Integrated Advertising, Promotion, and Marketing Communications

by Clow, Kenneth E.; Baack, Donald

• ISBN13: 9780131405462
• ISBN10: 0131405462
• Edition: 2nd
• Format: Paperback
• Copyright: 2003-05-01
• Publisher: PRENTICE HALL

Summary

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an "integrated" learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

Table of Contents

Preface	xv
PART I THE IMC FOUNDATION	2	(158)
Integrated Marketing Communications	2	(24)
IMC Plan Pro: JavaNet Internet Cafe	4	(1)
Overview	4	(1)
Communication and IMC Programs	5	(3)
Integrated Marketing Communications	8	(1)
An Integrated Marketing Communications Plan	9	(1)
IMC Components	9	(5)
The Foundation	10	(1)
Advertising Tools	10	(1)
Promotional Tools	11	(1)
Integration Tools	11	(1)
Refining the IMC Program	12	(2)
The Value of IMC Plans	14	(6)
Information Technology	16	(1)
Changes in Channel Power	16	(1)
Increases in Competition	17	(1)
Brand Parity	18	(1)
Integration of Information	18	(1)
Decline in the Effectivenes of Mass-Media Advertising	18	(2)
Globally Integrated Marketing Communications	20	(6)
Corporate Image and Brand Management	26	(32)
IMC Plan Pro: JavaNet Internet Cafe	28	(1)
Overview	28	(1)
The Corporate Image	29	(3)
Components of a Corporate Image	29	(1)
The Role of a Corporate Image---Consumer Perspective	30	(1)
The Role of a Corporate Image---Business-to-Business Perspective	30	(1)
The Role of a Corporate Image---Company Perspective	31	(1)
Promoting the Desired Image	32	(3)
Creating the Right Image	34	(1)
Rejuvenating an Image	34	(1)
Changing an Image	35	(1)
Conveying an Image to Business Customers	35	(1)
Corporate Names and Logos	35	(1)
Branding	36	(2)
Developing a Strong Brand Name	37	(1)
Packaging	38	(1)
New Trends in Packaging	38	(1)
Labels	39	(1)
Brand Equity	39	(4)
Steps to Building Brand Equity	40	(1)
Success Factors	41	(1)
Measuring Brand Equity	41	(2)
Brand Extensions and Flanker Brands	43	(1)
Co-Branding	44	(1)
Private Brands	45	(2)
Brand Management during Recessions	47	(1)
Positioning	48	(10)
Other Elements of Positioning	50	(8)
Consumer Buyer Behavior	58	(32)
IMC Plan Pro: JavaNet Internet Cafe	60	(1)
Overview	61	(1)
Consumer Purchasing Processes	61	(1)
Problem Recognition	61	(1)
Information Search	62	(9)
Attitudes and Values	65	(2)
Information Processing Models	67	(2)
Cognitive Mapping	69	(2)
Evaluation of Alternatives	71	(2)
The Evoked Set Method	72	(1)
The Multiattribute Approach	72	(1)
Affect Referral	72	(1)
The Purchase Decision	73	(1)
Situational Changes	73	(1)
Desire for Variety	73	(1)
Impulse Decisions	74	(1)
Advertisements, Consumer Promotions, and Other Marketing Materials	74	(1)
The Impact of Friends and Family	74	(1)
Postpurchase Evaluation	74	(1)
The Consumer Buying Environment	75	(1)
Traditional Factors	76	(4)
Demographics	76	(1)
Heredity and Home Environment	76	(1)
Family Life Cycle	76	(1)
Life-Changing Events	77	(1)
Cultural, Social, and Situational Environments	78	(1)
Other Factors Affecting Purchases	79	(1)
New Trends	80	(10)
Changes in Cultural Values and Attitudes	80	(1)
Time Pressures	81	(1)
Cocooning	81	(1)
Indulgences and Pleasure Binges	81	(1)
