Integrated Advertising, Promotion, and Marketing Communications,9780131405462

Integrated Advertising, Promotion, and Marketing Communications

by ;
Edition: 2nd
ISBN13: 9780131405462
ISBN10: 0131405462
Format: Paperback
Pub. Date: 2003-05-01
Publisher(s): PRENTICE HALL
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Summary

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an "integrated" learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

Table of Contents

Preface xv
PART I THE IMC FOUNDATION
2(158)
Integrated Marketing Communications
2(24)
IMC Plan Pro: JavaNet Internet Cafe
4(1)
Overview
4(1)
Communication and IMC Programs
5(3)
Integrated Marketing Communications
8(1)
An Integrated Marketing Communications Plan
9(1)
IMC Components
9(5)
The Foundation
10(1)
Advertising Tools
10(1)
Promotional Tools
11(1)
Integration Tools
11(1)
Refining the IMC Program
12(2)
The Value of IMC Plans
14(6)
Information Technology
16(1)
Changes in Channel Power
16(1)
Increases in Competition
17(1)
Brand Parity
18(1)
Integration of Information
18(1)
Decline in the Effectivenes of Mass-Media Advertising
18(2)
Globally Integrated Marketing Communications
20(6)
Corporate Image and Brand Management
26(32)
IMC Plan Pro: JavaNet Internet Cafe
28(1)
Overview
28(1)
The Corporate Image
29(3)
Components of a Corporate Image
29(1)
The Role of a Corporate Image---Consumer Perspective
30(1)
The Role of a Corporate Image---Business-to-Business Perspective
30(1)
The Role of a Corporate Image---Company Perspective
31(1)
Promoting the Desired Image
32(3)
Creating the Right Image
34(1)
Rejuvenating an Image
34(1)
Changing an Image
35(1)
Conveying an Image to Business Customers
35(1)
Corporate Names and Logos
35(1)
Branding
36(2)
Developing a Strong Brand Name
37(1)
Packaging
38(1)
New Trends in Packaging
38(1)
Labels
39(1)
Brand Equity
39(4)
Steps to Building Brand Equity
40(1)
Success Factors
41(1)
Measuring Brand Equity
41(2)
Brand Extensions and Flanker Brands
43(1)
Co-Branding
44(1)
Private Brands
45(2)
Brand Management during Recessions
47(1)
Positioning
48(10)
Other Elements of Positioning
50(8)
Consumer Buyer Behavior
58(32)
IMC Plan Pro: JavaNet Internet Cafe
60(1)
Overview
61(1)
Consumer Purchasing Processes
61(1)
Problem Recognition
61(1)
Information Search
62(9)
Attitudes and Values
65(2)
Information Processing Models
67(2)
Cognitive Mapping
69(2)
Evaluation of Alternatives
71(2)
The Evoked Set Method
72(1)
The Multiattribute Approach
72(1)
Affect Referral
72(1)
The Purchase Decision
73(1)
Situational Changes
73(1)
Desire for Variety
73(1)
Impulse Decisions
74(1)
Advertisements, Consumer Promotions, and Other Marketing Materials
74(1)
The Impact of Friends and Family
74(1)
Postpurchase Evaluation
74(1)
The Consumer Buying Environment
75(1)
Traditional Factors
76(4)
Demographics
76(1)
Heredity and Home Environment
76(1)
Family Life Cycle
76(1)
Life-Changing Events
77(1)
Cultural, Social, and Situational Environments
78(1)
Other Factors Affecting Purchases
79(1)
New Trends
80(10)
Changes in Cultural Values and Attitudes
80(1)
Time Pressures
81(1)
Cocooning
81(1)
Indulgences and Pleasure Binges
81(1)
Excitement and Fantasy
81(1)
Emphasis on Health
81(1)
Clanning
81(9)
Business-to-Business Buyer Behavior
90(32)
IMC Plan Pro: JavaNet Internet Cafe
92(1)
Overview
92(1)
Types of Business Customers
93(1)
Types of Products
93(2)
Types of Customers
95(1)
Business Buying Centers
96(2)
Factors Affecting Members of Business Buying Centers
98(3)
Organizational Influences
98(1)
Individual Factors
99(2)
Cultural Factors
101(1)
Social Factors
101(1)
Types of Business-to-Business Sales
101(2)
The Business-to-Business Buying Process
