Integrated Advertising, Promotion, and Marketing Communications

Cover ......Page 1
Half Title Page......Page 4
Title Page......Page 6
Copyright Page......Page 7
Dedication Page......Page 8
Brief Contents ......Page 10
Contents ......Page 11
Preface ......Page 18
 Chapter 1 Integrated Marketing Communications ......Page 23
  The Nature of Communication ......Page 24
  Integrated Marketing Communications ......Page 26
   An Integrated Marketing Communications Plan ......Page 27
   Emphasis on Accountability and Measurable Results ......Page 28
   Integration of Media Platforms ......Page 29
   Changes in Channel Power ......Page 30
   Increases in Global Competition ......Page 31
   Emphasis on Customer Engagement ......Page 32
  IMC Components and the Design of this Text......Page 33
   Advertising ......Page 34
   Integration ......Page 35
  International Implications ......Page 36
 Chapter 2 Brand Management ......Page 43
  Corporate and Brand Image ......Page 44
   Components of Brand Image ......Page 45
   The Role of Brand Image—Consumer Perspective......Page 46
   The Role of Brand Image—Company Perspective......Page 48
  Brand Names and Brand Types ......Page 49
   Flanker Brands ......Page 51
   Co-Branding......Page 52
  Brand Logos ......Page 53
   Creating the Right Brand Image ......Page 55
   Rejuvenating a Brand’s Image ......Page 56
   Changing a Brand’s Image ......Page 57
  Developing and Building Powerful Brands ......Page 58
   Brand Loyalty ......Page 60
   Brand Equity ......Page 61
   Measuring Brand Equity ......Page 62
  Private Brands ......Page 63
   Advantages to Retailers ......Page 64
  Packaging ......Page 65
   Labels ......Page 66
   Ethical Issues in Brand Management ......Page 67
  International Implications ......Page 68
 Chapter 3 Buyer Behaviors ......Page 75
  Information Searches and the Consumer Purchasing Process ......Page 76
   External Search ......Page 77
   Consumer Attitudes ......Page 80
   Consumer Values ......Page 82
   Cognitive Mapping ......Page 83
   The Evoked Set Method ......Page 86
   The Multiattribute Approach ......Page 88
   Affect Referral ......Page 89
   Age Complexity ......Page 90
   Gender Complexity ......Page 91
   Communication Revolution ......Page 92
   Health Emphasis ......Page 93
  Business-to-business Buyer Behaviors and Influences ......Page 94
   Individual Factors ......Page 95
  Types of Business-to-business Sales ......Page 98
   Establishment of Specifications ......Page 100
   Postpurchase Evaluation ......Page 101
   Spin-off Sales ......Page 102
   Marketing Decisions ......Page 103
  International Implications ......Page 104
 Chapter 4 The IMC Planning Process......Page 111
  Communications Research ......Page 113
  Market Segmentation by Consumer Groups ......Page 114
   Segments Based on Demographics ......Page 115
   Psychographics ......Page 120
   Segments Based on Generations ......Page 121
   Geodemographic Segmentation ......Page 122
   Usage Segmentation ......Page 123
  Business-to-Business Market Segmentation......Page 124
   Segmentation by Geographic Location ......Page 125
  Product Positioning ......Page 126
   Approaches to Positioning ......Page 127
  Marketing Communications Objectives ......Page 129
   Meet the Competition ......Page 130
   Quantitative Models ......Page 131
   Communications Schedules ......Page 132
   International Implications ......Page 133
  Integrated Campaigns in Action ......Page 135
 Chapter 5 Advertising Campaign Management ......Page 143
   Hierarchy of Effects ......Page 145
   Means–End Theory......Page 147
   Verbal and Visual Images ......Page 148
  The Impact of Advertising Expenditures ......Page 150
   Threshold Effects ......Page 151
   Decay Effects ......Page 152
  In-House Versus External Advertising Agencies......Page 153
   Budget Allocation Considerations ......Page 154
