Marketing Communications
THIS BOOKS POSITIONINGThis new textbook is for marketing managers as well as for potential marketing managers in graduateand advanced undergraduate marketing communications and advertising management courses. Formost marketing managers, marketing mostly means planning and executing marketing communications(marcoms). Marcoms are difficult to plan effectively because the customers of today have more choices and are not likelyto settle for less than what (they think and feel) is the best brand-item for them. Marcoms managers now more thanever  require  clear  theoretical  frameworks  and  useful executional procedures, and Rossiter and Bellman providethem as state-of-the-art in this book. Shown at right is the key schema for brand communications as in an ad or logo.<diagram> THIS BOOKS CONTENTS1  Marcoms and the brand2  How marcoms work and an overview ofmarcoms campaign planning3  Brand positioning: T-C-B model4  Benefit positioning: I-D-U benefit analysis andthe a-b-e benefit claim model5  Campaign target audience selection andaction objectives6  Campaign communication objectives7  Creative idea generation and selection8  Brand awareness and brand preference (grid)tactics9 Attention tactics10 Pre-testing rough ads11  Media-type selection and the reach pattern12  Effective frequency and strategic rules forimplementation of the media plan13  Setting the campaign budget14 Campaign tracking15 Sales promotions16  Corporate image advertising, sponsorships,and PR17  Personal selling: direct selling and telemarketing18  Social marketing campaigns