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9781893673052

Promotional Strategy: An Integrated Marketing Communication Approach

by ; ; ;
  • ISBN13:

    9781893673052

  • ISBN10:

    1893673057

  • Edition: 9th
  • Format: Paperback
  • Copyright: 2000-04-01
  • Publisher: Pinnaflex Educational Resources inc
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List Price: $74.95

Table of Contents

SECTION 1 FUNDAMENTALS OF MARKETING COMMUNICATION 1(104)
Promotional Strategy: An Overview
3(22)
Citibank Consolidating Assignments
3(1)
What Promotional Strategy Is All About
4(3)
The Promotion Mix
6(1)
Promotional Strategy in Action
7(4)
Blue Skies with Claritin
7(1)
The Dangers of a Sales Orientation
8(3)
The Marketing Mix Communicates
11(3)
The Product Communicates
11(3)
The Price Communicates
14(1)
The Distribution Location Communicates
14(1)
Issues in Contemporary Promotional Strategy
14(6)
Building Brand Equity
15(1)
Individualized Marketing
16(1)
Relationships with Resellers
16(2)
Proper Balance in the Promotion Mix
18(1)
Thinking Globally, Acting Locally
18(1)
A Renewed Emphasis on Accountability
19(1)
A Commitment to Consumer Rights
19(1)
Structure of This Book
20(5)
The Nature of Communication
25(28)
Is This Communication?
25(2)
What Communication Is All About
27(15)
A Model of the Process
27(2)
Bringing About Common Meaning
29(4)
Some Insights into Promotional Strategy
33(5)
Multiple Ways We Communicate
38(4)
Communication in Marketing
42(7)
Personal Selling
42(3)
Mass Communication
45(4)
A Summary comparison
49(1)
Summary
49(4)
Consumer Response to Persuasive Communication
53(28)
7-UP Is Down
53(2)
Informational Processing: Fundamental Concepts
55(3)
Information Overload
56(1)
The Central Role of Involvement
56(2)
The Stages in Information Processing
58(14)
Exposure
58(1)
Attention
59(8)
Comprehension
67(2)
Acceptance/Yielding
69(2)
Retention
71(1)
Ethical Considerations: The Right to Be Informed
72(4)
What Is an Informed Choice?
72(3)
Truth in Advertising
75(1)
Manipulation
76(1)
Summary
76(5)
Promotional Strategy: A Decision-Making Framework
81(24)
Levi Strauss Uses Integrated Marketing Communications to Grow Its Dockers Brand
81(2)
The Stages in Promotional Planning and Strategy
83(3)
Utilizing the Promotional Strategy Framework: Carnival Cruises to the Top and Stays There
86(1)
Situation Analysis
86(11)
History
87(2)
Demand and Target Markets
89(1)
Competition
90(4)
Internal Organizational Considerations
94(3)
Establishment of Objectives
97(1)
Determination of Dollar Appropriation
97(1)
Management of Program Elements
97(4)
Advertising
98(2)
Distribution Channel Support
100(1)
Supplemental Communication: Public Relations and Publicity
100(1)
Coordination and Integration of Efforts
101(1)
Measurement of Effectiveness
101(1)
Evaluation and Follow-Up
102(1)
The Marketing Manager's Problem
102(3)
SECTION 2 ANALYZING THE MARKET 105(92)
Diagnosing Target Markets
107(24)
Two Scenarios: Mercury Cougar and Colgate Total
107(3)
The Importance of Research-Based Strategic Thinking About Promotion
110(3)
An Overview of Consumer Decision Processes
113(3)
Factors That Shape Problem-Solving Behavior
113(3)
Diagnosing Consumer Behavior
116(11)
How Do EPS and LPS Differ?
118(9)
Summary
127(4)
Moving from Consumer Promotional Diagnosis to Strategy
131(32)
A Glimpse at Consumer Behavior Worldwide
131(3)
Need Recognition
134(3)
Targeting the Receptive
134(1)
Strategies to Stimulate Need Recognition
135(2)
Search for Information
137(13)
Degree of External Search
138(1)
Sequence of Search
139(3)
Use of Information Sources
142(8)
Alternative Evaluation
150(6)
Evaluative Criteria
151(1)
The Alternative Evaluation Process
152(1)
Some Clues for Marketing Strategy
153(2)
The Role of Social Influence in Shaping Action
155(1)
Purchase and Outcomes
156(2)
Summary
158(5)
Market Segmentation and Competitive Positioning
163(34)
Bausch & Lomb Targets Eye Care Segments
163(1)
The Concept of Market Segmentation
164(3)
Criteria of Usable Segments
166(1)
