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• Half Title
• Title Page
• Copyright
• Dedication
• Brief Contents
• Contents
• Preface
• Part 1: The IMC Foundation
• Chapter 1: Integrated Marketing Communications
• The Nature of Communication
• Integrated Marketing Communications
• An Integrated Marketing Communications Plan
• Emerging Trends in Marketing Communications
• Emphasis on Accountability and Measurable Results
• Mobile Marketing
• Integration of Media Platforms
• Changes in Channel Power
• Increases in Global Competition
• Increases in Brand Parity
• Emphasis on Customer Engagement
• Focus on Convenience
• Cause-related Marketing and Advertising
• The Role of Integrated Marketing Communications
• IMC Components and the Design of this Text
• IMC Foundation
• Advertising
• Digital, Mobile, and Alternative
• Selling Components
• Integration
• International Implications
• Your Career
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 KFC Changes Spokespersons
• Case 2 Mike’s Old-Time Ice Cream and Chocolate Shop
• Chapter 2: Brand Management
• Corporate and Brand Image
• Components of Brand Image
• The Role of Brand Image—Consumer Perspective
• The Role of Brand Image—Company Perspective
• Brand Names and Brand Types
• Family Brands
• Brand Extensions
• Flanker Brands
• Co-Branding
• Brand Logos
• Identifying the Desired Brand Image
• Creating the Right Brand Image
• Rejuvenating a Brand’s Image
• Changing a Brand’s Image
• Developing and Building Powerful Brands
• Brand Loyalty
• Brand Equity
• Private Brands
• Advantages to Retailers
• Responses from Manufacturers
• Packaging
• Labels
• Ethical Issues in Brand Management
• International Implications
• Your Career: A Personal Brand
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Creating a Company Name
• Case 2 Brand Alliances and Brand Resurrections
• Chapter 3: Buyer Behaviors
• Information Searches and the Consumer Purchasing Process
• Internal Search
• External Search
• Consumer Attitudes
• Consumer Values
• Cognitive Mapping
• Evaluation of Alternatives
• The Evoked Set Method
• The Multiattribute Approach
• Affect Referral
• Trends in the Consumer Buying Environment
• Age Complexity
• Gender Complexity
• Active, Busy Lifestyles
• Diverse Lifestyles
• Communication Revolution
• Experience Pursuits
• Health Emphasis
• Business-to-Business Buyer Behaviors and Influences
• Organizational Influences
• Individual Factors
• Types of Business-to-Business Sales
• The Business-to-Business Buying Process
• Identification of Needs
• Establishment of Specifications
• Identification of Vendors
• Vendor Evaluation
• Vendor Selection
• Negotiation of Terms
• Postpurchase Evaluation
• Dual Channel Marketing
• Spin-Off Sales
• Marketing Decisions
• International Implications
• Your Career: Buyer Behaviors and Career Choices
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Electric, Hybrid, or Fossil Fuel?
• Case 2 Choosing A Life Insurance Policy
• Chapter 4: The IMC Planning Process
• Communications Research
• Market Segmentation by Consumer Groups
• Segments Based on Demographics
• Psychographics
• Based on Generations
• Segmentation by Geographic Area
• Geodemographic Segmentation
• Benefit Segmentation
• Usage Segmentation
• Business-to-Business Market Segmentation
• Segmentation by Industry
• Segmentation by Size
• Segmentation by Geographic Location
• Segmentation by Product Usage
• Segmentation by Customer Value
• Product Positioning
• Approaches to Positioning
• Other Elements of Positioning
• Marketing Communications Objectives
• Types of Budgets
• Percentage of Sales
• Meet the Competition
• “What We Can Afford”
• Objective and Task
• Payout Planning
• Quantitative Models
• Communications Schedules
• IMC Components
• International Implications
• Your Career: Planning Process
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Landscape Designs and Moore
• Case 2 Phase 2 Fitness Center
• Part 2: IMC Advertising Tools
• Chapter 5: Advertising Campaign Management
• Advertising Theory
• Hierarchy of Effects
• Means–End Theory
• Verbal and Visual Images
• The Impact of Advertising Expenditures
• Threshold Effects
• Diminishing Returns
• Carryover Effects
• Wear-Out Effects
• Decay Effects
• In-House versus External Advertising Agencies
• Budget Allocation Considerations
• Crowdsourcing
• Choosing an Agency
• Goal Setting
• Selection Criteria
• Creative Pitch
• Agency Selection
• Roles of Advertising Personnel
• Account Executives
• Creatives
• Traffic Managers
• Account Planners
• Data Scientists
• Digital and Social Media Managers and Consultants
• Specialist Positions
• Advertising Campaign Parameters
• Advertising Goals
• Media Selection
• Taglines
• Consistency
• Positioning
• Campaign Duration
