Strategic advertising campaigns
著者
書誌事項
Strategic advertising campaigns
NTC Business Books, c1995
4th ed
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注記
Includes bibliographical references (p. 353) and index
内容説明・目次
内容説明
An IMC model shows students how campaign goals can be achieved through a tactical blend of advertising, sales promotion, public relations, direct marketing, packaging, and point-of-sale promotions. The text introduces new insights into consumer behavior, market segmentation, and one-on-one communications strategy.
Strategic Advertising Campaigns:
Guides students through every phase of planning and implementing an advertising campaign. Fosters lively discussions as students learn the thinking behind the campaign. Illustrates how utilizing different promotional techniques can maximize new product sales and revive sales of declining products. Stimulates break-out thinking by providing an overview of all the alternatives open to a campaign planner.
目次
Introduction: Change and the New MarketplacePart I. Before the Campaign Begins: Understanding Consumers and Consumer PowerChapter 1. Advertising through the Eyes of the Consumer Chapter 2. Advertising Planning: From the Inside Out and from the Outside In Chapter 3. How Consumers Act and React Chapter 4. Consumer Research Part II. Campaign Strategy: The Elements of Effective Campaigns Chapter 5. Budgeting for Advertising and Marketing Communications Campaigns Chapter 6. Strategy: The Key to Every Successful Campaign Chapter 7. Advertising: Delivering Messages Chapter 8. Consumer Sales PromotionChapter 9. Channel Messages and Trade Incentives Chapter 10. Marketing Public Relations: Mediated Messages Chatper 11. Direct Marketing: Building Relationships Chapter 12. Retaining Customers: Packaging, Point-of-Sale, Advertising Specialties, and Directories Chapter 13. Media: The Contact PointsPart III. Campaign Evaluation: Issues in Campaign Management Chapter 14. Measuring the Effects of the Advertising Campaign Chapter 15. Selling Management on the Campaign Plan Chapter 16. Social Responsibility and Ethical Issues in Marketing Communications
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