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Full Description
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as:
Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand 'stories' to help build and maintain brands by customer engagement through meaningful dialogues.
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 to reach groups not locking into 'normal channels'.
This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text.
***COMPANION WEBSITE - www.marketing-comms.com ***
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