103(4)
Identification of Needs
103(1)
Establishments of Specifications
104(1)
Identification of Alternatives
104(1)
Identification of Vendors
104(1)
Evaluation of Vendors
105(1)
Selection of Vendor(s)
106(1)
Negotiation of Purchase Terms
107(1)
The Buying Environment
107(4)
Branding Issues
108(1)
Trends in Media Selection
109(1)
Who Is Buying
109(1)
Internet Usage
110(1)
Dual Channel Marketing
111(2)
Image Concerns
112(1)
Differences Versus Similarities
112(1)
The Buying Community
113(2)
Business-to-Business Trends in the Twenty-First Century
115(7)
Promotions Opportunity Analysis
122(38)
IMC Plan Pro: JavaNet Internet Cafe
124(1)
Overview
124(1)
The Marketing Plan
125(1)
Promotions Opportunities Analysis
125(1)
Communication Market Analysis
126(3)
Competitive Analysis
126(1)
Opportunity Analysis
127(1)
Target Market Analysis
128(1)
Customer Analysis
128(1)
Positioning Analysis
128(1)
Establishing Marketing Communications Objectives
129(1)
Establishing a Communications Budget
129(4)
Budgeting Assumptions
130(3)
Types of Budgets
133(1)
The Percentage of Sales Method
133(1)
The Meet-the-Competition Method
133(1)
Arbitrary Allocation
133(1)
The ``What We Can Afford'' Method
134(1)
The Objective and Task Method
134(1)
Payout Planning
134(1)
Quantitative Models
134(1)
Budgeting Expenditures
134(2)
Prepare Promotional Strategies
136(2)
Matching Tactics with Strategies
137(1)
Market Segmentation
138(1)
Market Segmentation by Consumer Groups
139(9)
Segments Based on Gender
139(2)
Segments Based on Age
141(1)
Segments Based on Income
141(1)
Segments Based on Ethnic Heritage
142(2)
Psychographics
144(1)
Segments Based on Generations
144(1)
Segmentation by Geographic Area
145(1)
Geodemographic Segmentation
145(1)
Benefit Segmentation
146(1)
Usage Segmentation
147(1)
Business-to-Business Segmentation
148(3)
Segmentation by Industry
148(1)
Segmentation by Business
149(1)
Segmentation by Size
149(1)
Segmentation by Geographic Location
149(1)
Segmentation by Product Usage
149(1)
Segmentation by Purchase Decision Process
150(1)
Segmentation by Customer Value
151(1)
Implications for GIMC Programs
151(9)
PART II IMC ADVERTISING TOOLS
160(144)
Advertising Management
160(32)
IMC Plan Pro: The Boulder Stop
162(1)
Overview
162(2)
Overview of Advertising Management
164(1)
The Role of Advertising in the IMC Process
165(1)
Company Activities in Advertising Management
165(1)
Choosing an Advertising Agency
166(2)
Decision Variables
167(1)
External Advertising Agencies
168(1)
Choosing an Agency
169(4)
Goal Setting
170(1)
Selection Criteria
170(1)
Reference Requests
171(1)
Oral and Written Presentations
172(1)
Meeting Key Personnel
172(1)
Selection and Contract
173(1)
Advertising Planning and Research
173(1)
The Roles of Advertising Account Executives
174(1)
The Roles of Creatives
175(2)
Advertising Campaign Management
177(1)
Communication Market Analysis
177(1)
Communication and Advertising Objectives
178(3)
Building Brand Image
178(1)
Providing Information
179(1)
Persuasion
180(1)
Supporting Marketing Efforts
180(1)
Encouraging Action
181(1)
The Communications Budget
181(1)
Media Selection
182(1)
The Creative Brief
183(9)
The Objective
183(1)
The Target Audience
183(1)
The Message Theme
184(1)
The Support
185(1)
The Constraints
185(7)
Advertising Design: Theoretical Frameworks and Types of Appeals
192(36)
IMC Plan Pro: The Boulder Stop
194(1)
Overview
194(1)
The Creative Brief
195(1)
Advertising Theory
195(6)
Hierarchy of Effects
195(1)
Means-End Theory
196(2)
Leverage Points
198(1)
Verbal and Visual Images
199(2)
Types of Advertising Appeals
201(18)
Fear
202(2)
Humor
204(2)
Sex
206(2)
Are Sex Appeals Effective?
