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

By: Contributor(s): Publication details: French Forest, NSW Pearson Education c2005.Description: 500. : ill. ; 26cmISBN:
  • 1741032695 (pbk)
Subject(s): DDC classification:
  • 658.8 ROS
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.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Reserve Collection Taylor's Library-TU

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

 658.8 ROS (Browse shelf(Opens below)) 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(Opens below)) 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.