gogogo
Syndetics cover image
Image from Syndetics

Marketing communications : theory and applications / John R. Rossiter and Steven Bellman.

By: Contributor(s): Material type: TextTextPublication details: Frenchs Forest, N.S.W. : Prentice Hall, c2005.Description: xviii, 500 p. : ill. ; 25 cmISBN:
  • 1741032695
  • 9781741032697
Subject(s): DDC classification:
  • 658.8 ROS
Summary: Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan Moylish Library Main Collection 658.8 ROS (Browse shelf(Opens below)) 1 Available 39002100393470

Enhanced descriptions from Syndetics:

Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A..

Includes bibliographical references and index.

Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A.

Table of contents provided by Syndetics

  • Part I Marcoms and Brand Positioning
  • 1 Marcoms and the brand
  • 2 How marcoms work and an overview of marcoms campaign planning
  • 3 Brand positioning: T-C-B positioning model
  • 4 Brand positioning: I-D-U benefit analysis and the a-b-e benefit claim model
  • Part 2 Marcoms Campaign Objectives
  • 5 Campaign target audience selection and action objectives
  • 6 Campaign communication objectives
  • Part 3 Advertising Creative Strategy
  • 7 Creative idea generation and selection
  • 8 Brand awareness and brand preference (grid) tactics
  • 9 Attention tactics
  • 10 Pre-testing rough ads
  • Part 4 Advertising Media Strategy
  • 11 Media-type selection and the reach pattern
  • 12 Effective frequency and strategic rules for implementation of the media plan
  • Part 5 Budget and Tracking
  • 13 Setting the campaign budget
  • 14 Campaign tracking
  • Part 6 Other Marcoms
  • 15 Sales promotion
  • 16 Corporate image advertising, sponsorships, and PR
  • 17 Personal selling: direct selling and telemarketing
  • 18 Social marketing campaigns Supplements: Companion Website ( www.pearsoned.com.au/rossiter ) has a student-accessible section linked to worldwide TV commercials, radio commercials, print ads, and Web ads and an instructor-only section containing quizzes, answers to end-of-chapter questions, and an examination bank of multiple-choice questions that require understanding and decision-making to answer, not rote memory. Instructors Manual Test Item File PowerPoints

Powered by Koha