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Table Of Contents

AMBUSH THE CUSTOMER!
CONSISTENCY ACROSS AUDIENCES – AND PRODUCTS
CONSISTENCY OVER TIME
IS INTEGRATION ALWAYS NECESSARY?
TOWARDS A POSITIONING
THE FEATURES OF A BROADER POSITIONING
BE AWARE OF BRAND PERSONALITY
CORPORATE AUDIENCES
BUSINESS AUDIENCES
DEPARTMENTAL AUDIENCES
ASSEMBLING THE PLAN
IDENTIFYING THE CAMPAIGN STRUCTURE
MANAGING THE PROCESS
BUSINESS AND MARKETING OBJECTIVES
KEY AUDIENCES
COMMUNICATION OBJECTIVES
STRATEGY OPTIONS
ADVERTISING – THE STRENGTHS AND WEAKNESSES
THE SCOPE OF ADVERTISING
CORPORATE APPLICATIONS OF PR
BRAND PR
THE NATURE OF ‘NEWS’
MEASURING SUCCESS
STRENGTHS OF DIRECT MAIL
WEAKNESSES OF DIRECT MAIL
THE ROLE OF DIRECT MAIL
DATABASE MARKETING
RELATIONSHIP MARKETING
THE SIGNIFICANCE OF RELATIONSHIP MARKETING
SPONSORSHIP OBJECTIVES
PLANNING SPONSORSHIP
SPONSORING INDIVIDUALS
AREAS OF SPONSORSHIP
COMMUNICATING THE SPONSORSHIP
PRODUCT DESIGN
BRAND OR CORPORATE IDENTITY
PACKAGING DESIGN
PUBLICITY DESIGN
COMPARATIVE SELLING POWER
USING EXHIBITIONS
CONFERENCE OPPORTUNITIES
THE ROLE OF SEMINARS
DEMONSTRATING THE BENEFITS
PUBLICISING OUR PARTICIPATION
INTERNAL MARKETING
EASIER TO DO BUSINESS WITH
EVERYBODY’S INTERNET
THE DECISION TO GO UP
THE MARKETING CHALLENGE
GETTING IT RIGHT
AND THERE’S MORE
WHO IS RESPONSIBLE?
A LOOK IN THE TOOLBOX
EXTERNAL INFORMATION
COMPANY, BRAND AND PRODUCT INFORMATION
VALUE ON TAP
GIVE THE SALESFORCE THE ATTENTION THEY’RE DUE
MANIPULATING PRICE
SAME PRICE, MORE PRODUCT
THE FREE GIFT
THE ‘FEEL GOOD’ FACTOR
THE HOLIDAY OF A LIFETIME
APPLYING PROMOTIONS
DO YOUR MATHEMATICS
ADVERTISING
PR AND MEDIA RELATIONS
DIRECT MARKETING
SPONSORSHIP
DESIGN
ARMING THE SALESFORCE
SALES PROMOTION
SO HOW DO WE CHOOSE?
ADDING THE ELEMENTS
CAN WE HANDLE THE WORKLOAD?
A FINAL ‘SANITY’ CHECK
WHY CAMPAIGNS FALL APART
CREATE THE ANCHOR
APPOINT THE GUARDIAN
DEFINE THE CONTROL MECHANISM
INTEGRATING THROUGH THE LINE
MANAGING MULTIPLE PROJECTS
THE MARKETING COMMUNICATION CONSULTANT
IMPLEMENTATION ASSISTANCE
GETTING THE BEST OUT OF AGENCIES
COMMUNICATE TO INTEGRATE
MERCHANDISE THE CAMPAIGNS
ENCOURAGE THE BRAND CULTURE
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Tom Brannan-A Practical Guide to Integrated Marketing Communications (Marketing in Action)(1995)

Tom Brannan-A Practical Guide to Integrated Marketing Communications (Marketing in Action)(1995)

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