Bases for Reaching Market Segments
167(17)
Geographic Variables
170(1)
Demographic Characteristics
171(2)
Demographics as a Clue to Lifestyle
173(5)
Psychographic Characteristics
178(4)
Behavioral Variables
182(1)
Product Usage Rates
182(2)
Undertaking Segmentation Analysis
184(1)
The Target Market Decision
184(4)
Undifferentiated Marketing
185(1)
Differentiated Marketing
185(2)
Concentrated Marketing
187(1)
The Choice of Approach
188(1)
Positioning
188(5)
Positioning by Attribute
188(2)
Positioning by Price and Quality
190(1)
Positioning by Use or Application
191(1)
Positioning by Product User
191(1)
Positioning by Product Class
191(1)
Positioning by Competitor
191(1)
Developing a Positioning Strategy
192(1)
Key Strategic Choices: Segment Targeting and Product Positioning
193(1)
Summary
193(4)
SECTION 3 SETTING PROMOTIONAL OBJECTIVES AND APPROPRIATIONS 197(52)
Establishment of Promotional Objectives
199(18)
The Bunny Versus Duracell: The 10-Year War Goes On
199(1)
Setting Promotional Objectives
200(6)
The Components of the Promotional Mix
200(1)
Sales Versus Communication Objectives: A Continuing Controversy
201(5)
Defining Promotional Objectives
206(8)
Begin with the Situation Analysis
206(1)
Corporate and Marketing Goals
207(1)
Analysis of Consumer Research and Competitive Trends
208(1)
Stating the Objectives
208(6)
Concluding Comments
214(1)
Summary
214(3)
The Promotional Appropriation
217(32)
How Much to Spend on Super Smooth?
217(1)
Theoretical Foundations of the Outlay Problem
218(3)
Sales Response-to-Advertising Function
219(1)
The Key Question
220(1)
Traditional Appropriation Approaches
221(3)
Judgmental Approaches
224(3)
Arbitrary Allocation
224(1)
Percentage of Sales
224(2)
All You Can Afford
226(1)
Data-Oriented Approaches
227(2)
Competitive Parity
227(1)
Objective and Task
227(1)
Experimentation and Testing
228(1)
Modeling and Simulation
229(1)
Conclusions on Determining the Appropriation
229(1)
The MAX Study
230(1)
Implementing the Objective-and-Task Approach
230(2)
Isolation of Objectives
232(1)
Expenditure Estimation Through Buildup Analysis
232(2)
Advertising and Public Relations
233(1)
Direct Selling Costs
233(1)
Cost Standards
234(1)
Stimulating Reseller Support
234(1)
Comparison Against Industry Percentage-of-Sales Guidelines
234(1)
Comparison Against Projected Percentage of Future Sales
235(1)
Reconciliation of Divergence Between Built-Up Costs and Industry Percentage-of-Sales Guidelines
235(1)
Payout Planning
236(1)
Modification of Estimates in Terms of Company Policies
236(1)
Specification of When Expenditures Will Be Made
236(1)
Building In Flexibility
237(1)
Comments on the Suggested Approach
237(6)
Geographic Allocation
238(1)
Useful Measures
238(5)
Expenditures for New Products
243(3)
Payout Planning
243(3)
Summary
246(3)
SECTION 4 ADVERTISING 249(136)
The Advertising Message
251(39)
Nissan Ads Move People but Not Cars
251(3)
Creative Strategy
254(2)
Creative Execution
256(4)
Persuasion Through Advertising: Influencing Attitudes and Behavior
257(1)
Advertising and the Elaboration Likelihood Model of Persuasion
258(2)
Behavioral Research Findings for Advertising
260(1)
A Useful Guide to Creative Aspects
260(22)
Alternative Advertising Approaches
262(7)
Choosing an Approach for the Product
269(13)
Designing and Producing Advertising Messages
282(4)
Analysis of the Message
286(2)
Judgmental Analysis: Evaluation of Execution
286(2)
Summary
288(2)
Appendix Designing and Producing the Mass Media Communication Message
290(13)
Print Advertising
290(11)
The Headline
290(3)
Copy
293(1)
Some Copy Problems
294(3)
Visual Elements
297(4)
Radio and Television
301(2)
Copy and Visual Elements
301(2)
Analysis of Mass Media Resources
303(46)
Consumers and Marketers Respond to Ads in Media Types
303(2)
Expenditure Trends
305(2)
Newspapers
307(7)
Characteristics of Newspapers
307(5)
Buying Newspaper Space
312(1)
The Future of Newspapers
313(1)
Television
314(16)
General Characteristics of Television
314(4)
The Network Televison Program
318(1)