   Crowdsourcing ......Page 155
   Selection Criteria ......Page 156
   Creative Pitch ......Page 158
   Traffic Managers ......Page 159
   Advertising Goals ......Page 160
   Media Selection ......Page 161
   Consistency ......Page 163
  The Creative Brief ......Page 164
   The Message Theme ......Page 165
   The Constraints ......Page 166
  International Implications ......Page 167
 Chapter 6 Advertising Design ......Page 175
  Message Strategies ......Page 177
   Cognitive Message Strategies ......Page 178
   Affective Message Strategies ......Page 180
   Conative Message Strategy ......Page 181
  Types of Advertising Appeals ......Page 182
   Fear Appeals ......Page 183
   Humor Appeals ......Page 185
   Sex Appeals ......Page 186
   Music Appeals ......Page 188
   Emotional Appeals ......Page 190
   Animation Executions ......Page 192
   Storytelling Executions ......Page 193
   Authoritative Executions ......Page 194
   Informative Executions ......Page 195
   Celebrity Spokespersons ......Page 196
   Source Characteristics ......Page 198
   Matching Source Types and Characteristics ......Page 201
   International Implications ......Page 202
 Chapter 7 Traditional Media Channels ......Page 209
  The Media Strategy ......Page 210
   Media Planners ......Page 211
   Media Buyers ......Page 212
   Opportunities to See ......Page 213
   Cost ......Page 214
   Ratings and Cost per Rating Point ......Page 215
  Achieving Advertising Objectives ......Page 216
   Effective Reach and Frequency ......Page 217
   Brand Recognition ......Page 218
   Television ......Page 219
   Radio ......Page 226
   Out-of-Home Advertising......Page 227
   Magazines ......Page 229
   Newspapers ......Page 231
  Media Mix ......Page 232
  Media Selection in Business-to-Business Markets......Page 233
   International Implications ......Page 235
  Integrated Campaigns in Action ......Page 236
 Chapter 8 Digital Marketing ......Page 243
  Digital Marketing ......Page 244
  Web 4.0 ......Page 245
  E-Commerce......Page 246
  Mobile Marketing ......Page 251
   Interactive Marketing ......Page 253
   Content Marketing and Native Advertising ......Page 254
   Location-Based Advertising......Page 256
   Remarketing ......Page 258
   Behavioral Targeting ......Page 259
   Blogs and Newsletters ......Page 260
   Email Marketing ......Page 261
   Banner Advertising ......Page 263
   Impact of Online Advertising ......Page 264
  Search Engine Optimization (SEO)......Page 265
   Communication Issues ......Page 267
   Technology Issues ......Page 268
 Chapter 9 Social Media ......Page 275
   Facebook ......Page 277
   Instagram ......Page 278
   Twitter ......Page 280
   YouTube......Page 281
  Social Media Marketing ......Page 283
  Social Media Marketing Strategies ......Page 286
   Content Seeding ......Page 287
   Real-Time Marketing......Page 288
   Video Marketing ......Page 289
   Influencer Marketing ......Page 290
   Interactive Blogs ......Page 291
   Consumer-Generated Reviews......Page 292
   Viral Marketing ......Page 293
   Following Brands on Social Media ......Page 294
  International Implications ......Page 295
 Chapter 10 Alternative Marketing ......Page 301
  Alternative Marketing Programs ......Page 302
   Sponsored Consumers ......Page 303
   Buzz Marketing Stages ......Page 305
   Stealth Marketing ......Page 306
   Guerrilla Marketing ......Page 307
   Experiential Marketing ......Page 309
   Product Placements ......Page 310
   Branded Entertainment ......Page 311
   Achieving Success ......Page 312
   Video Game Advertising ......Page 313
   Other Alternative Media ......Page 315
   In-Store Marketing Tactics......Page 316
   Point-of-Purchase Marketing......Page 317
   Designing Effective Point-of-Purchase Displays......Page 318
  Brand Communities ......Page 319
  Integrated Campaigns in Action ......Page 321
