Advertising, promotion and other spects of integrated marketing communications

Title Page
Copyright Page
Dedication
Brief Contents
Contents
Preface
About the Authors
Part 1: The Practice and Environment of Integrated Marketing Communications (IMC)
	Chapter 1: An Overview of Integrated Marketing Communications
		Marcom Insight: Checking in with Mobile Apps: The Creative Use of Geo-Fencing and Geo-Conquesting
		Introduction
		Marketing Communications Objectives and Terminology
		Promotional Mix Elements
		The Primary Tools of Marketing Communications
		The Integration of Marketing Communications
			Why Integrate?
			IMC Practices and Synergy
			Definition of IMC
		Key IMC Features
			Key Feature #1: IMC Should Begin with the Customer or Prospect
			Key Feature #2: Use Any Form of Relevant Contact
			Key Feature #3: Speak with a Single Voice
			Key Feature #4: Build Relationships Rather Than Engage in Flings
			Key Element #5: Don’t Lose Focus of the Ultimate Objective: Affect Behavior
			Obstacles to Implementing the Key IMC Features
		The Marketing Communications Decision-Making Process
			Fundamental Marcom Decisions
			Marcom Implementation Decisions
			Marcom Outcomes
			Program Evaluation
		Summary
		Appendix
		Discussion Questions
	Chapter 2: Enhancing Brand Equity and Accountability
		Marcom Insight: Are There Too Many Social Media Brands?
		Introduction
		Brand Equity
			A Firm-Based Perspective on Brand Equity
			Brand Equity Models
			Relationships among Brand Concepts, Brand Equity, and Brand Loyalty
			Strategies to Enhance Brand Equity
			What Benefits Result from Enhancing Brand Equity?
			Characteristics of World-Class Brands
		Affecting Behavior and Achieving Marcom Accountability
			Difficulty of Measuring Marcom Effectiveness
			Assessing Effects with Marketing Mix Modeling
		Summary
		Discussion Questions
	Chapter 3: Brand Adoption, Brand Naming, and Intellectual Property Issues
		Marcom Insight: Goodwill Boutiques: Thrifty Brand Takes Off
		Introduction
		Marcom and Brand Adoption
			Brand Characteristics That Facilitate Adoption
			Quantifying the Adoption-Influencing Characteristics
		Brand Naming
			What Constitutes a Good Brand Name?
			The Brand-Naming Process
			The Role of Logos
		Intellectual Property
			Patents
			Copyrights
			Trademarks
		Summary
		Discussion Questions
	Chapter 4: Environmental, Regulatory, and Ethical Issues
		Marcom Insight: Graphic Visual Tobacco Warnings in the United States
		Introduction
		Environmental Marketing Communications
			Green Marketing Initiatives
			Social Media Campaigns
			Guidelines for Green Marketing
		Regulation of Marketing Communications
			When Is Regulation Justified?
			Regulation by Federal Agencies
			False Advertising and Lanham Act Cases in Federal Court
			Regulation by State Agencies
			Advertising Self-Regulation
		Ethical Issues in Marketing Communications
			The Ethics of Targeting
			Ethical Issues in Advertising
			Ethical Issues in Public Relations and Product Placement
			Ethical Issues in Packaging and Branding
			Ethical Issues in Sales Promotions
			Ethical Issues in Online and Social Media Marketing
			Fostering Ethical Marketing Communications
		Summary
		Discussion Questions
Part 2: Fundamental IMC Planning and Decisions
	Chapter 5: Segmentation, Targeting, and Positioning
		Marcom Insight: Positioning and “McBucks”: Should McDonald’s Try to Become Starbucks?