Disadvantages of Purchasing Network Time
319(1)
Buying Network Time
320(2)
Spot Announcements
322(1)
Buying Spot Time
323(1)
Cable Television
323(4)
The Future of Television
327(3)
Radio
330(4)
Characteristics of Radio
330(3)
The Future of Radio
333(1)
Magazines
334(4)
Characteristics of Magazines
334(2)
The Future of Magazines
336(2)
Outdoor Advertising
338(5)
Characteristics of Outdoor Advertising
338(1)
Purchasing Outdoor Space
339(2)
Transit Advertising
341(1)
Characteristics of Transit Advertising
341(1)
The Future of Outdoor Advertising
342(1)
Internet
343(1)
Intermedia Comparison
344(1)
Summary
344(5)
Media Strategy
349(36)
Motel 6's Media Mix and Tom Bodett Help Drive the Customers In
349(2)
The Requirements of Creative Strategy
351(1)
Reaching the Proper Audience
352(12)
Media Audience Data
352(1)
Media Distribution
353(1)
Media Audiences
353(10)
Audience Profiles
363(1)
Using Media Audience Data
364(1)
Reach and Frequency
364(5)
The Problem of Audience Duplication
365(1)
Using Reach, Frequency, and GRP Measures
366(3)
Competitive Considerations
369(2)
Cost Considerations
371(3)
Qualitative Media Characteristics
374(1)
Distribution Requirements
374(1)
Scheduling
375(8)
Geographic Scheduling
375(2)
Seasonal Scheduling
377(1)
Flighting
378(2)
Scheduling within Media
380(3)
Summary
383(2)
SECTION 5 SALES PROMOTION 385(58)
Working with Resellers: The New Reality
387(34)
Supermarkets Find Ways to Increase Their Profit Margins
387(1)
Shifting Power Relationships
388(3)
The New Reality
391(4)
Manufacturer Influences on the Promotional Role of Resellers
392(1)
The Impact of Manufacturer Promotional Strategy
392(1)
Effects of Product Evaluation
392(2)
Implications of the Reseller's Promotional Role
394(1)
Improving Reseller Performance
395(13)
Training Reseller Salespeople
395(2)
Quotas for Resellers
397(1)
Advertising and Sales Promotion Assistance
398(9)
Legal Problems and Other Issues
407(1)
Supplementing Reseller Performance
408(3)
Display and Selling Aids
409(1)
Consumer Deals (Price Deals)
410(1)
Controlling Reseller Performance
411(4)
Adapting to the New Environment
411(1)
Selected Resellers
412(1)
Nonselected Resellers
413(1)
Vertical Integration
414(1)
Summary
415(6)
Management of Consumer Sales Promotion
421(22)
McBeanie Babies Bring Them in to McDonald's
421(2)
Scope and Importance of Consumer Sales Promotion
423(1)
Consumer Promotion Alternatives
424(16)
Product Sampling
424(3)
Price Incentives
427(6)
Premiums
433(3)
Contests and Sweepstakes
436(4)
Summary
440(3)
SECTION 6 PERSONAL SELLING 443(44)
Personal Selling: Strategic Interpersonal Communication
445(18)
Why Are Oreos Tops in Food Sales?
445(1)
Personal Selling in the Promotional Mix
446(5)
Designing a Personal Selling Strategy
446(1)
Influence of the Communication Tasks
447(1)
Influence of the Product-Market Situation
447(4)
What Do Salespeople Do?
451(4)
Salesmanship
452(1)
Buyer-Seller Interactions
452(3)
Different Selling Situations
455(1)
Steps of a Sale
455(5)
Prospecting
456(1)
The Preapproach
456(1)
The Approach
456(1)
The Presentation
457(1)
Meeting Objections
457(1)
Closing the Sale
458(1)
Follow-up
458(2)
Summary
460(3)
Managing Personal Selling Efforts
463(24)
Fly by Night, Sell by Day
463(2)
Building the Sales Force
465(8)
Job Descriptions and Recruitment
465(3)
Selecting Salespeople
468(2)
Training Salespeople
470(2)
Assignment of Sales Personnel
472(1)
Sales Force Management---Compensation and Motivation
473(11)
Compensating Salespeople
474(2)
Components of Compensation
476(2)
Motivating Salespeople
478(3)
Methods of Communication
481(1)
Organizational Variables and Their Impact on Sales
482(2)
Summary
484(3)
SECTION 7 OTHER FORMS OF PROMOTIONAL STRATEGY 487(52)
Direct Marketing
489(26)
Booming Sales for Amazon
489(1)
A Growth Industry
490(3)
The Nature of Direct Marketing
493(1)
Objectives of Direct Marketing
493(1)
Benefits to the Company
493(1)
Benefits for Consumers
494(1)
The Database: The Key to Direct Marketing Success
494(2)
Sources of Lists
495(1)
Direct Marketing Methods
496(11)
