The Marketing Communications Toolbox

Author(s): Ann Bastianelli

Edition: 2

Copyright: 2022

Pages: 183

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Ebook

$56.23

ISBN 9781792489518

Details Electronic Delivery EBOOK 180 days

The Marketing Communications Playbook provides a practical guide to integrated marketing communications. It includes an overview of fundamentals related to the planning of marketing messaging and media, including consumer behavior and the communications process. Then, the book turns its focus to professional skills used by practitioners: setting objectives and budgets and developing and implementing creative strategy. It delves into the media planning process and explains the advantages and disadvantages of various media types. Finally, it explains processes of measuring the effectiveness of the plan, and highlights skills and techniques of pitching plans to clients to gain approval.

Ann Bastianelli provides a clear and practical introduction to aspects of marketing, messaging, and media planning.  As an accomplished advertising and marketing professional herself, before turning to academia, her focus is in ensuring that the process of planning itself, and actual execution of the plan in the marketplace are grounded in the strategic aims of the brand and client. This book is appropriate for both practitioners and students, revealing current industry examples and practices.  

Acknowledgments

Chapter 1 Introduction to Integrated Marking Communications
Chapter 2 IMC Roles and Goals in the Marketplace
Chapter 3 Consumer Behavior
Chapter 4 The Communication Process
Chapter 5 Setting Objectives and Establishing Budgets
Chapter 6 Developing Creative Strategy
Chapter 7 Creative Ways of Executing Strategy
Chapter 8 Media Planning Overview
Chapter 9 Paid: Broadcast media
Chapter 10 Paid: Print Media
Chapter 11 Paid: Out-of-Home Media
Chapter 12 Earned Media
Chapter 13 Owned Media
Chapter 14 Paid: Digital
Chapter 15 Paid: Sales Promotion
Chapter 16 Measuring the Effectiveness of Marketing Communications
Chapter 17 Presentation Skills

Appendix; Evaluating the Pitch
References and Resources

Ann Bastianelli

Ann Bastianelli is Senior Lecturer at the Kelley School of Business at Indiana University Bloomington where she has taught marketing, advertising and communications planning since 2002.  Winner of multiple teaching awards, Ann has an extensive professional background in marketing communications management and agency account work, having previously held positions as an executive at Leo Burnett and as marketing officer for several major companies. 

The Marketing Communications Playbook provides a practical guide to integrated marketing communications. It includes an overview of fundamentals related to the planning of marketing messaging and media, including consumer behavior and the communications process. Then, the book turns its focus to professional skills used by practitioners: setting objectives and budgets and developing and implementing creative strategy. It delves into the media planning process and explains the advantages and disadvantages of various media types. Finally, it explains processes of measuring the effectiveness of the plan, and highlights skills and techniques of pitching plans to clients to gain approval.

Ann Bastianelli provides a clear and practical introduction to aspects of marketing, messaging, and media planning.  As an accomplished advertising and marketing professional herself, before turning to academia, her focus is in ensuring that the process of planning itself, and actual execution of the plan in the marketplace are grounded in the strategic aims of the brand and client. This book is appropriate for both practitioners and students, revealing current industry examples and practices.  

Acknowledgments

Chapter 1 Introduction to Integrated Marking Communications
Chapter 2 IMC Roles and Goals in the Marketplace
Chapter 3 Consumer Behavior
Chapter 4 The Communication Process
Chapter 5 Setting Objectives and Establishing Budgets
Chapter 6 Developing Creative Strategy
Chapter 7 Creative Ways of Executing Strategy
Chapter 8 Media Planning Overview
Chapter 9 Paid: Broadcast media
Chapter 10 Paid: Print Media
Chapter 11 Paid: Out-of-Home Media
Chapter 12 Earned Media
Chapter 13 Owned Media
Chapter 14 Paid: Digital
Chapter 15 Paid: Sales Promotion
Chapter 16 Measuring the Effectiveness of Marketing Communications
Chapter 17 Presentation Skills

Appendix; Evaluating the Pitch
References and Resources

Ann Bastianelli

Ann Bastianelli is Senior Lecturer at the Kelley School of Business at Indiana University Bloomington where she has taught marketing, advertising and communications planning since 2002.  Winner of multiple teaching awards, Ann has an extensive professional background in marketing communications management and agency account work, having previously held positions as an executive at Leo Burnett and as marketing officer for several major companies.