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Marketing Communications Brands, Experiences and Participation

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ISBN-10: 0273770543

ISBN-13: 9780273770541

Edition: 6th 2013 (Revised)

Authors: Chris Fill

List price: $49.99
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Book details

List price: $49.99
Edition: 6th
Copyright year: 2013
Publisher: Pearson Education, Limited
Publication date: 4/25/2013
Binding: Paperback
Pages: 864
Size: 7.72" wide x 10.12" long x 1.26" tall
Weight: 0.990

Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. In addition, he is a Senior Examiner at the Chartered Institute of Marketing and is currently responsible for the Marketing Communications module on the Professional Diploma. Chris is author of Marketing Communications: Interactivity, Communities and Content (now in its fifth edition), published by Pearson Education.

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