Principles of Advertising & IMC w/ AdSim CD-ROM
2nd Edition
Published on 16. September 2004
Book
Mixed media product
978-0-07-127462-3 (ISBN)
More details
Edition
2nd edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 278 mm
Width: 217 mm
Thickness: 28 mm
Weight
1569 gr
ISBN-13
978-0-07-127462-3 (9780071274623)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
The founder of the Integrated Marketing Communication graduate program at the University of Colorado-Boulder, where he currently teaches. He is also a consultant to both companies and agencies on IMC and brand building. Before becoming a professor, Duncan worked in the industry for 15 years. He started his career in marketing research and account management at the Leo Burnett advertising agency's worldwide headquarters in Chicago. He worked on such accounts as Kentucky Fried Chicken and Procter & Gamble. He then went to the client side, where he was director of marketing services for Eckrich Processed Meats, a division of Beatrice Foods, and later vice president of marketing at Jeno's Frozen Foods, where he was responsible for new products.
Content
Part I How Brands are BuiltChapter 1The Marketing Communication Functions and IMC Chapter 2Marketing Communication Partners and Organization Chapter 3Brands and Stakeholder RelationshipsPart II Basic MC Strategies for Building BrandsChapter 4Integrating the Brand Communication ProcessChapter 5Customer Brand Decision MakingChapter 6Advertising and IMC Planning Chapter 7Segmenting, Targeting and PositioningChapter 8Data-Driven CommunicationsPart III Creating, Sending, and Receiving Brand MessageChapter 9Advertising and IMC Creative StrategiesChapter 10Creative Executions Chapter 11Advertising and IMC Media Chapter 12Internet and e-Commerce Chapter 13Advertising and IMC Media PlanningPart IV The Marketing Communication FunctionsChapter 14Consumer Promotional and PackagingChapter 15Channel Marketing and Trade PromotionChapter 16Personal SellingChapter 17Public Relations and Brand Publicity Chapter 18Integrated Direct Marketing Chapter 19Customer Service, Trade Shows, Events and Sponsorships Part V The Big PictureChapter 20Social, Legal, and Ethical Issues in Marketing Communications Chapter 21International IMCChapter 22Effectiveness Measurements and Evaluations