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Marketing Communications Paperback – 31 Mar 2005

4.6 out of 5 stars 8 customer reviews

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Product details

  • Paperback: 520 pages
  • Publisher: Prentice Hall (31 March 2005)
  • Language: English
  • ISBN-10: 1741032695
  • ISBN-13: 978-1741032697
  • Product Dimensions: 21 x 2.9 x 25.4 cm
  • Boxed-product Weight: 1 Kg
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: 8,659 in Books (See Top 100 in Books)

Product description

From the Back Cover

THIS BOOKS POSITIONINGThis new textbook is for marketing managers as well as for potential marketing managers in graduateand advanced undergraduate marketing communications and advertising management courses. Formost marketing managers, marketing mostly means planning and executing marketing communications(marcoms). Marcoms are difficult to plan effectively because the customers of today have more choices and are not likelyto settle for less than what (they think and feel) is the best brand-item for them. Marcoms managers now more thanever  require  clear  theoretical  frameworks  and  useful executional procedures, and Rossiter and Bellman providethem as state-of-the-art in this book. Shown at right is the key schema for brand communications as in an ad or logo.<diagram> THIS BOOKS CONTENTS1  Marcoms and the brand2  How marcoms work and an overview ofmarcoms campaign planning3  Brand positioning: T-C-B model4  Benefit positioning: I-D-U benefit analysis andthe a-b-e benefit claim model5  Campaign target audience selection andaction objectives6  Campaign communication objectives7  Creative idea generation and selection8  Brand awareness and brand preference (grid)tactics9 Attention tactics10 Pre-testing rough ads11  Media-type selection and the reach pattern12  Effective frequency and strategic rules forimplementation of the media plan13  Setting the campaign budget14 Campaign tracking15 Sales promotions16  Corporate image advertising, sponsorships,and PR17  Personal selling: direct selling and telemarketing18  Social marketing campaigns 

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Most helpful customer reviews on 4.6 out of 5 stars 8 reviews
4.0 out of 5 starsFour Stars
18 October 2014 - Published on
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One person found this helpful
Dr. Max Sutherland
5.0 out of 5 starsWorthy 'sequel' to Rossiter and Percy
28 May 2005 - Published on
4 people found this helpful
Son Danny
5.0 out of 5 starsFive Stars
20 September 2015 - Published on
Advertising Guru
5.0 out of 5 starsReview of Rosster & Bellman by Peter Danaher
14 April 2005 - Published on
One person found this helpful
Franz-Rudolf Esch
5.0 out of 5 starsMilestone in Marketing Communications
15 April 2005 - Published on