Marketing Communications: A European Perspective

Front Cover
Half Title Page
Title Page
Copyright Page
Contents
About the authors
Preface
Authors’ acknowledgements
Publisher’s acknowledgements
List of acronyms
1 Integrated communications
	Chapter outline
	Chapter objectives
	Introduction
	Marketing and the instruments of the marketing mix
	The communications mix
	Integration of marketing communications
	Integrating marketing communications across cultures
	Standardisation or adaptation
	Integration of corporate communications
	Factors leading to integrated marketing and corporate communications
	Levels of integration
	Barriers to integrated communications
	Summary
	Review questions
	Further reading
	Case 1: Walking the walk: how Walkers proved it can make any sandwich more exciting
	References
2 Branding
	Chapter outline
	Chapter objectives
	Introduction
	Brands
	Successful brands
	Brand strategies
	Brand portfolio
	Brand equity
	Benefits of branding
	Marketing communications and brand equity
	Summary
	Review questions
	Further reading
	Case 2: Barco, projecting the magic
	References
3 How marketing communications work
	Chapter outline
	Chapter objectives
	Introduction
	Hierarchy-of-effects models
	Attitude formation and change
	High elaboration likelihood, cognitive attitude formation
	Low elaboration likelihood, cognitive attitude formation
	High elaboration likelihood, affective attitude formation
	Low elaboration likelihood, affective attitude formation
	High elaboration likelihood, behavioural attitude formation
	Low elaboration likelihood, behavioural attitude formation
	How communications work in the digital age
	Summary
	Review questions
	Further reading
	Case 3: Club Med: a ‘true creator of happiness’ fights non-consideration
	References
4 Marketing communications planning
	Chapter outline
	Chapter objectives
	Introduction
	The integrated communications plan
	Situation analysis
	Segmenting, targeting and positioning
	Market segmentation
	Requirements for effective segmentation
	Marketing communications objectives
	Stages in the product life cycle and marketing communications objectives
	Campaign budget
	How the communications budget affects campaign results
	Communications budgeting methods
	Factors influencing budgets
	Budgeting for new brands or products
	Communication strategies
	Communication tactics: tools and touchpoints
	Control and evaluation
	Summary
	Review questions
	Further reading
	Case 4: Yellow Pages: an old-fashioned brand that is being revived through a ground-breaking campaign
	References
5 Advertising
	Chapter outline
	Chapter objectives
	Introduction
	Types of advertising
	Creative platform
	Advertising appeals
	Rational appeals
	Emotional appeals
	Endorsers
	Campaign implementation
	Advertising in a business-to-business context
	Advertising in a cross-cultural environment
	How advertising works: strong and weak theory
	Causes and consequences of irritation evoked by advertising
	Advertising and brand confusion
	Summary
	Review questions
	Further reading
	Case 5: How white knights embody the natural force of milk
	References
6 Online communication
	Chapter outline
	Chapter objectives
	Introduction
	The growing importance of online media
	Online communications objectives
	Online communication tools
	Mobile marketing
	Interactive television
	The social media revolution
	Relationship marketing and the Internet
	Summary
	Review questions
	Further reading
	Case 6: VIER ‘Stalker’
	References
7 Media planning
	Chapter outline
	Chapter objectives
	Introduction
	The media planning process
	Media objectives
	Selecting media
	Media context
	Summary
	Review questions
	Further reading
	Case 7: Maes: a challenger brand with more character
	References
8 Brand activation
	Chapter outline
	Chapter objectives
	Introduction
	Sales promotions
	Consumer promotions
	Trade promotions
	Point-of-purchase communications
	Brand experience
	Summary
	Review questions
	Further reading
	Case 8: Get your parcel! The Belgian Post taps into the e-commerce market
	References
9 Direct marketing
	Chapter outline
	Chapter objectives
	Introduction
	Direct marketing as a marketing communications technique
	Objectives and target groups
	Direct marketing media and tools
	Database marketing
	Relationship marketing
	Summary
	Review questions
	Further reading
	Case 9: Lotus Bakeries and Lotus Friends: applying e-CRM in an FMCG market
	References
10 Public relations
	Chapter outline
	Chapter objectives
	Introduction
	Public relations as a communications tool
	Target groups, objectives and tasks
	Instruments and channels
	Budgets
	Communications in times of crisis
	Summary
	Review questions
	Further reading
	Case 10: The Global Fund’s Born HIV Free campaign
	References
11 Sponsorship
	Chapter outline
	Chapter objectives
	Introduction
	Sponsorship: what it is and what it is not
	How sponsorship works
	The growing importance of sponsorship
	Target groups
	Objectives
	Types of sponsorship
	Branded entertainment
	Sponsorship selection criteria
	Budgets
	Summary
	Review questions
	Further reading
	Case 11: Carrefour: setting up convenience stores at music festivals
	References
12 Exhibitions and trade fairs
	Chapter outline
	Chapter objectives
	Introduction
	Types of exhibitions and trade fairs
	The role of exhibitions in marketing communications
	Objectives and target groups
	Planning an exhibition
	Limitations of fairs and exhibitions
	Online trade shows
	Summary
	Review questions
	Further reading
	Case 12: FISA – Batibouw: how to calculate the effectiveness of a trade show
	References
13 Measuring campaign effectiveness
	Chapter outline
	Chapter objectives
	Introduction
	Advertising research
	Pre-testing of advertising
	Post-testing of advertising
	Advertising campaign evaluation research
	Measuring online advertising effectiveness
	Sales promotions effectiveness
	Direct marketing effectiveness
	Public relations effectiveness
	Sponsorship effectiveness
	Exhibition and trade show effectiveness
	Summary
	Review questions
	Further reading
	Case 13: Win for Life: reviving and repositioning a scratch game
	References
14 Ethical issues in marketing communications
	Chapter outline
	Chapter objectives
	Introduction
	Ethics and marketing communications
	Ethical decision-making models and rules
	Unethical marketing communications practices
	Unethical use of marketing communications instruments
	Regulation of marketing communications practices
	Corporate social responsibility
	Summary
	Review questions
	Further reading
	Case 14: Pampers and UNICEF: helping protect babies together
	References
Glossary
Index
Back Cover