Efnisyfirlit

• Title Page
• Copyright Page
• Dedication
• Brief Contents
• Contents
• Preface
• About the Authors
• Part 1: The Practice and Environment of Integrated Marketing Communications (IMC)
  • Chapter 1: An Overview of Integrated Marketing Communications
    • Marcom Insight: Checking in with Mobile Apps: The Creative Use of Geo-Fencing and Geo-Conquesting
    • Introduction
    • Marketing Communications Objectives and Terminology
    • Promotional Mix Elements
    • The Primary Tools of Marketing Communications
    • The Integration of Marketing Communications
      • Why Integrate?
      • IMC Practices and Synergy
      • Definition of IMC
    • Key Imc Features
      • Key Feature #1: IMC Should Begin with the Customer or Prospect
      • Key Feature #2: Use Any Form of Relevant Contact
      • Key Feature #3: Speak with a Single Voice
      • Key Feature #4: Build Relationships Rather Than Engage in Flings
      • Key Element #5: Don’t Lose Focus of the Ultimate Objective: Affect Behavior
      • Obstacles to Implementing the Key IMC Features
    • The Marketing Communications Decision-Making Process
      • Fundamental Marcom Decisions
      • Marcom Implementation Decisions
      • Marcom Outcomes
      • Program Evaluation
    • Summary
    • Appendix
    • Discussion Questions
  • Chapter 2: Enhancing Brand Equity and Accountability
    • Marcom Insight: Are There Too Many Social Media Brands?
    • Introduction
    • Brand Equity
      • A Firm-Based Perspective on Brand Equity
      • Brand Equity Models
      • Relationships among Brand Concepts, Brand Equity, and Brand Loyalty
      • Strategies to Enhance Brand Equity
      • What Benefits Result from Enhancing Brand Equity?
      • Characteristics of World-Class Brands
    • Affecting Behavior and Achieving Marcom Accountability
      • Difficulty of Measuring Marcom Effectiveness
      • Assessing Effects with Marketing Mix Modeling
    • Summary
    • Discussion Questions
  • Chapter 3: Brand Adoption, Brand Naming, and Intellectual Property Issues
    • Marcom Insight: Goodwill Boutiques: Thrifty Brand Takes Off
    • Introduction
    • Marcom and Brand Adoption
      • Brand Characteristics That Facilitate Adoption
      • Quantifying the Adoption-Influencing Characteristics
    • Brand Naming
      • What Constitutes a Good Brand Name?
      • The Brand-Naming Process
      • The Role of Logos
    • Intellectual Property
      • Patents
      • Copyrights
      • Trademarks
    • Summary
    • Discussion Questions
  • Chapter 4: Environmental, Regulatory, and Ethical Issues
    • Marcom Insight: Graphic Visual Tobacco Warnings in the United States
    • Introduction
    • Environmental Marketing Communications
      • Green Marketing Initiatives
      • Social Media Campaigns
      • Guidelines for Green Marketing
    • Regulation of Marketing Communications
      • When Is Regulation Justified?
      • Regulation by Federal Agencies
      • False Advertising and Lanham Act Cases in Federal Court
      • Regulation by State Agencies
      • Advertising Self-Regulation
    • Ethical Issues in Marketing Communications
      • The Ethics of Targeting
      • Ethical Issues in Advertising
      • Ethical Issues in Public Relations and Product Placement
      • Ethical Issues in Packaging and Branding
      • Ethical Issues in Sales Promotions
      • Ethical Issues in Online and Social Media Marketing
      • Fostering Ethical Marketing Communications
    • Summary
    • Discussion Questions
• Part 2: Fundamental IMC Planning and Decisions
  • Chapter 5: Segmentation, Targeting, and Positioning
    • Marcom Insight: Positioning and “McBucks”: Should McDonald’s Try to Become Starbucks?