Excitement and Fantasy	81	(1)
Emphasis on Health	81	(1)
Clanning	81	(9)
Business-to-Business Buyer Behavior	90	(32)
IMC Plan Pro: JavaNet Internet Cafe	92	(1)
Overview	92	(1)
Types of Business Customers	93	(1)
Types of Products	93	(2)
Types of Customers	95	(1)
Business Buying Centers	96	(2)
Factors Affecting Members of Business Buying Centers	98	(3)
Organizational Influences	98	(1)
Individual Factors	99	(2)
Cultural Factors	101	(1)
Social Factors	101	(1)
Types of Business-to-Business Sales	101	(2)
The Business-to-Business Buying Process	103	(4)
Identification of Needs	103	(1)
Establishments of Specifications	104	(1)
Identification of Alternatives	104	(1)
Identification of Vendors	104	(1)
Evaluation of Vendors	105	(1)
Selection of Vendor(s)	106	(1)
Negotiation of Purchase Terms	107	(1)
The Buying Environment	107	(4)
Branding Issues	108	(1)
Trends in Media Selection	109	(1)
Who Is Buying	109	(1)
Internet Usage	110	(1)
Dual Channel Marketing	111	(2)
Image Concerns	112	(1)
Differences Versus Similarities	112	(1)
The Buying Community	113	(2)
Business-to-Business Trends in the Twenty-First Century	115	(7)
Promotions Opportunity Analysis	122	(38)
IMC Plan Pro: JavaNet Internet Cafe	124	(1)
Overview	124	(1)
The Marketing Plan	125	(1)
Promotions Opportunities Analysis	125	(1)
Communication Market Analysis	126	(3)
Competitive Analysis	126	(1)
Opportunity Analysis	127	(1)
Target Market Analysis	128	(1)
Customer Analysis	128	(1)
Positioning Analysis	128	(1)
Establishing Marketing Communications Objectives	129	(1)
Establishing a Communications Budget	129	(4)
Budgeting Assumptions	130	(3)
Types of Budgets	133	(1)
The Percentage of Sales Method	133	(1)
The Meet-the-Competition Method	133	(1)
Arbitrary Allocation	133	(1)
The ``What We Can Afford'' Method	134	(1)
The Objective and Task Method	134	(1)
Payout Planning	134	(1)
Quantitative Models	134	(1)
Budgeting Expenditures	134	(2)
Prepare Promotional Strategies	136	(2)
Matching Tactics with Strategies	137	(1)
Market Segmentation	138	(1)
Market Segmentation by Consumer Groups	139	(9)
Segments Based on Gender	139	(2)
Segments Based on Age	141	(1)
Segments Based on Income	141	(1)
Segments Based on Ethnic Heritage	142	(2)
Psychographics	144	(1)
Segments Based on Generations	144	(1)
Segmentation by Geographic Area	145	(1)
Geodemographic Segmentation	145	(1)
Benefit Segmentation	146	(1)
Usage Segmentation	147	(1)
Business-to-Business Segmentation	148	(3)
Segmentation by Industry	148	(1)
Segmentation by Business	149	(1)
Segmentation by Size	149	(1)
Segmentation by Geographic Location	149	(1)
Segmentation by Product Usage	149	(1)
Segmentation by Purchase Decision Process	150	(1)
Segmentation by Customer Value	151	(1)
Implications for GIMC Programs	151	(9)
PART II IMC ADVERTISING TOOLS	160	(144)
Advertising Management	160	(32)
IMC Plan Pro: The Boulder Stop	162	(1)
Overview	162	(2)
Overview of Advertising Management	164	(1)
The Role of Advertising in the IMC Process	165	(1)
Company Activities in Advertising Management	165	(1)
Choosing an Advertising Agency	166	(2)
Decision Variables	167	(1)
External Advertising Agencies	168	(1)
