Strategic Brand Communication Campaigns

by Beth Barnes, Don E. Schultz, Beth E. Barnes

Book Overview

The authors reveal the tools and techniques for creating, targeting and implementing a strategic advertising campaign, including analysing computer data, exploring and managing new budget methods and... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844229520
• ISBN13: 9780844229522
• Release Date: August 1999
• Publisher: McGraw-Hill Companies
• Length: 400 Pages
• Weight: 2.20 lbs.
• Dimensions: 1.1" x 7.6" x 9.5"

Customer Reviews

A useful university textbook

The 16 chapters with 30-50 pages per chapter make for an easy semester workload. The 80 exhibits include clear models, showing how the customer interacts with the brand. The inclusion of two chapters to the importance of the brand in the communications strategey and the linking of brands to each of the marketing communication tools in subsequent chapters reflects the appropiate modern approach. I would have liked to see a little more than the few pages offered on the use of interactive media but those offered did include examples of web pages and other useful visual information. As the authors rightly point out, not all communications will be interactive in the future and students must not lose sight of other forms of communications.Overall I found the short paragraphs and clear layout easy to use during lectures. A really useful textbook.