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| Guided tour | |
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| Guided tour of the web site | |
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| Preface | |
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| Acknowledgements | |
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| An introduction to marketing communications | |
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| Introducing marketing communications | |
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| Aims and learning objectives | |
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| Mini case: LV= a spectacular revival | |
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| Introduction | |
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| The concept of marketing as an exchange | |
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| Marketing communications and the process of exchange | |
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| The scope of marketing communications | |
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| The role of marketing communications | |
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| The tasks of marketing communications | |
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| Defining marketing communications | |
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| Environmental influences | |
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| The marketing communication mix | |
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| The key characteristics of the communication tools | |
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| Effectiveness of the communication tools | |
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| Media and the MCs mix | |
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| Key differences between conventional and digital media | |
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| Messages and the MCs mix | |
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| Criteria when selecting the tools | |
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| Communication differences | |
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| Key points | |
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| Review questions | |
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| References | |
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| Communication: forms and conversations | |
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| Aims and learning objectives | |
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| Mini case: 'Up your Viva' | |
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| An introduction to the process of communication | |
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| A linear model of communication | |
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| Factors that influence the communication process | |
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| The influencer model of communication | |
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| Interactional model of communication | |
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| Word-of-mouth communication | |
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| Relational approaches to communications | |
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| Network approaches to communications | |
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| Process of adoption | |
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| Process of diffusion | |
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| Key points | |
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| Review questions | |
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| References | |
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| Audiences: how they process information and behave | |
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| Aims and learning objectives | |
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| Mini case: Recruiting teachers - nudging the journey | |
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| Introduction | |
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| Information processing | |
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| Perception | |
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| Marketing and perception | |
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| Cognitive response | |
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| Learning | |
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| Attitudes | |
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| Decision-making | |
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| Consumer purchase decision making process | |
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| Organisational purchase decision making process | |
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| Perceived risk | |
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| Involvement theory | |
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| Impact on communications | |
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| Alternative approaches | |
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| Hedonic consumption | |
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| Tribal consumption | |
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| Behavioural economics | |
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| Key points | |
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| Review questions | |
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| References | |
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| How marketing communications might work | |
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| Aims and learning objectives | |
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| Mini case: Rolex: a range of quality communications | |
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| Introduction | |
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| The strategic context | |
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| Engagement and the role of marketing communications | |
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| How does marketing communications work? | |
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| Sequential models | |
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| Changing attitudes with marketing communications | |
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| Shaping relationships | |
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| Developing significant value | |
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| Cognitive processing | |
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| Conclusion | |
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| Key points | |
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| Review questions | |
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| References | |
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| Managing marketing communications | |
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| Marketing communications: strategies and planning | |
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| Aims and learning objectives | |
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| Mini case: Cravendale - milk matters | |
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| Introduction | |
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| Understanding strategy | |
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| Marketing communications strategy | |
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| Positioning | |
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| Audience | |
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| Platform | |
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| Configuration | |
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| Planning marketing communications | |
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| The marketing communications planning framework | |
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| Elements of the plan | |
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| Links and essential points | |
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| Key points | |
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| Review questions | |
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| References | |
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| Marketing communications: objectives and positioning | |
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| Aims and learning objectives | |
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| Mini case: Juan Valdez - the face of Columbian Coffee | |
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| Introduction | |
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| The role of objectives in corporate strategy | |
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| The role of brand communication objectives and plans | |
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| Derivation of promotional objectives | |
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| Setting realistic marketing communication objectives | |
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| The practitioners' view | |
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| SMART objectives | |
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| Positioning | |
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| An introduction to positioning | |
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| The development of the positioning concept | |
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| The positioning concept | |
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| Managing positions | |
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| Positioning strategies | |
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| Repositioning | |
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| Key points | |
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| Review questions | |
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| References | |
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| The communication industry: structure, operations and issues | |
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| Aims and learning objectives | |
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| Mini case: Diageo - reaching underage drinkers | |
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| Introduction | |
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| Dimensions of the UK marketing communications industry | |
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| Structure and development of the UK marketing communications industry | |
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| Industry structure | |
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| A short history of one-stop shopping | |
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| Selecting an agency | |
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| Agency operations | |
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| Relationships | |
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| Agency remuneration | |
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| Agency structures and IMC | |
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| Key points | |
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| Review questions | |
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| References | |
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| Financial resources for marketing communications | |
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| Aims and learning objectives | |
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| Mini case: Honda | |
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| Introduction | |
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| Trends in communication expenditure | |
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| The role of the communication budget | |
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| Difficulties associated with budgeting for communications | |
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| Techniques and approaches | |
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| Marginal analysis | |
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| Competitive parity | |
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| Advertising-to-sales ratio | |
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| Share of voice | |
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| Appropriation brand types | |
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| The value of brand communications | |
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| Which methods are most used? | |
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| Budgeting for the other elements of the communication mix | |
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| Key points | |
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| Review questions | |
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| References | |