		Introduction
		Segments and the Market Segmentation Process
		Segmentation Bases: Behavioral Segmentation
			Online Behavioral Targeting
			Privacy Concerns
		Psychographic Segmentation
			Customized Psychographic Profiles
			General Purpose Psychographic Profiles
		Geodemographic Segmentation
		Demographic Segmentation
			The Changing Age Structure
			The Ever-Changing American Household
			Ethnic Population Developments
		Market Targeting
		Market Positioning in Practice: The Fundamentals
			Benefit Positioning
			Attribute Positioning
			Repositioning a Brand
			Marketing Mix Development
		Summary
		Discussion Questions
	Chapter 6: The Communications Process and Consumer Behavior
		Marcom Insight: Everyday Consumer Habits Helping the World
		The Communications Process
			Elements in the Communication Process
		Marketing Communication and Meaning
			The Meaning of Meaning
			The Dimensions of Meaning
			Meaning Transfer: From Culture to Object to Consumer
			The Use of Figurative Language in Marketing Communications
		Behavioral Foundations of Marketing Communications
			The Consumer Processing Model (CPM)
			The Hedonic, Experiential Model (HEM)
		Summary
		Discussion Questions
	Chapter 7: The Role of Persuasion in Integrated Marketing Communications
		Marcom Insight: Can We Be Persuaded to Overcome Bad Habits? The Cell-Free Club
		The Nature and Role of Attitudes
			What Is an Attitude?
			Using Attitudes to Predict Behavior
		Persuasion in Marketing Communications
			The Ethics of Persuasion
		Tools of Influence: The Persuader’s Perspective
			Reciprocation
			Commitment and Consistency
			Social Proof
			Liking
			Authority
			Scarcity
		The Influence Process: The Persuadee’s Perspective
			Message Arguments
			Peripheral Cues
			Communication Modality
			Receiver Involvement
			Receiver’s Initial Position
		An Integrated Model of Persuasion
			The Central Route
			The Peripheral Route
			Dual Routes
		Enhancing Consumers’ Motivation, Ability, and pportunity to Process Advertisements
			Motivation to Attend to Messages
			Motivation to Process Messages
			Opportunity to Encode Information
			Opportunity to Reduce Processing Time
			Ability to Access Knowledge Structures
			Ability to Create Knowledge Structures
			Section Summary
		The Theory of Reasoned Action (Tora)
			Attitude Change Strategies
		Changing Preferences and Behavioral Modification Strategies
		Summary
		Discussion Questions
	Chapter 8: Objective Setting and Budgeting
		Marcom Insight: The Gecko, Flo, Mayhem, Magic Jingles, and the Insurance Industry Ad Brawl
		Introduction
			Setting Marcom Objectives
			The Hierarchy of Marcom Effects
			The Integrated Information Response Model
			Section Summary
			Requirements for Setting Suitable Marcom Objectives
			Should Marcom Objectives Be Stated in Terms of Sales?
		Marcom Budgeting
			Budgeting in Theory
			Budgeting in Practice
			Section Summary
		Summary
		Discussion Questions
Part 3: Advertising Management and Media Choices
	Chapter 9: Overview of Advertising Management
		Marcom Insight: The Story of “Mad Man,” the “Elvis of Advertising”
		Introduction
		The Magnitude of Advertising
			Advertising-to-Sales Ratios
			Advertising Effects Are Uncertain
		Advertising’s Effect on the Economy
			Advertising = Market Power
			Advertising = Information
			A Synthesis
		Advertising Functions
			Informing
			Influencing
			Reminding and Increasing Salience
			Adding Value
			Assisting Other Company Efforts
		The Advertising Management Process
			Managing the Advertising Process: The Client Perspective
			The Role of Advertising Agencies
			Agency Compensation
		Ad-Investment Considerations
			The Case for Investing in Advertising
			The Case for Disinvesting
			Which Position Is More Acceptable?
		Summary
		Discussion Questions
	Chapter 10: Effective and Creative Ad Messages
		Marcom Insight: Perhaps the Greatest TV Commercial of All Time
		Introduction
		Suggestions for Creating Effective Advertising
		Qualities of Successful Advertising
		What Exactly Does Being “Creative” and “Effective” Mean?
