Integrated Advertising, Promotion, and Marketing Communications

ISBN 13:
9780131866225
ISBN 10:
0131866222
Edition: 3rd
Format: Paperback
Copyright: 01/01/2010
Publisher: Prentice Hall
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Summary

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 promotional tools and integration tools. For marketing professionals and ad agency account executives.

Preface

PART 1 THE IMC FOUNDATION

(128)

Integrated Marketing Communications

(26)

Ron Jon Surf Shop

(2)

Overview

(1)

Communication and IMC Programs

(3)

Integrated Marketing Communications

(1)

An Integrated Marketing Communications Plan

(1)

IMC Components

(5)

The Foundation

(1)

Advertising Tools

(1)

Promotional Tools

(1)

Integration Tools

(1)

Refining the IMC Program

(3)

The Value of IMC Plans

(5)

Information Technology

(1)

Changes in Channel Power

(1)

Increases in Competition

(2)

Brand Parity

(1)

Integration of Information

(1)

Decline in the Effectiveness of Mass-Media-Advertising

(1)

Globally Integrated Marketing Communications

(8)

Corporate Image and Brand Management

(32)

Gucci: One Strong Brand Works with Others

(2)

Overview

(1)

Corporate Image

(4)

Components of a Corporate Image

(2)

The Role of a Corporate Image---Consumer Perspective

(1)

The Role of a Corporate Image---Business-to-Business Perspective

(1)

The Role of a Corporate Image---Company Perspective

(1)

Promoting the Desired Image

(3)

Creating the Right Image

(1)

Rejuvenating an Image

(1)

Changing an Image

(1)

Conveying an Image to Business Customers

(1)

Corporate Name

(1)

Corporate Logos

(1)

Branding

(2)

Developing a Strong Brand Name

(1)

Brand Equity

(3)

Steps to Building Brand Equity

(1)

Measuring Brand Equity

(1)

Brand Extensions and Flanker Brands

(1)

Co-Branding

(2)

Private Brands

(2)

Packaging

(1)

New Trends in Packaging

(1)

Labels

(1)

Positioning

(9)

Other Elements of Positioning

(7)

Buyer Behaviors

(34)

How Starbucks Created a New Coffee Culture

(2)

Overview

(1)

Consumer Purchasing Process

(1)

Information Search

(7)

Internal Search

(1)

External Search

(2)

Consumer Attitudes

(1)

Consumer Values

(1)

Cognitive Mapping

(2)

Evaluation of Alternatives

(2)

The Evoked Set Method

(1)

The Multiattribute Approach

(1)

Affect Referral

(1)

Trends in the Consumer Buying Environment

(4)

Age Complexity

(1)

Gender Complexity

(1)

Individualism

(1)

Active, Busy Lifestyles

(1)

Cocooning

(1)

Pleasure Pursuits

(1)

Health Emphasis

(1)

Business-to-Business Buyer Behavior

(1)

Factors Affecting Members of Business Buying Centers

(2)

Organizational Influences

(1)

Individual Factors

(2)

Types of Business-to-Business Sales

(1)

The Business-to-Business Buying Process

(2)

Identification of Needs

(1)

Establishment of Specifications

(1)

Identification of Vendors

(1)

Vendor Evaluation

(1)

Vendor Selection

(1)

Negotiation of Terms

(1)

Postpurchase Evaluation

(1)

Trends in the Business-to-Business Buying Environment

(2)

Emphasis on Accountability

(1)

Importance of E-Commerce

(1)

Global Branding

(1)

Database Mining

(1)

Alternative Methods of Communication

(1)

Focus on Internal Marketing Communications

(1)

Dual Channel Marketing

(10)

Promotions Opportunity Analysis

(36)

The Hallmark Difference

(2)

Overview

(1)

Promotions Opportunity Analysis

(1)

Communication Market Analysis

(3)

Competitors

(1)

Opportunities

(1)

Target Markets

(1)

Customers

(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 Credits

491

(2)

Name/Organization Index

493

(12)

Subject Index

505

Integrated Advertising, Promotion, and Marketing Communications

9780131866225

0131866222

Summary

Table of Contents

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Integrated Advertising, Promotion, and Marketing Communications

9780131866225

0131866222

Summary

Table of Contents

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