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Table Of Contents

Marketing communications – an overview
Aims and objectives
The changing nature and role of marketing communications
A brief historical perspective
The growth of marketing communications
Blurring of the edges of the tools of marketing communications
The strategic challenges facing organizations
Strategic marketing communications
The expanded marketing communications mix
The communications process
Achieving integration within the communications mix
The philosophy and structure of the book
References
Additional reading
The dimensions of consumer and organizational buying behaviour
The consumer market
The changing consumer
Targeting
Positioning
Understanding consumer behaviour
Organisational buying behaviour
The contribution of market research
Product and service strategies
Managing products and services over the life cycle
Branding definitions
Strategic importance of branding
Strategic brand building
The dimensions of branding
Branding strategy
Brands and consumer perceptions
Identifying and building brand values
Altering brand imagery
The strategic value of brand extensions and brand stretch
The roles of marketing communications in branding
The challenges facing brands
Service brands
The integration of marketing communications
The impact of external factors on marketing communications
The process of achieving integration
Organizational approaches to integration
The barriers to integration
Managing the marketing communications mix
Organizing for marketing communications
The strategic dimension of human resources
The brand manager
Category management
The category manager
The use of agencies
Establishing the budget
Budgeting for integrated marketing communications
The advertising agency
Other services to the agency team
Other agency/consultancy structures
Regional agencies
The changing role of marketing communications
The agency/client relationship
Agency remuneration
The criteria for agency selection
Advertising
The diverse nature of advertising
The functions of advertising
The advantages and limitations of advertising
Types of advertising
The advertising process
Understanding the advertising process
The strategic aspects of advertising planning
Advertising strategy and the product life cycle
Determining the advertising objective
Developing the advertising plan
Business-to-business advertising
The development of advertising
The creative brief
Creative strategies and tactics
The creative challenge
Advertising appeals
Styles of advertising
Using celebrities
Music in advertising
Non-verbal communications
Creativity in advertising
Advertising and the brand personality
Guidelines for evaluating creative output
Measuring advertising effectiveness and campaign evaluation
Media and media planning
The role of media planning
The changing face of the media
Access to media and their characteristics
The new media
The media plan
The importance of media strategy
Media information sources
Identifying target audiences
Strategic options
Media scheduling issues
Alternative approaches to media scheduling
Implementing the media plan
Other media considerations
Contingency planning
Evaluation of the media plan
The changing face of media implementation
Sales promotion
The growing role of sales promotion
The benefits of sales promotion
The limitations of sales promotion
The determination of objectives
Sales promotion objectives
Sales promotion strategy
Sales promotion techniques
Promoting to consumers
Brand franchise
Point of purchase communications
Strategic dimensions of sales promotion
The evaluation of sales promotion
Research into sales promotion
The legal framework for sales promotion
The use of sales promotion agencies
Selecting promotional agencies
The integration of sales promotion activities
International sales promotion activity
Direct marketing
The growth of direct marketing
The impact of direct marketing
The factors contributing to the growth of direct marketing
The advantages of direct marketing techniques
The limitations of direct marketing
The importance of the database
The use of the database
The strategic approach to direct marketing
The objectives of direct marketing
Building relationships
The management of direct marketing
The planning process
Using direct marketing consultancies
The use of media
The use of market research in direct marketing
Integrating direct marketing
International direct marketing activity
Public relations
A comparison between public relations and advertising
Other benefits of public relations
The functions of public relations
The management of public relations
Using PR consultancies
In-house versus consultancy
PR campaign development
The identification of public relations problems and opportunities
Programme planning
Evaluation of public relations
The tools of public relations
Corporate public relations objectives
Financial public relations
Charity PR
Integration of PR activities
International aspects of public relations
Sponsorship and product placement
Product placement
Corporate communications
The growth of corporate activity
The growing importance of corporate communications
Corporate image and identity
The objectives of corporate communications
The communication of company image
The management of corporate communications
Audiences for corporate communications
The process of establishing a corporate identity
Types of corporate identity
Measuring corporate communications
Key aspects of corporate communications
Crisis management: an important dimension of corporate communications
Key dimensions of crisis management
Handling a crisis
International marketing communications
The growth of international marketing
Multinational versus global marketing
The development of global brands
Global branding
Understanding the international consumer
Legal and regulatory requirements
Media availability and usage
The competitive environment
The move to global marketing communications
Central or local control of marketing communications
The merits and demerits of standardized communications
The development of multinational communications agencies
The selection of an agency for international business
International marketing and marketing communications strategy
The development of international advertising
The development of international sales promotion
The development of international public relations
The development of international direct marketing
The development of other international communications activities
International market research
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Integrated Marketing Communications

Integrated Marketing Communications

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Published by: Ленка Сафронова on Oct 06, 2010
Copyright:Attribution Non-commercial

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