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Marketing Communications Objectives, Strategy, Tactics by John R Rossiter

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Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.

The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics.

Key features include:

An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications.

A managerial perspective, helping students to become a marketing manager and study as though they are in the role.

Coverage of key new marketing communications topics such as branding and social media.

In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota.

Chapter 1: Marketing Communications and Campaign Planning Chapter 2: Branding and Brand Positioning Chapter 3: Campaign Target Audience Selection and Action Objectives Chapter 4: Campaign Communication Objectives Chapter 5: Key Benefit Claim and The Creative Idea Chapter 6: Brand Awareness and Brand Attitude (Grid) Tactics Chapter 7: Attention Tactics and Pretesting Chapter 8: Manufacturer and Retailer Promotions Chapter 9: Media-Type Selection and the Reach Pattern Chapter 10: Effective Frequency and Strategic Scheduling Rules Chapter 11: Setting the Campaign Budget Chapter 12: Campaign Tracking Chapter 13: Corporate Image Advertising, Sponsorships, and PR Chapter 14: Personal Selling and Customer Database Marketing Chapter 15: Social Marketing and Ethics