000			02109nam a22002897a 4500
999			_c149675 _d149675
003			ZW-GwMSU
005			20190502111305.0
008			190423b ||||| |||| 00| 0 eng d
020			_a9781526438652
040			_cMSU _bEnglish _erda
041			_aeng
050			_aHF5415.123 ROS
100	1		_aRossiter, John R. _eauthor
245	1	0	_aMarketing communications : _bobjectives, strategy, tactics _cJohn R Rossiter, Larry Percy and Lars Bergkvist
260			_aLos Angeles _bSage _c2018
300			_a566 pages.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505			_aPart I: Marcoms and BrandingChapter 1: Marketing Communications and Campaign PlanningChapter 2: Branding and Brand PositioningPart II: Marcoms Campaign ObjectivesChapter 3: Campaign Target Audience Selection and Action ObjectivesChapter 4: Campaign Communication ObjectivesPart III: Creative StrategyChapter 5: Key Benefit Claim and The Creative IdeaChapter 6: Brand Awareness and Brand Attitude (Grid) TacticsChapter 7: Attention Tactics and PretestingPart IV: Sales Promotion StrategyChapter 8: Manufacturer and Retailer PromotionsPart V: Media StrategyChapter 9: Media-Type Selection and the Reach PatternChapter 10: Effective Frequency and Strategic Scheduling RulesPart VI: Campaign ManagementChapter 11: Setting the Campaign BudgetChapter 12: Campaign TrackingPart VII: Other MarcomsChapter 13: Corporate Image Advertising, Sponsorships, and PRChapter 14: Personal Selling and Customer Database MarketingChapter 15: Social Marketing and Ethics
520			_aUniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.
650		0	_aCommunication in marketing
700	1		_aPercy, Larry _eauthor
700	1		_aBergkvist, Lars _eauthor
942			_2lcc _cB