Foundations of Marketing Communications : A European Perspective

by Pelsmacker, Patrick De; Geuens, Maggie; Bergh, Joeri Van Den; De Pelsmacker, Patrick

• ISBN13: 9780273703860
• ISBN10: 0273703862
• Edition: 3rd
• Format: Paperback
• Copyright: 2005-12-31
• Publisher: Trans-Atlantic Pubns

Summary

Foundations of Marketing Communications offers a concise overview of the cornerstones, techniques and applications of marketing communications in a European context. Based on the authoritative and successful Marketing Communications: A European Perspective 2nd edition, this book is geared towards both undergraduate and postgraduate students who want to extend their knowledge of marketing communications

Author Biography

Joeri Van de Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.

Table of Contents

About the authors	xi
Preface	xiii
Authors' acknowledgements	xv
Publisher's acknowledgements	xvi
Integrated marketing communications	1	(21)
Chapter outline	1	(1)
Chapter objectives	1	(1)
Introduction	2	(1)
Marketing and the instruments of the marketing mix	2	(2)
The communications mix	4	(2)
Integration of marketing communications	6	(3)
Factors leading to integrated marketing communications	9	(4)
Barriers to integrated communications	13	(2)
Client-agency relations and IMC	15	(1)
The integrated communications plan	15	(1)
Summary	16	(6)
Review questions	16	(1)
Further reading	17	(1)
Case 1: Marie Jo and Prima Donna: when luxury meets quality	17	(4)
References	21	(1)
How marketing communications work	22	(30)
Chapter outline	22	(1)
Chapter objectives	22	(1)
Introduction	23	(1)
Hierarchy-of-effects models	23	(3)
Attitude formation and change	26	(5)
Multiple attribute models	31	(4)
Heuristic evaluation	35	(2)
Affect-as-Information model	37	(1)
Aad and feelings transfer	38	(3)
Post-experience models	41	(3)
Summary	44	(8)
Review questions	45	(1)
Further reading	45	(1)
Case 2: Jealous as Axe	45	(4)
References	49	(3)
Target groups	52	(20)
Chapter outline	52	(1)
Chapter objectives	52	(1)
Introduction	53	(1)
The segmenting-targeting-positioning framework	53	(1)
Market segmentation	54	(8)
Targeting	62	(2)
Positioning	64	(2)
Summary	66	(6)
Review questions	66	(1)
Further reading	66	(1)
Case 3: Mercedes' Baby Benz	67	(4)
References	71	(1)
Objectives	72	(18)
Chapter outline	72	(1)
Chapter objectives	72	(1)
Introduction	73	(1)
Marketing communications objectives	73	(8)
Stages in the product life cycle and marketing communications objectives	81	(4)
Summary	85	(5)
Review questions	85	(1)
Further reading	85	(1)
Case 4: Ben & Jerry's - Vermont's finest and the world's wackiest ice cream	86	(2)
References	88	(2)
Budgets	90	(14)
Chapter outline	90	(1)
Chapter objectives	90	(1)
Introduction	91	(1)
How the communications budget affects sales	91	(2)
Communications budgeting methods	93	(4)
Factors influencing budgets	97	(2)
Budgeting for new brands or products	99	(1)
Summary	99	(5)
Review questions	100	(1)
Further reading	100	(1)
Case 5: Budgeting in the automobile industry	100	(3)
References	103	(1)
Advertising	104	(24)
Chapter outline	104	(1)
Chapter objectives	104	(1)
Introduction	105	(1)
Types of advertising	105	(1)
Campaign development	106	(1)
Message strategy	107	(3)
Creative idea	110	(2)
Creative appeals	112	(1)
Rational appeals	113	(2)
Emotional appeals	115	(3)
Endorsers	118	(2)
Campaign implementation	120	(1)
Summary	120	(8)
Review questions	121	(1)
Further reading	121	(1)
Case 6: Launching the Citroen Xsara Picasso and relaunching the Volkswagen Sharan	121	(4)
