promotion 256
Ch. 13 Business Building and Brand Building: Direct Response and Interactive Media 280
Pt. 4 Campaign Evaluation: Issues in Campaign Management 307
Ch. 14 Using Media to Deliver Brand Messages and Incentives 308
Ch. 15 Measuring the Results of IBC Programs 328
Ch. 16 Selling Management on the IBC Plan 360
Index 369
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