CIM Coursebook 05 06 Marketing Communications (CIM Coursebook) (CIM Coursebook)

Cover......Page 1
Marketing Communications......Page 2
Contents......Page 6
Support......Page 8
An introduction from the academic development advisor......Page 9
How to use these coursebooks......Page 10
Using MarketingOnline......Page 11
Introduction to marketing communications......Page 12
Introduction to the coursebook......Page 13
The communications process......Page 14
Personal influences (Syllabus 1.1)......Page 17
Word-of-mouth communications (Syllabus 1.1)......Page 20
How does marketing communications work?......Page 21
Perception......Page 23
Attitudes......Page 25
Problem recognition......Page 28
Evaluation of alternatives......Page 29
Post-purchase evaluation......Page 30
Limited problem-solving......Page 31
Organizational purchasing......Page 32
Perceived risk......Page 33
Communication appeals (Syllabus 2.8)......Page 34
Likeability in communications (Syllabus 2.8)......Page 35
Ethics, corporate and social responsibility (Syllabus 1.5)......Page 36
Advertising to children......Page 38
Confusion pricing......Page 39
Further study......Page 41
Marketing communications mixes......Page 44
Communications mix elements (Syllabus 2.1)......Page 45
Co-ordinated marketing communications (Syllabus 2.2)......Page 48
The 4Cs Framework......Page 50
Advertising benefits......Page 51
Advertising objectives......Page 52
Advertising and the marketing mix......Page 54
Advertising campaign planning......Page 55
Sales promotions......Page 56
Sales promotions techniques......Page 57
Manufacturer to consumer sales promotions......Page 59
Public relations......Page 60
Aims and objectives of PR......Page 61
Public relations and attitude change......Page 62
Public relations techniques......Page 63
Internal PR......Page 64
Crisis management......Page 67
Direct and interactive marketing communications......Page 68
Database marketing......Page 69
Direct mail......Page 70
Some UK direct mail facts......Page 71
Direct response advertising......Page 72
Telemarketing......Page 73
The scope of telemarketing......Page 74
Sponsorship objectives......Page 75
Role of sponsorship......Page 76
Personal selling......Page 78
Sales force objectives......Page 79
The task of personal selling......Page 80
Opening and closing a sale......Page 81
Further study......Page 82
The marketing communications industry......Page 85
Agency structures......Page 86
Limited service agencies......Page 87
Agency selection criteria......Page 88
Managing the agency relationship......Page 89
The agency brief......Page 90
Agency pitching......Page 91
The development of multinational communications agencies (Syllabus 4.6)......Page 92
Local independent agencies......Page 93
Criteria to be considered when selecting an international agency......Page 94
Percentage of sales......Page 96
Percentage of anticipated turnover......Page 97
Share of Voice......Page 98
Experimentation......Page 100
Budgets for new products......Page 101
Controls and regulations (Syllabus 4.7)......Page 102
Advertising Standards Authority (ASA)......Page 103
Television and radio codes......Page 104
Legislation......Page 105
Further study......Page 106
Relationships and marketing communications......Page 109
Introduction......Page 110
From transactional to relationship marketing (Syllabus 4.1)......Page 111
The scope of marketing relationships (Syllabus 4.2)......Page 114
Planning for relationship marketing (Syllabus 4.3)......Page 116
Customer loyalty......Page 117
The key elements of relationship marketing......Page 119
A relationship based upon trust......Page 120
Customer retention management (Syllabus 2.12)......Page 121
Customer retention in business-to-consumer markets......Page 122
Customer retention in B2B markets......Page 123
Internal marketing communications (Syllabus 2.12)......Page 124
Culture and communication......Page 125
The relationship marketing plan......Page 126
Further study......Page 127
Marketing channels......Page 130
Channel structures (Syllabus 3.2)......Page 131
Membership: Independence and interdependence......Page 133
Vertical channel structures......Page 136
Internet and digital technologies to support marketing channels (Syllabus 3.5)......Page 137
Channel conflict (Syllabus 3.4)......Page 138
Domain differences......Page 139
Perceptions of reality......Page 140
Trust and commitment......Page 141
Strategy and direction......Page 142
Timing......Page 143
The promotional mix in the marketing channel (Syllabus 3.1)......Page 144
Key account management techniques to aid customer retention management (Syllabus 2.11)......Page 146
Trade promotions......Page 149
Further study......Page 151
Communication strategies and planning and the international context......Page 153
Introduction......Page 154
Pull strategy......Page 155
