Advertising and Integrated Marketing Communications

Description

Title Contents Part One Understanding Integrated Marketing Communication 1. An Introduction to Integrated Marketing Communications 1.1 Understanding Marketing 1.2 Understanding Marketing Communication 1.3 Integrated Marketing Communication Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Marketing the Jan Lokpal Bill Annexure 1.1: India Against Corruption Movement – Code of Conduct Annexure 1.2: IAC Guides Citizens in Organizing Public Meetings Annexure 1.3: History of Advertising in India Endnotes 2. IMC as an Integral Part of Marketing 2.1 The Marketing Strategy 2.2 The Marketing Mix Strategies Summary Exercise Suggested Class Projects Critical Thinking Questions Endnotes Part Two The IMC Programme Situational Analysis 3. Understanding Consumer Behaviour 3.2 The Buying Decision Process 3.3 Alternative Buying Decision Processes Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Tata Nano: Did it Read the Consumer Right? Endnotes 4. Understanding the Communications Process 4.1 What is Communication? 4.2 Communication Response Hierarchy 4.3 Consumer Involvement 4.4 Processing Communications Cognitively Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Hero Motocorp takes a forward leap with ‘Hum mein hai Hero’ Annexure 4.1: Lyrics of the ‘Hum mein hai Hero’ song Endnotes 5. The World of Marketing Communication Agencies 5.1 Introduction to Marketing Communication Agencies 5.2 Players in the Communication World 5.3 Advertising Agencies 5.4 Specialized Services Summary Exercise Suggested Class Project Critical Thinking Questions Case Study: Hummingbird Advertising Agency Endnotes Part Three Advertising 6. Advertising Research and Strategy 6.1 Fundamentals of an Advertising Campaign 6.2 The Research Process 6.3 Common Errors in Research 6.4 Spelling Out the Strategy 6.5 Choice of Strategic Approaches Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Tata Salt Endnotes 7. Finding the Big Idea 7.1 What is a ‘Big Idea’? 7.2 Getting Creative to Find the Big Idea 7.3 Brainstorming for Creative Ideas 7.4 Some More Creative Techniques Summary Exercise Suggested Class Projects Critical Thinking Question Case Study: Tata Salt (Part II) Endnotes 8. Creative Execution in Advertising 8.1 Creative Execution of the Big Idea 8.2 Bringing Creativity in Ad Execution 8.3 Preparing a Creative Brief 8.4 Creative Execution Elements Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Tata Salt (Part III) (…Continued from Chapter 7) Annexure 8.1: Celebrity Support in Execution: Make Hay while the Stars Shine Endnotes 9. Creative Execution and Design in Print 9.1 The Print Medium 9.2 Elements of Print Advertising 9.3. Understanding Design in Print Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Marico Attracts Talent with its Corporate Campaign Endnotes 10. Creative Execution in Broadcast Media 10.1 An Introduction to Radio 10.2 The Pen is the Mightiest 10.3 Scriptwriting for Radio 10.4 Producing Radio Commercials 10.5 The ABCs of Writing and Producing Radio Spots 10.6 An Introduction to Television 10.7 Elements of Television 10.8 Making a Television Commercial 10.9 Some Guidelines Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: ‘Har Ek Friend’ Campaign Creates Magic for Airtel Annexure: Airtel ‘Har ek friend’ lyrics Endnotes Part- 11. Sales Promotion 11.1 An Introduction to Sales Promotion 11.2 Strengths and Limitations of Sales Promotion 11.3 Push and Pull Strategies 11.4 Popular Sales Promotion Tools 11.5 Planning a Sales Promotion Programme Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Hav Mor Funn with Ice Creams Annexure: Terms & Conditions for the Contest Endnotes Part Four Other Promotion Tools 12. Direct Marketing 12.1 An Introduction to Direct Marketing 12.2 The Quintessential Elements of Direct Marketing 12.3 Direct Marketing Media 12.4 Ethics in Direct Marketing Summary Exercise Suggested Class Projects Critical Thinking Questions Endnotes 13. Public Relations and Publicity 13.1 An Introduction to Public Relations 13.2 Strengths and Weaknesses of Public Relations 13.3 Types of Public Relations 13.4 Tools of Public Relations 13.5 Planning the Public Relations Programme 13.6 Publicity Summary Exercise Class Projects Critical Thinking Questions Case Study: Ahmedabad Red Cross: Topping the Nation in Blood Donation Endnotes 14. Communication in the New Age: Online and Mobile Media 14.1 The Internet as a Communication Medium 14.2 Traditional Tools of Online Communication 14.3 Social Media: Changing the Rules of Communication 14.5 Mobile Marketing Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Building Brand Loyalty: Just Do It Online Endnotes Part Five Media Planning and Strategy 15. Print and Support Media 15.1 The Mass Media 15.2 The Print Media 15.3 The Outdoor Media Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Divya Bhaskar Rocks the Gujarat Newspaper Market with its Launch Endnotes 16. Broadcast Media 16.1 The Broadcast Media 16.2 Television 16.3 Alternative Film Media 16.4 Radio Summary Exercise Suggested Class Projects Critical Thinking Questions Jassi Jaissi Koi Nahin Endnotes 17. Developing the Media Plan 17.1 An Introduction to Media Planning 17.2 Preparing a Media Plan Summary Exercise Quick Qs Suggested Class Project Critical Thinking Questions Case Study: Market Expansion of Chamkeela Toothpaste Endnotes Part Six Budgets, Objectives and Evaluation 18. Promotion Objectives and Budget Determination 18.1 Setting Communication Objectives 18.2 Sales- versus Communication-Oriented Objectives 18.3 The DAGMAR Approach to Setting Objectives and Measuring Advertising Effectiveness 18.4 Budgeting for Marketing Communication 18.5 Arriving at the Marketing Communication Budget 18.6 Allocating the Marketing Communication Budget Summary Exercise Suggested Class Projects Critical Thinking Questions Endnotes 19. Measuring IMC Performance 19.1 Measuring Communication Effectiveness 19.2 Conducting Research to Measure Communication Effectiveness 19.3 The Advertising Testing Process 19.4 Testing Other Promotional Tools 19.5 Evaluating Unconventional Promotional Tools and IMC Summary Exercise Suggested Class Projects Critical Thinking Questions Endnotes 20. The Legal and Ethical Environments of Promotions 20.1 Legislation Affecting Advertising 20.2 Self-regulatory Codes of Conduct in Advertising 20.3 Legal and Ethical Concepts and Issues in Advertising 20.4 Regulations Governing Sales Promotions 20.5 Regulations Governing Packaging and Labelling 20.6 Regulations Governing Direct Marketing 20.7 Regulations Governing Internet Marketing Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Soap Opera Features the Dirty War of Whitening Detergents Endnotes Integrated Case: ‘The Complete Man’ of Raymond Gets a New Avatar Appendix 1: Presenting Promotion Ideas Index