References	125	(3)
Media planning	128	(28)
Chapter outline	128	(1)
Chapter objectives	128	(1)
Introduction	129	(1)
The media planning process	129	(1)
Media objectives	130	(8)
Selecting media	138	(6)
Media context	144	(3)
Summary	147	(9)
Review questions	147	(1)
Further reading	147	(1)
Case 7: Relaunching Nizoral in Russia	148	(6)
References	154	(2)
Advertising research	156	(23)
Chapter outline	156	(1)
Chapter objectives	156	(1)
Introduction	157	(1)
Strategic advertising planning and the role of research	157	(1)
Strategic advertising research	158	(2)
Pre-testing of advertising	160	(7)
Post-testing of advertising	167	(3)
Advertising campaign evaluation research	170	(4)
Summary	174	(5)
Review questions	175	(1)
Further reading	175	(1)
Case 8: Building added brand value for Smiths and transferring it to Lay's	175	(3)
References	178	(1)
Sales promotions	179	(23)
Chapter outline	179	(1)
Chapter objectives	179	(1)
Introduction	180	(1)
The growing importance of sales promotions	180	(1)
Objectives and target groups	181	(4)
Consumer promotions	185	(8)
Trade promotions	193	(2)
Measuring sales promotions effectiveness	195	(3)
Summary	198	(4)
Review questions	198	(1)
Further reading	198	(1)
Case 9: Febreze - safely eliminating odours	199	(2)
References	201	(1)
Direct marketing	202	(31)
Chapter outline	202	(1)
Chapter objectives	202	(1)
Introduction	203	(1)
Direct marketing as a marketing communications technique	203	(1)
Objectives and target groups	204	(4)
Direct marketing media and tools	208	(7)
Database marketing	215	(5)
Relationship marketing	220	(3)
Measuring direct marketing effectiveness	223	(2)
Summary	225	(8)
Review questions	226	(1)
Further reading	226	(1)
Case 10: Direct marketing at Tesco - `Join the Club. . .'	227	(4)
References	231	(2)
E-communications	233	(33)
Chapter outline	233	(1)
Chapter objectives	233	(1)
Introduction	234	(1)
The growing importance of the internet	234	(2)
Internet communications objectives and tools	236	(12)
Mobile marketing	248	(2)
Interactive television	250	(1)
Relationship marketing and the internet	251	(2)
Tracking the effectiveness of e-communications	253	(5)
Summary	258	(8)
Review questions	259	(1)
Further reading	260	(1)
Case 11: Sony® CLIE™ - leading the handheld revolution	260	(4)
References	264	(2)
Point-of-purchase communications	266	(19)
Chapter outline	266	(1)
Chapter objectives	266	(1)
Introduction	267	(1)
The importance of point-of-purchase communications	267	(1)
Objectives and tools of point-of-purchase communications	268	(2)
The effectiveness of point-of-purchase communications tools	270	(4)
Other point-of-purchase factors	274	(5)
Summary	279	(6)
Review questions	280	(1)
Further reading	280	(1)
Case 12: POP in the c-store -- the case of Red Bull	280	(3)
References	283	(2)
Public relations and sponsorship	285	(26)
Chapter outline	285	(1)
Chapter objectives	285	(1)
Introduction	286	(1)
Public relations as a marketing communications tool	286	(2)
Target groups, objectives and instruments of marketing PR	288	(3)
Marketing PR budgets	291	(1)
Measuring public relations results	292	(1)
Sponsorship as a marketing communications tool	293	(2)
Target groups and objectives of sponsorship	295	(2)
Types of sponsorship	297	(7)
Sponsorship budgets	304	(1)
Measuring sponsorship effectiveness	305	(1)
Summary	306	(5)
Review questions	307	(1)
Further reading	307	(1)
Case 13: Sponsoring championship football -- France 98 and Euro 2000	307	(4)
References	311