Advertising & IMC : principles and practice

Cover......Page 1
Title Page......Page 5
Contents......Page 9
Preface......Page 23
PART 1 Principle: Back to Basics......Page 34
 1. Advertising......Page 36
  IT’S A WINNER: Old Spice: What It Takes to Be a Man......Page 37
   What Is Advertising?......Page 38
    What Are Advertising’s Basic Functions?......Page 39
    What Are the Key Components of Advertising?......Page 40
    Other Important Promotional Tools......Page 41
    What Roles Does Advertising Perform?......Page 42
    A MATTER OF PRACTICE: The Greatest Commercial Ever Made......Page 44
    Eras and Ages......Page 45
    Who Are the Key Players?......Page 50
    A MATTER OF PRINCIPLE: Mad Men: The Inherent Drama of Advertising......Page 51
    Types of Agencies......Page 54
    How Are Agency Jobs Organized?......Page 56
    A DAY IN THE LIFE: The Day-to-Day Job in Content Management......Page 57
   How Is the Practice of Advertising Changing?......Page 58
    Accountability and Effectiveness......Page 59
    Looking Ahead......Page 60
   Key Points Summary......Page 61
   Review Questions......Page 62
   TRACE North America Case......Page 63
 2. Brand Communication......Page 64
  IT’S A WINNER: McDonald’s Love Story......Page 65
   What Is Brand and Marketing Communication?......Page 66
    Who Are the Key Players?......Page 67
    What Are the Most Common Types of Markets?......Page 68
    A DAY IN THE LIFE: A View from the Marcom Front Line ......Page 69
    How Does the Marketing Mix Send Messages?......Page 70
    Added Value......Page 72
   What Is Integrated Marketing Communication?......Page 73
   What Is the Role of Communication in Branding?......Page 74
    THE INSIDE STORY: A Passion for the Business......Page 75
    How Does a Brand Acquire Meaning?......Page 76
    How Does Brand Transformation Work?......Page 77
    A MATTER OF PRINCIPLE: It’s Pure and It Floats......Page 78
    A PRINCIPLED PRACTICE: PAUSE FOR THE CAUSE: Boosting Brand Value with Cause Marketing......Page 81
   Brand Communication in a Time of Change......Page 83
    Global Marketing......Page 84
    Word-of-Mouth Marketing......Page 85
    IT’S A WRAP: Golden Arches, Golden Opportunity......Page 86
   Key Terms......Page 87
   Discussion Questions......Page 88
   Trace North America Case......Page 89
 3. Brand Communication and Society......Page 90
  IT’S A WINNER: To Tell the truth®......Page 91
   What Is the Social Impact of Brand Communication?......Page 92
    What Are the Key Debates about Impact on Society?......Page 93
    What Are the Key Debates and Issues about Brand Communication Practices?......Page 95
    THE INSIDE STORY: Pepsi: Creating Culturally Relevant Programs......Page 97
    A PRINCIPLED PRACTICE: Tribute to Ivan L. Preston: 1931–2011......Page 99
   Communicators’ Ethical Responsibilities......Page 103
    Personal and Professional Ethics......Page 104
    A MATTER OF PRACTICE: Advertising Gets No Respect!......Page 105
    Brand Communication’s Legal Environment......Page 107
    The Regulatory Environment......Page 110
    The Impact of Regulation......Page 111
    Self-Regulation......Page 114
    IT’S A WRAP: The truth® Wins Out in the End......Page 116
   Key Terms......Page 117
   Take-Home Projects......Page 118
   Hands-On Case......Page 119
PART 2 Principle: Be True to Thy Brand—and Thy Consumer......Page 120
 4. How Brand Communication Works......Page 122
  IT’S A WINNER: Anatomy of an Award-Winning Campaign for Chrysler......Page 123
  How Does Brand Communication Work?......Page 124
   The Mass Communication Foundation......Page 125
   Adding Interaction to Brand Communication......Page 126
   Other Aspects of Communication......Page 128
   What Are the Effects behind Effectiveness?......Page 129
  What Are the Facets of Impact?......Page 131
   The Perception Facet: See/Hear......Page 132
   A PRINCIPLED PRACTICE: Ice Cubes, Breasts, and Subliminal Ads......Page 135
   The Emotion or Affect Facet: Feel......Page 136
   The Cognition Facet:Think/Understand......Page 138
   A MATTER OF PRINCIPLE: Thought vs. Feeling......Page 140
   The Association Facet: Connect......Page 141
   The Persuasion Facet: Believe......Page 143
   The Behavior Facet: Act/Do......Page 145
   A MATTER OF PRACTICE: May VW’s Force Be with You......Page 146
