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Marketing communications : theory and applications / John R. Rossiter.

By: Rossiter, John R.
Contributor(s): Bellman, Steven.
Publisher: French Forest, NSW Pearson Education c2005Description: 500. : ill. ; 26cm.ISBN: 1741032695 (pbk).Subject(s): Communication in marketing | Positioning (Advertising)DDC classification: 658.8
Contents:
Preface.- Acknowledgements.- Part I Marcoms and Brand Positioning.- 1. Marcoms and the brand.- 2. How marcoms work and an overview of marcoms campaign planning.- 3. Brand positioning:T-C-B positioning model.- 4. Benefit positioning: I-D-U benefir analysis and the a-b-e benefit claim model.- II Marcoms Campaign Objectives.- 5. Campaign target audience selection and action objectives.- 6. Campaign communication objectives.- Part III Advertising - Creative Strategy.- 7. Creative generation and selection.- 8. Brand awareness and brand preference (grid) tactics.- 9. Attention tactics.- 10. Pre-testing rough ads.- Part IV Advertising - Media Strategy.- 11. Media-type selection and the reach pattern.- 12. Effective frequency and strategic rules for implementation of the media plan.- Part V Budget and Tracking.- 13. Setting the campaign budget.- 14. Campaign tracking.- Part VI Other Marcoms.- 15. Sales promotions.- 16. Corporate image advertising, sponsorships and PR.- 17. Personal selling: direct selling and telemarketing.- 18. Social marketing campaigns.- Glossary.- Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode Course reserves
Reserve Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 3, BayNo 7

 658.8 ROS (Browse shelf) 1 Available SOMAC,37003,03,RM | GENLS,GENLS,03,GR | SOCxx,37003,03,AD | SOCxx,91605,03,AD 5000014114

Promotional Management

Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 3, BayNo 7

 658.8 ROS (Browse shelf) 1 Available SOMAC,37003,03,AD | SOMAC,91605,03,AD | GENLS,GENLS,03,GR 5000034065

Includes index

Preface.- Acknowledgements.- Part I Marcoms and Brand Positioning.- 1. Marcoms and the brand.- 2. How marcoms work and an overview of marcoms campaign planning.- 3. Brand positioning:T-C-B positioning model.- 4. Benefit positioning: I-D-U benefir analysis and the a-b-e benefit claim model.- II Marcoms Campaign Objectives.- 5. Campaign target audience selection and action objectives.- 6. Campaign communication objectives.- Part III Advertising - Creative Strategy.- 7. Creative generation and selection.- 8. Brand awareness and brand preference (grid) tactics.- 9. Attention tactics.- 10. Pre-testing rough ads.- Part IV Advertising - Media Strategy.- 11. Media-type selection and the reach pattern.- 12. Effective frequency and strategic rules for implementation of the media plan.- Part V Budget and Tracking.- 13. Setting the campaign budget.- 14. Campaign tracking.- Part VI Other Marcoms.- 15. Sales promotions.- 16. Corporate image advertising, sponsorships and PR.- 17. Personal selling: direct selling and telemarketing.- 18. Social marketing campaigns.- Glossary.- Index.