Efnisyfirlit

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• List of figures
• List of tables
• About the authors
• 1 Marketing communications as a strategic marketing tool
• Introduction
• Retailer influence, product, services, business-to-business and social marketing
• Retail marketing mix (including the rise of online conglomerates)
• Social marketing
• Services
• Business to business
• Integration
• Environmental turbulence: the effect of new media forms
• Changes to marketing communications over time
• Barriers to successful integration of marketing communications elements
• Summary
• Review questions
• Recommended reading
• Case Study 1.1: Graduates Yorkshire recruitment
• Notes
• 2 Introducing communication
• Introduction
• What is communication?
• How does communication work?
• Communication in a mass market
• Messages, media and marketing communications: getting it right
• Identifying the right target market(s) at every level
• Undifferentiated message ⁄ undifferentiated medium
• Differentiated message ⁄ undifferentiated medium
• Undifferentiated message ⁄ differentiated medium
• Differentiated message ⁄ differentiated medium
• Markets: more than just consumers and customers!
• Crossing borders
• Getting the target market’s attention
• Using reference groups to gain attention
• Overcoming cognitive dissonance
• Creating messages that mean something
• Decoding the concept of “codes”
• Consumers as co-producers of meaning
• Noise as a disruptor of communication
• Does “digital” really change things?
• Summary
• Review questions
• Recommended reading
• Case Study 2.1: Growing food glorious food
• Notes
• 3 Ethical issues and current challenges
• Introduction
• Sectors generating high levels of ethical concerns
• Marketing communications and children
• Alcohol, tobacco and gambling
• Pharmaceutical marketing communication
• Idealised beauty
• Financial services
• Digital communication
• Scepticism regarding corporate social responsibility and potential “greenwashing”
• Communication with consumers with low literacy levels
• Ethics, regulation and communication
• Special challenges of social marketing communication
• Summary
• Review questions
• Recommended reading
• Case Study 3.1: Nestlé – ongoing controversy
• Notes
• 4 Analysing the integrated marketing communications environment
• Introduction
• The first step: setting clear objectives
• The business mission
• Corporate objectives
• Marketing objectives
• IMC objectives
• Understanding the IMC environment
• Social factors
• Political factors
• Economic factors
• “Natural” factors
• Technological factors
• Market analysis
• Market size and dispersion
• Access to ⁄ preference for specific communications channels
• Market growth
• Potential ROI from communications activity
• Market trends
• Segmentation and targeting
• Analysing the micro IMC environment
• The organisation
• Customers ⁄ consumers
• Competitors
• Suppliers and intermediaries
• Publics
• Making effective use of the environmental analysis
• The benefits and pitfalls of IMC environmental analysis
• Summary
• Review questions
• Recommended reading
• Case Study 4.1: Molson: “making it Canadian” with a social strategy in Ireland
• Notes
• 5 Creativity and creativity tactics
• Introduction
• What is “creativity”?
• The role and importance of creativity
• Creative tactics
• Humour
• Sex and sexual representation
• Fear ⁄ shock appeals
• Expertise ⁄ authority
• Nostalgia
• “Teaser” campaigns
• Words, pictures, sound, smell, touch…using all of the senses
• Readability and functional literacy
• Functional literacy
• Visuals
• Generating creative ideas
• Brainstorming
• Creative “pass the parcel”
• Osbourne’s checklist
• “Zwicky’s box”
• The challenges and pitfalls of creativity
• Importance of pretesting
• Summary
• Review questions
• Recommended reading
• Case Study 5.1: Still scary after all these years? The use of fear appeals by Universal Studios, Singapore
• Notes
• 6 The IMC client–agency relationship
• Introduction
• The structure of the marketing industry
• The client–agency dynamic 124
• The client-side management structure
• Agencies and their management structure
• The typical agency structure
• The client–agency process
• The brief
• The “pitch”
• Agreeing agency compensation
• Managing the process
• Accountability
• The review
• Challenges associated with the management of the client–agency relationship
• Overcoming the challenges of the client–agency relationship
• Summary
• Review questions
• Recommended reading
• Case Study 6.1: Saatchi and Saatchi: when bigger isn’t always better
• Notes
• 7 IMC and branding
• Introduction
• Defining “brands”
• Why brands matter: IMC and the function of brands
• Brands fulfil communications functions for both organisations and consumers
• Brands as identity systems
• Brands as relationship partners
• Brands as personalities
• Brands as communities
• Brand stretching: supporting the long-term success of an organisation
• Contributing to the balance sheet
• Creating and maintaining brand equity
• Creating brand identity
• Branding in the digital age
• Brand portfolios and managing the brand architecture
• Summary
• Review questions
• Recommended reading
• Case Study 7.1: Dr. Scholl’s: a brand on the move
• Notes
• 8 Traditional media
• Introduction
• Media choices
• Media strengths and weaknesses
• Television
• Radio
• Newspapers
• Magazines
• Cinema
• Outdoor ⁄ out-of-home ⁄ hoardings
• Simultaneous media use
• Media context
• Summary
• Review questions
• Recommended reading
• Case Study 8.1: Keep Jackson Hole Wild campaign
• Notes
• 9 Electronic, new and social media
• Introduction
• Online advertising
• The tribal foundations of the social media world
• The social and mobile network
• Influencer marketing
• Brand co-creation and online communities
• Anthropomorphic marketing
• Planning and measurement
• Ethical and legal issues
• Summary
• Review questions
• Recommended reading
• Case Study 9.1: condoms #KuwaTrue podcast campaign
• Notes
• 10 Emerging, hybrid media and experiential marketing
• Introduction
• Drivers of hybrid media development
• Concerns regarding hybrid media
• Product placement ⁄ joint promotions
• Product placement in online and mobile media
• Product placement in video games (“advergames”)
• Experiential marketing
• Augmented reality marketing
• Effectiveness ⁄ pretesting ⁄ measuring ROI
• Ethical issues
• Summary
• Review questions
• Recommended reading
• Case Study 10.1: Bebo’s Kate Modern: using online product placement to monetise social networking websites
• Notes
• 11 Integrated campaign development: advertising
• Introduction
• What is advertising?
