Marketing communications: a brand narrative approach

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. The book also incorporates two very contemporary themes: Brand Narrative approach: Whilst being in line with current brand management developments and evident in recent changes in brand campaigns, the examination of the story arc of brand development, particularly form a student perspective makes the discussion of various brand developments much more engaging. Media neutral planning approach: Reflecting the latest thinking of multi-media, multi-message communications, the book supports the belief that all messages and media should be fully integrated but recognises the need for target audience requirements to dictate schedules. The primary objective is for the message to find the market; the secondary objective is to use the appropriate media tocarry the message. Examples are sprinkled throughout the book of organisations using so-called non-traditional media to reach groups not locking into normal channels: The Labour Party and M Cadburys creating a viral marketing campaign to instil word of mouth buzz into a repositioning campaign; Mercedes Benz using video pod-casting to ensure impact and message delivery.

• ISBN: 978-0-470-31992-5
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 612
• Fecha Publicación: 04/12/2009
• Nº Volúmenes: 1
• Idioma: Inglés