Advertising communications & promotion management

Abstract

Part 1: AC&P and marketing objectives advertising communications and promotion marketing objectives and budget. Part 2: target audience selection and action ojectives behavioural sequence model for specific targetting. Part 3: communication objectives and positioning communication objectives choosing a positioning strategy. Part 4: creative strategy the creative idea creative execution tactics - branding and low-involvement persuasion creative execution tactics - high involvement persuasion attention and structure of ads. Part 5: integrated communication strategy corporate advertising comunications manufacturer's promotions retailer's promotions direct marketing promotions. Part 6: media strategy advertisng and IMC media selection media strategy - the reach pattern and effective frequency media plan implementation. Part 7: advertising research and evaluation advertisng strategy research concept communications and promotion plan.

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