• How does the process of advertising work?
• Hierarchy of effects models
• Challenges to the hierarchy of effects models
• The role of advertising
• What makes advertising effective?
• Transmission of the advertising message through the media
• Advertising’s blurred lines
• Reaching savvy consumers
• Registering and processing of the advertising message by the target consumer
• Effective media scheduling
• Seeking advertising effectiveness
• The importance of “ad liking”
• The role of the creative brief in effective advertising
• Evaluation of an advertising campaign
• Legal limitations, industry guidelines and ethical issues
• Summary
• Review questions
• Recommended reading
• Case Study 11.1: Québec Milk Producers: there’s milk here
• Notes
• 12 Integrated campaign development: sales promotion
• Introduction
• Factors driving increased sales promotional activity
• Types of sales promotion
• Think box: flash sales websites
• Strategic and tactical considerations
• Advantages and disadvantages
• Manufacturer and retailer perspectives
• Competitor response
• Ethical issues in sales promotional activity
• Summary
• Review questions
• Recommended reading
• Case Study 12.1: Business travel and pleasure in Japan: Hotels.com and Bleisure
• Notes
• 13 Integrated campaign development: direct and database marketing, outdoor and point of purchase
• Introduction
• Strengths and weaknesses of direct and database marketing
• Strengths
• Weaknesses
• Tools used
• Personal media types
• Public ⁄ general media types
• Direct response advertising and television
• Inserts
• New media, hybrid media and mobile direct marketing
• Permission marketing
• Measuring effectiveness of direct and database marketing
• Returns ⁄ response levels ⁄ conversion ratios
• Cost per enquiry (CPE)
• Cost per order (CPO)
• Average order value (AOV)
• Repeat order values ⁄ renewal rates
• Ethical considerations
• Intrusive communication ⁄ unsolicited communication
• Privacy and accuracy
• Waste and environmental impact
• Outdoor advertising as a direct contact point
• Point-of-purchase advertising
• Summary
• Review questions
• Recommended reading
• Case Study 13.1: Age UK: mitigating loss of cold DM with a new channel for sustainable growth
• Notes
• 14 Integrated campaign development: marketing PR and sponsorship
• Introduction
• General PR and marketing PR
• Reactive versus proactive MPR
• Publicity and media relations
• Lobbying
• Word-of-mouth (WOM) and astroturfing
• Sponsorship
• Ethics in PR and sponsorship
• Measuring results
• Summary
• Review questions
• Recommended reading
• Case Study 14.1: Samsung: school of sponsorships
• Notes
• 15 Integrated campaign development: personal selling and sales management, retail key account liaison, exhibitions and shows
• Introduction
• Personal selling ⁄ sales management
• Retailer dominance
• Growth of retailer house brands
• Key account management
• Role of in-store merchandisers
• Internet sales
• Exhibitions and shows
• Summary
• Review questions
• Recommended reading
• Case Study 15.1: Hiho Silver 302
• Notes
• 16 Marketing communications for not-for-profit audiences: social marketing and political marketing
• Introduction
• Social marketing
• Current social marketing focus
• Social advocacy
• Ethical dimensions of social marketing
• Political marketing
• Political brands – politician branding and the branding of political organisations
• Campaigning and campaign planning in the political sphere
• The “permanent campaign”
• Selected not-for-profit segments
• NGOs and charities
• Arts and heritage marketing
• Higher education
• Healthcare
• Summary
• Review questions
• Recommended reading
• Case Study 16.1: Arts marketing: the video games exhibition at Victoria & Albert museum in London
• Notes
• 17 Marketing communications in a global marketplace
• Introduction
• Globalisation: standardisation – localisation
• Differences affecting international marketing communications
• Legislation and regulation
• Language
• Religion
• Culture
• Celebrities, culture and marketing communications
• Technology, media infrastructure and advertising industries
• Media selection factors
• Cost
• Availability and coverage
• Media usage habits
• Selecting marketing communications agency
• Ethnicity
• Country of origin in marketing communications
• Summary
• Review questions
• Recommended reading
• Case Study 17.1: McDonald’s in Taiwan: McCafe live show
• Notes
• 18 Evaluation and control: evidence of effectiveness and the challenge of measuring return on investment
• Introduction
• Defining marketing effectiveness and ROI
• The value of evaluation
• The process of evaluation
• Objective setting
• Benchmarking
• Tracking
• Post-testing
• Taking the long-term view
• Concerns and challenges associated with measuring IMC effectiveness and ROI
• Summary
• Review questions
• Recommended reading
• Case Study 18.1: Danner: United against abuse – measuring the impact of social media influencers
• Notes
• Glossary
• Index