   Strong and Weak Effects......Page 148
   IT’S A WRAP: Finding Chrysler’s Heart and Soul......Page 150
  Key Terms......Page 151
  Discussion Questions......Page 152
  TRACE North America Case......Page 153
 5. Segmenting and Targeting the Audience......Page 154
  IT’S A WINNER: Dove Audiences Redefine Beauty......Page 155
  Starting the Conversation......Page 156
   Paths to a Brand Decision......Page 157
   Cultural Influences......Page 158
   Social Influences......Page 160
   THE INSIDE STORY: Scotts Brand Comes Alive as Scott......Page 161
   Psychological Influences......Page 162
   Influences on B2B Decision Making......Page 164
   Segmentation Strategies......Page 165
   Types of Segmentation......Page 166
   Targetingthe Best Audience......Page 167
   Targeting and Profiling Using Demographics......Page 168
   A MATTER OF PRACTICE: Same-Sex Marriage: A Boon to the Economy?......Page 170
   Targeting and Profiling Using Psychographics......Page 172
   Sociodemographic Segments......Page 175
   Targeting and Profiling Using Behavioral Patterns......Page 176
   Seeking Seekers......Page 177
  Key Points Summary......Page 179
  Review Questions......Page 180
  TRACE North America Case......Page 181
 6. Strategic Research......Page 182
  IT’S A WINNER: Domino’s Cooks Up a Recipe for Success......Page 183
   How Do You Get Insights into Consumer Behavior?......Page 184
    What Are the Basic Types of Research?......Page 185
    Basic Research Designs......Page 187
   How Do We Use Research?......Page 190
    Market Information......Page 191
    Consumer Insight......Page 192
    Media Information......Page 193
    Evaluation......Page 194
    A MATTER OF PRINCIPLE: Finding Moments of Truth......Page 195
    Ways of Contact: Quantitative Methods......Page 196
    Ways of Contact:Qualitative Methods......Page 197
    A MATTER OF PRACTICE: Online Marketing Research......Page 198
    A Day in the life: A Stopwatch, Code Sheet, and Curiosity......Page 201
    How Do You Choose a Research Method?......Page 203
    Global Issues......Page 204
    IT’S A WRAP: Domino’s Gets Its Slice of the (Pizza) Pie......Page 205
   Key Terms......Page 206
   TRACE North America Case......Page 207
 7. Strategic Planning......Page 208
  IT’S A WINNER: Re-telling a Tale......Page 209
   What Is Strategic Planning?......Page 210
    The Business Plan......Page 211
    The Marketing Plan......Page 213
    A PRINCIPLED PRACTICE: “Just Give Me My One Vice”......Page 214
    A MATTER OF PRACTICE: “My SPAR”: Letting Our Customers Lead......Page 216
    The Brand Communication/IMC Plan......Page 217
    Plans for Marketing Communication Functions......Page 218
    The Communication Objectives......Page 219
    The Target Audience......Page 220
    Brand Positioning Strategy......Page 223
    THE INSIDE STORY: Mistake #1: Drinking and Driving Drunk......Page 221
   Consumer Insight and Account Planning......Page 227
    A MATTER OF PRINCIPLE: The 7-Up Uncola Story: A Classic in Repositioning......Page 228
    Account Planning......Page 229
    The Consumer Insight Process......Page 230
    The Creative Brief......Page 232
    IT’S A WRAP: Re-telling a Tale......Page 233
   Key Terms......Page 234
   Take-Home Projects......Page 235
   Hands-On Case......Page 236
PART 3 Practice: Developing Breakthrough Ideas in the Digital Age......Page 238
 8. The Creative Side......Page 240
  IT’S A WINNER: A Tale of Brotherly Love and Sharp Thinking......Page 241
  Science and Art?......Page 242
   What Is the Role of Creativity?......Page 244
   The Creative Brief......Page 245
  Message Strategies......Page 248
   Which Strategic Approach to Use?......Page 249
   A MATTER OF PRINCIPLE: Six Message Strategies in Six Minutes......Page 251
   Strategic Formats......Page 252
   Matching Messages to Objectives......Page 255
  Creative Thinking: So How Do You Do It?......Page 258
   Big Ideas......Page 259
   PRACTICAL TIPS: Checklist for Killer Ads......Page 260
   The ROI of Creativity......Page 261
   Dialing Up Your Creativity......Page 262
   The Creative Process: How to Get an Idea......Page 263
   Brainstorming......Page 264
   Adaptation: Taking an Idea Global......Page 265
   Evaluation: The Go/No-Go Decision......Page 266
  Key Points Summary......Page 267
