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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
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.
|List of Illustrations|
|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|