Integrated Advertising, Promotion, and Marketing Communications

by Clow, Kenneth E.; Baack, Donald E.

• ISBN13: 9780131866225
• ISBN10: 0131866222
• Edition: 3rd
• Format: Paperback
• Copyright: 2010-01-01
• Publisher: Prentice Hall

Summary

This volume takes a broader approach than Advertising or Promotions surveys and gives readers anintegratedlearning 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 1 THE IMC FOUNDATION	2	(128)
Integrated Marketing Communications	2	(26)
Ron Jon Surf Shop	2	(2)
Overview	4	(1)
Communication and IMC Programs	5	(3)
Integrated Marketing Communications	8	(1)
An Integrated Marketing Communications Plan	9	(1)
IMC Components	10	(5)
The Foundation	10	(1)
Advertising Tools	11	(1)
Promotional Tools	11	(1)
Integration Tools	12	(1)
Refining the IMC Program	12	(3)
The Value of IMC Plans	15	(5)
Information Technology	15	(1)
Changes in Channel Power	16	(1)
Increases in Competition	17	(2)
Brand Parity	19	(1)
Integration of Information	19	(1)
Decline in the Effectiveness of Mass-Media-Advertising	20	(1)
Globally Integrated Marketing Communications	20	(8)
Corporate Image and Brand Management	28	(32)
Gucci: One Strong Brand Works with Others	28	(2)
Overview	30	(1)
Corporate Image	30	(4)
Components of a Corporate Image	30	(2)
The Role of a Corporate Image---Consumer Perspective	32	(1)
The Role of a Corporate Image---Business-to-Business Perspective	33	(1)
The Role of a Corporate Image---Company Perspective	33	(1)
Promoting the Desired Image	34	(3)
Creating the Right Image	35	(1)
Rejuvenating an Image	36	(1)
Changing an Image	36	(1)
Conveying an Image to Business Customers	37	(1)
Corporate Name	37	(1)
Corporate Logos	38	(1)
Branding	39	(2)
Developing a Strong Brand Name	40	(1)
Brand Equity	41	(3)
Steps to Building Brand Equity	42	(1)
Measuring Brand Equity	43	(1)
Brand Extensions and Flanker Brands	44	(1)
Co-Branding	45	(2)
Private Brands	47	(2)
Packaging	49	(1)
New Trends in Packaging	50	(1)
Labels	50	(1)
Positioning	51	(9)
Other Elements of Positioning	53	(7)
Buyer Behaviors	60	(34)
How Starbucks Created a New Coffee Culture	60	(2)
Overview	62	(1)
Consumer Purchasing Process	63	(1)
Information Search	63	(7)
Internal Search	63	(1)
External Search	64	(2)
Consumer Attitudes	66	(1)
Consumer Values	67	(1)
Cognitive Mapping	68	(2)
Evaluation of Alternatives	70	(2)
The Evoked Set Method	70	(1)
The Multiattribute Approach	71	(1)
Affect Referral	71	(1)
Trends in the Consumer Buying Environment	72	(4)
Age Complexity	72	(1)
Gender Complexity	73	(1)
Individualism	74	(1)
Active, Busy Lifestyles	74	(1)
Cocooning	74	(1)
Pleasure Pursuits	75	(1)
Health Emphasis	75	(1)
Business-to-Business Buyer Behavior	76	(1)
Factors Affecting Members of Business Buying Centers	77	(2)
Organizational Influences	77	(1)
Individual Factors	77	(2)
Types of Business-to-Business Sales	79	(1)
The Business-to-Business Buying Process	80	(2)
Identification of Needs	80	(1)
Establishment of Specifications	80	(1)
Identification of Vendors	81	(1)
Vendor Evaluation	81	(1)
Vendor Selection	82	(1)
Negotiation of Terms	82	(1)
Postpurchase Evaluation	82	(1)
Trends in the Business-to-Business Buying Environment	82	(2)
Emphasis on Accountability	82	(1)
Importance of E-Commerce	83	(1)
Global Branding	83	(1)
Database Mining	83	(1)
Alternative Methods of Communication	84	(1)
Focus on Internal Marketing Communications	84	(1)
Dual Channel Marketing	84	(10)
Promotions Opportunity Analysis	94	(36)
The Hallmark Difference	94	(2)
Overview	96	(1)
Promotions Opportunity Analysis	96	(1)
Communication Market Analysis	97	(3)
