Description

Solution Manual for Marketing Communications Objectives, Strategy, Tactics, John R Rossiter, Larry Percy, Lars Bergkvist

Table Of Content

Part I: Marcoms and Branding

Chapter 1: Marketing Communications and Campaign Planning

Chapter 2: Branding and Brand Positioning

Part II: Marcoms Campaign Objectives

Chapter 3: Campaign Target Audience Selection and Action Objectives

Chapter 4: Campaign Communication Objectives

Part III: Creative Strategy

Chapter 5: Key Benefit Claim and The Creative Idea

Chapter 6: Brand Awareness and Brand Attitude (Grid) Tactics

Chapter 7: Attention Tactics and Pretesting

Part IV: Sales Promotion Strategy

Chapter 8: Manufacturer and Retailer Promotions

Part V: Media Strategy

Chapter 9: Media-Type Selection and the Reach Pattern

Chapter 10: Effective Frequency and Strategic Scheduling Rules

Part VI: Campaign Management

Chapter 11: Setting the Campaign Budget

Chapter 12: Campaign Tracking

Part VII: Other Marcoms

Chapter 13: Corporate Image Advertising, Sponsorships, and PR

Chapter 14: Personal Selling and Customer Database Marketing

Chapter 15: Social Marketing and Ethics

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