Choosing an Agency	169	(4)
Goal Setting	170	(1)
Selection Criteria	170	(1)
Reference Requests	171	(1)
Oral and Written Presentations	172	(1)
Meeting Key Personnel	172	(1)
Selection and Contract	173	(1)
Advertising Planning and Research	173	(1)
The Roles of Advertising Account Executives	174	(1)
The Roles of Creatives	175	(2)
Advertising Campaign Management	177	(1)
Communication Market Analysis	177	(1)
Communication and Advertising Objectives	178	(3)
Building Brand Image	178	(1)
Providing Information	179	(1)
Persuasion	180	(1)
Supporting Marketing Efforts	180	(1)
Encouraging Action	181	(1)
The Communications Budget	181	(1)
Media Selection	182	(1)
The Creative Brief	183	(9)
The Objective	183	(1)
The Target Audience	183	(1)
The Message Theme	184	(1)
The Support	185	(1)
The Constraints	185	(7)
Advertising Design: Theoretical Frameworks and Types of Appeals	192	(36)
IMC Plan Pro: The Boulder Stop	194	(1)
Overview	194	(1)
The Creative Brief	195	(1)
Advertising Theory	195	(6)
Hierarchy of Effects	195	(1)
Means-End Theory	196	(2)
Leverage Points	198	(1)
Verbal and Visual Images	199	(2)
Types of Advertising Appeals	201	(18)
Fear	202	(2)
Humor	204	(2)
Sex	206	(2)
Are Sex Appeals Effective?	208	(2)
Sex Appeals in the International Arena	210	(1)
Disadvantages of Sex Appeals	211	(1)
Musical Appeals	212	(3)
Rational Appeals	215	(1)
Emotional Appeals	216	(2)
Scarcity Appeals	218	(1)
The Structure of An Advertisement	219	(9)
Advertising Design: Message Strategies and Executional Frameworks	228	(34)
IMC Plan Pro: The Boulder Stop	230	(1)
Overview	230	(1)
Message Strategies	231	(1)
Cognitive Strategies	231	(7)
Affective Strategies	234	(1)
Conative Strategies	235	(1)
Brand Strategies	236	(2)
Executional Frameworks	238	(6)
Animation	239	(1)
Slice-of-Life	239	(2)
Dramatization	241	(1)
Testimonials	241	(1)
Authoritative	242	(1)
Demonstration	242	(1)
Fantasy	243	(1)
Informative	243	(1)
Sources and Spokespersons	244	(6)
Source Characteristics	247	(1)
Matching Source Types and Characteristics	248	(2)
Creating an Advertisement	250	(1)
Advertising Effectiveness	251	(11)
Beating Ad Clutter	254	(8)
Advertising Media Selection	262	(42)
IMC Plan Pro: The Boulder Stop	264	(1)
Overview	264	(1)
Media Strategy	264	(1)
Media Planning	265	(3)
Media Planners	266	(1)
Media Buyers	267	(1)
Advertising Objectives	268	(4)
Achieving Advertising Objectives	272	(2)
Recency Theory	273	(1)
Gathering Evidence of Success	274	(1)
Media Selection	275	(15)
Television	275	(2)
Radio	277	(2)
Outdoor	279	(2)
Internet	281	(2)
Magazines	283	(2)
Newspapers	285	(2)
Direct Mail	287	(1)
Alternative Media	288	(2)
Media Mix	290	(1)
Media Selection in Business-to-Business Markets	291	(2)
Media Selection in International Markets	293	(11)
PART III IMC PROMOTIONAL TOOLS	304	(130)
Trade Promotions	304	(32)
IMC Plan Pro: Williamette Furniture Company	306	(1)
Overview	306	(1)
The Nature of Trade Promotions	307	(1)
Types of Trade Promotions	308	(17)
Trade Allowances	308	(4)
Trade Contests	312	(1)
Trade Incentives	313	(2)
Training Programs	315	(1)
Vendor Support Programs	316	(2)
Trade Shows	318	(2)
Specialty Advertising	320	(1)