  Review Questions......Page 268
  TRACE North America Case......Page 269
 9. Promotional Writing......Page 270
  IT’S A WINNER: Wildlife Blaze Trails for Frontier......Page 271
    The Language of Brand Communication......Page 272
    Writing Styles......Page 275
   Types of Brand Communication Writing......Page 276
    The Ad Copywriter......Page 277
    PRACTICAL TIPS: So You Think You Want to Create a Funny Ad?......Page 280
   Writing for Various Media......Page 281
    Basics of Writing for Print Media......Page 282
    A MATTER OF PRINCIPLE: The Principle of Truth......Page 287
    Radio Messages and How to Write Them......Page 289
    Television Messages and How to Write Them......Page 291
    A MATTER OF PRACTICE: How the Emotional Pivot Works in a Story......Page 292
    A DAY IN THE LIFE: A Copywriter’s View of Television Production......Page 295
    The Internet and How to Write for It......Page 296
    Writing for a Global Brand......Page 297
    IT’S A WRAP: And the Winner Is . . . Frontier......Page 298
   Key Terms......Page 299
   Take-Home Projects......Page 300
   TRACE North America Case......Page 301
 10. Visual Communication......Page 302
  IT’S A WINNER: A Strong Mint with a Curious Past Goes Digital......Page 303
    Visual Impact......Page 304
    A PRINCIPLED PRACTICE: An Imperative: Respect the Dignity of the Person......Page 305
    Brand Image and Position......Page 307
    Visual Storytelling......Page 308
    A MATTER OF PRINCIPLE: Save the Pandas! Save the Baby Seals! Save the Eagles! Save the Toads?......Page 309
    THE INSIDE STORY: Large or Small, Which Would You Choose? The Good, Bad and Ugly, Exposed......Page 310
    The Designer’s Tool Kit......Page 311
    Design Principles, Layout, and Styles......Page 314
    A MATTER OF PRACTICE: The Beautiful Messy......Page 317
    Composition......Page 318
    Print Media Requirements......Page 319
    Print Art Reproduction......Page 321
    Binding and Finishing......Page 322
   What Does an Art Director Need to Know about Video Production?......Page 323
    Filming and Editing......Page 324
    The Process of Producing Videos......Page 325
    The Television Production Process......Page 326
   Web Design Considerations......Page 328
    Looking Ahead......Page 329
   Key Points Summary......Page 330
   Review Questions......Page 331
   Take-Home Projects......Page 332
   Hands-On Case......Page 333
PART 4 Principle: Media in a World of Change......Page 334
 11. Media Basics......Page 336
  IT’S A WINNER: Lottery of Life......Page 337
  What Do We Mean by Media?......Page 338
   A MATTER OF PRINCIPLE: The Engagement Strategy behind Sports Advertising......Page 339
   The Media Industry......Page 340
   Media Types and Terms......Page 341
   The Evolution of Media Forms and Functions......Page 344
   Key Media Players......Page 347
   Key Strategic Media Concepts......Page 348
   THE INSIDE STORY: “Warrior—A Three-Artist, One-Song Music Video for Converse”......Page 350
   The Basis for the Buy......Page 351
   Consumer Use of Media......Page 353
   A MATTER OF PRACTICE: Connected Viewers + Multiscreen Marketers......Page 354
   Alternative Media Forms......Page 355
   A MATTER OF PRINCIPLE: Creative Use of Out-of-Home and Nontraditional Media......Page 356
   THE INSIDE STORY: The Animated Axe Effect in City Hunters......Page 358
   IT’S A WRAP: Lottery of Life......Page 360
  Key Terms......Page 361
  Take-Home Projects......Page 362
  TRACE North America Case......Page 363
 12. Paid Media......Page 364
  IT’S A WINNER: The Art of Laying an Egg and Making It Golden......Page 365
    Published Print Media......Page 366
    THE INSIDE STORY: Tsunami Disaster: The Inherent Value of Newspapers and Their Ads......Page 367
    Published Media: Magazines......Page 371
    Published Media: Directories......Page 374
    A MATTER OF PRINCIPLE: Directories: The Medium You Trust the Most......Page 375
    Broadcast Media: Radio......Page 376
    Broadcast Media: Television......Page 378
    A MATTER OF PRACTICE: People Really Enjoy TheirLarge-Screen Televisions......Page 379
    Movie Advertising......Page 384
    Place-Based Media......Page 385
    PRACTICAL TIPS: Outdoor: An Effective Brand Communication Medium......Page 388
   Online Advertising......Page 390
