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• Cover
• Half Title
• Publisher Note
• Title Page
• Copyright Page
• Contents
• About the Authors
• Acknowledgments
• Preface
• Online Resources Material
• Part I Marcoms and Branding
• 1 Marketing Communications and Campaign Planning
• 2 Branding and Brand Positioning
• Part II Marcoms Campaign Objectives
• 3 Campaign Target Audience Selection and Action Objectives
• 4 Campaign Communication Objectives
• Part III Creative Strategy
• 5 Key Benefit Claim and the Creative Idea
• 6 Brand Awareness and Brand Attitude (Grid) Tactics
• 7 Attention Tactics and Pretesting
• Part IV Sales Promotion Strategy
• 8 Manufacturer and Retailer Promotions
• Part V Media Strategy
• 9 Media-Type Selection and the Reach Pattern
• 10 Effective Frequency and Strategic Scheduling Rules
• Part VI Campaign Management
• 11 Setting the Campaign Budget
• 12 Campaign Tracking
• Part VII Other Marcoms
• 13 Corporate Image Advertising, Sponsorships, and PR
• 14 Personal Selling and Customer Database Marketing
• 15 Social Marketing and Ethics
• Author Index
• Author Index
• Index