| |
| |
| 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 | |