    Cell Phone Advertising......Page 391
    Website Advertising......Page 392
    Search Advertising......Page 394
    Online Advertising Sales......Page 395
    Looking Ahead......Page 396
   Key Points Summary......Page 397
   Key Terms......Page 398
   Trace North America Case......Page 399
 13. Owned, Interactive, and Earned Media......Page 400
  IT’S A WINNER: Unleash Deadly......Page 401
   Owned Media: We Own It; We Control It......Page 402
    Corporate Presence Media......Page 403
    Branded Media......Page 404
    The Media of Retail......Page 405
    A MATTER OF PRINCIPLE: Using Chinese Folk Arts in Promotional Designs......Page 406
    The Owned Media of Public Relations and Promotions......Page 407
   Owned but Interactive: Let’s Talk......Page 409
    Personal ContactMedia......Page 410
    Interactive Promotional Media......Page 412
    Owned Digital Media......Page 413
    A MATTER OF PRACTICE: How Web Sites Build Brands (or Don’t)......Page 415
    Our Mobile Future......Page 418
    A MATTER OF PRACTICE: Your Mobile Future......Page 419
    Earned Publicity......Page 420
    Word of Mouth......Page 421
    Social Media Mentions......Page 422
    The Media of Sharing......Page 424
    Earned and Interactive Media Considerations......Page 425
   Multiplatform Brand Communication......Page 426
    Viral Marketing......Page 427
    Integration of Platforms......Page 428
    Looking Ahead......Page 429
   Key Points Summary......Page 430
   Key Terms......Page 431
   Take-Home Projects......Page 432
   Trace North America Case......Page 433
 14. Media Planning and Negotiation......Page 434
  IT’S A WINNER: A Hair-Raising Story about Men’s Cancer......Page 435
   How Are Media Plans Created?......Page 436
    Media Engagement Research......Page 437
    Step 1: Target Audience......Page 442
    A DAY in the Life: What Do I Do as a Media Planner?......Page 443
    A MATTER OF PRACTICE: Toyota Taps the Do-It-Yourself Community......Page 445
    Step 2: Communication and Media Objectives......Page 446
    A MATTER OF PRACTICE: Horizontal and Vertical Reach......Page 447
    Step 3: Media Strategies......Page 449
    Step 4: Media Metrics and Analytics......Page 457
    A MATTER OF PRACTICE: Integrating Advertising and Public Relations Media Planning......Page 460
    Media-Buying Basics......Page 462
    Multichannel Buying (and Selling)......Page 465
    Global Media Buying......Page 466
    New Forms of Media Research......Page 467
    IT’S A WRAP: Having a Ball and Saving Lives......Page 468
   Key Terms......Page 469
   TRACE North America Case......Page 470
   Hands-On Case......Page 471
PART 5 Principle: IMC and Total Communication......Page 472
 15. Public Relations......Page 474
  IT’S A WINNER: Häagen-Dazs Creates a Buzz about Bees......Page 475
   What Is Public Relations?......Page 476
    Reputation: Goodwill, Trust, and Integrity......Page 477
    How Public Relations Contributes to Brand Perception......Page 478
   Different Types of Public Relations Programs......Page 479
    Aspects of Public Relations That Focus on Relationships......Page 480
    Aspectsof Public Relations That Focus on Particular Functions......Page 481
    Research and SWOT Analysis......Page 483
    Objectivesand Strategies......Page 484
    A MATTER OF PRACTICE: Mudo City: A Successful Brand Expansion......Page 485
   What Are Common Public Relations Tools?......Page 486
    Advertising......Page 488
    A PRINCIPLED PRACTICE: The Social Impact of Public Service Advertising......Page 489
    Publicity......Page 491
    Other Tools......Page 493
    Online Communication......Page 494
    A MATTER OF PRACTICE: Engaging Word of Mouth through Online Influencers......Page 495
    Looking Ahead......Page 496
   Key Points Summary......Page 497
   Review Questions......Page 498
   TRACE North America Case......Page 499
 16. Direct Response......Page 500
  IT’S A WINNER: The Gecko and His Pals Go Direct for Geico......Page 501
   What Is Direct-Response Brand Communication?......Page 502
    Who Are the Key Players?......Page 504
   What Is Included in the DBC Process?......Page 505
    Personal Sales......Page 508
    Direct-Response Advertising Media......Page 509
    Direct Mail......Page 510
    THE INSIDE STORY: Thinking outside the Mailbox......Page 512