 Chapter 11 Database and Direct Response Marketing and Personal Selling ......Page 329
  Database Marketing ......Page 330
   Purchase and Communication Histories ......Page 332
   Geocoding ......Page 333
   Lifetime Value Analysis ......Page 334
   Location Data Tracking ......Page 335
  Database-Driven Marketing Communications......Page 336
   Personalized Communications ......Page 337
   Trawling ......Page 338
   Permission Marketing ......Page 339
   Frequency Programs ......Page 341
   Customer Relationship Management ......Page 343
  Direct Response Marketing ......Page 344
   Direct Mail ......Page 345
   Mass Media ......Page 346
   Telemarketing ......Page 347
   Generating Leads ......Page 348
   Qualifying Prospects ......Page 349
   The Sales Presentation ......Page 350
   Closing the Sale ......Page 351
  International Implications ......Page 352
 Chapter 12 Sales Promotions ......Page 359
  Consumer Promotions vs. Trade Promotions......Page 360
   Coupon Distribution ......Page 361
   Types of Coupons ......Page 362
   Premiums ......Page 363
   Keys to Successful Premium Programs ......Page 364
   Contests and Sweepstakes ......Page 365
   Perceived Value ......Page 366
   Refunds and Rebates ......Page 367
   Sample Distribution ......Page 368
   Types of Bonus Packs ......Page 369
   Benefits of Price-Offs......Page 370
   Overlays and Tie-Ins......Page 371
  Planning for Consumer Promotions ......Page 372
   Trade Allowances ......Page 374
   Trade Contests ......Page 376
   Trade Incentives ......Page 377
   Trade Shows ......Page 378
  International Implications ......Page 380
 Chapter 13 Public Relations and Sponsorship Programs ......Page 387
   Internal Versus External Public Relations ......Page 389
  Public Relations Functions ......Page 390
   Internal Stakeholders ......Page 391
   Assessing Corporate Reputation ......Page 392
   Corporate Social Responsibility ......Page 393
   Cause-Related Marketing......Page 394
   Green Marketing and Pro-Environmental Activities......Page 396
   Proactive Prevention Strategies ......Page 398
   Reactive Damage-Control Strategies......Page 399
   Forms of Sponsorships ......Page 401
  Event Marketing ......Page 403
   Promoting the Event ......Page 404
   Cross-Promotions......Page 405
  International Implications ......Page 406
  Integrated Campaigns in Action ......Page 407
 Chapter 14 Regulations and Ethical Concerns ......Page 415
   Governmental Regulatory Agencies ......Page 417
  Deception versus Puffery......Page 418
   Substantiation of Marketing Claims ......Page 419
   Administrative Complaints ......Page 421
   Courts and Legal Channels ......Page 422
  Industry Oversight of Marketing Practices ......Page 423
   Council of Better Business Bureaus ......Page 424
   Ethics and Advertising ......Page 426
   Advertising Unsafe Products ......Page 427
  Marketing and Ethics ......Page 428
   Marketing of Professional Services ......Page 429
   Spam and Cookies ......Page 430
   Ambush Marketing ......Page 431
   Stealth Marketing ......Page 432
   Ethics Training Programs ......Page 433
   Ethics Consulting Systems ......Page 434
  International Implications ......Page 435
 Chapter 15 Evaluating an Integrated Marketing Program ......Page 441
  Evaluation Metrics ......Page 443
  Matching Methods with IMC Objectives......Page 444
  Message Evaluations ......Page 445
   Advertising Tracking Research ......Page 446
   Copytesting ......Page 447
   Emotional Reaction Tests ......Page 449
   Cognitive Neuroscience ......Page 451
  Evaluation Criteria ......Page 452
  Online Evaluation Metrics ......Page 454
  Behavioral Evaluations ......Page 457
   Test Markets ......Page 460
   Purchase Simulation Tests ......Page 461
  International Implications ......Page 462
Endnotes ......Page 468
Name Index ......Page 484
Subject Index ......Page 494
Credits ......Page 506