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Integrated Advertising, Promotion, and Marketing Communications

ISBN: 9780131866225 | 0131866222
Edition: 4th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2010

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SummaryTable of Contents
This volume takes a broader approach than Advertising or Promotions surveys and gives readers anintegratedlearning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotion... MORE
Prefacexv
PART 1 THE IMC FOUNDATION
2(128)
Integrated Marketing Communications
2(26)
... MORE
Ron Jon Surf Shop
2(2)
Overview
4(1)
Communication and IMC Programs
5(3)
Integrated Marketing Communications
8(1)
An Integrated Marketing Communications Plan
9(1)
IMC Components
10(5)
The Foundation
10(1)
Advertising Tools
11(1)
Promotional Tools
11(1)
Integration Tools
12(1)
Refining the IMC Program
12(3)
The Value of IMC Plans
15(5)
Information Technology
15(1)
Changes in Channel Power
16(1)
Increases in Competition
17(2)
Brand Parity
19(1)
Integration of Information
19(1)
Decline in the Effectiveness of Mass-Media-Advertising
20(1)
Globally Integrated Marketing Communications
20(8)
Corporate Image and Brand Management
28(32)
Gucci: One Strong Brand Works with Others
28(2)
Overview
30(1)
Corporate Image
30(4)
Components of a Corporate Image
30(2)
The Role of a Corporate Image---Consumer Perspective
32(1)
The Role of a Corporate Image---Business-to-Business Perspective
33(1)
The Role of a Corporate Image---Company Perspective
33(1)
Promoting the Desired Image
34(3)
Creating the Right Image
35(1)
Rejuvenating an Image
36(1)
Changing an Image
36(1)
Conveying an Image to Business Customers
37(1)
Corporate Name
37(1)
Corporate Logos
38(1)
Branding
39(2)
Developing a Strong Brand Name
40(1)
Brand Equity
41(3)
Steps to Building Brand Equity
42(1)
Measuring Brand Equity
43(1)
Brand Extensions and Flanker Brands
44(1)
Co-Branding
45(2)
Private Brands
47(2)
Packaging
49(1)
New Trends in Packaging
50(1)
Labels
50(1)
Positioning
51(9)
Other Elements of Positioning
53(7)
Buyer Behaviors
60(34)
How Starbucks Created a New Coffee Culture
60(2)
Overview
62(1)
Consumer Purchasing Process
63(1)
Information Search
63(7)
Internal Search
63(1)
External Search
64(2)
Consumer Attitudes
66(1)
Consumer Values
67(1)
Cognitive Mapping
68(2)
Evaluation of Alternatives
70(2)
The Evoked Set Method
70(1)
The Multiattribute Approach
71(1)
Affect Referral
71(1)
Trends in the Consumer Buying Environment
72(4)
Age Complexity
72(1)
Gender Complexity
73(1)
Individualism
74(1)
Active, Busy Lifestyles
74(1)
Cocooning
74(1)
Pleasure Pursuits
75(1)
Health Emphasis
75(1)
Business-to-Business Buyer Behavior
76(1)
Factors Affecting Members of Business Buying Centers
77(2)
Organizational Influences
77(1)
Individual Factors
77(2)
Types of Business-to-Business Sales
79(1)
The Business-to-Business Buying Process
80(2)
Identification of Needs
80(1)
Establishment of Specifications
80(1)
Identification of Vendors
81(1)
Vendor Evaluation
81(1)
Vendor Selection
82(1)
Negotiation of Terms
82(1)
Postpurchase Evaluation
82(1)
