Table of contents for Strategic brand communication campaigns / Don E. Schultz, Beth E. Barnes.


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Foreword: The Communications Revolution

Introduction: Welcome to the Marketing Communication Revolution

Part One. An Introduction to the Idea of Brands
1. Marketing and Communication in the Twenty-First-Century Marketplace
2. Brands and Branding
3. Building Brand Value
4. The IBC Planning Process and Fstimating Customer Value
5. Converting Customer Knowledge into IBC Programs: The IBC Strategy
Part Two: Understanding Consumers and Their Relationship to Brands
6. Consumer Behavior and Information Processing
7. Researching the Relationship Between the Consumer and the Brand
8. Developing Communication Investment Strategies
Part Three: Campaign Strategy: The Elements of Effective Campaigns
9. Brand Building: Mass Media Advertising
10. Brand Building: Public Relations
11. Business Building: Trade Sales Promotion
12. Business Building: Consumer Sales Promotion
13. Business Building and Brand Building: Direct Response and Interactive Media

Part Four: Campaign Evaluation: Issues in Campaign Management
14. Using Media to Deliver Brand Messages and Incentives
15. Measuring the Results of IBC Programs
16. Selling Management on the IBC Plan



Library of Congress subject headings for this publication: Advertising campaigns