{"product_id":"9780844229522","title":"Strategic Brand Communication Campaigns","description":"\u003cp\u003eIn the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates an interactive relationship between the product or service and consumers, which is a major change in the way advertisers and marketers have traditionally viewed customer communication.\u003c\/p\u003e\u003cp\u003eAuthors Don Schultz and Beth Barnes have built on the foundation of their best-selling text, Strategic Advertising Campaigns, to create a book that embodies this new approach to advertising and marketing communication: Strategic Brand Communication Campaigns.\u003c\/p\u003e \u003cp\u003eThis innovative text focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. The brand will drive the 21st century marketplace, and students need to develop the skills necessary to plan and execute brand communication campaigns.\u003c\/p\u003e \u003cp\u003eStrategic Brand Communication Campaigns shows students how to produce successful campaigns in the dynamic marketplace of the future. The book\u003c\/p\u003e \u003cul\u003e \u003cli\u003eEmphasizes the identification and management of the many ways customers come in contact with a brand and how they relate to it.\u003c\/li\u003e \u003cli\u003eExplores the interactive relationship between customers and the marketing messages and incentives that are created through brand communication.\u003c\/li\u003e \u003cli\u003eProvides students with the fundamentals of developing and executing comprehensive and contemporary campaigns with an emphasis on brand building.\u003c\/li\u003e \u003cli\u003eReflects changes in the marketplace, consumers, technology, media, marketing, and advertising to keep students' knowledge current and applicable. Addresses the role of advertising planning as a part of brand communication campaigns.\u003c\/li\u003e \u003cli\u003eFeatures more real-world examples so students can see how professional advertisers and marketers conduct effective campaigns.\u003c\/li\u003e \u003cli\u003ePresents practical guidelines and applications for preparing successful campaigns in a concise, visually appealing text that will capture students' attention.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eParts 1 and 2 of the text introduce students to the brand concept, how it has evolved, and why it is critical to successful marketing in today's environment. Students also gain an understanding of the relationship between consumer behavior and brands and discover how to apply brand-building concepts to achieve brand value.\u003c\/p\u003e \u003cp\u003eParts 3 and 4 provide a handbook for creating, implementing, and evaluating cohesive brand communication campaigns. Advertising, media, public relations, direct response, and sales promotion strategies are examined. Students learn how to deliver forceful messages and incentives and how to measure their effectiveness.\u003c\/p\u003e  ","brand":"McGraw-Hill Companies, The","offers":[{"title":"Default Title","offer_id":47031431201008,"sku":"9780844229522","price":59.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780844229522_p0.jpg?v=1763816317","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780844229522","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}