Trends in the Business-to-Business Buying Environment
82(2)
Emphasis on Accountability
82(1)
Importance of E-Commerce
83(1)
Global Branding
83(1)
Database Mining
83(1)
Alternative Methods of Communication
84(1)
Focus on Internal Marketing Communications
84(1)
Dual Channel Marketing
84(10)
Promotions Opportunity Analysis
94(36)
The Hallmark Difference
94(2)
Overview
96(1)
Promotions Opportunity Analysis
96(1)
Communication Market Analysis
97(3)
Competitors
97(1)
Opportunities
98(1)
Target Markets
99(1)
Customers
99(1)
Product Positioning
100(1)
Establishing Marketing Communications Objectives
100(1)
Establishing a Communications Budget
101(3)
Types of Budgets
104(2)
The Percentage of Sales Method
104(1)
The Meet-the-Competition Method
105(1)
The ``What We Can Afford'' Method
105(1)
The Objective and Task Method
105(1)
Payout Planning
105(1)
Quantitative Models
106(1)
Budgeting Expenditures
106(1)
Preparing Promotional Strategies
107(2)
Matching Tactics with Strategies
108(1)
Market Segmentation
109(1)
Market Segmentation by Consumer Groups
110(8)
Segments Based on Demographics
110(3)
Psychographics
113(2)
Segments Based on Generations
115(1)
Segmentation by Geographic Area
116(1)
Geodemographic Segmentation
116(1)
Benefit Segmentation
117(1)
Usage Segmentation
117(1)
Business-to-Business Segmentation
118(2)
Segmentation by Industry
118(1)
Segmentation by Size
119(1)
Segmentation by Geographic Location
119(1)
Segmentation by Product Usage
119(1)
Segmentation by Customer Value
120(1)
Implications for GIMC Programs
120(10)
PART 2 IMC ADVERTISING TOOLS
130(144)
Advertising Management
130(32)
Marketing Power
130(2)
Overview
132(2)
Overview of Advertising Management
134(1)
Advertising and the IMC Process
134(1)
Choosing an Advertising Agency
135(3)
Decision Variables
136(1)
External Advertising Agencies
137(1)
Choosing an Agency
138(4)
Goal Setting
138(1)
Selection Criteria
138(2)
Reference Requests
140(1)
Creative Pitch
140(1)
Agency Selection
141(1)
Advertising Planning and Research
142(1)
The Roles of Advertising Account Executives
143(1)
The Roles of Creatives
144(1)
Advertising Campaign Management
144(1)
Communication Market Analysis
144(3)
Advertising Goals
147(3)
Building Brand Image
147(1)
Providing Information
148(1)
Persuasion
149(1)
Supporting Marketing Efforts
149(1)
Encouraging Action
149(1)
The Advertising Budget
150(1)
Media Selection
151(1)
The Creative Brief
151(11)
The Objective
151(1)
The Target Audience
152(1)
The Message Theme
152(1)
The Support
153(1)
The Constraints
153(9)
Advertising Design: Theoretical Frameworks and Types of Appeals
162(34)
Whites, or Colors?
162(2)
Overview
164(1)
The Creative Brief
165(1)
Advertising Theory
165(6)
Hierarchy of Effects
165(2)
Means--End Theory
167(1)
Leverage Points
168(1)
Verbal and Visual Images
169(2)
Types of Advertising Appeals
171(16)
Fear
171(1)
Humor
172(3)
Sex
175(2)
Are Sex Appeals Effective?
177(2)
Sex Appeals in International Advertising
179(1)
Disadvantages of Sex Appeals
180(1)
Musical Appeals
181(2)
Rational Appeals
183(1)
Emotional Appeals
184(2)
Scarcity Appeals
186(1)
The Structure of an Advertisement
187(9)
