From the Back Cover
THIS BOOKS POSITIONING
This new textbook is for marketing managers as well as for potential marketing managers in graduate
and advanced undergraduate marketing communications and advertising management courses. For
most marketing managers, marketing mostly means planning and executing marketing communications
(marcoms). Marcoms are difficult to plan effectively because the customers of today have more choices and are not likely
to settle for less than what (they think and feel) is the best brand-item for them. Marcoms managers now more than
ever require clear theoretical frameworks and useful executional procedures, and Rossiter and Bellman provide
them as state-of-the-art in this book. Shown at right is the key schema for brand communications as in an ad or logo.
THIS BOOKS CONTENTS
1 Marcoms and the brand
2 How marcoms work and an overview of
marcoms campaign planning
3 Brand positioning: T-C-B model
4 Benefit positioning: I-D-U benefit analysis and
the a-b-e benefit claim model
5 Campaign target audience selection and
action objectives
6 Campaign communication objectives
7 Creative idea generation and selection
8 Brand awareness and brand preference (grid)
tactics
9 Attention tactics
10 Pre-testing rough ads
11 Media-type selection and the reach pattern
12 Effective frequency and strategic rules for
implementation of the media plan
13 Setting the campaign budget
14 Campaign tracking
15 Sales promotions
16 Corporate image advertising, sponsorships,
and PR
17 Personal selling: direct selling and telemarketing
18 Social marketing campaigns