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| Evaluation and metrics | |
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| Aims and learning objectives | |
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| Mini case: 'Still killing Jill?' | |
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| Introduction | |
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| The role of evaluation in planned communications | |
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| Pre-testing advertisements | |
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| Physiological measures | |
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| Post-testing | |
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| Other tests | |
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| Public relations | |
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| Measuring the fulfilment of brand promises | |
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| Online communications | |
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| Key points | |
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| Review questions | |
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| References | |
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| Integrated Marketing Communications | |
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| Aims and learning objectives | |
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| Mini case: Authentic Caribbean rum | |
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| Introduction | |
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| The development of IMC | |
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| Reasons for the developing interest in IMC | |
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| What is to be integrated? | |
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| Definitions of IMC | |
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| Interpretations of IMC | |
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| Harmonisation-based IMC | |
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| Planning-based IMC | |
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| Perspective-based IMC | |
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| Portfolio-based IMC | |
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| Relational-based IMC | |
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| Structuring for IMC | |
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| Key points | |
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| Review questions | |
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| References | |
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| Branding | |
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| Brand communications | |
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| Aims and learning objectives | |
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| Mini case: The Domino Effect - honesty's the best policy | |
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| Introduction | |
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| Brand characteristics | |
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| Benefits of branding above-the-line | |
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| Brand portfolios: architecture and forms | |
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| Brand architecture | |
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| The strategic role of branding | |
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| The role of marketing communications in branding | |
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| Associations and personalities | |
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| Brand building | |
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| Above-the-line | |
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| Through-the-line | |
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| Below-the-line | |
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| Around-the-line | |
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| Business-to-business branding | |
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| Online branding | |
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| Virtual brand communities | |
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| Brand equity | |
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| Key points | |
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| Review questions | |
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| References | |
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| Corporate branding and communication | |
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| Aims and learning objectives | |
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| Mini case: The BBC's 'Sachsgate' | |
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| Introduction | |
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| Corporate identity or corporate branding? | |
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| The building blocks of corporate reputation | |
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| Corporate personality | |
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| Corporate identity | |
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| Corporate image | |
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| Corporate reputation | |
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| Mind the gaps | |
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| Corporate communication | |
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| Corporate communication mix | |
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| Symbolic communication | |
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| Management communications | |
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| Marketing communications | |
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| Organisational communications | |
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| Behavioural communications | |
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| A framework for managing corporate brands | |
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| Key points | |
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| Review questions | |
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| References | |
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| Employee branding | |
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| Aims and learning objectives | |
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| Mini case: Torbay Council | |
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| Introduction | |
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| Member/non-member boundaries | |
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| Internal communication | |
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| Organisational identity | |
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| Organisational culture | |
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| Brand engagement | |
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| Advertising and the impact on employees | |
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| Strategic credibility | |
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| Internal communications: auditing and planning | |
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| Key points | |
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| Review questions | |
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| References | |
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| The marketing communication mix | |
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| Advertising: role, forms and strategy | |
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| Aims and learning objectives | |
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| Mini case: Apple - 'Think different' | |
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| Introduction | |
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| The role of advertising | |
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| Defining advertising | |
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| Selling propositions | |
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| The use of emotion in advertising | |
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| Types of advertising | |
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| Advertising models and concepts | |
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| The elaboration likelihood model | |
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| Eclectic models of advertising | |
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| The strong and the weak theories of advertising | |
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| Using advertising strategically | |
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| Consumer generated advertising | |
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| Key points | |
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| Review questions | |
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| References | |
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| Public relations | |
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| Aims and learning objectives | |
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| Mini case: BP - crisis response | |
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| Introduction | |
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| Characteristics of public relations | |
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| Which Publics? | |
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| A framework of public relations | |
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| Public relations and relationship management | |
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| Objectives of a public relations plan | |
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| Cause-related marketing | |
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| Public relations: methods and techniques | |
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| Media relations | |
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| Lobbying | |
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| Corporate advertising | |
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| Investor relations | |
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| Defensive or crisis communications | |
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| Integrating public relations in the communications mix | |
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| Key points | |
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| Review questions | |
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| References | |
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| Sponsorship | |
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| Aims and learning objectives | |
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| Mini case: The London Olympics | |
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| Introduction | |
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| The growth and development of sponsorship | |
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| Sponsorship objectives | |
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| How sponsorship might work | |
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| Theoretical aspects of sponsorship | |
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| Types of sponsorship | |
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| Sports sponsorship | |
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| Programme sponsorship | |
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| Arts sponsorship | |
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| Other forms of sponsorship | |
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| The role of sponsorship in the communication mix | |
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| Key points | |
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| Review questions | |
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| References | |
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| Direct marketing and personal selling | |
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| Aims and learning objectives | |
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| Mini case: Office for National Statistics - The 2011 Census | |
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| Introduction | |
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| Direct marketing | |
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| The role of direct marketing | |
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| Types of direct brand | |
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| The growth of direct marketing | |
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| The role of the database | |
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| Permission marketing | |
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| Direct response media | |