			Creativity: The CAN Elements
			Getting Messages to “Stick”
			Illustrations of Creative and Sticky Advertising Executions
		Making an Impression
		Advertising Plans and Strategy
			A Five-Step Program
		Constructing a Creative Brief
			Advertising Objectives
			Target Audience
			Motivations, Thoughts, and Feelings
			Brand Positioning and Personality
			Primary Outcome or “Take Away”
			Other Details and Mandatories
		Means-End Chaining and Laddering
			The Nature of Values
			Which Values Are Most Relevant to Advertising?
			Advertising Applications of Means-End Chains: The MECCAS Model
			Identifying Means-End Chains: The Method of Laddering
			Practical Issues in Identifying  Means-End Chains
		Alternative Styles of Creative Advertising
			Generic Creative Style
			Preemptive Creative Style
			Unique Selling Proposition Creative Style
			Brand Image Creative Style
			Resonance Creative Style
			Emotional Creative Style
			Section Summary
		Corporate Image and Corporate Issue Advertising
			Corporate Image Advertising
			Corporate Issue (Advocacy) Advertising
		Summary
		Discussion Questions
	Chapter 11: Endorsers and Message Appeals in Advertising
		Marcom Insight: When Celebrity Endorsers Go Bad
		Introduction
		The Role of Celebrity Endorsers in Advertising
		Source Attributes and Receiver Processing Modes
			Credibility: The Process of Internalization
			Attractiveness: The Process of Identification
			Power: The Process of Compliance
			Practical Issues in Selecting Celebrity Endorsers
			The Role of Q Scores
		The Role of Humor in Advertising
		Appeals to Consumer Fears
			Fear Appeal Logic
			Appropriate Intensity
		The Related Case of Appeals to Scarcity
		Appeals to Consumer Guilt
		The Use of Sex in Advertising
			What Role Does Sex Play in Advertising?
			The Potential Downside of Sex Appeals in Advertising
		Subliminal Messages and Symbolic Embeds
			Why It Is Unlikely That Subliminal Advertising Works
		The Functions of Music In Advertising
		The Role of Comparative Advertising
			Is Comparative Advertising More Effective?
			Considerations Dictating the Use of Comparative Advertising
		Summary
		Discussion Questions
	Chapter 12: Traditional Advertising Media
		Marcom Insight: Has Traditional Advertising Media Lost Its Effectiveness? The Rise of Cord Cutting, Ad Blocking, and the Video Streaming Revolution
		Introduction
			Some Preliminary Comments
		Newspapers
			Buying Newspaper Space
			Newspaper Advertising’s Strengths and Limitations
		Magazines
			Buying Magazine Space
			Magazine Advertising’s Strengths and Limitations
			Magazine Audience Measurement
			Using Simmons and MRI Reports
			Customized Magazines
		Radio
			Buying Radio Time
			Radio Advertising’s Strengths and Limitations
			Radio Audience Measurement
		Television
			Television Programming Dayparts
			Network, Spot, Syndicated, Cable, and Local Advertising
			Television Advertising’s Strengths and Limitations
			Infomercials
			Brand Placements in Television Programs
			Recent Developments in TV Advertising
			Television Audience Measurement
		Summary
		Discussion Questions
	Chapter 13: Digital Media: Online, Mobile, and App Advertising
		Marcom Insight: Mobile Headache? The Excitement and Challenges of Mobile Advertising
		Introduction
			Online Advertising: Benefits and Costs
			The Online Advertising Process
			Online Advertising Formats
		Search Engine Advertising
			Purchasing Keywords and Selecting Content-Oriented Websites
			SEA Problems and Suggestions
		Display Advertising
			Static Banner Ads
			Click-Through Rates
			Standardization of Display Ad Sizes
		Rich Media: Pop-Ups, Interstitials, Superstitials, and Online Video Ads
			Online Video Ads
			Mobile Advertising and Apps
			App Advertising
		Websites and Sponsored Sites
		Blogs and Podcasts
			Blogs
			Podcasts
		E-Mail Advertising
			Opt-in E-Mailing versus Spam
			E-Mail Magazines (E-zines)
		Behavioral Targeting, Programmatic Advertising, and Privacy Issues
			Behavioral Targeting
			Programmatic Ads
			Consumer Privacy
		Measuring Online Ad Effectiveness
			Metrics for Measuring Online Ad Performance
		Summary
		Discussion Questions
	Chapter 14: Social Media
		Marcom Insight: Is Facebook Becoming Passé? Or Are We Hopelessly Addicted?
