Efnisyfirlit

• Cover
• Title
• Copyright
• Content
• About the Authors
• Preface
• Authors Ack
• Acronyms
• 1 Integrated communications
• Chapter outline
• Chapter objectives
• Introduction
• Marketing and the instruments of the marketing mix
• The communications mix
• Integration of marketing communications
• Integrating marketing communications across cultures
• Standardisation or adaptation
• Integration of corporate communications
• Online communications
• Factors leading to integrated marketing and corporate communications
• Levels of integration
• Summary
• Review questions
• Further reading
• Case 1: Snickers – ‘You’re not you when you’re hungry’
• References
• 2 Branding
• Chapter outline
• Chapter objectives
• Introduction
• Brands
• Successful brands
• Brand strategies
• Brand portfolio
• Brand equity
• Benefits of branding
• Marketing communications and brand equity
• Summary
• Review questions
• Further reading
• Case 2: Solid: Let’s rise by lifting others
• References
• 3 How marketing communications work
• Chapter outline
• Chapter objectives
• Introduction
• Hierarchy-of-effects models
• Attitude formation and change
• High elaboration likelihood, cognitive attitude formation
• Low elaboration likelihood, cognitive attitude formation
• High elaboration likelihood, affective attitude formation
• Low elaboration likelihood, affective attitude formation
• High elaboration likelihood, behavioural attitude formation
• Low elaboration likelihood, behavioural attitude formation
• Communications in the digital age
• Summary
• Review questions
• Further reading
• Case 3: How white knights embody the natural force of milk
• References
• 4 Marketing communications planning
• Chapter outline
• Chapter objectives
• Introduction
• The communications plan
• Situation analysis
• Segmenting, targeting and positioning
• Market segmentation
•  Requirements for effective segmentation
• Marketing communications objectives
• Stages in the product life cycle and marketing communications objectives
• Campaign budget
• Communications budgeting methods
• Factors influencing budgets
• Budgeting for new brands or products
• Communication strategies
• Control and evaluation
• Summary
• Review questions
• Further reading
• Case 4: Baunat, a digital native vertical brand
• References
• 5 Advertising
• Chapter outline
• Chapter objectives
• Introduction
• Types of advertising
• Creative platform
• Advertising appeals
• Rational appeals
• Emotional appeals
• Endorsers
• Campaign implementation
• Advertising in a business-to-business context
• Advertising in a cross-cultural environment
• Causes and consequences of irritation evoked by advertising
• Advertising and brand confusion
• Summary
• Review questions
• Further reading
• Case 5: Bodyform/Libresse: There will be blood. And vulvas
• References
• 6 Media planning
• Chapter outline
• Chapter objectives
• Introduction
• The media planning process
• Media objectives
• Summary
• Review questions
• Further reading
• Case 6: LEGO: Global transmedia storytelling
• References
• 7 Brand activation
• Chapter outline
• Chapter objectives
• Introduction
• Sales promotions
• Consumer promotions
• Trade promotions
• Point-of-purchase communications
• Brand experience
• Summary
• Review questions
• Further reading
• Case 7: Get your parcel! The Belgian Post taps into the e-commerce market
• References
• 8 Direct marketing
• Chapter outline
• Chapter objectives
• Introduction
• Direct marketing as a marketing communications technique
• Objectives and target groups
• Direct marketing media and tools
• Database marketing
• Relationship marketing
• Summary
• Review questions
• Further reading
• Case 8: Anytime Insurance launches direct online car insurance in Cyprus
• References
• 9 Public relations
• Chapter outline
• Chapter objectives
• Introduction
• Public relations as a communications tool
• Target groups, objectives and tasks
• Instruments and channels
• Budgets
• Communications in times of crisis
• Summary
• Review questions
• Further reading
• Case 9: Barco ClickShare: from disruptive innovator to industry thought leader
• References
• 10 Sponsorship
• Chapter outline
• Chapter objectives
• Introduction
• Sponsorship: what it is and what it is not
• How sponsorship works
• The growing importance of sponsorship
• Target groups
• Objectives
• Types of sponsorship
• Branded entertainment
• Sponsorship selection criteria
• Budgets
• Summary
• Review questions
• Further reading
• Case 10: Trooper: affiliate marketing to raise funds for associations
• References
• 11 Exhibitions and trade fairs
• Chapter outline
• Chapter objectives
• Introduction
• Types of exhibitions and trade fairs
• The role of exhibitions in marketing communications
• Objectives and target groups
• Planning an exhibition
• Limitations of fairs and exhibitions
• Online trade shows
• Summary
• Review questions
• Further reading
• Case 11: FISA – Batibouw: how to calculate the effectiveness of a trade show
• References
• 12 Measuring campaign effectiveness
• Chapter outline
• Chapter objectives
• Introduction
• Advertising research
• Pre-testing of advertising
• Post-testing of advertising
• Advertising campaign evaluation research
• Measuring online advertising effectiveness
• Sales promotions effectiveness
• Direct marketing effectiveness
• Public relations effectiveness
• Sponsorship effectiveness
• Exhibition and trade show effectiveness
• Summary
• Review questions
• Further reading
• Case 12: Guinness: Made of More
• References
• 13 Ethical issues in marketing communications
• Chapter outline
• Chapter objectives
• Introduction
• Ethics and marketing communications
• Ethical decision-making models and rules
• Unethical marketing communications practices
• Unethical use of marketing communications instruments
• Regulation of marketing communications practices
• Corporate social responsibility
• Summary
• Review questions
• Further reading
• Case 13: Customer and stakeholder orientation at Costco
• References
• Glossary
• Index
• Publisher’s acknowledgements