Advertising and Promotion: An Integrated Marketing Communications Perspective

Title
Contents
Part One Introduction to Integrated Marketing Communications
	1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
		The Growth of Advertising and Promotion
		The Role of Marketing
		The Marketing Mix
		Integrated Marketing Communications
		The Evolution of IMC
		A Contemporary Perspective of IMC
		Reasons for the Growing Importance of IMC
		The Role of IMC in Branding
		The Promotional Mix: The Tools for IMC
		Advertising
		Direct Marketing
		Interactive/Internet Marketing
		Sales Promotion
		Publicity/Public Relations
		Personal Selling
		IMC Involves Audience Contacts
		The IMC Planning Process
		Review of the Marketing Plan
		Promotional Program Situation Analysis
		Analysis of the Communications Process
		Budget Determination
		Developing the Integrated Marketing Communications Program
		Monitoring, Evaluation, and Control
		Perspective and Organization of This Text
	2 THE ROLE OF IMC IN THE MARKETING PROCESS
		Marketing Strategy and Analysis
		Opportunity Analysis
		Competitive Analysis
		Target Market Selection
		The Target Marketing Process
		Identifying Markets
		Market Segmentation
		Selecting a Target Market
		Market Positioning
		Developing a Positioning Strategy
		Developing the Marketing Planning Program
		Product Decisions
		Price Decisions
		Distribution Channel Decisions
		Developing Promotional Strategies: Push or Pull?
		The Role of Advertising and Promotion
Part Two Integrated Marketing Communications Program Situation Analysis
	3 ORGANIZING FOR ADVERTISING AND PROMOTION: THE ROLE OF AD AGENCIES AND OTHER MARKETING COMMUNICATION ORGANIZATIONS
		Participants in the Integrated Marketing Communications Process: An Overview
		Organizing for Advertising and Promotion in the Firm: The Client’s Role
		The Centralized System
		The Decentralized System
		In-House Agencies
		Advertising Agencies
		The Ad Agency’s Role
		Types of Ad Agencies
		Other Types of Agencies and Services
		Agency Compensation
		Commissions from Media
		Fee, Cost, and Incentive-Based Systems
		Percentage Charges
		The Future of Agency Compensation
		Evaluating Agencies
		Gaining and Losing Clients
		Specialized Services
		Direct-Marketing Agencies
		Sales Promotion Agencies
		Public Relations Firms
		Interactive Agencies
		Collateral Services
		Integrated Marketing Communications Services
		Pros and Cons of Integrated Services
		Responsibility for IMC: Agency versus Client
	4 PERSPECTIVES ON CONSUMER BEHAVIOR
		An Overview of Consumer Behavior
		The Consumer Decision-Making Process
		Problem Recognition
		Examining Consumer Motivations
		Information Search
		Perception
		Alternative Evaluation
		Attitudes
		Integration Processes and Decision Rules
		Purchase Decision
		Postpurchase Evaluation
		Variations in Consumer Decision Making
		The Consumer Learning Process
		Behavioral Learning Theory
		Cognitive Learning Theory
		Environmental Infl uences on Consumer Behavior
		Culture
		Subcultures
		Reference Groups
		Situational Determinants
		Alternative Approaches to Consumer Behavior
		New Methodologies
		New Insights
Part Three Analyzing the Communication Process
	5 THE COMMUNICATION PROCESS
		The Nature of Communication
		A Basic Model of Communication
		Source Encoding
		Message
		Channel
		Receiver/Decoding
		Noise
		Response/Feedback
		Analyzing the Receiver
		Identifying the Target Audience
		The Response Process
		Traditional Response Hierarchy Models
		Alternative Response Hierarchies
		Implications of the Alternative Response Models
		The FCB Planning Model
		Cognitive Processing of Communications
		The Cognitive Response Approach
		The Elaboration Likelihood Model
		Summarizing the Response Process and the Effects of Advertising
	6 SOURCE, MESSAGE, AND CHANNEL FACTORS
		Promotional Planning through the Persuasion Matrix
		Source Factors
		Source Credibility
		Source Attractiveness
		Choosing a Celebrity Endorser
		Source Power
		Message Factors
		Message Structure
		Message Appeals
		Channel Factors
		Personal versus Nonpersonal Channels
		Effects of Alternative Mass Media
		Effects of Context and Environment
		Clutter
Part Four Objectives and Budgeting for Integrated Marketing Communications Programs
	7 ESTABLISHING OBJECTIVES AND BUDGETING FOR THE PROMOTIONAL PROGRAM
		The Value of Objectives
		Communications
		Planning and Decision Making
		Measurement and Evaluation of Results
		Determining Integrated Marketing Communications Objectives
		Marketing versus Communications Objectives
		Sales versus Communications Objectives
		Sales-Oriented Objectives
		Communications Objectives
		DAGMAR: An Approach to Setting Objectives
		Characteristics of Objectives
		Assessment of DAGMAR
		Problems in Setting Objectives
		Improving Promotional Planners’ Use of Objectives
		Setting Objectives for the IMC Program
		Establishing and Allocating the Promotional Budget
		Establishing the Budget
		Budgeting Approaches
		Allocating the Budget
Part Five Developing the Integrated Marketing Communications Program
	8 CREATIVE STRATEGY: PLANNING AND DEVELOPMENT
		The Importance of Creativity in Advertising
		Advertising Creativity
		What Is Creativity?
