Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN-10: 0073381098
ISBN-13: 9780073381091
Edition: 8th 2009
List price: $193.44
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Book details

List price: $193.44
Edition: 8th
Copyright year: 2009
Publisher: McGraw-Hill School Education Group
Publication date: 7/1/2008
Binding: Hardcover
Pages: 864
Size: 8.75" wide x 11.00" long x 1.25" tall
Weight: 4.708
Language: English

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

Introduction to Integrated Marketing Communications
An Introduction to Integrated Marketing Communications
The Growth of Advertising and Promotion
What Is Marketing?
Marketing Focuses on Relationships and Value
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
Interactive/Internet Marketing
Sales Promotion
Publicity/Public Relations
Personal Selling
IMC Involves Audience Contacts
The IMC Planning Process
Review of the Marketing Plan
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Developing the Integrated Marketing Communications Program
Monitoring, Evaluation, and Control
Perspective and Organization of This Text
The Role of IMC in the Marketing Process
Marketing Strategy and Analysis
Opportunity Analysis
Competitive Analysis
Target Market Selection
The Target Marketing Process
Identifying Marketings
Market Segmentation
Selecting a Target Market
Market Positioning
Developing the Marketing Planning Program
Product Decisions
Price Decisions
Distribution Channel Decisions
Developing Promotional Strategies: Push or Pull?
The Role of Advertising and Promotion
Integrated Marketing Program Situation Analysis
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
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
Interactive Agencies
Collateral Services
Marketing Research Companies
Integrated Marketing Communications Services
Pros and Cons of Integrated Services
Responsibility for IMC: Agency versus Client
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
Cognitive Learning Theory
Environmental Influences on Consumer Behavior
Culture
Subcultures
Reference Groups
Situational Determinants
Alternative Approaches to Consumer Behavior
New Methodologies
New Insights
Analyzing the Communication Process
The Communication Process
The Nature of Communication
A 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 Alternative Response Models
The FCB Planning Model
Cognitive Processing of Communications
The Cognitive Response Approach
The Elaboration Likelihood Model
Summarizing the Response Process and the Effects of Advertising
Source, Message, and Channel Factors
Promotional Planning through the Persuasion Matrix
Source Factors
Source Credibility
Source Attractiveness
Choosing a Celebrity Endorser
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
Objectives and Budgeting for Integrated Marketing Communications Programs
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
Developing the Integrated Marketing Communications Program
Creative Strategy: Planning and Development
The Importance of Creativity in Advertising
Advertising Creativity
What Is Creativity?
Different Perspectives on Advertising 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
Copy Platform
The Search for the Major Selling Idea
Contemporary Approaches to the Big Idea
Creative Strategy: Implementation and Evaluation
Appeals and Execution Styles
Advertising Appeals
Advertising Execution
Creative Tactics
Creative Tactics for Print Advertising
Creative Tactics for Television
Client Evaluation and Approval of Creative Work
Guidelines for Evaluating Creative Output
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 Shall 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
Sources of Media Information
Evaluation of Broadcast Media
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
Evaluation of Print Media
The Role 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 Newspapers Advertising
Advantages of Newspapers
Limitations of Newspapers
The Newspaper Audience
Purchasing Newspaper Space
Newspaper Rates
The Future for Newspapers
Online Delivery
Support Media
The Scope of the Support Media Industry
Traditional Support Media
Outdoor Advertising
Alternative Out-of-Home Media
In-Store Media
Miscellaneous Outdoor Media
Transit Advertising
Measurement in Out-of-Home Media
Promotional Products Marketing
Advantages and Disadvantages of Promotional Products Marketing
Measurement in Promotional Products Marketing
Yellow Pages Advertising
Other Traditional Support Media
Advertising in Movie Theaters
In-Flight Advertising
Nontraditional Support Media
Branded Entertainment
Guerrilla marketing
Miscellaneous Other Media
Direct Marketing
Direct Marketing
Defining Direct Marketing
The Growth of Direct Marketing
The Role of Direct Marketing in the IMC Program
Direct-Marketing Objectives
Developing a Database
Direct-Marketing Strategies and Media
Direct Selling
Evaluating the Effectiveness of Direct Marketing
Advantages and Disadvantages of Direct Marketing
The Internet and Interactive Media
A Brief History of the Internet
Why the Rapid Adoption of the Internet?
Web Objectives
Developing and Maintaining a Web Site
Communications Objectives
E-Commerce
The Internet and Integrated Marketing Communications
Advertising on the Internet
Sales Promotion on the Internet
Personal Selling on the Internet
Public Relations on the Internet
Direct Marketing on the Internet
Measuring Effectiveness of the Internet
Audience Measures and Measures of Effectiveness
Sources of Measurement Data
Advantages and Disadvantages of the Internet
Additional Interactive Media
Wireless
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 Promotions with Advertising and Other IMC Tools
Budget Allocation
Coordination of Ad and Promotion Themes
Media Support and Timing
Sales Promotion Abuse
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
Personal Selling
The Scope of Personal Selling
The Role of Personal Selling in the IMC Program
Determining the Role of Personal Selling
The Nature of Personal Selling
Advantages and Disadvantages of Personal Selling
Combining Personal Selling with Other Promotional Tools
Combining Personal Selling and Advertising
Combining Personal Selling and Public Relations
Combining Personal Selling and Direct Marketing
Combining Personal Selling and Sales Promotion
Combining Personal Selling with the Internet
Evaluating the Personal Selling Effort
Criteria for Evaluating Personal Selling
Monitoring, Evaluation, and Control
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
Special Topics and Perspectives
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
Advertising Research
Creative Decisions
Media Selection
The Roles of Other Promotional Mix Elements in International Marketing
Sales Promotion
Personal Selling
Public Relations
The Internet
Regulation of Advertising and Promotion
Self-Regulation
Self-Regulation by Advertisers and Agencies
Self-Regulation by Trade Associations
Self-Regulation by Businesses
The National Advertising Review Council 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
Current Status of Federal Regulation by the FTC
Additional Federal Regulatory Agencies
The Lanham Act
State Regulation
Regulation of Other Promotional Areas
Sales Promotion
Marketing on the Internet
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
Glossary of Advertising and Promotion Terms
Endnotes
Credits and Acknowledgments
Name and Company Index
Subject Index

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