208(2)
Sex Appeals in the International Arena
210(1)
Disadvantages of Sex Appeals
211(1)
Musical Appeals
212(3)
Rational Appeals
215(1)
Emotional Appeals
216(2)
Scarcity Appeals
218(1)
The Structure of An Advertisement
219(9)
Advertising Design: Message Strategies and Executional Frameworks
228(34)
IMC Plan Pro: The Boulder Stop
230(1)
Overview
230(1)
Message Strategies
231(1)
Cognitive Strategies
231(7)
Affective Strategies
234(1)
Conative Strategies
235(1)
Brand Strategies
236(2)
Executional Frameworks
238(6)
Animation
239(1)
Slice-of-Life
239(2)
Dramatization
241(1)
Testimonials
241(1)
Authoritative
242(1)
Demonstration
242(1)
Fantasy
243(1)
Informative
243(1)
Sources and Spokespersons
244(6)
Source Characteristics
247(1)
Matching Source Types and Characteristics
248(2)
Creating an Advertisement
250(1)
Advertising Effectiveness
251(11)
Beating Ad Clutter
254(8)
Advertising Media Selection
262(42)
IMC Plan Pro: The Boulder Stop
264(1)
Overview
264(1)
Media Strategy
264(1)
Media Planning
265(3)
Media Planners
266(1)
Media Buyers
267(1)
Advertising Objectives
268(4)
Achieving Advertising Objectives
272(2)
Recency Theory
273(1)
Gathering Evidence of Success
274(1)
Media Selection
275(15)
Television
275(2)
Radio
277(2)
Outdoor
279(2)
Internet
281(2)
Magazines
283(2)
Newspapers
285(2)
Direct Mail
287(1)
Alternative Media
288(2)
Media Mix
290(1)
Media Selection in Business-to-Business Markets
291(2)
Media Selection in International Markets
293(11)
PART III IMC PROMOTIONAL TOOLS
304(130)
Trade Promotions
304(32)
IMC Plan Pro: Williamette Furniture Company
306(1)
Overview
306(1)
The Nature of Trade Promotions
307(1)
Types of Trade Promotions
308(17)
Trade Allowances
308(4)
Trade Contests
312(1)
Trade Incentives
313(2)
Training Programs
315(1)
Vendor Support Programs
316(2)
Trade Shows
318(2)
Specialty Advertising
320(1)
Point-of-Purchase Advertising
321(4)
Objectives of Trade Promotions
325(3)
Obtaining Initial Distribution
326(1)
Obtaining Prime Retail Shelf Space or Location
326(1)
Supporting Established Brands
326(1)
Countering Competitive Actions
326(1)
Increasing Order Sizes
327(1)
Building Retail Inventories
327(1)
Reducing Excess Manufacturer Inventories
327(1)
Enhancing Channel Relationships
327(1)
Enhancing the IMC Program
328(1)
Concerns in Using Trade Promotions
328(8)
Consumer Promotions
336(30)
IMC Plan Pro: Williamette Furniture Company
338(1)
Overview
338(1)
Coupons
339(4)
Types of Coupons
340(1)
Coupon Responses
341(1)
Problems with Coupons
341(1)
Tactics to Improve Coupon Effectiveness
342(1)
Premiums
343(3)
Problems with Premiums
344(1)
Building Successful Premium Programs
344(2)
Contests and Sweepstakes
346(3)
Problems with Contests and Sweepstakes
347(1)
Creating Successful Contests and Sweepstakes
347(2)
Refunds and Rebates
349(1)
Problems with Refunds and Rebates
349(1)
Creating Effective Refund-Rebate Programs
349(1)
Sampling
350(2)
Problems with Sampling
351(1)
Effective Use of Samples
351(1)
Bonus Packs
352(1)
Problems with Bonus Packs
353(1)
Using Bonus Packs Effectively
353(1)
Price-Offs
353(1)
Problems with Price-Off Promotions
353(1)
Using Price-Off Offers Effectively
354(1)
Other Issues in Promotions Programs
354(1)
Planning for Consumer Promotions
355(1)
Business-to-Business Programs
356(2)
International Consumer Promotions Programs
358(8)
Personal Selling, Database Marketing, and Customer Relationship Management
366(34)
IMC Plan Pro: Willamette Furniture Company
368(1)
Overview
368(1)
Personal Selling
368(1)
Retail Sales
368(2)
Selling in Shops and Stores
369(1)
Personal Selling and Services
369(1)
Telemarketing
369(1)
Other Retail Sales Activities
370(1)
Retail Sales Presentations
370(2)
The Manufacturer's Dilemma in Retail Selling
371(1)
Cross-Selling
371(1)
Business-to-Business Personal Selling
372(1)
Buyer-Seller Relationships
372(2)
Managing the Business-to-Business Selling Process
374(4)
Identifying Prospects
374(1)
Qualifying Prospects
374(1)
Knowledge Acquisition
375(1)
Sales Approaches