		Different Perspectives on Advertising Creativity
		Determinants of Creativity
		Planning Creative Strategy
		The Creative Challenge
		Taking Creative Risks
		The Perpetual Debate: Creative versus Hard-Sell Advertising
		Creative Personnel
		The Creative Process
		Account Planning
		Inputs to the Creative Process: Preparation, Incubation, Illumination
		Inputs to the Creative Process: Verifi cation, Revision
		Creative Strategy Development
		Advertising Campaigns
		Creative Brief
		The Search for the Major Selling Idea
		Developing the Major Selling Idea
		Contemporary Approaches to the Big Idea
	9 CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION
		Appeals and Execution Styles
		Advertising Appeals
		Advertising Execution
		Creative Tactics
		Creative Tactics for Print Advertising
		Creative Tactics for Television
		Client Evaluation and Approval of Creative Work
		Guidelines for Evaluating Creative Output
	10 MEDIA PLANNING AND STRATEGY
		An Overview of Media Planning
		Some Basic Terms and Concepts
		The Media Plan
		Problems in Media Planning
		Developing the Media Plan
		Market Analysis and Target Market Identifi cation
		To Whom Shall We Advertise?
		What Internal and External Factors Are Operating?
		Where to Promote?
		Establishing Media Objectives
		Developing and Implementing Media Strategies
		The Media Mix
		Target Market Coverage
		Geographic Coverage
		Scheduling
		Reach versus Frequency
		Creative Aspects and Mood
		Flexibility
		Budget Considerations
		Evaluation and Follow-Up
		Characteristics of Media
		Appendix A: ASICS Media Flowchart
	11 EVALUATION OF MEDIA: TELEVISION AND RADIO
		Television
		Advantages of Television
		Limitations of Television
		Buying Television Time
		Network versus Spot
		Methods of Buying Time
		Selecting Time Periods and Programs
		Cable Television
		Measuring the TV Audience
		Radio
		Advantages of Radio
		Limitations of Radio
		Buying Radio Time
		Time Classifi cations
		Audience Information
	12 EVALUATION OF PRINT MEDIA
		The Role of Magazines and Newspapers
		Magazines
		Classifi cations of Magazines
		Advantages of Magazines
		Disadvantages of Magazines
		Magazine Circulation and Readership
		Audience Information and Research for Magazines
		Purchasing Magazine Advertising Space
		The Future for Magazines
		Newspapers
		Types of Newspapers
		Types of Newspaper Advertising
		Advantages of Newspapers
		Limitations of Newspapers
		The Newspaper Audience
		Purchasing Newspaper Space
		Newspaper Rates
		The Future for Newspapers
		Online Delivery
	13 SUPPORT MEDIA
		The Scope of the Support Media Industry
		Traditional Support Media
		Outdoor Advertising
		Alternative Out-of-Home Media
		In-Store Media
		Miscellaneous Outdoor Media
		Transit Advertising
		Measurement in Out-of-Home Media
		Promotional Products Marketing
		Advantages and Disadvantages of Promotional Products Marketing
		Measurement in Promotional Products Marketing
		Yellow Pages Advertising
		Other Traditional Support Media
		Advertising in Movie Theaters
		Nontraditional Support Media
		Branded Entertainment
		Guerrilla Marketing
		Miscellaneous Other Media
	14 DIRECT MARKETING
		Direct Marketing
		Defi ning Direct Marketing
		The Growth of Direct Marketing
		The Role of Direct Marketing in the IMC Program
		Direct-Marketing Objectives
		Developing a Database
		Direct-Marketing Strategies and Media
		Direct Selling
		Evaluating the Effectiveness of Direct Marketing
		Advantages and Disadvantages of Direct Marketing
	15 THE INTERNET AND INTERACTIVE MEDIA
		The Growth of the Internet
		Why the Rapid Adoption of the Internet?
