Strategic Brand Communication Campaigns

ISBN-10: 0844229520

ISBN-13: 9780844229522

Edition: 5th 2000

Authors: Don E. Schultz, Beth E. Barnes

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This new and revised edition of Strategic Advertising Campaigns provides a thorough review of the fundamentals of formulating and implementing comprehensive brand communication campaigns. It includes graphs, flow charts and illustrations throughout.
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Book details

List price: $59.95
Edition: 5th
Copyright year: 2000
Publisher: McGraw-Hill Companies, The
Publication date: 8/11/1999
Binding: Hardcover
Pages: 400
Size: 8.00" wide x 9.75" long x 1.00" tall
Weight: 2.2
Language: English

List of Illustrations
Welcome to the Marketing Communications Revolution
Information Technology
Carbon Paper, Slide Rules, Four-Function Calculators, and Marketing
The Development of Marketing Practice in the United States
The Development of the Twenty-First-Century Marketplace
An Introduction to the Idea of Brands
Marketing and Communication in the Twenty-First-Century Marketplace
How Marketing Organizations Compete
The Evolution and Revolution of Information Technology in Communication
Using the Marketing Diagonal
The Marketing Diagonal Changes How Organizations Compete
Brands and Branding
Brands, Branding, Brand Management, and Customers
A Seven-Paragraph Overview on Brands and Branding
From Brand Death to Resurrection in Ten Short Years
The Concept of Brand Value
The Changing Nature of Organizational Value: From Tangible to Intangible Assets
What Is a Brand?
Understanding Brand Value
What's in a Name?
Focusing on Customer Brand Value
Building Brand Value
Building Customer Brand Value from the Customer's View
From Outputs to Outcomes--From Campaign Planning to Brand Communication Planning
Messages and Incentives
The IBC Planning Process and Estimating Customer Value
The Brand Business Review
Understanding the Customer/Prospect Database
Market or Customer Segmentation or Aggregation
Database-Driven Relationship Marketing
Identifying and Valuing Customer Groups
Determining Share of Requirements or Purchase Dynamics
Setting Behavioral Marketing Objectives
Summing Up Behavioral Marketing Objectives
Converting Customer Knowledge into IBC Programs: The IBC Strategy
Cascading Objectives and Strategies, Incremental Value, and Closed-Loop Systems
Developing an IBC Program
A Model for Predictive Measurements of Advertising Effectiveness: Lavidge and Steiner's Hierarchy of Effects Model
Defining Advertising Goals for Measured Advertising Results (DAGMAR)
Income Flows as Values
Using Closed-Loop Systems
The IBC Strategy Development Process
Example IBC Strategy for a Replaceable Computer Component
Understanding Consumers and Their Relationship to Brands
Consumer Behavior and Information Processing
Behavior in the Marketplace: Supermarket Shoppers
Consumer Decision Making
The Elaboration Likelihood Model
Message Reception and Comprehension
Evaluating Information Through the Judgment Process
Researching the Relationship Between the Consumer and the Brand
Secondary Research
Using the Information
Extrapolation of Data
Types of Primary Research
Evaluating Research
Developing Communication Investment Strategies
Connecting Spending to Returns
Traditional Methods of Marketing Communication and Advertising Budgeting
The Transition of Information Technology
Basic Financial Concepts Underlying Investments and Returns
Inside-Out and Outside-In Communication Planning
The Closed-Loop Investment Process
Campaign Strategy: The Elements of an Effective Campaign
Brand Building: Mass Media Advertising
Enhancing the Strategy with a Strong Execution
The "Big Idea"
Judging Advertising Executions
Brand Building: Public Relations
What Is Public Relations?
Public Relations in IBC
Brand Building or Business Building?
Types of Public Relations Activity
The Internet and Public Relations
Some Final Observations on Public Relations
Business Building: Trade Sales Promotion
The Importance of the Channel
What Is Trade Sales Promotion?
Brand Building or Business Building?
Playing Safeway's Coupon Game
Major Goals of Trade Sales Promotion
Issues in Trade Sales Promotion
Types of Trade Sales Promotions
Recent Trends and Developments in Trade Sales Promotion
Business Building: Consumer Sales Promotion
What Is Consumer Sales Promotion
Brand Building or Business Building?
Major Goals of Consumer Sales Promotion
Why Manufacturers Use Consumer Sales Promotion
What Sales Promotion Can and Can't Do
Consumer Sales Promotion Tactics
Planning Sales Promotion
Sales Promotion and the Internet
A Final Word on Sales Promotion Risks
Business Building and Brand Building: Direct Response and Interactive Media
What Is Direct Marketing?
Reasons for Direct Marketing Growth
Business Building or Brand Building?
Forms of Direct Marketing
Distributing the Direct Marketing Offer
Interactive Media and Marketing
Campaign Evaluation: Issues in Campaign Management
Using Media to Deliver Brand Messages and Incentives
Selecting and Implementing Brand Communication Tactics
Efficiency Versus Effectiveness: The Continuing Debate
Relevance and Receptivity in Media Planning
Relevance and Receptivity-Driven Media Objectives
Choosing Which Media to Use
Media Types
Media Planning Versus Media Buying
Measuring the Results of IBC Programs
The Importance of Measurement
Historical Methods of Measuring Brand Communication Impact
What's Needed for Effective Brand Communication Measurement?
The Spreadsheet Approach to Measuring the Return on Business-Building Brand Communication Programs
Measuring the Return on Brand-Building Communication Programs
Measuring the Return on Internal Brand Communication Programs
A Summary View of Evaluation in the Twenty-First Century
Selling Management on the IBC Plan
Reasons for Resistance to IBC Planning
How to Get Started with IBC Planning
Presentation Tips
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