Point-of-Purchase Advertising	321	(4)
Objectives of Trade Promotions	325	(3)
Obtaining Initial Distribution	326	(1)
Obtaining Prime Retail Shelf Space or Location	326	(1)
Supporting Established Brands	326	(1)
Countering Competitive Actions	326	(1)
Increasing Order Sizes	327	(1)
Building Retail Inventories	327	(1)
Reducing Excess Manufacturer Inventories	327	(1)
Enhancing Channel Relationships	327	(1)
Enhancing the IMC Program	328	(1)
Concerns in Using Trade Promotions	328	(8)
Consumer Promotions	336	(30)
IMC Plan Pro: Williamette Furniture Company	338	(1)
Overview	338	(1)
Coupons	339	(4)
Types of Coupons	340	(1)
Coupon Responses	341	(1)
Problems with Coupons	341	(1)
Tactics to Improve Coupon Effectiveness	342	(1)
Premiums	343	(3)
Problems with Premiums	344	(1)
Building Successful Premium Programs	344	(2)
Contests and Sweepstakes	346	(3)
Problems with Contests and Sweepstakes	347	(1)
Creating Successful Contests and Sweepstakes	347	(2)
Refunds and Rebates	349	(1)
Problems with Refunds and Rebates	349	(1)
Creating Effective Refund-Rebate Programs	349	(1)
Sampling	350	(2)
Problems with Sampling	351	(1)
Effective Use of Samples	351	(1)
Bonus Packs	352	(1)
Problems with Bonus Packs	353	(1)
Using Bonus Packs Effectively	353	(1)
Price-Offs	353	(1)
Problems with Price-Off Promotions	353	(1)
Using Price-Off Offers Effectively	354	(1)
Other Issues in Promotions Programs	354	(1)
Planning for Consumer Promotions	355	(1)
Business-to-Business Programs	356	(2)
International Consumer Promotions Programs	358	(8)
Personal Selling, Database Marketing, and Customer Relationship Management	366	(34)
IMC Plan Pro: Willamette Furniture Company	368	(1)
Overview	368	(1)
Personal Selling	368	(1)
Retail Sales	368	(2)
Selling in Shops and Stores	369	(1)
Personal Selling and Services	369	(1)
Telemarketing	369	(1)
Other Retail Sales Activities	370	(1)
Retail Sales Presentations	370	(2)
The Manufacturer's Dilemma in Retail Selling	371	(1)
Cross-Selling	371	(1)
Business-to-Business Personal Selling	372	(1)
Buyer-Seller Relationships	372	(2)
Managing the Business-to-Business Selling Process	374	(4)
Identifying Prospects	374	(1)
Qualifying Prospects	374	(1)
Knowledge Acquisition	375	(1)
Sales Approaches	376	(1)
Sales Presentations	376	(1)
Follow-Up	377	(1)
New Trends in Business-to-Business Personal Selling	378	(1)
Decline in the Number of Salespeople	378	(1)
Expansion of Sales Channels	378	(1)
Long-Term Relationships and Strategic Partnerships	378	(1)
Team Selling	378	(1)
Personal Selling in International Markets	379	(1)
Database Marketing	380	(5)
Determining Objectives	380	(1)
Collecting Data	381	(1)
Building a Data Warehouse	382	(1)
Data Mining	383	(1)
Developing Marketing Programs	383	(2)
Evaluating Marketing Programs and the Data Warehouse	385	(1)
Direct Marketing	385	(3)
Mail	386	(1)
Catalogs	387	(1)
Mass Media	387	(1)
Alternative Media	387	(1)
The Internet	387	(1)
E-mail	388	(1)
International Concerns in Direct Marketing	388	(1)
Permission Marketing	388	(1)
Frequency Programs	389	(1)
Customer Relationship Management	390	(10)
Public Relations, Regulations, and Sponsorship Programs	400	(34)
