Technical Marketing Communication / Edition 1

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This book provides the necessary preparation for the breakneck speed of technical marketing communications in today's Internet economy. A progressive approach first explains the role and responsibility of marketing communication in a technology-filled world. Then, on that foundation, the book progressively introduces the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. A first person scenario opens each chapter, giving readers a glimpse of real-world experiences as told by professionals in the field. A "Summing it Up" section at the end of every chapter provides a quick reference guide to the most important material covered in the chapter. An "Applying What You've Learned" section at the end of every chapter includes exercises and discussion starters. For those interested in expanding their skills in technical marketing communication.

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Product Details

  • ISBN-13: 9780205324446
  • Publisher: Longman
  • Publication date: 12/28/2001
  • Series: Technical Communication
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 7.00 (w) x 9.05 (h) x 0.78 (d)

Table of Contents

(Each Chapter begins with and "Overview" and concludes with "Summing It Up" and "Applying What You've Learned.")

1. Marketing Communication Concepts.


Communication on Behalf of Technology.

Communicating with the Help of Technology.


Communication Variety.

Communication Content.


Defining Market.

Technical Information Markets.

Technical Marketing Communication.

What's Not Included.

Technical Marketing Communication Lifecycle.








2. Needs Analysis.

The Process.

Generate Objectives To Guide the Project.

Understand the Audience Who Needs This Information.

Determine the Information to Be Communicated.

Determine How to Get the Necessary Information.

Stay Focused on the Goal.

3. Audience Analysis.

Who's Your Audience?

How Many Different ways Can You Look at Your Audience, Really?

What Comes After Identification and Analysis?

What Happens When You Do Not Understand Your Audience?

How Can You Learn About Your Audience?

Use an Audience Profile.

The Audience Interview.

Leveraging Audience Information.

4. Strategy Development.

Strategy Development.

Why Versus How.

Deadlines and Other Tactical Distractions.

Strategic Cause and Effect Nuances.

Targeted Effects.

Linking Cause and Effect Strategies.

Technical Marketing Communication Strategies.





Hitting the Maturity Curve.

Introduction Phase.

Growth Phase.

Maturity Phase.


Strategic Drivers.



Come from Behind.

New and Improved.

Ethics and Compliance.

Don't Lie.

Don't Steal.

5. Internal and External Branding.

What Is a Brand?

What Distinguishes a Brand?

How Do You Recognize a Brand?

Brand Name.

Logos and Looks.

Tagline or theme Statement.

Sensory Elements.

Distinctive Designs or Services.

Building Brand Recognition.

Applying the Brand.

Applying the Brand Consistently and Correctly.

Fostering Brand Integrity.

When Do You Brand?

The Brand Cycle.

6. Enhancing and Applying Creativity.

Creativity Defined.

Origins of Creativity.

Strategies for Enhancing Creativity.




Knowing Where to Apply Creativity.

Creativity in the Planning Stage.

Creativity in the Content.

7. Print Media.

Why Chose Print?


The Content.

Text Versus Graphics.

Features and Benefits.

The Creative Concept.

Call to Action.

Tips for Better Brochures.

Product Sheets.


Understanding Jargon.

The Name.

The Tagline.

The Content.

Types of Articles.

The Design.

Tips for Better Newsletters.

Print Advertisements.


Other Types of Print Media.

Marketing Language.

8. Electronic Media.

Limitations of Physical Media.

Defining Electronic Media.

Marketing with Online Media.

Online Media Audiences.

Developing Content for Online Media.

Keep It Brief and Simple.

Exploit Online Advantages.

Know Your Web Browser.

Review Your Content.

Online Media Tools and Options.

General Information Access.

Online PR.

Publishing Files to Your Internet Site.

Email Links.

Interactive Guides.

Commerce Transactions.

Web Portals.

Web Promotions.



Profiling and Data Mining.

Alternative Web Access.

CD-ROM Sharing.

Audio Electronic Media.

Live Audio.

Audio Reproduction (CDs, Cassettes, and File Clips).

Electronic Visual Media.

Static Graphics.


Video Media.

Using Outside Resources.

9. Personal Presentations and Events.

When Personal Presentations Are Appropriate.

Defining Personal Presentations.

Presenter and Audience Match-Ups.

Types of Personal Presentations.

Type One: Brand Building Presentation.

Type Two: Relationship Building Presentation.

Type Three: Technology Demonstration.

Type Four: Technology Proposal Presentation.

Type Five: Topical Presentation.

Type Six: Technical Report or Update.

Preparing a Presentation.

Know Your Presentation Persona.

Plan the Duration of the Presentation.

Choose the Right Location and Setting.

Drafting the Presentation.

Introduction, Goals, and Housekeeping.


Body (Message Content).

Call to Action or Challenge.


Q & A.

Choosing Presentation Delivery Tools.

Timing Isn't Evrything, But It Helps.

Promoting an Event: Audience Pre-work and Expectation Setting.

Delivering the Presentation.

Presentation Follow Up.

Presentations and Event Coordination.

Single Person Presentations.

Multiple Person Presentations.

Satellite Meetings and Seminars.


Conference Calls.


10. Trade Show Exhibitions and Giveaways.

Strategy First-Or Why Are We Doing This?

Authorizing a Budget.

Selecting and Training Exhibit Staff Members.

Creating a Show Plan.

Measuring Success.

A Final Word About Trade Shows.

Premiums or Giveaways.

Determining How Much to Spend on Promotional Items.

11. Aligning Tactics with Strategies.

How are You Going to Do That?

Tactical Communication Choices.

Combined Tactical Solutions.

Tactical Communication Phases.

Phase One: Introduction and Awareness.

Phase Two: Expectation Development and Direction.

Phase Three: Communication Fulfillment and Support.

Phase Four: Follow Up and Improvement.

Tactical Lead Times and Sequencing.

For Example: A New In-House Technology Rollout.

State the Objectives.

Audience Analysis.

Develop Audience-Specific Strategies.

Tactical Choices.

Four Communication Phases.

Tactical Timeline.

Final Notes from the Example.

The Cost of Successful Tactical Plans.



Example: High Level Tactical Cost Estimate for Budgetary Planning Purposes.

Example: Estimating Tactical Value for Budget Estimates.

12. Looking Back in Order to Look Forward.

What You Need to Know.

Evaluating How Well the Message Was Understood.

Evaluating Whether the Message Was Valued.

Evaluating the Action Taken.


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  • Anonymous

    Posted November 8, 2006

    This is a great book!

    Harner and Zimmerman bring so much to the table from their years of experience in education and technical marketing. Instead of just taking a business marketing class, students of technical communication can learn exactly how marketing fits into their interests and major. Check out the Technical and Professional Communication major at Cedarville University, where Harner is a professor, for practical experience in technical marketing.

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  • Anonymous

    Posted September 29, 2001

    Great concept!

    We're very excited about the potential for this book - enjoy!

    Was this review helpful? Yes  No   Report this review
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