Strategic Brand Communication Campaigns
Don E. Schultz; Beth E. Barnes
Language: English
Published by McGraw-Hill, 1999
- Hardcover
- New
Condition: New
£ 57.69
Quantity: 1 available
Add to basketItem description from seller
Satisfaction Guaranteed or your money back.
Seller Inventory # 0844229520
- Title
- Strategic Brand Communication Campaigns
- Author
- Don E. Schultz; Beth E. Barnes
- Publisher
- McGraw-Hill
- Publication year
- 1999
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0844229520
- ISBN 13
- 9780844229522
- Edition
- 5th or later Edition
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
- Emphasizes the identification and management of the many ways customers come in contact with a brand and how they relate to it.
- Explores the interactive relationship between customers and the marketing messages and incentives that are created through brand communication.
- Provides students with the fundamentals of developing and executing comprehensive and contemporary campaigns with an emphasis on brand building.
- 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.
- Features more real-world examples so students can see how professional advertisers and marketers conduct effective campaigns.
- Presents practical guidelines and applications for preparing successful campaigns in a concise, visually appealing text that will capture students' attention.
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.
"Synopsis" may belong to another edition of this title.
About the Author
"About the title" may belong to another edition of this title.
Shipping rates within U.S.A.
| Item | 5 to 14 business days | 5 to 14 business days |
|---|---|---|
| First item | £ 0.00 | £ 10.46 |
Payment methods
Specialty
Science Fiction, Fantasy, etcSeller's business information
SHIMEDIA
NY, U.S.A.
Right of withdrawal
If you are a consumer you can withdraw from the contract in accordance with the following. Consumer means any natural person who is acting for purposes which are outside his trade, business, craft or profession.
Information regarding the right of withdrawal
Statutory right to withdraw
You have the right to withdraw from this contract within 14 days without giving any reason.
The withdrawal period will expire after 14 days from the day on which you acquire, or a third party other than the carrier and indicated by you acquires, physical possession of the last good or the last lot or piece.
To exercise the right of withdrawal, electronically fill in and submit a clear statement on our website, under "My Purchases" in "My Account". We will communicate to you an acknowledgement of receipt of such a withdrawal on a durable medium (e.g. by e-mail) without delay.
To meet the withdrawal deadline, it is sufficient for you to send your communication concerning your exercise of the right of withdrawal before the withdrawal period has expired.
Effects of withdrawal
If you withdraw from this contract, we will reimburse to you all payments received from you, including the costs of delivery (except for the supplementary costs arising if you chose a type of delivery other than the least expensive type of standard delivery offered by us).
We may make a deduction from the reimbursement for loss in value of any goods supplied, if the loss is the result of unnecessary handling by you.
We will make the reimbursement without undue delay, and not later than 14 days after the day on which we are informed about your decision to withdraw from this contract.
We will make the reimbursement using the same means of payment as you used for the initial transaction, unless you have expressly agreed otherwise; in any event, you will not incur any fees as a result of such reimbursement.
We may withhold reimbursement until we have received the goods back, or you have supplied evidence of having sent back the goods, whichever is the earliest.
You shall send back the goods or hand them over to SHIMEDIA, brooklyn, New York, U.S.A., without undue delay and in any event not later than 14 days from the day on which you communicate your withdrawal from this contract to us. The deadline is met if you send back the goods before the period of 14 days has expired. You will have to bear the direct cost of returning the goods. You are only liable for any diminished value of the goods resulting from the handling other than what is necessary to establish the nature, characteristics and functioning of the goods.
Exceptions to the right of withdrawal
The right of withdrawal does not apply to:
- The delivery of newspapers, journals or magazines with the exception of subscription contracts; and
- The supply of digital content which is not supplied on a tangible medium (e.g. on a CD or DVD) if you accepted when you placed your order that we could start to deliver it, and that you could not withdraw once delivery had started.