Managers Guide to Marketing, Advertising, and Publicity by Callen, Barry;

Short description:

As one of three Briefcase Books, the Manager's Guide to Marketing, Advertising, and Publicity provides both the basics and essential knowledge needed to understand all aspects of marketing and advertising and how it affects teams.

Long description:

Proven strategies that make sure yourmarketing message stands out from the rest

The average American is exposed to as many as 5,000 marketing messages per day, so it’s moreimportant than ever to create the most effective marketing and advertising campaigns as possible.

Manager’s Guide to Marketing, Advertising, and Publicity explains

• The 14 principles of marketing communications strategy
• Common marketing mistakes to avoid
• Techniques for creating powerful marketing messages
• The many choices for delivering your marketing message
• How to take full advantage of digital platforms

Today, you must come up with a bigger, better, brighter marketing campaign, or you’re guaranteed to belost in the noise. This primer is ideal for anyone looking to position his or her organization as a powerfulcompetitor in the twenty-first century.

Briefcase Books, written specifically for today’s busy manager, feature eye-catching icons, checklists,and sidebars to guide managers step-by-step through everyday workplace situations. Look for theseinnovative design features to help you navigate through each page:

• Clear definitions of key terms, concepts, and jargon
• Tactics and strategies for overseeing marketing initiatives
• Insider tips for getting the most out of marketing, advertising, and publicity
• Practical advice for creating effective campaigns
• Warning signs when preparing for and undertaking marketing initiatives
• Stories and insights from the experiences of others
• Specific marketing procedures, tactics, and hands-on techniques

Proven strategies that make sure yourmarketing message stands out from the rest

The average American is exposed to as many as 5,000 marketing messages per day, so it’s moreimportant than ever to create the most effective marketing and advertising campaigns as possible.

Manager’s Guide to Marketing, Advertising, and Publicity explains

• The 14 principles of marketing communications strategy
• Common marketing mistakes to avoid
• Techniques for creating powerful marketing messages
• The many choices for delivering your marketing message
• How to take full advantage of digital platforms

Today, you must come up with a bigger, better, brighter marketing campaign, or you’re guaranteed to belost in the noise. This primer is ideal for anyone looking to position his or her organization as a powerfulcompetitor in the twenty-first century.

Briefcase Books, written specifically for today’s busy manager, feature eye-catching icons, checklists,and sidebars to guide managers step-by-step through everyday workplace situations. Look for theseinnovative design features to help you navigate through each page:

• Clear definitions of key terms, concepts, and jargon
• Tactics and strategies for overseeing marketing initiatives
• Insider tips for getting the most out of marketing, advertising, and publicity
• Practical advice for creating effective campaigns
• Warning signs when preparing for and undertaking marketing initiatives
• Stories and insights from the experiences of others
• Specific marketing procedures, tactics, and hands-on techniques

Table of Contents:

1. The Benefits of Marketing
2. Align Your Marketing and Your Business
3.The 12 Basic Principles of Marketing Communications Strategy
4. Types of Marketing and Communication and Expertise
5. Positioning and Brand Personality
6. Marketing Communication Experts and Tools
7. PitchPerfect Message Strategy for More Powerful Persuasion
8. Creating Breakthrough Advertising Campaign Ideas
9. The Most Important Creative Elements of an Ad
10. Touchpoints and Paid Media Strategy
11. Print Advertising Media
12. Broadcast Advertising Media
13. Online Advertising Media