Integrated Marketing Communications (Cim Student Series)

Front Cover......Page 1
Integrated Marketing Communications......Page 4
Copyright Page......Page 5
Contents......Page 6
Preface......Page 14
Acknowledgements......Page 16
Part One......Page 18
A brief historical perspective......Page 20
The background to marketing communications......Page 21
The growth of marketing communications......Page 23
Blurring of the edges of the tools of marketing communications......Page 25
The strategic challenges facing organizations......Page 26
The expanded marketing communications mix......Page 28
The communications process......Page 29
Achieving integration within the communications mix......Page 31
Additional reading......Page 32
The consumer market......Page 33
The changing consumer......Page 36
Targeting......Page 37
Understanding consumer behaviour......Page 38
Organizational buying behaviour......Page 42
The contribution of market research......Page 44
Additional reading......Page 51
Managing products and services over the life cycle......Page 53
Branding definitions......Page 54
Strategic importance of branding......Page 55
The dimensions of branding......Page 56
Branding strategy......Page 61
Brands and consumer perceptions......Page 63
Identifying and building brand values......Page 66
Altering brand imagery......Page 68
The strategic value of brand extensions and brand stretch......Page 70
The roles of marketing communications in branding......Page 72
The challenges facing brands......Page 75
Service brands......Page 81
References......Page 82
Additional reading......Page 83
Aims and objectives......Page 84
The impact of external factors on marketing communications......Page 86
The driving forces behind the growth of IMC......Page 90
Relationship marketing......Page 91
The benefits of IMC......Page 92
The process of achieving integration......Page 93
Organizational approaches to integration......Page 96
The barriers to integration......Page 97
References......Page 98
Additional reading......Page 99
Organizing for marketing communications......Page 100
The brand manager......Page 101
The category manager......Page 102
The use of agencies......Page 103
Establishing the budget......Page 104
Budgeting for integrated marketing communications......Page 110
Additional reading......Page 113
The UK agency scene......Page 114
Agency structures......Page 115
The advertising agency......Page 116
Other agency/consultancy structures......Page 123
The changing role of marketing communications......Page 124
The agency/client relationship......Page 126
Agency remuneration......Page 127
The criteria for agency selection......Page 130
Additional reading......Page 132
Part Two......Page 134
The diverse nature of advertising......Page 136
The functions of advertising......Page 137
The advantages and limitations of advertising......Page 139
Types of advertising......Page 140
The advertising process......Page 141
Understanding the advertising process......Page 143
The strategic aspects of advertising planning......Page 147
Brand positioning......Page 149
Implications for strategy development......Page 151
Advertising strategy and the product life cycle......Page 152
Determining the advertising objective......Page 155
Developing the advertising plan......Page 156
References......Page 159
Additional reading......Page 160
The creative brief......Page 161
Creative strategies and tactics......Page 166
The creative challenge......Page 167
Advertising appeals......Page 169
Styles of advertising......Page 170
Using celebrities......Page 173
Music in advertising......Page 174
Creativity in advertising......Page 175
Measuring advertising effectiveness and campaign evaluation......Page 178
Additional reading......Page 183
The role of media planning......Page 185
The changing face of the media......Page 186
Access to media and their characteristics......Page 188
The new media......Page 191
The media plan......Page 193
The importance of media strategy......Page 195
Media information sources......Page 196
Strategic options......Page 198
Media scheduling issues......Page 199
Alternative approaches to media scheduling......Page 202
Implementing the media plan......Page 204
Other media considerations......Page 205
Evaluation of the media plan......Page 206
The changing face of media implementation......Page 207
Additional reading......Page 208
The growing role of sales promotion......Page 209
The benefits of sales promotion......Page 211
The limitations of sales promotion......Page 212
The determination of objectives......Page 213
Sales promotion objectives......Page 214
Sales promotion strategy......Page 216
Sales promotion techniques......Page 217
Promoting to consumers......Page 222
Brand franchise......Page 223
Strategic dimensions of sales promotion......Page 224
Joint promotions (or cross promotions)......Page 226
The evaluation of sales promotion......Page 227
Research into sales promotion......Page 230
The legal framework for sales promotion......Page 232
Selecting promotional agencies......Page 233
References......Page 235
Additional reading......Page 236
The growth of direct marketing......Page 237
The factors contributing to the growth of direct marketing......Page 239
The advantages of direct marketing techniques......Page 241
The limitations of direct marketing......Page 243
The importance of the database......Page 244
The use of the database......Page 247
The objectives of direct marketing......Page 248
Building relationships......Page 250
The planning process......Page 252
Using direct marketing consultancies......Page 254
The use of media......Page 255
The use of market research in direct marketing......Page 256
The use of testing in direct marketing......Page 259
The application of direct marketing......Page 260
Analysing direct marketing results......Page 261
Business-to-business activity......Page 262
Relationship marketing......Page 263
Integrating direct marketing......Page 264
References......Page 265
Additional reading......Page 266
Aims and objectives......Page 267
A comparison between public relations and advertising......Page 268
Other benefits of public relations......Page 269
The functions of public relations......Page 271
The ’publics’ of public relations......Page 273
The management of public relations......Page 276
Using PR consultancies......Page 277
PR campaign development......Page 278
The identification of public relations problems and opportunities......Page 279
Programme planning......Page 280
The tools of public relations......Page 281
Corporate public relations objectives......Page 282
Financial public relations......Page 283
Charity PR......Page 284
References......Page 285
Additional reading......Page 286
Event management and business sponsorship......Page 287
Product placement......Page 295
Additional reading......Page 297
The growth of corporate activity......Page 298
The growing importance of corporate communications......Page 299
The objectives of corporate communications......Page 300
The communication of company image......Page 303
The management of corporate communications......Page 304
Audiences for corporate communications......Page 306
The process of establishing a corporate identity......Page 307
Types of corporate identity......Page 308
Corporate communications......Page 309
Measuring corporate communications......Page 310
Crisis management: an important dimension of corporate communications......Page 311
Handling a crisis......Page 314
Additional reading......Page 315
Multinational versus global marketing......Page 316
Global branding......Page 318
Understanding the international consumer......Page 322
Legal and regulatory requirements......Page 327
The move to global marketing communications......Page 328
Central or local control of marketing communications......Page 329
The merits and demerits of standardized communications......Page 331
The development of multinational communications agencies......Page 332
The selection of an agency for international business......Page 335
The development of international advertising......Page 337
The development of international sales promotion......Page 339
The development of international direct marketing......Page 340
International market research......Page 342
References......Page 343
Additional reading......Page 344
Changes in the broad environment......Page 345
The impact on the marketing function......Page 348
The changing face of the communications industry......Page 349
Additional reading......Page 352
Glossary of terms......Page 354
Index......Page 362