Promotion and Integrated Marketing Communications With Infotrac

by Semenik, Richard J.

• ISBN13: 9780324062533
• ISBN10: 0324062532
• Edition: 1st
• Format: Paperback
• Copyright: 2001-03-01
• Publisher: South-Western College Pub

Summary

Designed to meet the needs of the business student, this text provides balanced coverage of all communication tools-advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications. Unlike other books, this unique text teaches future business professionals how all the promotional tools work. More importantly, it teaches them how to integrate their use for maximum effect.

Author Biography

Richard J. Semenik is the Dean of the College of Business at Montana State University-Bozeman

Table of Contents

Preface	p. xxxix
Planning the Promotional Process and Integrated Marketing Communications	p. 2
Introduction to Promotion and Integrated Marketing Communications	p. 4
Introduction	p. 7
The Promotional Mix	p. 9
Integrated Marketing Communications	p. 23
Summary	p. 28
Key Terms	p. 29
Questions for Review and Critical Thinking	p. 30
Experiential Exercises	p. 30
Using the Internet	p. 31
The Promotion Industry: Marketers, Agencies, and Media Organizations	p. 32
Introduction	p. 35
The Promotion Industry in Transition	p. 35
The Structure of the Promotion Industry	p. 37
Summary	p. 59
Key Terms	p. 60
Questions for Review and Critical Thinking	p. 60
Experiential Exercises	p. 60
Using the Internet	p. 61
Promotion and IMC Planning and Strategy	p. 62
Introduction	p. 67
The Promotion Plan	p. 67
Integrated Marketing Communications Management and Planning	p. 89
Summary	p. 94
Key Terms	p. 95
Questions for Review and Critical Thinking	p. 95
Experiential Exercises	p. 96
Using the Internet	p. 96
The Launch of Cincinnati Bell Wireless: An Integrated Marketing Communications Success Story	p. 97
Introduction: Planning the IMC Campaign	p. 97
Cincinnati Bell, Inc.: Established Company with a New Product	p. 98
An IMC Agency	p. 98
Cincinnati Bell, Inc.: In Pursuit of IMC	p. 99
Cincinnati Bell Wireless: Situation Analysis	p. 99
Launching the Cincinnati Bell Wireless Promotion	p. 105
Understanding the Market Environment for Promotion and IMC	p. 114
Understanding the Marketing Environment: Segmenting, Targeting, and Positioning	p. 116
Introduction	p. 119
STP Marketing and the Evolution of Marketing Strategies	p. 119
Identifying Target Segments	p. 124
Segmenting Business-to-Business Markets	p. 133
Prioritizing Target Segments	p. 137
Formulating a Positioning Strategy for a Brand	p. 139
Summary	p. 145
Key Terms	p. 146
Questions for Review and Critical Thinking	p. 146
Experiential Exercises	p. 147
Using the Internet	p. 147
Understanding Buyer Behavior and Communication Processes	p. 148
Introduction	p. 151
Consumer Behavior	p. 151
The Consumer as Decision Maker	p. 151
The Consumer in a Sociocultural Consumption Context	p. 162
Culture	p. 163
Business Buyer Behavior	p. 170
The Communication Process	p. 176
Issues in Communication and Information Processing	p. 181
Summary	p. 185
Key Terms	p. 186
Questions for Review and Critical Thinking	p. 186
Experiential Exercises	p. 187
Using the Internet	p. 187
The Regulatory Environment for Promotion and Ethical Issues	p. 188
Introduction	p. 191
Regulation, Ethics, and a Free Enterprise Economy	p. 191
The Regulation of Promotion: Government, Industry, and Consumers	p. 192
Issues in the Regulation of Promotion	p. 205
Ethical Issues in Promotion	p. 213
Summary	p. 221
Key Terms	p. 222
Questions for Review and Critical Thinking	p. 222
Experiential Exercises	p. 222
Using the Internet	p. 223
The International Market Environment for Promotion and IMC	p. 224
Introduction	p. 227
Culture and Communications	p. 227
Overcoming Cultural Barriers in International Promotion	p. 230
Challenges in International Advertising	p. 237
Challenges in International Sales Promotion, Direct Marketing, and E-Commerce	p. 243
Challenges in International Public Relations	p. 248
Promotion Agencies Around the World	p. 249
Standardized Versus Customized Promotional Campaigns	p. 250
The Challenges in Developing and Managing a Global Sales Force	p. 253
Summary	p. 257
Key Terms	p. 258
Questions for Review and Critical Thinking	p. 258
Experiential Exercises	p. 259
Using the Internet	p. 259
The Tools of Promotion and IMC	p. 260
Advertising: Message and Media Strategies	p. 262
Introduction	p. 265
The Nature and Scope of Advertising	p. 265
Advertising Message Strategies	p. 271
Summary	p. 297
Key Terms	p. 298
Questions for Review and Critical Thinking	p. 298
Experiential Exercises	p. 299
Using the Internet	p. 299
Internet Advertising	p. 300
Introduction	p. 303
An Overview of Cyberspace	p. 305
Advertising on the Internet	p. 312
Establishing a Site on the World Wide Web	p. 321
Managing the Brand in an E-Community	p. 329
IMC and Internet Advertising	p. 330
The Future of Internet Advertising	p. 334
Summary	p. 336
Key Terms	p. 337
Questions for Review and Critical Thinking	p. 338
Experiential Exercises	p. 338
Using the Internet	p. 339
Direct Marketing and E-Commerce	p. 340
Introduction	p. 343
The Relationship Between Direct Marketing and E-Commerce	p. 344
Direct Marketing	p. 346
E-Commerce	p. 362
Coordinating Direct Marketing and E-Commerce in the IMC Program	p. 375
Summary	p. 377
Key Terms	p. 378
Questions for Review and Critical Thinking	p. 378
Experiential Exercises	p. 378
Using the Internet	p. 379
Sales Promotion: Consumer, Trade, and Business Market Techniques	p. 380
Introduction	p. 383
The Importance and Growth of Sales Promotion	p. 383
Sales Promotion in the Consumer Market	p. 388
Sales Promotion in the Trade and Business Markets	p. 400
Sales Promotion, the Internet, and New Media	p. 406
The Risks of Sales Promotions	p. 408
The Coordination Challenge--Sales Promotion and IMC	p. 409
Summary	p. 411
Key Terms	p. 412
Questions for Review and Critical Thinking	p. 412
Experiential Exercises	p. 413
Using the Internet	p. 413
Sponsorship, Point-of-Purchase, and Supportive Communications	p. 414
Introduction	p. 417
Sponsorship	p. 417
Point-of-Purchase	p. 423
Supportive Communiations--Media	p. 428
Supportive Communications--Nonmedia	p. 436
The IMC Coordination Challenge	p. 444
Summary	p. 445
Key Terms	p. 446
Questions for Review and Critical Thinking	p. 446
Experiential Exercises	p. 447
Using the Internet	p. 447
Public Relations and Corporate Advertising	p. 448
Introduction	p. 452
Public Relations	p. 453
Corporate Advertising	p. 464
Summary	p. 471
Key Terms	p. 472
Questions for Review and Critical Thinking	p. 472
Experiential Exercises	p. 472
Using the Internet	p. 473
Personal Selling and Sales Management	p. 474
Introduction	p. 477
Personal Selling	p. 478
Sales Management	p. 494
Summary	p. 507
Key Terms	p. 508
Questions for Review and Critical Thinking	p. 508
Experiential Exercises	p. 508
Using the Internet	p. 509
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