IMC Plan Pro: Williamette Furniture Company	402	(1)
Overview	402	(1)
The Public Relations Department and Its Functions	403	(1)
Types of Stakeholders	404	(3)
Internal Stakeholders	404	(1)
External Stakeholders	405	(2)
Public Relations Events	407	(3)
Altruistic Activities	408	(1)
Cause-Related Marketing	408	(1)
Green Marketing	409	(1)
Damage Control	410	(3)
Reactive Strategies	410	(2)
Proactive Strategies	412	(1)
Social Responsibility	413	(1)
Public Relations Tools	414	(1)
Regulating Marketing Communications	415	(3)
Unfair and Deceptive Marketing Practices	416	(1)
Deception Versus ``Puffery''	416	(1)
Governmental Regulatory Agencies	417	(1)
The Federal Trade Commission	418	(2)
How Investigations Begin	418	(1)
Court Actions	418	(1)
Corrective Advertising	419	(1)
Trade Regulation Rulings	419	(1)
Substantiation of Marketing Claims	420	(1)
Industry Regulation of Negative Marketing Practices	420	(2)
Sponsorship Marketing	422	(2)
Event Marketing	424	(10)
PART IV IMC INTEGRATION TOOLS	434	(87)
Internet Marketing	434	(30)
IMC Plan Pro: Kaolin Calefactors	436	(1)
Overview	436	(1)
Who Uses the Internet?	437	(1)
Marketing Functions on the Internet	438	(1)
E-Commerce	439	(2)
E-Commerce Components	440	(1)
E-Commerce Incentives	441	(2)
Financial Incentives	441	(1)
Convenience Incentives	442	(1)
Value-Added Incentives	443	(1)
Business-to-Business E-Commerce	443	(3)
International E-Commerce	446	(1)
IMC and the Internet	447	(8)
Branding	449	(2)
Brand Loyalty and IMC Internet Programs	451	(1)
Sales Support on the Internet	452	(1)
Customer Service and the Internet	453	(1)
Consumer Promotions and the Internet	454	(1)
Direct Marketing on the Internet	455	(1)
Viral Marketing on the Internet	456	(1)
Internet Design Issues	457	(7)
IMC for Small Businesses and Entrepreneurial Ventures	464	(24)
IMC Plan Pro: Kaolin Calefactors	466	(1)
Overview	467	(1)
Types of Ventures	467	(1)
Major Challenges	467	(1)
Starting a Company: The Market Analysis	468	(3)
Understanding and Defining Consumer Needs	469	(1)
Creating a Clearly Defined Product	470	(1)
Developing a Unique Market Niche	470	(1)
Finding Customers: A Crucial Element of the IMC Plan	471	(5)
Locating Customers	472	(4)
Advertising Small Businesses	476	(4)
Helping Customers Reach the Company	479	(1)
Reducing Purchase Risk	480	(1)
Making Customers Advocates	480	(8)
Database Management	480	(1)
Direct Marketing	481	(1)
Personal Selling	481	(1)
Trade and Consumer Promotions	481	(7)
Evaluating an Integrated Marketing Program	488	(33)
IMC Plan Pro: Kaolin Calefactors	490	(1)
Overview	490	(1)
Matching Methods with IMC Objectives	491	(1)
Message Evaluations	492	(5)
Concept Testing	493	(1)
Copytesting	494	(1)
Recall Tests	495	(2)
Recognition Tests	497	(6)
Attitude and Opinion Tests	499	(1)
Emotional Reaction Tests	500	(1)
Physiological Arousal Tests	501	(1)
Persuasion Analysis	502	(1)
Evaluation Criteria	503	(2)
Behavioral Evaluations	505	(7)
Sales and Redemption Rates	507	(3)
Test Markets	510	(1)
Purchase Simulation Tests	511	(1)
Evaluating Public Relations Activities	512	(1)
Evaluating the Overall IMC Program	513	(8)
Credits	521	(2)
Name Index	523	(8)
Subject Index	531