• The Creative Brief
• The Objective
• The Target Audience
• The Message Theme
• The Support
• The Constraints
• International Implications
• Your Career: Advertising Theory and a Job Search
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 YouWearz
• Case 2 Jake’s Trophy Shop
• Chapter 6: Advertising Design
• Message Strategies
• Cognitive Message Strategies
• Affective Message Strategies
• Conative Message Strategy
• Types of Advertising Appeals
• Fear Appeals
• Humor Appeals
• Sex Appeals
• Music Appeals
• Rational Appeals
• Emotional Appeals
• Scarcity Appeals
• Executional Frameworks
• Animation Executions
• Slice-of-Life Executions
• Storytelling Executions
• Testimonial Executions
• Authoritative Executions
• Demonstration Executions
• Fantasy Executions
• Informative Executions
• Sources and Spokespersons
• Celebrity Spokespersons
• CEO Spokespersons
• Experts
• Typical Persons
• Source Characteristics
• Matching Source Types and Characteristics
• International Implications
• Your Career: Resume and Application Letter Design
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Home Security Marketing
• Case 2 Felicity’s Fine Formalwear
• Chapter 7: Traditional Media Channels
• The Media Strategy
• Media Planning
• Media Planners
• Media Buyers
• Small versus Large Markets
• Advertising Terminology
• Frequency
• Opportunities to See
• Gross Rating Points
• Cost
• Ratings and Cost per Rating Point
• Continuity
• Impressions
• Achieving Advertising Objectives
• The Three-Exposure Hypothesis
• Recency Theory
• Effective Reach and Frequency
• Brand Recognition
• Brand Recall
• Media Selection
• Television
• Radio
• Out-of-Home Advertising
• Print Media
• Magazines
• Newspapers
• Media Mix
• Media Selection in Business-to-Business Markets
• International Implications
• Your Career: Your First Job
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 RadinPlay
• Case 2 Cindy’s Auto Body Repair Shop
• Part 3: Digital, Mobile, and Alternative Marketing
• Chapter 8: Digital and Mobile Marketing
• Digital Marketing
• Consumer Shopping Patterns
• E-Commerce
• Mobile Marketing
• Digital Strategies
• Interactive Marketing
• Content Marketing and Native Advertising
• Location-Based Advertising
• Remarketing
• Behavioral Targeting
• Blogs, Podcasts, and Newsletters
• Email Marketing
• Web Advertising
• Programmatic Advertising
• Impact of Online Advertising
• Offline Advertising
• Search Engine Optimization (SEO)
• International Implications
• Your Career: Digital Marketing
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Koro to Majin
• Case 2 The Hyena’s Den
• Chapter 9: Social Media
• Social Networks
• Social Media Sites
• Facebook
• YouTube
• Instagram
• Twitter
• Pinterest
• Snapchat
• TikTok
• Social Media Marketing
• Social Media Marketing Strategies
• Building a Social Media Presence
• Content Seeding
• Behavioral Targeting
• Real Time Marketing
• Video Marketing
• Influencer Marketing
• Interactive Blogs
• Consumer-Generated Reviews
• Viral Marketing
• International Implications
• Your Career: Social Media
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Shelby’s Stables
• Case 2 L’Oréal
• Chapter 10: Alternative Marketing
• Alternative Marketing Programs
• Buzz Marketing
• Consumers Who Like a Brand
• Sponsored Consumers
• Company Employees
• Buzz Marketing Stages
• Buzz Marketing Preconditions
• Buzz Marketing and Fund Raising
• Stealth Marketing
• Guerrilla Marketing
• Lifestyle Marketing
• Experiential Marketing
• Product Placements and Branded Entertainment
• Product Placements
• Branded Entertainment
• Achieving Success
• Alternative Media Venues
• Video Game Advertising
• Cinema Advertising
• Other Alternative Media
• In-Store Marketing
• In-Store Marketing Tactics
• Point-of-Purchase Marketing
• Designing Effective Point-of-Purchase Displays
• Measuring Point-of-Purchase Effectiveness
• Brand Communities
• International Implications
• Your Career: Alternative Marketing
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Alternative Marketing: Ethnic Holidays
• Case 2 Matt and Jerry’s Disc Golf Course
• Part 4: IMC Promotional Tools
• Chapter 11: Database and Direct Response Marketing and Personal Selling
• Database Marketing
• Building a Data Warehouse
• Email, Mobile, and Internet Data
• Purchase and Communication Histories
• Personal Preference Profiles
• Customer Information Companies
• Geocoding
• Database Coding and Analysis
• Lifetime Value Analysis
• Customer Clusters
• Location Data Tracking
• Data Mining
• Database-Driven Marketing Communications
• Identification Codes
• Personalized Communications
• Customized Content
• Inbound Telemarketing
• Trawling
• Database-Driven Marketing Programs
• Permission Marketing
• Frequency Programs