		Web Objectives
		Developing and Maintaining a Website
		Communications Objectives
		E-Commerce
		The Internet and Integrated Marketing Communications
		Advertising on the Internet
		Sales Promotion on the Internet
		Personal Selling on the Internet
		Public Relations on the Internet
		Direct Marketing on the Internet
		Measuring Effectiveness of the Internet
		Audience Measures and Measures of Effectiveness
		Advantages and Disadvantages of the Internet
		Additional Interactive Media
		Mobile
	16 SALES PROMOTION
		The Scope and Role of Sales Promotion
		The Growth of Sales Promotion
		Reasons for the Increase in Sales Promotion
		Concerns about the Increased Role of Sales Promotion
		Consumer Franchise-Building versus Nonfranchise-Building Promotions
		Consumer-Oriented Sales Promotion
		Objectives of Consumer-Oriented Sales Promotion
		Consumer-Oriented Sales Promotion Techniques
		Sampling
		Couponing
		Premiums
		Contests and Sweepstakes
		Refunds and Rebates
		Bonus Packs
		Price-Off Deals
		Loyalty Programs
		Event Marketing
		Summary of Consumer-Oriented Promotions and Marketer Objectives
		Trade-Oriented Sales Promotion
		Objectives of Trade-Oriented Sales Promotion
		Types of Trade-Oriented Promotions
		Coordinating Sales Promotion with Advertising and Other IMC Tools
		Budget Allocation
		Coordination of Ad and Promotion Themes
		Media Support and Timing
		Sales Promotion Abuse
	17 PUBLIC RELATIONS, PUBLICITY, AND CORPORATE ADVERTISING
		Public Relations
		The Traditional Defi nition of PR
		The New Role of PR
		Integrating PR into the Promotional Mix
		Marketing Public Relations Functions
		The Process of Public Relations
		Determining and Evaluating Public Attitudes
		Establishing a PR Plan
		Developing and Executing the PR Program
		Advantages and Disadvantages of PR
		Measuring the Effectiveness of PR
		Publicity
		The Power of Publicity
		The Control and Dissemination of Publicity
		Advantages and Disadvantages of Publicity
		Measuring the Effectiveness of Publicity
		Corporate Advertising
		Objectives of Corporate Advertising
		Types of Corporate Advertising
		Advantages and Disadvantages of Corporate Advertising
		Measuring the Effectiveness of Corporate Advertising
Part Six Monitoring, Evaluation, and Control
	18 MEASURING THE EFFECTIVENESS OF THE PROMOTIONAL PROGRAM
		Arguments For and Against Measuring Effectiveness
		Reasons to Measure Effectiveness
		Reasons Not to Measure Effectiveness
		Conducting Research to Measure Advertising Effectiveness
		What to Test
		When to Test
		Where to Test
		How to Test
		The Testing Process
		Concept Generation and Testing
		Rough Art, Copy, and Commercial Testing
		Pretesting of Finished Ads
		Market Testing of Ads
		Establishing a Program for Measuring Advertising Effects
		Problems with Current Research Methods
		Essentials of Effective Testing
		Measuring the Effectiveness of Other Program Elements
		Measuring the Effectiveness of Sales Promotions
		Measuring the Effectiveness of Nontraditional Media
		Measuring the Effectiveness of Sponsorships
		Measuring the Effectiveness of Other IMC Program Elements
Part Seven Special Topics and Perspectives
	19 INTERNATIONAL ADVERTISING AND PROMOTION
		The Importance of International Markets
		The Role of International Advertising and Promotion
		The International Environment
		The Economic Environment
		The Demographic Environment
		The Cultural Environment
		The Political/Legal Environment
		Global versus Localized Advertising
		Advantages of Global Marketing and Advertising
		Problems with Global Advertising
		When Is Globalization Appropriate?
		Global Products, Local Messages
		Decision Areas in International Advertising
		Organizing for International Advertising
		Agency Selection
		Advertising Research
		Creative Decisions
		Media Selection
		The Roles of Other Promotional Mix Elements in International Marketing
		Sales Promotion
		Public Relations
		Digital Media
	20 REGULATION OF ADVERTISING AND PROMOTION
		Self-Regulation
		Self-Regulation by Advertisers and Agencies
		Self-Regulation by Trade Associations
		Self-Regulation by Businesses
		The National Advertising Review Council and the NAD/NARB
		Self-Regulation by Media
		Appraising Self-Regulation
		Federal Regulation of Advertising
		Advertising and the First Amendment
		Background on Federal Regulation of Advertising
		The Federal Trade Commission
		The Concept of Unfairness
		Deceptive Advertising
		The FTC’s Handling of Deceptive Advertising Cases
		Developments in Federal Regulation by the FTC
		Additional Federal Regulatory Agencies
		The Lanham Act
		State Regulation
		Regulation of Other Promotional Areas
		Sales Promotion
		Marketing on the Internet
	21 EVALUATING THE SOCIAL, ETHICAL, AND ECONOMIC ASPECTS OF ADVERTISING AND PROMOTION
		Advertising and Promotion Ethics
		Social and Ethical Criticisms of Advertising
		Advertising as Untruthful or Deceptive
		Advertising as Offensive or in Bad Taste
		Advertising and Children
		Social and Cultural Consequences
		Summarizing Social Effects
		Economic Effects of Advertising
		Effects on Consumer Choice
		Effects on Competition
		Effects on Product Costs and Prices
		Summarizing Economic Effects
	22 PERSONAL SELLING (ONLINE)
Glossary of Advertising and Promotion Terms
Endnotes
Credits and Acknowledgments
Name and Company Index
Subject Index