    Catalogs......Page 514
    Telemarketing......Page 515
    The Internet and New Forms of Direct Response......Page 516
   Databases: The Foundation of DBC......Page 519
    Databases Drive a Circular Process......Page 520
    Lists......Page 521
    Data Mining......Page 522
    Issue: Privacy......Page 523
    A PRINCIPLED PRACTICE: Privacy: Use but Don’t Abuse Consumer Information......Page 525
    Integrated Direct Marketing......Page 526
    Looking Ahead......Page 528
   Key Points Summary......Page 529
   Discussion Questions......Page 530
   TRACE North America Case......Page 531
 17. Promotions......Page 532
  IT’S A WINNER: The Power of Pink......Page 533
   Why Sales Promotion?......Page 534
    Why Is Sales Promotion Growing?......Page 535
    Sales Promotion Planning......Page 537
    Tools of Consumer Promotions......Page 540
    How Are Consumer Promotions Used?......Page 544
   Trade Promotions......Page 545
    Types of Trade Promotion......Page 546
    THE INSIDE STORY: Explore. Discover. FEI and the World of Images......Page 547
    How Is Trade Promotion Used?......Page 548
    PRACTICAL TIPS: Planning Point-of-Purchase Promotions......Page 549
    Sponsorships and Event Marketing......Page 550
    A MATTER OF PRACTICE: Active Engagement through Event Sponsorships......Page 551
    A MATTER OF PRINCIPLE: The Underdog Wins the Super BowlAd Championship......Page 552
    Partnership Programs......Page 554
   Sales Promotion and Integration......Page 556
   Key Points Summary......Page 557
   Review Questions......Page 558
   Trace North America Case......Page 559
 18. The Principles and Practice of IMC......Page 560
  IT’S A WINNER: I’m Amazing......Page 561
    Stakeholders and Brand Relationships......Page 562
    A MATTER OF PRINCIPLE: When Is Too Many Too Much?......Page 563
    Message Synergy......Page 564
    Internal Integration......Page 565
   IMC Campaign Planning......Page 566
    Situation Analysis......Page 567
    A MATTER OF PRACTICE: Doha: A New City......Page 568
    Campaign Strategy......Page 569
    The IMC Mix......Page 573
    A MATTER OF PRACTICE: A Campaign with Legs (and Flippers)......Page 574
    IMC Media and Contact Points......Page 575
    Management and Campaign Controls......Page 578
    THE INSIDE STORY: What in the World Is Marketing Portfolio Management?......Page 579
   International IMC Campaigns......Page 580
    Cause and Mission Marketing......Page 583
    Internal Integration......Page 584
    A MATTER OF PRINCIPLE: Who’s the Integrator Here, Anyway?......Page 585
    Looking Ahead......Page 586
   Key Points Summary......Page 587
   Review Questions......Page 588
   Trace North America Case......Page 589
 19. Evaluating IMC Effectiveness......Page 590
  IT’S A WINNER: Gut-Checking Obesity......Page 591
    First Things First: The Campaign Objectives......Page 592
    A MATTER OF PRACTICE: Can You Really Predict the Impact of Advertising on Sales......Page 593
    The Campaign Purpose: Brand Building......Page 594
    A MATTER OF PRINCIPLE: Completing the Cycle......Page 595
   Evaluating the IMC Message......Page 596
    Experts in Message Evaluation......Page 598
    Message Evaluation Techniques......Page 599
   Evaluating the Performance of Various IMC Tools......Page 601
    Advertising......Page 602
    Consumer, Trade, and Point-of-Purchase Promotions......Page 603
   Evaluating the Performance of Media Vehicles......Page 605
    Vehicle-by-Vehicle Evaluation......Page 606
    The Synergy Problem......Page 608
    Digital Challenges......Page 609
    A PRINCIPLED PRACTICE: Can a Broken Guitar Really Hurt United?......Page 610
    Connecting the Dots: Tying Measurement Back to Objectives......Page 611
    Bringing It All Together......Page 612
    IT’S A WRAP: Results of Colorado’s Gut Check......Page 613
   Key Terms......Page 614
   TRACE North America Case......Page 615
   Hands-On Case......Page 616
Appendix......Page 618
Glossary......Page 623
Endnotes......Page 641
 A......Page 652
 B......Page 653
 C......Page 654
 D......Page 657
 F......Page 658
 G......Page 659
 I......Page 660
 L......Page 661
 M......Page 662
 O......Page 664
 P......Page 665
 R......Page 666
 S......Page 667
 T......Page 669
 V......Page 670
 Z......Page 671