Marketing Communications A Brand Narrative Approach

by Dahlen, Micael; Lange, Fredrik; Smith, Terry

• ISBN13: 9780470319925
• ISBN10: 0470319925
• Edition: 1st
• Format: Paperback
• Copyright: 2009-12-21
• Publisher: Wiley

Summary

Marketing communications have two levels, a strategic, conceptual level, and a tactical, implementation level. The authors argue that one cannot function without the other. Strategy and concept do not exist if they are not implemented, and successful implementation is dependent on sound strategy and concept. However, when it comes to education, the two are usually separated. There are numerous textbooks on branding and strategy that do not cover tactics, execution and implementation very well, ranging from Keller, Kapferer Aaker, Riezebos and the like on branding, to Kotler, Jobber and similar books on conceptual marketing foundations. Similarly, there are a host of textbooks on marketing communications that do not cover branding and concepts very well, such as Fill, De Pelsmacker et al, and Percy and Elliot. The authors will write this book to address this need. The aim of the book is to merge the branding literature with the marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. By understanding branding, students can better learn and understand communications. By understanding communications, students can better learn and understand branding.

Author Biography

Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics.

Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics.

Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.

Table of Contents

Fundamentals of Marketing Communications

An Introduction to Marketing Communications

The Consumer and the Decision-Making Process

The Marketer and the Decision-Making Process

Communication Objectives and Target Audience

Communication Objectives

Target Audience Responses

Strategic Target Audience Analysis

Tactical Target Audience Analysis

Brand Positioning and Communication

Brands

Strategic Positioning

Tactical positioning

Tactical Advertising Execution

Creative Ad Execution

Not -for-profit organizations and PR

Media

Media Planning/Scheduling

Media choice

Sales Promotion<$$$>

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