Advertising Design: Message Strategies and Executional Frameworks
196(34)
The AFLAC Duck Makes a Big Splash
196(2)
Overview
198(1)
Message Strategies
198(7)
Cognitive Strategies
199(3)
Affective Strategies
202(2)
Conative Strategies
204(1)
Executional Frameworks
205(6)
Animation
205(1)
Slice-of-Life
206(1)
Dramatization
207(1)
Testimonials
208(1)
Authoritative
208(1)
Demonstration
209(1)
Fantasy
209(1)
Informative
210(1)
Sources and Spokespersons
211(7)
Source Characteristics
214(2)
Matching Source Types and Characteristics
216(2)
Creating an Advertisement
218(1)
Advertising Effectiveness
219(11)
Beating Ad Clutter
221(9)
Advertising Media Selection
230(44)
M&M's: The Sweet Task of Media Selection
230(2)
Overview
232(1)
Media Strategy
232(1)
Media Planning
233(4)
Media Planners
234(2)
Media Buyers
236(1)
Advertising Objectives
237(3)
Achieving Advertising Objectives
240(2)
Recency Theory
241(1)
Media Selection
242(17)
Television
243(3)
Radio
246(2)
Outdoor Advertising
248(2)
Internet
250(3)
Magazines
253(2)
Newspapers
255(2)
Direct Mail
257(1)
Alternative Media
257(2)
Media Mix
259(1)
Media Selection in Business-to-Business Markets
260(2)
Media Selection in International Markets
262(12)
PART 3 IMC PROMOTIONAL TOOLS
274(132)
Trade Promotions
274(32)
Sealy: Made for Sleep
274(2)
Overview
276(1)
The Nature of Trade Promotions
277(1)
Types of Trade Promotions
278(16)
Trade Allowances
278(3)
Trade Contests
281(1)
Trade Incentives
282(3)
Training Programs
285(1)
Vendor Support Programs
285(2)
Trade Shows
287(3)
Specialty Advertising
290(1)
Point-of-Purchase Advertising
291(3)
Objectives of Trade Promotions
294(3)
Obtaining Initial Distribution
295(1)
Obtaining Prime Retail Shelf Space or Location
295(1)
Supporting Established Brands
295(1)
Countering Competitive Actions
295(1)
Increasing Order Sizes
296(1)
Building Retail Inventories
296(1)
Reducing Excess Manufacturer Inventories
296(1)
Enhancing Channel Relationships
296(1)
Enhancing the IMC Program
296(1)
Concerns in Using Trade Promotions
297(9)
Consumer Promotions
306(30)
Time-Share Vacation Properties
306(2)
Overview
308(1)
Coupons
309(4)
Types of Coupons
310(1)
Coupon Responses
311(1)
Problems with Coupons
311(1)
Tactics to Improve Coupon Effectiveness
312(1)
Premiums
313(2)
Problems with Premiums
314(1)
Building Successful Premium Programs
314(1)
Contests and Sweepstakes
315(3)
Problems with Contests and Sweepstakes
316(1)
Creating Successful Contests and Sweepstakes
317(1)
Refunds and Rebates
318(2)
Problems with Refunds and Rebates
319(1)
Creating Effective Refund--Rebate Programs
319(1)
Sampling
320(2)
Problems with Sampling
321(1)
Effective Use of Samples
321(1)
Bonus Packs
322(1)
Problems with Bonus Packs
323(1)
Using Bonus Packs Effectively
323(1)
Price-Offs
323(1)
Problems with Price-Off Promotions
324(1)
Using Price-Off Offers Effectively
324(1)
Other Issues in Promotions Programs
324(1)
Planning for Consumer Promotions
325(1)
Business-to-Business Programs
326(1)
International Consumer Promotions Programs
327(9)
Personal Selling, Database Marketing, and Customer Relationship Management
336(34)
Levi-Strauss & Co.