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| Personal selling | |
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| The tasks of personal selling | |
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| The role of personal selling | |
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| Strengths and weaknesses of personal selling | |
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| When personal selling should be a major part of the communications mix | |
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| Integration and supporting the sales force | |
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| Strategic account management | |
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| Key account management | |
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| Global account management | |
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| Key points | |
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| Review questions | |
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| References | |
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| Sales promotion, field marketing and brand experiences | |
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| Aims and learning objectives | |
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| Mini case: Orange at the Glastonbury Festival | |
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| Introduction | |
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| Sales promotions | |
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| Understanding the value of sales promotions | |
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| The role of sales promotion | |
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| Sales promotion plans: the objectives | |
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| An overview of how sales promotions work | |
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| Retention programmes | |
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| Sales promotions: methods and techniques | |
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| Other sales promotion devices | |
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| Field marketing | |
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| Range of FM activities | |
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| Brand experience and events | |
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| Key points | |
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| Review questions | |
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| References | |
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| Brand placement, exhibitions, packaging and licensing | |
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| Aims and learning objectives | |
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| Mini case: Beyonc� | |
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| Introduction | |
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| Brand Pplacement | |
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| Characteristics of brand placement | |
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| Placement issues | |
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| Trade shows and exhibitions | |
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| Reasons to use exhibitions | |
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| Characteristics of exhibitions and trade fairs | |
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| Exhibitions as a form of marketing communications | |
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| Digital media and trade shows | |
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| Marketing management of exhibitions | |
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| Hospitality and events | |
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| Packaging | |
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| The communication dimensions of packaging | |
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| Licensing | |
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| Key points | |
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| Review questions | |
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| References | |
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| Traditional media | |
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| Aims and learning objectives | |
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| Mini case: Smoke-free south west - 'Wise-up to roll-ups' | |
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| Introduction | |
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| Media classification by form | |
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| Media classification by source | |
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| Evaluative criteria | |
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| Print media | |
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| Broadcast media | |
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| Outdoor media | |
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| In-store media | |
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| Cinema | |
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| Ambient media | |
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| Direct response media | |
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| Key points | |
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| Review questions | |
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| References | |
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| Digital media | |
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| Aims and learning objectives | |
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| Mini case: Hiscox | |
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| Introduction | |
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| Key forms of digital media | |
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| What digital media enables users to do | |
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| Web sites | |
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| Key differences between traditional and digital media | |
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| Convergence in marketing communications | |
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| Key points | |
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| Review questions | |
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| References | |
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| Social, search and interactivity | |
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| Aims and learning objectives | |
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| Mini case: Inspired by Iceland | |
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| Introduction | |
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| Social media | |
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| Social networks | |
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| Viral marketing | |
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| Web logs | |
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| Microblogging | |
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| Podcasting | |
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| RSS | |
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| Interactive online communities | |
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| Search engine marketing | |
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| Search engine optimisation | |
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| Pay-per-click searches | |
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| Interactivity | |
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| Email marketing | |
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| Short message services (SMS) | |
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| Apps | |
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| Widgets | |
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| Affiliate marketing | |
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| Augmented reality | |
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| Key points | |
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| Review questions | |
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| References | |
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| Multichannel campaigns: media and tools | |
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| Aims and learning objectives | |
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| Mini case: The Salvation Army | |
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| Introduction | |
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| Interactivity | |
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| Multichannel marketing | |
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| Online advertising | |
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| Online sales promotions | |
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| Online direct marketing | |
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| Online public relations | |
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| Multi-channel campaigns | |
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| Key points | |
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| Review questions | |
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| References | |
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| Media planning: delivering the message | |
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| Aims and learning objectives | |
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| Mini case: Which? | |
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| Introduction | |
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| Media planning and the media mix | |
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| Media switching behaviour | |
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| Vehicle selection | |
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| Media planning concepts | |
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| Media usage and attitudes | |
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| Planning, placing and measuring ads online | |
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| Media source effects | |
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| Key points | |
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| Review questions | |
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| References | |
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| Creativity | |
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| Aims and learning objectives | |
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| Mini case: Johnnie Walker - keep walking | |
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| Introduction | |
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| What is creativity? | |
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| Creativity and attention | |
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| The importance of context | |
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| Creativity as a signal | |
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| The creative process | |
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| The creative code | |
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| Message framing | |
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| Storytelling | |
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| User-generated-content (UGC) | |
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| Sourcing content | |
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| Key points | |
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| Review questions | |
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| References | |
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| Messages and appeals | |
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| Aims and learning objectives | |
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| Mini case: Lynx-Jet - fantasy appeals | |
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| Introduction | |
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| Message source | |
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| Establishing credibility | |
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| Credibility established by a spokesperson | |
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| Structural elements in a message | |
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| Message appeal | |
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| Copycat messaging | |
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| Advertising tactics | |
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| Key points | |
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| Review questions | |
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| References | |
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| Author index | |
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| Subject index | |