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| List of Illustrations | |
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| Preface | |
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| Introduction | |
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| Welcome to the Marketing Communications Revolution | |
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| Information Technology | |
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| Carbon Paper, Slide Rules, Four-Function Calculators, and Marketing | |
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| The Development of Marketing Practice in the United States | |
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| The Development of the Twenty-First-Century Marketplace | |
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| An Introduction to the Idea of Brands | |
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| Marketing and Communication in the Twenty-First-Century Marketplace | |
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| How Marketing Organizations Compete | |
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| The Evolution and Revolution of Information Technology in Communication | |
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| Using the Marketing Diagonal | |
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| The Marketing Diagonal Changes How Organizations Compete | |
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| Summary | |
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| Brands and Branding | |
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| Brands, Branding, Brand Management, and Customers | |
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| A Seven-Paragraph Overview on Brands and Branding | |
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| From Brand Death to Resurrection in Ten Short Years | |
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| The Concept of Brand Value | |
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| The Changing Nature of Organizational Value: From Tangible to Intangible Assets | |
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| What Is a Brand? | |
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| Understanding Brand Value | |
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| What's in a Name? | |
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| Focusing on Customer Brand Value | |
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| Summary | |
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| Building Brand Value | |
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| Building Customer Brand Value from the Customer's View | |
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| From Outputs to Outcomes--From Campaign Planning to Brand Communication Planning | |
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| Messages and Incentives | |
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| Summary | |
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| The IBC Planning Process and Estimating Customer Value | |
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| The Brand Business Review | |
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| Understanding the Customer/Prospect Database | |
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| Market or Customer Segmentation or Aggregation | |
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| Database-Driven Relationship Marketing | |
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| Identifying and Valuing Customer Groups | |
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| Determining Share of Requirements or Purchase Dynamics | |
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| Setting Behavioral Marketing Objectives | |
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| Summing Up Behavioral Marketing Objectives | |
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| Summary | |
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| Converting Customer Knowledge into IBC Programs: The IBC Strategy | |
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| Cascading Objectives and Strategies, Incremental Value, and Closed-Loop Systems | |
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| Developing an IBC Program | |
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| A Model for Predictive Measurements of Advertising Effectiveness: Lavidge and Steiner's Hierarchy of Effects Model | |
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| Defining Advertising Goals for Measured Advertising Results (DAGMAR) | |
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| Income Flows as Values | |
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| Using Closed-Loop Systems | |
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| The IBC Strategy Development Process | |
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| Example IBC Strategy for a Replaceable Computer Component | |
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| Summary | |
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| Understanding Consumers and Their Relationship to Brands | |
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| Consumer Behavior and Information Processing | |
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| Behavior in the Marketplace: Supermarket Shoppers | |
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| Consumer Decision Making | |
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| The Elaboration Likelihood Model | |
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| Message Reception and Comprehension | |
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| Evaluating Information Through the Judgment Process | |
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| Summary | |
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| Researching the Relationship Between the Consumer and the Brand | |
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| Secondary Research | |
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| Using the Information | |
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| Extrapolation of Data | |
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| Types of Primary Research | |
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| Evaluating Research | |
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| Summary | |
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| Developing Communication Investment Strategies | |
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| Connecting Spending to Returns | |
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| Traditional Methods of Marketing Communication and Advertising Budgeting | |
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| The Transition of Information Technology | |
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| Basic Financial Concepts Underlying Investments and Returns | |
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| Inside-Out and Outside-In Communication Planning | |
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| The Closed-Loop Investment Process | |
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| Summary | |
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| Campaign Strategy: The Elements of an Effective Campaign | |
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| Brand Building: Mass Media Advertising | |
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| Enhancing the Strategy with a Strong Execution | |
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| The "Big Idea" | |
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| Judging Advertising Executions | |
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| Summary | |
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| Brand Building: Public Relations | |
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| What Is Public Relations? | |
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| Public Relations in IBC | |
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| Brand Building or Business Building? | |
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| Types of Public Relations Activity | |
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| The Internet and Public Relations | |
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| Some Final Observations on Public Relations | |
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| Summary | |
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| Business Building: Trade Sales Promotion | |
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| The Importance of the Channel | |
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| What Is Trade Sales Promotion? | |
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| Brand Building or Business Building? | |
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| Playing Safeway's Coupon Game | |
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| Major Goals of Trade Sales Promotion | |
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| Issues in Trade Sales Promotion | |
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| Types of Trade Sales Promotions | |
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| Recent Trends and Developments in Trade Sales Promotion | |
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| Summary | |
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| Business Building: Consumer Sales Promotion | |
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| What Is Consumer Sales Promotion | |
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| Brand Building or Business Building? | |
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| Major Goals of Consumer Sales Promotion | |
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| Why Manufacturers Use Consumer Sales Promotion | |
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| What Sales Promotion Can and Can't Do | |
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| Consumer Sales Promotion Tactics | |
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| Planning Sales Promotion | |
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| Sales Promotion and the Internet | |
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| A Final Word on Sales Promotion Risks | |
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| FreeSampleClub.com | |
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| Summary | |
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| Business Building and Brand Building: Direct Response and Interactive Media | |
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| What Is Direct Marketing? | |
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| Reasons for Direct Marketing Growth | |
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| Business Building or Brand Building? | |
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| Forms of Direct Marketing | |
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| Distributing the Direct Marketing Offer | |
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| Interactive Media and Marketing | |
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| Privacy | |
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| Summary | |
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| Campaign Evaluation: Issues in Campaign Management | |
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| Using Media to Deliver Brand Messages and Incentives | |
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| Selecting and Implementing Brand Communication Tactics | |
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| Efficiency Versus Effectiveness: The Continuing Debate | |
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| Relevance and Receptivity in Media Planning | |
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| Relevance and Receptivity-Driven Media Objectives | |
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| Choosing Which Media to Use | |
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| Media Types | |
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| Media Planning Versus Media Buying | |
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| Summary | |
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| Measuring the Results of IBC Programs | |
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| The Importance of Measurement | |
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| Historical Methods of Measuring Brand Communication Impact | |
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| What's Needed for Effective Brand Communication Measurement? | |
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| The Spreadsheet Approach to Measuring the Return on Business-Building Brand Communication Programs | |
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| Measuring the Return on Brand-Building Communication Programs | |
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| Measuring the Return on Internal Brand Communication Programs | |
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| A Summary View of Evaluation in the Twenty-First Century | |
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| Summary | |
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| Selling Management on the IBC Plan | |
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| Reasons for Resistance to IBC Planning | |
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| How to Get Started with IBC Planning | |
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| Presentation Tips | |
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| Summary | |
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| Index | |