Competitors	97	(1)
Opportunities	98	(1)
Target Markets	99	(1)
Customers	99	(1)
Product Positioning	100	(1)
Establishing Marketing Communications Objectives	100	(1)
Establishing a Communications Budget	101	(3)
Types of Budgets	104	(2)
The Percentage of Sales Method	104	(1)
The Meet-the-Competition Method	105	(1)
The ``What We Can Afford'' Method	105	(1)
The Objective and Task Method	105	(1)
Payout Planning	105	(1)
Quantitative Models	106	(1)
Budgeting Expenditures	106	(1)
Preparing Promotional Strategies	107	(2)
Matching Tactics with Strategies	108	(1)
Market Segmentation	109	(1)
Market Segmentation by Consumer Groups	110	(8)
Segments Based on Demographics	110	(3)
Psychographics	113	(2)
Segments Based on Generations	115	(1)
Segmentation by Geographic Area	116	(1)
Geodemographic Segmentation	116	(1)
Benefit Segmentation	117	(1)
Usage Segmentation	117	(1)
Business-to-Business Segmentation	118	(2)
Segmentation by Industry	118	(1)
Segmentation by Size	119	(1)
Segmentation by Geographic Location	119	(1)
Segmentation by Product Usage	119	(1)
Segmentation by Customer Value	120	(1)
Implications for GIMC Programs	120	(10)
PART 2 IMC ADVERTISING TOOLS	130	(144)
Advertising Management	130	(32)
Marketing Power	130	(2)
Overview	132	(2)
Overview of Advertising Management	134	(1)
Advertising and the IMC Process	134	(1)
Choosing an Advertising Agency	135	(3)
Decision Variables	136	(1)
External Advertising Agencies	137	(1)
Choosing an Agency	138	(4)
Goal Setting	138	(1)
Selection Criteria	138	(2)
Reference Requests	140	(1)
Creative Pitch	140	(1)
Agency Selection	141	(1)
Advertising Planning and Research	142	(1)
The Roles of Advertising Account Executives	143	(1)
The Roles of Creatives	144	(1)
Advertising Campaign Management	144	(1)
Communication Market Analysis	144	(3)
Advertising Goals	147	(3)
Building Brand Image	147	(1)
Providing Information	148	(1)
Persuasion	149	(1)
Supporting Marketing Efforts	149	(1)
Encouraging Action	149	(1)
The Advertising Budget	150	(1)
Media Selection	151	(1)
The Creative Brief	151	(11)
The Objective	151	(1)
The Target Audience	152	(1)
The Message Theme	152	(1)
The Support	153	(1)
The Constraints	153	(9)
Advertising Design: Theoretical Frameworks and Types of Appeals	162	(34)
Whites, or Colors?	162	(2)
Overview	164	(1)
The Creative Brief	165	(1)
Advertising Theory	165	(6)
Hierarchy of Effects	165	(2)
Means--End Theory	167	(1)
Leverage Points	168	(1)
Verbal and Visual Images	169	(2)
Types of Advertising Appeals	171	(16)
Fear	171	(1)
Humor	172	(3)
Sex	175	(2)
Are Sex Appeals Effective?	177	(2)
Sex Appeals in International Advertising	179	(1)
Disadvantages of Sex Appeals	180	(1)
Musical Appeals	181	(2)
Rational Appeals	183	(1)
Emotional Appeals	184	(2)
Scarcity Appeals	186	(1)
The Structure of an Advertisement	187	(9)
Advertising Design: Message Strategies and Executional Frameworks	196	(34)
The AFLAC Duck Makes a Big Splash	196	(2)
Overview	198	(1)
Message Strategies	198	(7)
Cognitive Strategies	199	(3)
Affective Strategies	202	(2)
Conative Strategies	204	(1)
Executional Frameworks	205	(6)
Animation	205	(1)
Slice-of-Life	206	(1)
Dramatization	207	(1)
Testimonials	208	(1)
Authoritative	208	(1)
Demonstration	209	(1)
Fantasy	209	(1)
Informative	210	(1)
Sources and Spokespersons	211	(7)
Source Characteristics	214	(2)
Matching Source Types and Characteristics	216	(2)
Creating an Advertisement	218	(1)
Advertising Effectiveness	219	(11)
Beating Ad Clutter	221	(9)
Advertising Media Selection	230	(44)
M&M's: The Sweet Task of Media Selection	230	(2)
