IMC, The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

Don E. Schultz

Heidi Schultz

McGraw–Hill Education

Building Customer-brand Relationships

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Business & Money

Beth E. Barnes

Hiedi F. Schultz

Marian Azzaro

Economics

Routledge

In the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates an interactive relationship between the product or service and consumers, which is a major change in the way advertisers and marketers have traditionally viewed customer communication. Authors Don Schultz and Beth Barnes have built on the foundation of their best-selling text, Strategic Advertising Campaigns, to create a book that embodies this new approach to advertising and marketing communication: Strategic Brand Communication Campaigns. This innovative text focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. The brand will drive the 21st century marketplace, and students need to develop the skills necessary to plan and execute brand communication campaigns. Strategic Brand Communication Campaigns shows students how to produce successful campaigns in the dynamic marketplace of the future. The book <ul>
<li>Emphasizes the identification and management of the many ways customers come in contact with a brand and how they relate to it.</li> <li>Explores the interactive relationship between customers and the marketing messages and incentives that are created through brand communication.</li> <li>Provides students with the fundamentals of developing and executing comprehensive and contemporary campaigns with an emphasis on brand building.</li> <li>Reflects changes in the marketplace, consumers, technology, media, marketing, and advertising to keep students' knowledge current and applicable. Addresses the role of advertising planning as a part of brand communication campaigns.</li> <li>Features more real-world examples so students can see how professional advertisers and marketers conduct effective campaigns.</li> <li>Presents practical guidelines and applications for preparing successful campaigns in a concise, visually appealing text that will capture students' attention.</li> </ul>
Parts 1 and 2 of the text introduce students to the brand concept, how it has evolved, and why it is critical to successful marketing in today's environment. Students also gain an understanding of the relationship between consumer behavior and brands and discover how to apply brand-building concepts to achieve brand value. Parts 3 and 4 provide a handbook for creating, implementing, and evaluating cohesive brand communication campaigns. Advertising, media, public relations, direct response, and sales promotion strategies are examined. Students learn how to deliver forceful messages and incentives and how to measure their effectiveness.

Strategic Brand Communication Campaigns

McGraw=Hill

Strategic Advertising Campaigns Instructor's Manual (4th Edition / 1995)

Arts & Photography

Graphic Design

NTE Business Books

Reach customers and prospects effectively with this comprehensive and strategic approach to planning and building campaigns. Offers new approaches to success for an era in which traditional approaches to the marketplace no longer work. Provides insights on how to: -- Acquire and use data on customer wants, needs, and responses-- Get the most from new budgeting methods-- Mix and match promotional techniques to maximize sales of new products and revive sales of older, declining products

Strategic Advertising Campaigns

Politics & Social Sciences

Sociology

Natl Textbook Co Trade

NTC Publishing Group,U.S.

Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing--the fact that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete--and shows marketers how to get back on track. The answer lies in customer-focused marketing, a key planning tool that can--in today's diverse, fragmented marketplace--explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message. This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as: <ul>
<li>Who should control the communications program? </li>
<li>How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options? </li>
<li>How can companies resolve "turf battles" and combat fears of budget loss? </li>
<li>How should the different players--agencies and suppliers--be compensated? </li>
<li>And most importantly, how can the impact of an integrated strategy be measured and made accountable? </li>
</ul>
Extensive examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs. An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists.

Integrated Marketing Communications: Putting It Together & Making It Work

Stanley I. Tannenbaum

Robert F. Lauterborn

Sales Promotion Essentials: The 10 Basic Sales Promotion Techniques...and How to Use Them

Complete, concise, and easy to use, the all-new edition of this marketing best seller covers the ten key sales promotion techniques, explains how each one works, and shows how marketers can plan for and use them to boost sales: coupons, refunds and rebates, sampling, value packs, premium packs, mail-in premiums, continuity programs, contests and sweepstakes, special events, and trade incentives. Real-life examples illustrate the benefits and drawbacks of each technique, highlighting how it can be used alone or as part of a long-term sales promotion or marketing plan. Also new to this edition, an emphasis on tailoring sales promotions to the buying habits of distinct consumer groups ensures that all campaigns are customer oriented and results focused. Special chapters highlight the growth of sales promotion and its increasingly important role within an integrated marketing communications program. A comprehensive appendix of sales promotion organizations, major suppliers, and sources of further information makes this book an essential resource for anyone using sales promotion to meet marketing and sales goals.

Management & Leadership

This new edition offers students a solid foundation in sales promotion basics by explaining 10 basic techniques. 
<ul>* Gets students involved by having them create hypothetical promotions based on models of success. * Provides real-life examples to stimulate classroom discussion as students examine and debate real cases. * Discusses the newest innovations in the field. </ul>

Marketing & Sales

NTC Pub. Group

Special RAMA Edition It is self-evident that media planning and buying cannot continue to use the methods, systems and technologies that were developed in the 1970's and 1980's. While they are comfortable and are the current currency in media allocation they are as obsolete as carbon paper. Most media planners and buyers are acting as agents for their clients. Thus, they have a fiduciary obligation to allocate the finite corporate resources in the most effective and efficient manner possible. For the client/advertiser that charge now includes an objective to become more consumer-centric and increase marketing ROI. The new SIMM consumer allocation method does just that by making the consumer and their consumption value, and media influences to purchase key elements in the new model. Media Generations also demonstrates the utility to media planning of considering how media consumption and influence change among age cohorts with different media experiences.

Media Generations: Media Allocation in a Consumer-Controlled Marketplace

BIGresearch

Martin P. Block

Prosper Business Development C

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Books by Don E. Schultz