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Select Chapter Table of Contents Chapter 1: Marcoms and the brand Chapter 2: How marcoms work and an overview of marcoms campaign planning Chapter 3: Brand positioning: T-C-B positioning model Chapter 4: Benefit positioning: I-D-U benefit analysis and the a-b-e benefit claim model Chapter 5: Campaign target audience selection and action objectives Chapter 6: Campaign communication objectives Chapter 7: Creative idea generation and selection Chapter 8: Brand awareness and brand preference (grid) tactics Chapter 9: Attention tactics Chapter 10: Pre-testing rough ads Chapter 11: Media-type selection and the reach pattern Chapter 12: Effective frequency and the strategic rules for implementation of the media plan Chapter 13: Setting the campaign budget Chapter 14: Campaign tracking Chapter 15: Sales promotions Chapter 16: Corporate image advertising, sponsorships, and PR Chapter 17: Personal selling: direct selling and telemarketing Chapter 18: Social marketing campaigns
 
     
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Welcome to the Companion Website for Marketing Communications.
Marketing Communications

Marketing Communications:
Theory and Applications

by John R. Rossiter and Steven Bellman

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