    • Introduction
    • Segments and the Market Segmentation Process
    • Segmentation Bases: Behavioral Segmentation
      • Online Behavioral Targeting
      • Privacy Concerns
    • Psychographic Segmentation
      • Customized Psychographic Profiles
      • General Purpose Psychographic Profiles
    • Geodemographic Segmentation
    • Demographic Segmentation
      • The Changing Age Structure
      • The Ever-Changing American Household
      • Ethnic Population Developments
    • Market Targeting
    • Market Positioning in Practice: The Fundamentals
      • Benefit Positioning
      • Attribute Positioning
      • Repositioning a Brand
      • Marketing Mix Development
    • Summary
    • Discussion Questions
  • Chapter 6: The Communications Process and Consumer Behavior
    • Marcom Insight: Everyday Consumer Habits Helping the World
    • The Communications Process
      • Elements in the Communication Process
    • Marketing Communication and Meaning
      • The Meaning of Meaning
      • The Dimensions of Meaning
      • Meaning Transfer: From Culture to Object to Consumer
      • The Use of Figurative Language in Marketing Communications
    • Behavioral Foundations of Marketing Communications
      • The Consumer Processing Model (CPM)
      • The Hedonic, Experiential Model (HEM)
    • Summary
    • Discussion Questions
  • Chapter 7: The Role of Persuasion in Integrated Marketing Communications
    • Marcom Insight: Can We Be Persuaded to Overcome Bad Habits? The Cell-Free Club
    • The Nature and Role of Attitudes
      • What Is an Attitude?
      • Using Attitudes to Predict Behavior
    • Persuasion in Marketing Communications
      • The Ethics of Persuasion
    • Tools of Influence: The Persuader’s Perspective
      • Reciprocation
      • Commitment and Consistency
      • Social Proof
      • Liking
      • Authority
      • Scarcity
    • The Influence Process: The Persuadee’s Perspective
      • Message Arguments
      • Peripheral Cues
      • Communication Modality
      • Receiver Involvement
      • Receiver’s Initial Position
    • An Integrated Model of Persuasion
      • The Central Route
      • The Peripheral Route
      • Dual Routes
    • Enhancing Consumers’ Motivation, Ability, and pportunity to Process Advertisements
      • Motivation to Attend to Messages
      • Motivation to Process Messages
      • Opportunity to Encode Information
      • Opportunity to Reduce Processing Time
      • Ability to Access Knowledge Structures
      • Ability to Create Knowledge Structures
      • Section Summary
    • The Theory of Reasoned Action (Tora)
      • Attitude Change Strategies
    • Changing Preferences and Behavioral Modification Strategies
    • Summary
    • Discussion Questions
  • Chapter 8: Objective Setting and Budgeting
    • Marcom Insight: The Gecko, Flo, Mayhem, Magic Jingles, and the Insurance Industry Ad Brawl
    • Introduction
      • Setting Marcom Objectives
      • The Hierarchy of Marcom Effects
      • The Integrated Information Response Model
      • Section Summary
      • Requirements for Setting Suitable Marcom Objectives
      • Should Marcom Objectives Be Stated in Terms of Sales?
    • Marcom Budgeting
      • Budgeting in Theory
      • Budgeting in Practice
      • Section Summary
    • Summary
    • Discussion Questions
• Part 3: Advertising Management and Media Choices
  • Chapter 9: Overview of Advertising Management
    • Marcom Insight: The Story of “Mad Man,” the “Elvis of Advertising”
    • Introduction
    • The Magnitude of Advertising
      • Advertising-to-Sales Ratios
      • Advertising Effects Are Uncertain
    • Advertising’s Effect on the Economy
      • Advertising = Market Power
      • Advertising = Information
      • A Synthesis
    • Advertising Functions
      • Informing
      • Influencing
      • Reminding and Increasing Salience
      • Adding Value
      • Assisting Other Company Efforts
    • The Advertising Management Process
      • Managing the Advertising Process: The Client Perspective
      • The Role of Advertising Agencies
      • Agency Compensation
    • Ad-Investment Considerations
      • The Case for Investing in Advertising
      • The Case for Disinvesting
      • Which Position Is More Acceptable?
    • Summary
    • Discussion Questions
  • Chapter 10: Effective and Creative Ad Messages
    • Marcom Insight: Perhaps the Greatest TV Commercial of All Time
    • Introduction
    • Suggestions for Creating Effective Advertising
    • Qualities of Successful Advertising
    • What Exactly Does Being “Creative” and “Effective” Mean?