Overview	232	(1)
Media Strategy	232	(1)
Media Planning	233	(4)
Media Planners	234	(2)
Media Buyers	236	(1)
Advertising Objectives	237	(3)
Achieving Advertising Objectives	240	(2)
Recency Theory	241	(1)
Media Selection	242	(17)
Television	243	(3)
Radio	246	(2)
Outdoor Advertising	248	(2)
Internet	250	(3)
Magazines	253	(2)
Newspapers	255	(2)
Direct Mail	257	(1)
Alternative Media	257	(2)
Media Mix	259	(1)
Media Selection in Business-to-Business Markets	260	(2)
Media Selection in International Markets	262	(12)
PART 3 IMC PROMOTIONAL TOOLS	274	(132)
Trade Promotions	274	(32)
Sealy: Made for Sleep	274	(2)
Overview	276	(1)
The Nature of Trade Promotions	277	(1)
Types of Trade Promotions	278	(16)
Trade Allowances	278	(3)
Trade Contests	281	(1)
Trade Incentives	282	(3)
Training Programs	285	(1)
Vendor Support Programs	285	(2)
Trade Shows	287	(3)
Specialty Advertising	290	(1)
Point-of-Purchase Advertising	291	(3)
Objectives of Trade Promotions	294	(3)
Obtaining Initial Distribution	295	(1)
Obtaining Prime Retail Shelf Space or Location	295	(1)
Supporting Established Brands	295	(1)
Countering Competitive Actions	295	(1)
Increasing Order Sizes	296	(1)
Building Retail Inventories	296	(1)
Reducing Excess Manufacturer Inventories	296	(1)
Enhancing Channel Relationships	296	(1)
Enhancing the IMC Program	296	(1)
Concerns in Using Trade Promotions	297	(9)
Consumer Promotions	306	(30)
Time-Share Vacation Properties	306	(2)
Overview	308	(1)
Coupons	309	(4)
Types of Coupons	310	(1)
Coupon Responses	311	(1)
Problems with Coupons	311	(1)
Tactics to Improve Coupon Effectiveness	312	(1)
Premiums	313	(2)
Problems with Premiums	314	(1)
Building Successful Premium Programs	314	(1)
Contests and Sweepstakes	315	(3)
Problems with Contests and Sweepstakes	316	(1)
Creating Successful Contests and Sweepstakes	317	(1)
Refunds and Rebates	318	(2)
Problems with Refunds and Rebates	319	(1)
Creating Effective Refund--Rebate Programs	319	(1)
Sampling	320	(2)
Problems with Sampling	321	(1)
Effective Use of Samples	321	(1)
Bonus Packs	322	(1)
Problems with Bonus Packs	323	(1)
Using Bonus Packs Effectively	323	(1)
Price-Offs	323	(1)
Problems with Price-Off Promotions	324	(1)
Using Price-Off Offers Effectively	324	(1)
Other Issues in Promotions Programs	324	(1)
Planning for Consumer Promotions	325	(1)
Business-to-Business Programs	326	(1)
International Consumer Promotions Programs	327	(9)
Personal Selling, Database Marketing, and Customer Relationship Management	336	(34)
Levi-Strauss & Co.	336	(2)
Overview	338	(1)
Personal Selling	338	(1)
Retail Sales	338	(2)
Selling in Retail Outlets	338	(1)
Selling Services	339	(1)
Telemarketing	339	(1)
Retail Sales Presentations	340	(1)
The Manufacturer's Dilemma in Retail Selling	340	(1)
Cross-Selling	341	(1)
Business-to-Business Personal Selling	341	(2)
Buyer--Seller Relationships	342	(1)
Managing the Business-to-Business Selling Process	343	(4)
Identifying Prospects	343	(1)
Qualifying Prospects	344	(1)
Knowledge Acquisition	345	(1)
Sales Presentations	346	(1)
Follow-Up	347	(1)
New Trends in Business-to-Business Personal Selling	347	(2)
Decline in the Number of Salespeople	347	(1)
Expansion of Sales Channels	347	(1)
Long-Term Relationships and Strategic Partnerships	348	(1)
Team Selling	348	(1)
Personal Selling in International Markets	349	(1)
Database Marketing	349	(4)
Determining Objectives	349	(1)
Collecting Data	350	(1)
Building a Data Warehouse	351	(1)
Data Mining	352	(1)
Developing Marketing Programs	352	(1)
Evaluating Marketing Programs and the Data Warehouse	353	(1)
