Advertising and Promotion: An Integrated Marketing Communications Perspective

Description

Title Contents Part One Introduction to Integrated Marketing Communications 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS The Growth of Advertising and Promotion The Role of Marketing 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 2 THE ROLE OF IMC IN THE MARKETING PROCESS Marketing Strategy and Analysis Opportunity Analysis Competitive Analysis Target Market Selection The Target Marketing Process Identifying Markets Market Segmentation Selecting a Target Market Market Positioning Developing a Positioning Strategy Developing the Marketing Planning Program Product Decisions Price Decisions Distribution Channel Decisions Developing Promotional Strategies: Push or Pull? The Role of Advertising and Promotion Part Two Integrated Marketing Communications Program Situation Analysis 3 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 Integrated Marketing Communications Services Pros and Cons of Integrated Services Responsibility for IMC: Agency versus Client 4 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 Infl uences on Consumer Behavior Culture Subcultures Reference Groups Situational Determinants Alternative Approaches to Consumer Behavior New Methodologies New Insights Part Three Analyzing the Communication Process 5 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 6 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 Part Four Objectives and Budgeting for Integrated Marketing Communications Programs 7 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 Part Five Developing the Integrated Marketing Communications Program 8 CREATIVE STRATEGY: PLANNING AND DEVELOPMENT The Importance of Creativity in Advertising Advertising Creativity What Is Creativity? Different Perspectives on Advertising Creativity Determinants of 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: Verifi cation, Revision Creative Strategy Development Advertising Campaigns Creative Brief The Search for the Major Selling Idea Developing the Major Selling Idea Contemporary Approaches to the Big Idea 9 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 10 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 Identifi cation 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 Appendix A: ASICS Media Flowchart 11 EVALUATION OF MEDIA: TELEVISION AND RADIO 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 Classifi cations Audience Information 12 EVALUATION OF PRINT MEDIA The Role of Magazines and Newspapers Magazines Classifi cations 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 Newspaper Advertising Advantages of Newspapers Limitations of Newspapers The Newspaper Audience Purchasing Newspaper Space Newspaper Rates The Future for Newspapers Online Delivery 13 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 Nontraditional Support Media Branded Entertainment Guerrilla Marketing Miscellaneous Other Media 14 DIRECT MARKETING Direct Marketing Defi ning 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 15 THE INTERNET AND INTERACTIVE MEDIA The Growth of the Internet Why the Rapid Adoption of the Internet? Web Objectives Developing and Maintaining a Website 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 Advantages and Disadvantages of the Internet Additional Interactive Media Mobile 16 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 Promotion with Advertising and Other IMC Tools Budget Allocation Coordination of Ad and Promotion Themes Media Support and Timing Sales Promotion Abuse 17 PUBLIC RELATIONS, PUBLICITY, AND CORPORATE ADVERTISING Public Relations The Traditional Defi nition 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 Part Six Monitoring, Evaluation, and Control 18 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 Part Seven Special Topics and Perspectives 19 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 Public Relations Digital Media 20 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 Developments in 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 21 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 22 PERSONAL SELLING (ONLINE) Glossary of Advertising and Promotion Terms Endnotes Credits and Acknowledgments Name and Company Index Subject Index