Strategic brand communication campaigns
著者
書誌事項
Strategic brand communication campaigns
NTC Business Books, c1999
5th ed
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注記
Includes index
内容説明・目次
内容説明
In the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates an interactive relationship between the product or service and consumers, which is a major change in the way advertisers and marketers have traditionally viewed customer communication.
Authors Don Schultz and Beth Barnes have built on the foundation of their best-selling text, Strategic Advertising Campaigns, to create a book that embodies this new approach to advertising and marketing communication: Strategic Brand Communication Campaigns.
This innovative text focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. The brand will drive the 21st century marketplace, and students need to develop the skills necessary to plan and execute brand communication campaigns.
Strategic Brand Communication Campaigns shows students how to produce successful campaigns in the dynamic marketplace of the future. The book
Emphasizes the identification and management of the many ways customers come in contact with a brand and how they relate to it.
Explores the interactive relationship between customers and the marketing messages and incentives that are created through brand communication.
Provides students with the fundamentals of developing and executing comprehensive and contemporary campaigns with an emphasis on brand building.
Reflects changes in the marketplace, consumers, technology, media, marketing, and advertising to keep students' knowledge current and applicable. Addresses the role of advertising planning as a part of brand communication campaigns.
Features more real-world examples so students can see how professional advertisers and marketers conduct effective campaigns.
Presents practical guidelines and applications for preparing successful campaigns in a concise, visually appealing text that will capture students' attention.
Parts 1 and 2 of the text introduce students to the brand concept, how it has evolved, and why it is critical to successful marketing in today's environment. Students also gain an understanding of the relationship between consumer behavior and brands and discover how to apply brand-building concepts to achieve brand value.
Parts 3 and 4 provide a handbook for creating, implementing, and evaluating cohesive brand communication campaigns. Advertising, media, public relations, direct response, and sales promotion strategies are examined. Students learn how to deliver forceful messages and incentives and how to measure their effectiveness.
目次
Foreword: The Communications RevolutionIntroduction: Welcome to the Marketing Communication RevolutionPart One. An Introduction to the Idea of Brands1. Marketing and Communication in the Twenty-First-Century Marketplace2. Brands and Branding3. Building Brand Value4. The IBC Planning Process and Fstimating Customer Value5. Converting Customer Knowledge into IBC Programs: The IBC StrategyPart Two: Understanding Consumers and Their Relationship to Brands6. Consumer Behavior and Information Processing7. Researching the Relationship Between the Consumer and the Brand8. Developing Communication Investment StrategiesPart Three: Campaign Strategy: The Elements of Effective Campaigns9. Brand Building: Mass Media Advertising10. Brand Building: Public Relations11. Business Building: Trade Sales Promotion12. Business Building: Consumer Sales Promotion13. Business Building and Brand Building: Direct Response and Interactive MediaPart Four: Campaign Evaluation: Issues in Campaign Management14. Using Media to Deliver Brand Messages and Incentives15. Measuring the Results of IBC Programs16. Selling Management on the IBC Plan
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