336(2)
Overview
338(1)
Personal Selling
338(1)
Retail Sales
338(2)
Selling in Retail Outlets
338(1)
Selling Services
339(1)
Telemarketing
339(1)
Retail Sales Presentations
340(1)
The Manufacturer's Dilemma in Retail Selling
340(1)
Cross-Selling
341(1)
Business-to-Business Personal Selling
341(2)
Buyer--Seller Relationships
342(1)
Managing the Business-to-Business Selling Process
343(4)
Identifying Prospects
343(1)
Qualifying Prospects
344(1)
Knowledge Acquisition
345(1)
Sales Presentations
346(1)
Follow-Up
347(1)
New Trends in Business-to-Business Personal Selling
347(2)
Decline in the Number of Salespeople
347(1)
Expansion of Sales Channels
347(1)
Long-Term Relationships and Strategic Partnerships
348(1)
Team Selling
348(1)
Personal Selling in International Markets
349(1)
Database Marketing
349(4)
Determining Objectives
349(1)
Collecting Data
350(1)
Building a Data Warehouse
351(1)
Data Mining
352(1)
Developing Marketing Programs
352(1)
Evaluating Marketing Programs and the Data Warehouse
353(1)
Direct Marketing
353(4)
Mail
354(2)
Catalogs
356(1)
Mass Media
356(1)
Alternative Media
356(1)
The Internet
356(1)
E-Mail
357(1)
Permission Marketing
357(2)
Frequency Programs
359(1)
Customer Relationship Management
360(10)
Public Relations, Sponsorship Programs, and Regulations
370(36)
E-Bay's Global Economic Democracy
370(2)
Overview
372(1)
Public Relations
372(1)
Public Relations Functions
373(1)
Identifying Stakeholders
373(2)
Internal Stakeholders
374(1)
External Stakeholders
375(1)
Assessing Corporate Reputation
375(1)
Auditing Corporate Social Responsibility
376(1)
Creating Positive Image-Building Activities
377(4)
Cause-Related Marketing
377(2)
Green Marketing and Pro-Environmental Activities
379(2)
Preventing or Reducing Image Damage
381(3)
Proactive Prevention Strategies
382(1)
Reactive Damage-Control Strategies
382(2)
Sponsorships and Event Marketing
384(6)
Event Marketing
387(3)
Marketing Communications Regulations
390(2)
Unfair and Deceptive Marketing Practices
390(1)
Claims Versus Puffery
391(1)
Governmental Regulatory Agencies
392(1)
The Federal Trade Commission
392(4)
How Investigations Begin
393(1)
Courts and Legal Channels
393(1)
Corrective Advertising
394(1)
Trade Regulation Rulings
394(1)
Substantiation of Marketing Claims
395(1)
Industry Regulation of Negative Marketing Practices
396(10)
PART 4 IMC INTEGRATION TOOLS
406(85)
Internet Marketing
406(30)
Google: A New World Order?
406(2)
Overview
408(1)
Who Uses the Internet?
409(1)
Marketing Functions on the Internet
409(1)
E-Commerce
410(3)
E-Commerce Components
411(1)
Security Issues
412(1)
Purchasing Habits
412(1)
E-Commerce Incentives
413(3)
Financial Incentives
413(1)
Convenience Incentives
414(1)
Value-Added Incentives
415(1)
Business-to-Business E-Commerce
416(2)
International E-Commerce
418(1)
IMC and the Internet
419(8)
Branding
421(2)
Brand Loyalty and IMC Internet Programs
423(2)
Sales Support on the Internet
425(1)
Customer Service and the Internet
426(1)
Direct Marketing on the Internet
427(1)
Viral Marketing on the Internet
428(1)
Internet Design Issues
429(7)
IMC for Small Businesses and Entrepreneurial Ventures
436(22)
The Pasta House Co.
436(2)
Overview
438(1)
Types of Ventures
438(1)
Major Challenges
439(1)
Starting a Company: The Market Analysis
439(2)
Understanding and Defining Consumer Needs
440(1)
Creating a Clearly Defined Product
440(1)
Developing a Unique Market Niche
441(1)
Finding Customers: A Crucial Element of the IMC Plan
441(7)
Locating Customers
443(3)
Helping Customers Reach the Company
446(1)
Reducing Purchase Risk
447(1)
Advertising Small Businesses
448(2)
Making Customers Advocates
450(8)
Database Management
450(1)
Direct Marketing
451(1)
Personal Selling
451(1)
Trade and Consumer Promotions
451(7)
Evaluating an Integrated Marketing Program
458(33)
Pretesting for Effectiveness
458(2)
Overview
460(1)
Matching Methods with IMC Objectives
460(2)
Message Evaluations
462(9)
Concept Testing
462(1)
Copytesting
463(2)
Recall Tests
465(2)
Recognition Tests
467(1)
Attitude and Opinion Tests
468(1)
Emotional Reaction Tests
469(1)
Physiological Arousal Tests
470(1)
Persuasion Analysis
471(1)
Evaluation Criteria
471(4)
Behavioral Evaluations
475(5)
Sales and Response Rates
475(3)
Test Markets
478(2)
Purchase Simulation Tests
480(1)
Evaluating Public Relations Activities
480(2)
Evaluating the Overall IMC Program
482(9)
Photo Credits491(2)
Name/Organization Index493(12)
Subject Index505

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