• Customer Relationship Management
• Direct Response Marketing
• Mobile Marketing
• Direct Mail
• Catalogs
• Traditional Media
• Search Engines and Email
• Direct Sales
• Telemarketing
• Personal Selling
• Generating Leads
• Qualifying Prospects
• Knowledge Acquisition
• The Sales Presentation
• Handling Objections
• Closing the Sale
• Follow-Up
• International Implications
• Your Career: Selling Yourself
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Salon Sensational
• Case 2 Turkbit
• Chapter 12: Sales Promotions
• Consumer Promotions
• Coupons
• Coupon Distribution
• Disadvantages of Coupons
• Premiums
• Types of Premiums
• Keys to Successful Premium Programs
• Contests and Sweepstakes
• Contests
• Sweepstakes
• Perceived Value
• The Internet and Social Media
• Goals of Contests and Sweepstakes
• Refunds and Rebates
• Sampling
• Sample Distribution
• Benefits of Sampling
• Successful Sampling Programs
• Bonus Packs
• Types of Bonus Packs
• Keys to Successful Bonus Packs
• Price-Offs
• Benefits of Price-Offs
• Problems with Price-Offs
• Overlays and Tie-Ins
• Planning for Consumer Promotions
• Trade Promotions
• Trade Allowances
• Trade Contests
• Trade Incentives
• Trade Shows
• Concerns with Trade Promotions
• International Implications
• Your Career: Sales Promotions
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Marketing Sports Equipment
• Case 2 Razor Wars and Sales Promotion Tactics
• Chapter 13: Public Relations and Sponsorship Programs
• Public Relations
• Internal versus External Public Relations
• Public Relations Tools
• Public Relations Functions
• Identifying Stakeholders
• Internal Stakeholders
• External Stakeholders
• Assessing Corporate Reputation
• Corporate Social Responsibility
• Creating Positive Image-Building Activities
• Cause-Related Marketing
• Green Marketing and Pro-Environmental Activities
• Preventing or Reducing Image Damage
• Proactive Prevention Strategies
• Reactive Damage-Control Strategies
• The Coronavirus Challenge
• Sponsorships
• Forms of Sponsorships
• Sponsorship Objectives
• Event Marketing
• Selecting Sponsorships and Events
• Determining Objectives
• Matching the Audience to the Company’s Target Market
• Promoting the Event
• Advertising at the Event
• Tracking Results
• Cross-Promotions
• International Implications
• Your Career: Public Relations
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 Esports: Creating New Sponsorship Opportunities
• Case 2 Coconuts: A Picking Problem
• Part 5: IMC Ethics, Regulation, and Evaluation
• Chapter 14: Regulations and Ethical Concerns
• Marketing Communications Regulations
• Governmental Regulatory Agencies
• The Federal Trade Commission
• Unfair and Deceptive Marketing Practices
• Deception Versus Puffery
• Substantiation of Marketing Claims
• How Investigations Begin
• FTC Settlements
• Consent Order
• Administrative Complaints
• Courts and Legal Channels
• Corrective Advertising
• Trade Regulation Rulings
• Industry Oversight of Marketing Practices
• Council of Better Business Bureaus
• IMC and Ethics
• Ethics and Advertising
• Perpetuating Stereotypes
• Advertising Unsafe Products
• Offensive Advertisements
• Advertising to Children
• Marketing and Ethics
• Brand Infringement
• Marketing of Professional Services
• Gifts and Bribery in Business-to-Business Marketing Programs
• Spam and Cookies
• Ambush Marketing
• Stealth Marketing
• Responding to Ethical Challenges
• Ethics Programs
• Ethics Training Programs
• Codes of Ethics
• Ethics Consulting Systems
• International Implications
• Your Career: Ethics and Social Responsibility
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 FanDuel, DraftKings, and Legalized Sports Gambling
• Case 2 Herbal Remedies, Oils, and Alternative Medicine
• Chapter 15: Evaluating an Integrated Marketing Program
• Evaluation Metrics
• Matching Methods with IMC Objectives
• Message Evaluations
• Advertising Tracking Research
• Copytesting
• Emotional Reaction Tests
• Cognitive Neuroscience
• Evaluation Criteria
• Online Evaluation Metrics
• Behavioral Evaluations
• Test Markets
• Purchase Simulation Tests
• International Implications
• Your Career: Evaluating a Job Search Process
• Summary
• Key Terms
• Review Questions
• Critical Thinking Exercises
• Integrated Learning Exercises
• Blog Exercises
• Student Project
• Case 1 The Vaseline Healing Project
• Case 2 Home Repair Referrals: Two Levels of Evaluation
• Endnotes
• Name Index
• A
• B
• C
• D
• E
• F
• G
• H
• I
• J
• K
• L
• M
• N
• O
• P
• Q
• R
• S
• T
• U
• V
• W
• X
• Y
• Z
• Subject Index
• A
• B
• C
• D
• E
• F
• G
• H
• I
• J
• K
• L
• M
• N
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• P
• Q
• R
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• Y