		Introduction
		Social Media Background and Landscape
			Comparisons with Traditional Media
		Social Media Advantages and Disadvantages
		Social Media Categories and Brands
		Social Networking
			Facebook
			Twitter
			Instagram
			Snapchat
		Successful Social Media Campaigns
			Common Objectives and Themes for These Successful Social Media Campaigns
			Factors That “Work” in Social Media Campaigns and Why
		Organizing Social Media Efforts
		How to Advertise on Social Networks
		Privacy and Other Concerns
			Other Social Media Network Concerns
		Measurement of Social Media Campaigns
		Summary
		Discussion Questions
	Chapter 15: Direct Marketing, CRM, and Other Media
		Marcom Insight: During Tough Times, Flex Seal and ShamWow March On
		Introduction
		Direct Marketing
			Direct Marketing’s Phenomenal Growth
		Direct-Response Advertising
		Direct Mail
			Illustrations of Successful Direct-Mail Campaigns
			Direct Mail’s Distinctive Features
			Who Uses Direct Mail and What Functions Does It Accomplish?
			The Special Case of Catalogs and Video Media
			CRM and the Use of Databases
		Outbound and Inbound Telemarketing
			Outbound Telemarketing
			Inbound Telemarketing
			Major Telemarketing Regulation
		Other Media
		Brand Placements
			Brand Placements in Movies
			Brand Placements in TV Programs
		Yellow-Pages Advertising
		Video-Game Advertising
			Measuring Video-Game Audiences
		Cinema Advertising
		Alternative Advertising Media
		Summary
		Discussion Questions
	Chapter 16: Media Planning and Analysis
		Marcom Insight: Is Super Bowl Advertising Worth the Expense?
		Introduction
			Some Useful Terminology: Media versus Vehicles
			Messages and Media: A Hand-in-Glove Relation
			Programmatic Ad Buying
			Cross-Media Platforms
			Selecting and Buying Media and Vehicles
		The Media-Planning Process
		Selecting the Target Audience
		Specifying Media Objectives
			Reach
			Frequency
			Weight
			Continuity
			Recency Planning (a.k.a. the Shelf-Space Model)
			Cost Considerations
			The Necessity of Making Trade-Offs
		Media-Scheduling Software
			Hypothetical Illustration: A One-Month Magazine Schedule for the Esuvee Safety Campaign
		Review of Media Plans
			The Diet Dr Pepper Plan
			The FDA’s “The Real Cost” Campaign
		Summary
		Discussion Questions
	Chapter 17: Measuring Ad Message Effectiveness
		Marcom Insight: Lessons in Ad Copy Testing and Track-ing: The National Youth Anti-Drug Media Campaign
		Introduction to Advertising Research
			It Is Not Easy or Inexpensive
			Testing TV Commercials in Prefinished (Rough) Form
			What Does Advertising Research Involve?
			Industry Standards for Message Research
			What Do Brand Managers and Ad Agencies Want to Learn from Message Research?