Frequency of purchase......Page 157
Consumer and B2B marketing communications......Page 158
The decision-making unit......Page 159
The need to create and reinforce awareness......Page 161
Push strategy......Page 162
Communications in marketing channel networks (Syllabus 3.1)......Page 163
Profile strategy......Page 164
Communications planning frameworks......Page 168
Planning and frameworks......Page 169
Marketing communications in international and global contexts (Syllabus 4.4, 4.6)......Page 170
The trend towards globalization......Page 171
Multinational versus global marketing......Page 172
The forces of internationalization......Page 173
The forces restraining standardization......Page 174
The development of global brands......Page 175
Global marketing communications......Page 176
Standardized marketing communications......Page 177
Understanding the international consumer......Page 178
Culture and tradition......Page 179
Media availability and usage......Page 180
Further study......Page 181
Media, creativity and product support......Page 183
Media characteristics (Syllabus 2.6)......Page 184
Frequency......Page 186
Media consumption......Page 188
Marketing flexibility......Page 189
Cost per thousand......Page 190
Gross rating points......Page 191
Initial stimulus......Page 192
The Internet......Page 193
Interactive strategies......Page 195
Interactive TV......Page 196
Media directions......Page 197
Creativity in communications (Syllabus 2.8)......Page 198
The creative process......Page 199
Marketing communications and brand development (Syllabus 2.12)......Page 200
Maintaining market share (Syllabus 2.12)......Page 201
Further study......Page 203
Evaluating communications effectiveness......Page 205
Evaluating co-ordinated marketing communications (Syllabus 2.5)......Page 206
Pre-testing......Page 209
Tracking studies......Page 210
Evaluation of sales promotions (Syllabus 2.16)......Page 211
Evaluation of PR (Syllabus 2.16)......Page 212
Evaluation of direct and interactive marketing communications (Syllabus 2.16)......Page 213
Evaluation of sponsorship (Syllabus 2.16)......Page 214
Brand evaluation (Syllabus 2.4, 2.5, 2.12)......Page 215
Further study......Page 216
Preparing for your examination......Page 218
A bit about the Senior Examiners!......Page 219
Structure/content......Page 220
Format of answers......Page 221
Your approach to mini-cases......Page 222
Specimen examination papers and answers......Page 223
Memory......Page 224
Revision planning......Page 225
Practical actions......Page 228
Introduction – the basis to the assignments and the integrative project......Page 230
Optional questions......Page 231
Element 1 – Understanding customer dynamics......Page 233
Element 2 – Co-ordinated marketing communications......Page 234
Element 4 – Relationship management......Page 235
Assignment regulations......Page 236
Submission of assignments/integrative project......Page 237
Debriefing Activity 1.6......Page 239
Debriefing Activity 1.15......Page 240
Debriefing Activity 2.2......Page 241
Debriefing Activity 2.8......Page 242
Debriefing Case study 2.1......Page 243
Debriefing Activity 2.10......Page 244
Debriefing Activity 3.2......Page 245
Debriefing Activity 3.8......Page 246
Debriefing Question 3.2......Page 247
Debriefing Activity 4.5......Page 248
Debriefing Activity 5.1......Page 249
Debriefing Activity 5.5......Page 250
Debriefing Activity 5.11......Page 251
Debriefing Activity 6.3......Page 252
Debriefing Activity 6.7......Page 253
Debriefing Activity 6.16......Page 254
Debriefing Activity 7.3......Page 255
Debriefing Question 8.2......Page 256
MARKETING COMMUNICATIONS ASSIGNMENTS......Page 257
Assessment criteria......Page 258
Characteristics of stronger answers......Page 259
Assessment criteria......Page 260
Characteristics of weaker answers......Page 261
Question 3 - Commentary......Page 262
Question No. 4 - Option - (25 per cent weighting) Messages and media......Page 263
Characteristics of stronger answers......Page 264
Assessment criteria......Page 265
Some general points......Page 266
Conclusion......Page 267
Introduction......Page 268
Section A......Page 269
Commentary on answers to Question 1......Page 270
Commentary on answers to Question 2......Page 271
Commentary on answers to Question 3......Page 272
Commentary on answers to Question 4......Page 273
The future......Page 274
past examination papers and examiners’ reports......Page 275
Learning outcomes......Page 306
Element 2: Co-ordinated marketing communications (50 per cent)......Page 307
Element 4: Relationship management (15 per cent)......Page 308
Supplementary Readings......Page 309
Websites......Page 310
Syllabus content......Page 311
Element 4: Marketing relationships (15 per cent)......Page 312
Marketing journals......Page 313
Websites......Page 314