Marketing Communications: Integrating Offline and Online with Social Media

Contents......Page 8
Foreword......Page 13
Acknowledgements......Page 14
About the authors......Page 16
How to Use this Book......Page 17
Part One Communications Background and Theories......Page 20
01 New marketing communications......Page 22
The revolution has started......Page 23
Marketing utopia has arrived......Page 29
The ladder of engagement......Page 36
The race is on......Page 41
References and further reading......Page 47
Further information......Page 48
02 Branding......Page 50
Introduction to branding......Page 51
Brand components......Page 56
The branding process......Page 60
Brand summary and the challenges ahead......Page 74
References and further reading......Page 77
03 Customer relationship management......Page 80
Introduction to CRM......Page 81
CRM components required......Page 87
CRM creation and maintenance......Page 99
CRM summary and challenges......Page 103
References and further reading......Page 105
Further information......Page 106
04 Customer psychology and buyer behaviour......Page 108
Introduction to understanding customer buying behaviour......Page 109
Models of buyer behaviour......Page 116
The intervening psychological variables......Page 122
Summary and conclusion......Page 131
Appendix 4.1: Hofacker’s online information processing......Page 133
Appendix 4.2: The post-PC customer......Page 134
References and further reading......Page 135
Further information......Page 136
05 Customer communications theory......Page 138
Introduction to communications theory......Page 139
Communications models......Page 142
Future communications models......Page 150
References and further reading......Page 153
Further information......Page 154
06 Marketing communications research......Page 156
Introduction to market research......Page 157
Types of research......Page 160
The market research process......Page 170
References and further reading......Page 177
Further information......Page 178
07 Media buying and planning......Page 180
Introduction – the challenge of the media mix......Page 181
Which medium?......Page 187
Which media and which vehicle?......Page 189
References and further reading......Page 198
Further information......Page 199
08 Marketing communications agencies......Page 200
Agency types......Page 201
Agency structure......Page 203
Agency remuneration......Page 206
Agency relationships – selection and retention......Page 208
References and further reading......Page 221
Further information......Page 222
09 International marketing communications......Page 224
The globalization of markets......Page 225
International difficulties......Page 229
International mistakes......Page 233
Strategic global options......Page 234
References and further reading......Page 241
10 The marketing communications plan......Page 244
Outline marketing communications plan: the SOSTAC® planning system......Page 245
Situation analysis......Page 248
Objectives......Page 252
Strategy......Page 254
Action......Page 256
Control......Page 259
Further information......Page 263
11 The changing communications environment......Page 264
Politics (regulations and laws)......Page 265
Economics......Page 270
Social change......Page 272
Technology......Page 275
Summary......Page 278
References and further reading......Page 279
Further information......Page 280
Part TWO Communications Tools......Page 282
12 Selling, sales management and key account management......Page 284
Introduction......Page 285
Managing the sales force......Page 289
Extending the sales force......Page 292
Summary......Page 297
Further information......Page 298
13 Advertising online and offline......Page 300
Introduction......Page 301
New advertising......Page 302
Managing an advertising campaign......Page 308
Case study 13.1: T-Mobile......Page 319
Case study 13.2: HEA drug education......Page 323
References and further reading......Page 327
Further information......Page 328
14 Publicity and public relations – online and offline......Page 330
Introduction......Page 331
New and old PR tools......Page 336
Advantages and disadvantages of PR......Page 347
Case study 14.1: Virgin Mobile’s new tariff......Page 353
Case study 14.2: Meet the Stars in a Muzu.TV intimate environment......Page 356
Advantages and disadvantages summary......Page 357
Further information......Page 358
15 Sponsorship – online and offline......Page 360
Introduction......Page 361
New and old sponsorship tools......Page 362
Managing a sponsorship programme......Page 364
Advantages and disadvantages of sponsorship......Page 368
Case study 15.1: TSB’s Roy of the Rovers......Page 371
Advantages and disadvantages summary......Page 372
References and further reading......Page 373
Further information......Page 374
16 Sales promotions – online and offline......Page 376
Introduction......Page 377
New sales promotions......Page 380
Managing a sales promotion......Page 383
Case study 16.1: The V&A digital art promotion......Page 389
Case study 16.2: Rap anti-knife campaign......Page 390
Case study 16.3: Muzu.TV film soundtrack promotion......Page 393
Advantages and disadvantages......Page 395
Further information......Page 396
17 Direct mail – online and offline......Page 398
Introduction to direct mail (and e-mail)......Page 399
Opt-in e-mail and mobile messaging......Page 402
Managing a direct mail campaign......Page 405
Case study 17.1: Acronis automated marketing campaign......Page 411
Advantages and disadvantages......Page 417
Further information......Page 418
18 Exhibitions – online and offline......Page 420
Managing exhibitions......Page 421
Case study 18.1 Sedgwick at RIMS Monte Carlo......Page 429
Advantages and disadvantages......Page 431
Further information......Page 432
19 Merchandising and point of sale......Page 434
Introduction......Page 435
Merchandising tools......Page 436
Retail strategies......Page 438
Measuring merchandising effectiveness......Page 440
Case study 19.1 Thomson Tours......Page 441
Advantages and disadvantages......Page 442
Further information......Page 443
20 Packaging......Page 444
Introduction......Page 445
The designer’s tools......Page 448
The packaging design process......Page 454
Case study 20.1: Brand range development in India......Page 457
Advantages and disadvantages......Page 460
Further information......Page 461
21 Websites and social media......Page 462
Successful websites......Page 463
Case study 21.1: Times Online microsite – Brian Clough, The Damned United......Page 471
Case study 21.2: American Greetings e-cards – the LiveBall system......Page 473
Successful social media......Page 476
Case study 21.3: Using social media (and UGC movies) to help 11- to 15-year-olds to stop smoking......Page 480
Case study 21.4: Minime – a new social networking app to reduce cancer from sun bed abuse......Page 483
Advantages and disadvantages......Page 486
References and further reading......Page 487
Further information......Page 488
INDEX......Page 490