Telemarketing
496(2)
Direct Mail
498(2)
Catalog Marketing
500(2)
Traditional Media in Direct Response
502(2)
In-Home Personal Selling
504(1)
New Electronic Media
505(2)
Managing the Direct Marketing Process
507(4)
Integrated Strategies
507(1)
Managing the Database
507(1)
Measurement of Effectiveness
508(1)
Lifetime Value
509(1)
Negative Consumer Response
509(2)
Summary
511(4)
Public Relations, Corporate Advertising, and Publicity
515(24)
Lessons in Public Relations: How UPS Blew It
515(3)
Internal Communication
518(1)
External Communication
519(12)
Organizational Symbols
520(1)
Corporate Advertising
521(7)
Customer Relations Programs
528(2)
Publicity
530(1)
Case Histories of Two Public Relations Campaigns
531(5)
A Reactive Public Relations Strategy for Rescuring Perrier
531(2)
Proactive Public Relations at Carnival Cruise Lines
533(3)
The Image of Public Relations
536(1)
Summary
536(3)
SECTION 8 COORDINATION AND CONTROL 539(108)
Adaptation to the Legal Environment
541(36)
FTC Slams Joe Camel
541(1)
Introduction
542(2)
Filling the Regulatory Vacuum
543(1)
Pertinent Legislation
544(13)
Federal Legislation
544(9)
State and Local Regulations
553(1)
Self-Regulation
554(3)
Important Areas of Regulation
557(16)
Content of Advertisements
558(8)
Type of Product Advertised
566(1)
Vertical Cooperative Advertising
567(1)
Advertising and Competition
567(1)
Remedial Alternatives
568(3)
Regulation of Personal Selling
571(2)
Summary
573(4)
Working with the Advertising and Promotion Industry
577(26)
Madness on Madison Avenue
577(2)
Organizational Structures
579(4)
The Functional Organization
579(1)
The Product Organization
579(1)
Difficulties with the Product Management Form of Organization
580(2)
Making the Functional Organization Work in Practice
582(1)
The Advertising Agency
583(16)
Organization of the Advertising Agency
585(4)
Principles of the Agency-Clinet Relationship
589(1)
Agency Compensation
590(2)
The House Agency
592(2)
Development of a Productive Working Relationship
594(1)
Using Specialized Services
595(1)
Direct Marketing Agencies
596(1)
Media-Buying Services
596(1)
Creative Boutiques
596(1)
Market Research Firms
597(1)
Market Changes and the Advertising Industry
597(1)
The Future of the Advertising Agency
598(1)
Summary
599(4)
Measurement of Promotional Effectiveness
603(44)
Starbucks Coffee, IBM Computers, Chase Manhattan Bank, and Cadillac Cars: How Effective Are Their Promotional Campaigns?
603(2)
Prerequisites for the Measurement of Effectiveness
605(1)
Measuring Advertising Effectiveness Pretesting and Posttesting
606(1)
Advertising
606(1)
An Ideal Copy-Testing Procedure: PACT
607(1)
Advertising-Related Laboratory Measures for Pretesting
608(5)
Consumer Jury
608(2)
Focus Groups
610(1)
Portfolio Tests
610(1)
Readability Tests
611(1)
Physiological Measures
612(1)
Product-Related Laboratory Measures for Pretesting
613(1)
Theater Tests
613(1)
Trailer Tests
613(1)
Laboratory Stores
614(1)
Advertising-Related Measurement Under Real-World Conditions for Pretesting and Posttesting
614(10)
Pretesting Procedures
614(3)
Posttesting Procedures
617(7)
Product-Related Measures Under Real-World Conditions for Pretesting and Posttesting
624(12)
Pretesting and Posttesting Procedures
624(12)
Measuring Consumer and Trade Promotion Effectiveness
636(1)
Measuring Sales Force Effectiveness
637(6)
Standards for Measurement of Performance
637(3)
Comparing Sellers' Performance to Standards
640(2)
Corrective Action
642(1)
Reallocation of Effort
643(1)
Summary
644(3)
SECTION 9 EPILOGUE 647(26)
Economic and Social Dimensions
649(24)
Coffin Nails to Asia
649(2)
Advertising and Mass Marketing: Benefit or Villain?
651(13)
Advertising: Informative or Persuasive?
651(7)
Advertising: Truthful or Deceptive?
658(2)
The Enhancement of Standard of Living
660(4)
Strenghtening the Free Enterprise System
664(4)
Organizational Mission
664(1)
Cooperative Efforts
665(3)
The Individual Manager
668(1)
Summary
668(5)
Index 673(16)
Credits 689

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