376(1)
Sales Presentations
376(1)
Follow-Up
377(1)
New Trends in Business-to-Business Personal Selling
378(1)
Decline in the Number of Salespeople
378(1)
Expansion of Sales Channels
378(1)
Long-Term Relationships and Strategic Partnerships
378(1)
Team Selling
378(1)
Personal Selling in International Markets
379(1)
Database Marketing
380(5)
Determining Objectives
380(1)
Collecting Data
381(1)
Building a Data Warehouse
382(1)
Data Mining
383(1)
Developing Marketing Programs
383(2)
Evaluating Marketing Programs and the Data Warehouse
385(1)
Direct Marketing
385(3)
Mail
386(1)
Catalogs
387(1)
Mass Media
387(1)
Alternative Media
387(1)
The Internet
387(1)
E-mail
388(1)
International Concerns in Direct Marketing
388(1)
Permission Marketing
388(1)
Frequency Programs
389(1)
Customer Relationship Management
390(10)
Public Relations, Regulations, and Sponsorship Programs
400(34)
IMC Plan Pro: Williamette Furniture Company
402(1)
Overview
402(1)
The Public Relations Department and Its Functions
403(1)
Types of Stakeholders
404(3)
Internal Stakeholders
404(1)
External Stakeholders
405(2)
Public Relations Events
407(3)
Altruistic Activities
408(1)
Cause-Related Marketing
408(1)
Green Marketing
409(1)
Damage Control
410(3)
Reactive Strategies
410(2)
Proactive Strategies
412(1)
Social Responsibility
413(1)
Public Relations Tools
414(1)
Regulating Marketing Communications
415(3)
Unfair and Deceptive Marketing Practices
416(1)
Deception Versus ``Puffery''
416(1)
Governmental Regulatory Agencies
417(1)
The Federal Trade Commission
418(2)
How Investigations Begin
418(1)
Court Actions
418(1)
Corrective Advertising
419(1)
Trade Regulation Rulings
419(1)
Substantiation of Marketing Claims
420(1)
Industry Regulation of Negative Marketing Practices
420(2)
Sponsorship Marketing
422(2)
Event Marketing
424(10)
PART IV IMC INTEGRATION TOOLS
434(87)
Internet Marketing
434(30)
IMC Plan Pro: Kaolin Calefactors
436(1)
Overview
436(1)
Who Uses the Internet?
437(1)
Marketing Functions on the Internet
438(1)
E-Commerce
439(2)
E-Commerce Components
440(1)
E-Commerce Incentives
441(2)
Financial Incentives
441(1)
Convenience Incentives
442(1)
Value-Added Incentives
443(1)
Business-to-Business E-Commerce
443(3)
International E-Commerce
446(1)
IMC and the Internet
447(8)
Branding
449(2)
Brand Loyalty and IMC Internet Programs
451(1)
Sales Support on the Internet
452(1)
Customer Service and the Internet
453(1)
Consumer Promotions and the Internet
454(1)
Direct Marketing on the Internet
455(1)
Viral Marketing on the Internet
456(1)
Internet Design Issues
457(7)
IMC for Small Businesses and Entrepreneurial Ventures
464(24)
IMC Plan Pro: Kaolin Calefactors
466(1)
Overview
467(1)
Types of Ventures
467(1)
Major Challenges
467(1)
Starting a Company: The Market Analysis
468(3)
Understanding and Defining Consumer Needs
469(1)
Creating a Clearly Defined Product
470(1)
Developing a Unique Market Niche
470(1)
Finding Customers: A Crucial Element of the IMC Plan
471(5)
Locating Customers
472(4)
Advertising Small Businesses
476(4)
Helping Customers Reach the Company
479(1)
Reducing Purchase Risk
480(1)
Making Customers Advocates
480(8)
Database Management
480(1)
Direct Marketing
481(1)
Personal Selling
481(1)
Trade and Consumer Promotions
481(7)
Evaluating an Integrated Marketing Program
488(33)
IMC Plan Pro: Kaolin Calefactors
490(1)
Overview
490(1)
Matching Methods with IMC Objectives
491(1)
Message Evaluations
492(5)
Concept Testing
493(1)
Copytesting
494(1)
Recall Tests
495(2)
Recognition Tests
497(6)
Attitude and Opinion Tests
499(1)
Emotional Reaction Tests
500(1)
Physiological Arousal Tests
501(1)
Persuasion Analysis
502(1)
Evaluation Criteria
503(2)
Behavioral Evaluations
505(7)
Sales and Redemption Rates
507(3)
Test Markets
510(1)
Purchase Simulation Tests
511(1)
Evaluating Public Relations Activities
512(1)
Evaluating the Overall IMC Program
513(8)
Credits 521(2)
Name Index 523(8)
Subject Index 531

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