ISE Advertising and Promotion: An Integrated Marketing Communications Perspective

Cover
ADVERTISING AND PROMOTION AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE
Dedication
About the Authors
Preface
Brief Contents
Detailed 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
			Digital/Internet Marketing
			Sales Promotion
			Publicity/Public Relations
			Personal Selling
		IMC Involves Audience Contacts
			Paid, Owned, and Earned Media
		The IMC Planning Process
			Review of the Marketing Plan
			Promotional Program Situation Analysis
			Analysis of the Communication 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
			Positioning by Product Attributes and Benefits
			Positioning by Price/Quality
			Positioning by Use or Application
			Positioning by Product Class
			Positioning by Product User
			Positioning by Competitor
			Positioning by Cultural Symbols
			Repositioning
		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
			Agency Consolidation
			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
			Digital Agencies
		Collateral Services
		Integrated Marketing Communications Services
			Pros and Cons of Integrated Services
			Responsibility for IMC: Agency versus Client
			Preparing for the Future
	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
		Environmental Influences on Consumer Behavior
			Culture
			Subcultures
			Social Class
			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
		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 Response Process Models
			The Social Consumer Decision Journey
		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
			Applying Likability Decorative Models
			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: Verification, 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
			Creative Tactics for Online Advertising
		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 Identification
			To Whom Will 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 America Summary 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 Classifications
			Audience Information
	12: Evaluation of Media: Magazines and Newspapers
		The Role and Value of Magazines and Newspapers
		Magazines
			Classifications 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
			The Future for Newspapers
			Online Delivery and Multiple Platforms
	13: Support Media
		The Scope of the Support Media Industry
		Traditional Support Media
			Out of Home Advertising (OOH)
			Place-Based Out of Home Media
			In-Store Media
			Miscellaneous Out of Home Media
			Transit Advertising
			Measurement in Out of Home Media
		Promotional Products Marketing
			Advantages and Disadvantages of Promotional Products Marketing
			Measurement in Promotional Products Marketing
		Other Traditional Support Media
			Advertising in Movie Theaters
		Nontraditional Support Media
			Branded Entertainment
			Guerrilla Marketing
			Miscellaneous Other Media
	14: Direct Marketing
		Direct Marketing
			Defining Direct Marketing
			The Growth of Direct Marketing
			The Role of Direct Marketing in the IMC Program
			Direct-Marketing Objectives
			Direct-Marketing Strategies and Media
		Direct Selling
		Evaluating the Effectiveness of Direct Marketing
			Advantages and Disadvantages of Direct Marketing
	15: The Internet: Digital and Social Media
		The Growth of the Internet
			Why the Rapid Adoption of the Internet?
			Web Objectives
			E-Commerce
		The Internet and Integrated Marketing Communications
			Advertising on the Internet
			IMC Using Social and Other Media—Web 2.0
			Sales Promotion on the Internet
			Personal Selling on the Internet
			Public Relations on the Internet
			Direct Marketing on the Internet
		Mobile
			The Role of Mobile in the IMC Process
			Disadvantages of Mobile
		Social Media Management Programs
		Internet Metrics
			Audience Measures and Measures of Effectiveness
		Advantages and Disadvantages of the Internet and Digital and Social Media
	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 Definition 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
			Creative Decisions
			Media Selection
		The Roles of Other Promotional-Mix Elements in International Marketing
			Sales Promotion
			Public Relations
			Digital and Social Media
	20: Regulation of Advertising and Promotion
		Overview of Regulation
		Self-Regulation
			Self-Regulation by Advertisers and Agencies
			Self-Regulation by Trade Associations
			Self-Regulation by Businesses
			The BBB National Programs 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
			Direct Marketing
			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
Glossary of Advertising and Promotion Terms
Endnotes
Name and Company Index
Subject Index