		Two General Forms of Message Research
			Qualitative Message Research
			Quantitative Message Research
		Measures of Recognition and Recall
			Starch Ad Readership Studies
			Bruzzone Tests
			Day-After Recall Testing
		Measurement of Emotional Reactions
			BBDO’s Emotional Measurement System
			Facial Imaging Technology
			Neuroscience and Brain Imaging
			Self-Report Measurement
			Physiological Testing and Biometrics
		Measures of Persuasion
			The Ipsos ASI: Connect® Method
			The Ipsos ASI Next*TV® Method
			The MSW*ARS Brand Preference Method
		Measures of Sales Response (Single-Source Systems)
			Nielsen Catalina’s Advantics on Demand
		Some Major Conclusions about Television Advertising
			Conclusion 1—All Commercials Are Not Created Equal: Ad Copy Must Be Distinctive
			Conclusion 2—More Is Not Necessarily Better: Weight Is Not Enough
			Conclusion 3—All Good Things Must End: Advertising Eventually Wears Out
			Conclusion 4—Do Not Be Stubborn: Advertising Works Quickly or Not at All
		Summary
		Discussion Questions
Part 4: Sales Promotion Management
	Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
		Marcom Insight: The Latest in Trade Promotions: New Thinking and Old Ways
		Introduction
			The Nature of Sales Promotion
			Promotion Targets
		Increased Budgetary Allocations to Promotions
			Factors Accounting for the Shift
			A Consequence of the Increase: A Shift in Accounting Rules
		What Are Sales Promotions’ Capabilities and Limitations?
			What Promotions Can Accomplish
			What Promotions Cannot Accomplish
			Problems with an Excessive Emphasis on Sales Promotion
		The Role of Trade Promotions
			Trade Promotions’ Scope and Objectives
			Ingredients for a Successful Trade Promotion Program
		Trade Allowances
			Major Forms of Trade Allowances
			Undesirable Consequences of Off-Invoice Allowances: Forward Buying and Diverting
		Efforts to Rectify Trade Allowance Problems
			Category Management
			Everyday Low Pricing (EDLP)
			Pay-for-Performance Programs
			Customizing Promotions: Account-Specific Marketing
			Other Forms of Trade Promotions
		Generalizations about Promotions
			Generalization 1: Temporary Retail Price Reductions  Substantially Increase Sales—But Only in the Short Term
			Generalization 2: The Greater the Frequency of Deals, the Lower the Height of the Deal Spike
			Generalization 3: The Frequency of Deals Changes the Consumer’s Reference Price
			Generalization 4: Retailers Pass through Less Than 100 Percent of Trade Deals
			Generalization 5: Higher-Market-share brands Are less deal elastic
			Generalization 6: Advertised promotions Can result in increased store Traffic
			Generalization 7: Feature advertising and displays operate synergistically to influence sales of discounted brands
			Generalization 8: Promotions in one product category affect sales of brands in complementary and competitive categories
			Generalization 9: The effects of promoting higher- and lower-quality brands Are asymmetric
		Summary
		Discussion Questions
	Chapter 19: Consumer Sales Promotion: Sampling and Couponing
		Marcom Insight: Groupon: Is the “New” Model for Couponing Still Working?
		Introduction
			Why Use Consumer Promotions?
			Brand Management Objectives and Consumer Rewards
			Classification of Promotion Methods
		Sampling
			Major Sampling Practices
			When Should Sampling Be Used?
			Sampling Problems
		Couponing
			Couponing Background
			Point-of-Purchase Couponing
			Mail- and Media-Delivered Coupons
			In- and On-Pack Coupons
			Online and Social Group Couponing
			The Coupon Redemption Process and Misredemption
		The Role of Promotion Agencies
			The Rise of the Online Promotion Agency
		Summary
		Discussion Questions
	Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
		Marcom Insight: Whopper Sacrifice: is an Online Premium Offer Worth 10 Friends?
		Introduction
		Premiums
			Free-with-Purchase Premiums
			Mail-In and Online Offers
			In-, On-, and Near-Pack Premiums
			Self-Liquidating Offers
			What Makes a Good Premium Offer?
