This revised text provides the fundamentals of formulating and implementing comprehensive and contemporary communications campaigns. Topics include consumer research methods, media planning, and measuring campaign effectiveness. Annotation copyright Book News, Inc. Portland, Or.
Public trust in business is at a historic low, prompting a need for a shift in how organizations operate. Instead of relying on traditional PR strategies, the focus should be on effective promise making and keeping. This approach emphasizes creating clear, meaningful promises that align with both corporate culture and customer expectations. The authors introduce a practical system called Promises Management, designed to help executives lead and evaluate promise-making efforts, ensuring they deliver genuine value and foster a positive corporate environment.
How can companies resolve "turf battles" and combat fears of budget loss? How should the different players - agencies and suppliers - be compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable? Extensive-examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs.
Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book answers that need by supplying the knowledge and skills required, from how global integrated marketing communications works to strategic planning and creative execution. It includes discussions on compensation, measuring consumer response, and on the corporate blocks to integration. The authors not only explain the latest marketing communications theories, but also illustrate them with ample examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc) making this an ideal text for MBA and post-experience marketing communications courses.