Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using non-traditional' media
Table of Contents
List of Cases xiii
Preface xvii
Part 1 Introduction To Marketing Communications
Chapter 1 Introduction to Marketing Communications 2
Chapter 2 How Marketing Communications Works 22
Part 2 Analysis And Planning For Marketing Communications
Chapter 3 Analysis of Target Audiences 50
Chapter 4 Effects and Objectives 78
Chapter 5 Strategy and Planning 102
Chapter 6 Strategic Positioning 125
Chapter 7 Tactics and Techniques of Positioning 155
Part 3 Implementation And Control Of Marketing Communications
Chapter 8 Building Brand Equity 194
Chapter 9 Brand Narrative and Relational Management 236
Chapter 10 The Marketing Communications Mix 273
Chapter 11 Advertising Strategy 289
Chapter 12 Advertising Creativity 318
Chapter 13 Media Concepts and Media Planning 353
Chapter 14 Public Relations and Hybrid Marketing Communications 389
Chapter 15 Sales and Sales Promotion 425
Chapter 16 Beyond Traditional Marketing Communications 444
Chapter 17 Evaluating Marketing Communications 468
Glossary 491
References 548
Index 571
