Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.

Part I: Marcoms and BrandingChapter 1: Marketing Communications and Campaign PlanningChapter 2: Branding and Brand PositioningPart II: Marcoms Campaign ObjectivesChapter 3: Campaign Target Audience Selection and Action ObjectivesChapter 4: Campaign Communication ObjectivesPart III: Creative StrategyChapter 5: Key Benefit Claim and The Creative IdeaChapter 6: Brand Awareness and Brand Attitude (Grid) TacticsChapter 7: Attention Tactics and PretestingPart IV: Sales Promotion StrategyChapter 8: Manufacturer and Retailer PromotionsPart V: Media StrategyChapter 9: Media-Type Selection and the Reach PatternChapter 10: Effective Frequency and Strategic Scheduling RulesPart VI: Campaign ManagementChapter 11: Setting the Campaign BudgetChapter 12: Campaign TrackingPart VII: Other MarcomsChapter 13: Corporate Image Advertising, Sponsorships, and PRChapter 14: Personal Selling and Customer Database MarketingChapter 15: Social Marketing and Ethics