		Price-Offs
			Federal Trade Commission Price-Off Regulations
		Bonus Packs
		Games
			Avoiding Snafus
		Refunds and Rebates
			Phantom Discounts
			Rebate Fraud
		Sweepstakes and Contests
			Sweepstakes
			Contests
			Online Sweeps and Contests
		Continuity Promotions
		Overlay and Tie-In Promotions
			Overlay Programs
			Tie-In Promotions
		Retailer Promotions
			Retail Coupons
			Frequent-Shopper (Loyalty) Programs
			Special Price Deals
			Samples, Premiums, and Games
		Evaluating Sales Promotion Ideas
			A Procedure for Evaluating Promotion Ideas
			Postmortem Analysis
		Summary
		Discussion Questions
Part 5: Other IMC Tools
	Chapter 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships
		Marcom Insight: Rats and False Eight-Legged Chicken Rumors: KFC/Taco Bell Restaurants
		Introduction
			Marketing Public Relations (MPR) versus Advertising
		Proactive versus Reactive Mpr
			Proactive MPR
			Content Marketing
			Reactive MPR
			Crisis Management
		The Special Case of Rumors and Urban Legends
			What Is the Best Way to Handle a Rumor?
		Word-of-Mouth Influence
			Strong and Weak Ties
			The Role of Opinion Leaders in WOM Dissemination
			Prevent Negative WOM
		Viral Marketing
			Viral Marketing Is Akin to Creating an Epidemic
			Some Anecdotal Evidence
			Formal Perspectives on Buzz Creation
			Igniting Explosive Self-Generating Demand
			Summing Up
		Sponsorship Marketing
		Event Sponsorships
			Selecting Sponsorship Events
			Sponsorship Agreements
			Creating Customized Events
			Ambushing Events
			Measuring Success
		Cause Sponsorships
			The Benefits of Cause-Related Marketing
			The Importance of Fit and Community-Driven CRM Efforts
			Accountability Is Critical
		Summary
		Discussion Questions
	Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
		Marcom Insight: The “Appification” of Grocery Shopping
		Introduction
		Packaging
			Packaging Structure
			Evaluating the Package: The VIEW Model
			Quantifying the VIEW Components
			Designing a Package
		Point-of-Purchase (POP) Communications
			The Spectrum of POP Materials
			What Does POP Accomplish?
			POP’s Influence on Consumer Behavior
			Evidence of In-Store Decision Making
			Evidence of Display Effectiveness
			Latest POPAI Research
			The Use and Nonuse of POP Materials
			Measuring In-Store Advertising’s Audience
		On-Premise Business Signage
			Types of On-Premise Signs
			The ABCs of On-Premise Signs
			Seek Expert Assistance
		Out-of-Home (OOH, Off-Premise) Advertising
			Forms of Billboard Ads
			Buying Billboard Advertising
			Billboard Advertising’s Strengths and Limitations
			Measuring Billboard Audience Size and Characteristics: OAAA’s Geopath Ratings
			A Case Study of Billboard Effectiveness
			Other Forms of OOH Advertising
		Summary
		Discussion Questions
	Chapter 23: Personal Selling
		Marcom Insight: What Qualities Are Liked and Disliked in a Salesperson?
		Introduction
		Personal Selling
			Personal Selling’s Role in the Promotion Mix and IMC
			Attitudes Toward Selling
			Attractive Features of Personal Selling
		Modern Selling Philosophy
		Selling Activities and Types of Personal-Selling Jobs
			Selling Activities
			Types of Sales Jobs
		The Basic Steps in Personal Selling
			Step 1: Prospecting and Qualifying
			Step 2: Preapproach
			Step 3: Approach
			Step 4: The Sales Presentation
			Step 5: Handling Objections
			Step 6: The Close
			Step 7: The Follow-Up
			In Summary
		Salesperson Performance and Effectiveness
			Specific Determinants of Salesperson Performance
		Excellence in Selling
			Specific Characteristics of High-Performers
		Summary
		Discussion Questions
Glossary
End Notes
Name Index
Subject Index