Direct Marketing	353	(4)
Mail	354	(2)
Catalogs	356	(1)
Mass Media	356	(1)
Alternative Media	356	(1)
The Internet	356	(1)
E-Mail	357	(1)
Permission Marketing	357	(2)
Frequency Programs	359	(1)
Customer Relationship Management	360	(10)
Public Relations, Sponsorship Programs, and Regulations	370	(36)
E-Bay's Global Economic Democracy	370	(2)
Overview	372	(1)
Public Relations	372	(1)
Public Relations Functions	373	(1)
Identifying Stakeholders	373	(2)
Internal Stakeholders	374	(1)
External Stakeholders	375	(1)
Assessing Corporate Reputation	375	(1)
Auditing Corporate Social Responsibility	376	(1)
Creating Positive Image-Building Activities	377	(4)
Cause-Related Marketing	377	(2)
Green Marketing and Pro-Environmental Activities	379	(2)
Preventing or Reducing Image Damage	381	(3)
Proactive Prevention Strategies	382	(1)
Reactive Damage-Control Strategies	382	(2)
Sponsorships and Event Marketing	384	(6)
Event Marketing	387	(3)
Marketing Communications Regulations	390	(2)
Unfair and Deceptive Marketing Practices	390	(1)
Claims Versus Puffery	391	(1)
Governmental Regulatory Agencies	392	(1)
The Federal Trade Commission	392	(4)
How Investigations Begin	393	(1)
Courts and Legal Channels	393	(1)
Corrective Advertising	394	(1)
Trade Regulation Rulings	394	(1)
Substantiation of Marketing Claims	395	(1)
Industry Regulation of Negative Marketing Practices	396	(10)
PART 4 IMC INTEGRATION TOOLS	406	(85)
Internet Marketing	406	(30)
Google: A New World Order?	406	(2)
Overview	408	(1)
Who Uses the Internet?	409	(1)
Marketing Functions on the Internet	409	(1)
E-Commerce	410	(3)
E-Commerce Components	411	(1)
Security Issues	412	(1)
Purchasing Habits	412	(1)
E-Commerce Incentives	413	(3)
Financial Incentives	413	(1)
Convenience Incentives	414	(1)
Value-Added Incentives	415	(1)
Business-to-Business E-Commerce	416	(2)
International E-Commerce	418	(1)
IMC and the Internet	419	(8)
Branding	421	(2)
Brand Loyalty and IMC Internet Programs	423	(2)
Sales Support on the Internet	425	(1)
Customer Service and the Internet	426	(1)
Direct Marketing on the Internet	427	(1)
Viral Marketing on the Internet	428	(1)
Internet Design Issues	429	(7)
IMC for Small Businesses and Entrepreneurial Ventures	436	(22)
The Pasta House Co.	436	(2)
Overview	438	(1)
Types of Ventures	438	(1)
Major Challenges	439	(1)
Starting a Company: The Market Analysis	439	(2)
Understanding and Defining Consumer Needs	440	(1)
Creating a Clearly Defined Product	440	(1)
Developing a Unique Market Niche	441	(1)
Finding Customers: A Crucial Element of the IMC Plan	441	(7)
Locating Customers	443	(3)
Helping Customers Reach the Company	446	(1)
Reducing Purchase Risk	447	(1)
Advertising Small Businesses	448	(2)
Making Customers Advocates	450	(8)
Database Management	450	(1)
Direct Marketing	451	(1)
Personal Selling	451	(1)
Trade and Consumer Promotions	451	(7)
Evaluating an Integrated Marketing Program	458	(33)
Pretesting for Effectiveness	458	(2)
Overview	460	(1)
Matching Methods with IMC Objectives	460	(2)
Message Evaluations	462	(9)
Concept Testing	462	(1)
Copytesting	463	(2)
Recall Tests	465	(2)
Recognition Tests	467	(1)
Attitude and Opinion Tests	468	(1)
Emotional Reaction Tests	469	(1)
Physiological Arousal Tests	470	(1)
Persuasion Analysis	471	(1)
Evaluation Criteria	471	(4)
Behavioral Evaluations	475	(5)
Sales and Response Rates	475	(3)
Test Markets	478	(2)
Purchase Simulation Tests	480	(1)
Evaluating Public Relations Activities	480	(2)
Evaluating the Overall IMC Program	482	(9)
Photo Credits	491	(2)
Name/Organization Index	493	(12)
Subject Index	505