Strategic brand communication campaigns /
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| Author / Creator: | Schultz, Don E. |
|---|---|
| Edition: | 5th ed. |
| Imprint: | Lincolnwood, Ill. : NTC Business Books, c1999. |
| Description: | xxi, 378 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/4240260 |
Table of Contents:
- List of Illustrations
- Preface
- Introduction
- Welcome to the Marketing Communications Revolution
- Information Technology
- Carbon Paper, Slide Rules, Four-Function Calculators, and Marketing
- The Development of Marketing Practice in the United States
- The Development of the Twenty-First-Century Marketplace
- Part 1. An Introduction to the Idea of Brands
- Chapter 1. Marketing and Communication in the Twenty-First-Century Marketplace
- How Marketing Organizations Compete
- The Evolution and Revolution of Information Technology in Communication
- Using the Marketing Diagonal
- The Marketing Diagonal Changes How Organizations Compete
- Summary
- Chapter 2. Brands and Branding
- Brands, Branding, Brand Management, and Customers
- A Seven-Paragraph Overview on Brands and Branding
- From Brand Death to Resurrection in Ten Short Years
- The Concept of Brand Value
- The Changing Nature of Organizational Value: From Tangible to Intangible Assets
- What Is a Brand?
- Understanding Brand Value
- What's in a Name?
- Focusing on Customer Brand Value
- Summary
- Chapter 3. Building Brand Value
- Building Customer Brand Value from the Customer's View
- From Outputs to Outcomes--From Campaign Planning to Brand Communication Planning
- Messages and Incentives
- Summary
- Chapter 4. The IBC Planning Process and Estimating Customer Value
- The Brand Business Review
- Understanding the Customer/Prospect Database
- Market or Customer Segmentation or Aggregation
- Database-Driven Relationship Marketing
- Identifying and Valuing Customer Groups
- Determining Share of Requirements or Purchase Dynamics
- Setting Behavioral Marketing Objectives
- Summing Up Behavioral Marketing Objectives
- Summary
- Chapter 5. Converting Customer Knowledge into IBC Programs: The IBC Strategy
- Cascading Objectives and Strategies, Incremental Value, and Closed-Loop Systems
- Developing an IBC Program
- A Model for Predictive Measurements of Advertising Effectiveness: Lavidge and Steiner's Hierarchy of Effects Model
- Defining Advertising Goals for Measured Advertising Results (DAGMAR)
- Income Flows as Values
- Using Closed-Loop Systems
- The IBC Strategy Development Process
- Example IBC Strategy for a Replaceable Computer Component
- Summary
- Part 2. Understanding Consumers and Their Relationship to Brands
- Chapter 6. Consumer Behavior and Information Processing
- Behavior in the Marketplace: Supermarket Shoppers
- Consumer Decision Making
- The Elaboration Likelihood Model
- Message Reception and Comprehension
- Evaluating Information Through the Judgment Process
- Summary
- Chapter 7. Researching the Relationship Between the Consumer and the Brand
- Secondary Research
- Using the Information
- Extrapolation of Data
- Types of Primary Research
- Evaluating Research
- Summary
- Chapter 8. Developing Communication Investment Strategies
- Connecting Spending to Returns
- Traditional Methods of Marketing Communication and Advertising Budgeting
- The Transition of Information Technology
- Basic Financial Concepts Underlying Investments and Returns
- Inside-Out and Outside-In Communication Planning
- The Closed-Loop Investment Process
- Summary
- Part 3. Campaign Strategy: The Elements of an Effective Campaign
- Chapter 9. Brand Building: Mass Media Advertising
- Enhancing the Strategy with a Strong Execution
- The "Big Idea"
- Judging Advertising Executions
- Summary
- Chapter 10. Brand Building: Public Relations
- What Is Public Relations?
- Public Relations in IBC
- Brand Building or Business Building?
- Types of Public Relations Activity
- The Internet and Public Relations
- Some Final Observations on Public Relations
- Summary
- Chapter 11. Business Building: Trade Sales Promotion
- The Importance of the Channel
- What Is Trade Sales Promotion?
- Brand Building or Business Building?
- Playing Safeway's Coupon Game
- Major Goals of Trade Sales Promotion
- Issues in Trade Sales Promotion
- Types of Trade Sales Promotions
- Recent Trends and Developments in Trade Sales Promotion
- Summary
- Chapter 12. Business Building: Consumer Sales Promotion
- What Is Consumer Sales Promotion
- Brand Building or Business Building?
- Major Goals of Consumer Sales Promotion
- Why Manufacturers Use Consumer Sales Promotion
- What Sales Promotion Can and Can't Do
- Consumer Sales Promotion Tactics
- Planning Sales Promotion
- Sales Promotion and the Internet
- A Final Word on Sales Promotion Risks
- FreeSampleClub.com
- Summary
- Chapter 13. Business Building and Brand Building: Direct Response and Interactive Media
- What Is Direct Marketing?
- Reasons for Direct Marketing Growth
- Business Building or Brand Building?
- Forms of Direct Marketing
- Distributing the Direct Marketing Offer
- Interactive Media and Marketing
- Privacy
- Summary
- Part 4. Campaign Evaluation: Issues in Campaign Management
- Chapter 14. Using Media to Deliver Brand Messages and Incentives
- Selecting and Implementing Brand Communication Tactics
- Efficiency Versus Effectiveness: The Continuing Debate
- Relevance and Receptivity in Media Planning
- Relevance and Receptivity-Driven Media Objectives
- Choosing Which Media to Use
- Media Types
- Media Planning Versus Media Buying
- Summary
- Chapter 15. Measuring the Results of IBC Programs
- The Importance of Measurement
- Historical Methods of Measuring Brand Communication Impact
- What's Needed for Effective Brand Communication Measurement?
- The Spreadsheet Approach to Measuring the Return on Business-Building Brand Communication Programs
- Measuring the Return on Brand-Building Communication Programs
- Measuring the Return on Internal Brand Communication Programs
- A Summary View of Evaluation in the Twenty-First Century
- Summary
- Chapter 16. Selling Management on the IBC Plan
- Reasons for Resistance to IBC Planning
- How to Get Started with IBC Planning
- Presentation Tips
- Summary
- Index