      • Creativity: The CAN Elements
      • Getting Messages to “Stick”
      • Illustrations of Creative and Sticky Advertising Executions
    • Making an Impression
    • Advertising Plans and Strategy
      • A Five-Step Program
    • Constructing a Creative Brief
      • Advertising Objectives
      • Target Audience
      • Motivations, Thoughts, and Feelings
      • Brand Positioning and Personality
      • Primary Outcome or “Take Away”
      • Other Details and Mandatories
    • Means-End Chaining and Laddering
      • The Nature of Values
      • Which Values Are Most Relevant to Advertising?
      • Advertising Applications of Means-End Chains: The MECCAS Model
      • Identifying Means-End Chains: The Method of Laddering
      • Practical Issues in Identifying Means-End Chains
    • Alternative Styles of Creative Advertising
      • Generic Creative Style
      • Preemptive Creative Style
      • Unique Selling Proposition Creative Style
      • Brand Image Creative Style
      • Resonance Creative Style
      • Emotional Creative Style
      • Section Summary
    • Corporate Image and Corporate Issue Advertising
      • Corporate Image Advertising
      • Corporate Issue (Advocacy) Advertising
    • Summary
    • Discussion Questions
  • Chapter 11: Endorsers and Message Appeals in Advertising
    • Marcom Insight: When Celebrity Endorsers Go Bad
    • Introduction
    • The Role of Celebrity Endorsers in Advertising
    • Source Attributes and Receiver Processing Modes
      • Credibility: The Process of Internalization
      • Attractiveness: The Process of Identification
      • Power: The Process of Compliance
      • Practical Issues in Selecting Celebrity Endorsers
      • The Role of Q Scores
    • The Role of Humor in Advertising
    • Appeals to Consumer Fears
      • Fear Appeal Logic
      • Appropriate Intensity
    • The Related Case of Appeals to Scarcity
    • Appeals to Consumer Guilt
    • The Use of Sex in Advertising
      • What Role Does Sex Play in Advertising?
      • The Potential Downside of Sex Appeals in Advertising
    • Subliminal Messages and Symbolic Embeds
      • Why It Is Unlikely That Subliminal Advertising Works
    • The Functions of Music In Advertising
    • The Role of Comparative Advertising
      • Is Comparative Advertising More Effective?
      • Considerations Dictating the Use of Comparative Advertising
    • Summary
    • Discussion Questions
  • Chapter 12: Traditional Advertising Media
    • Marcom Insight: Has Traditional Advertising Media Lost Its Effectiveness? The Rise of Cord Cutting,
    • Introduction
      • Some Preliminary Comments
    • Newspapers
      • Buying Newspaper Space
      • Newspaper Advertising’s Strengths and Limitations
    • Magazines
      • Buying Magazine Space
      • Magazine Advertising’s Strengths and Limitations
      • Magazine Audience Measurement
      • Using Simmons and MRI Reports
      • Customized Magazines
    • Radio
      • Buying Radio Time
      • Radio Advertising’s Strengths and Limitations
      • Radio Audience Measurement
    • Television
      • Television Programming Dayparts
      • Network, Spot, Syndicated, Cable, and Local Advertising
      • Television Advertising’s Strengths and Limitations
      • Infomercials
      • Brand Placements in Television Programs
      • Recent Developments in TV Advertising
      • Television Audience Measurement
    • Summary
    • Discussion Questions
  • Chapter 13: Digital Media: Online, Mobile, and App Advertising
    • Marcom Insight: Mobile Headache? The Excitement and Challenges of Mobile Advertising
    • Introduction
      • Online Advertising: Benefits and Costs
      • The Online Advertising Process
      • Online Advertising Formats
    • Search Engine Advertising
      • Purchasing Keywords and Selecting Content-Oriented Websites
      • SEA Problems and Suggestions
    • Display Advertising
      • Static Banner Ads
      • Click-Through Rates
      • Standardization of Display Ad Sizes
    • Rich Media: Pop-Ups, Interstitials, Superstitials, and Online Video Ads
      • Online Video Ads
      • Mobile Advertising and Apps
      • App Advertising
    • Websites and Sponsored Sites
    • Blogs and Podcasts
      • Blogs
      • Podcasts
    • E-Mail Advertising
      • Opt-in E-Mailing versus Spam
      • E-Mail Magazines (E-zines)
    • Behavioral Targeting, Programmatic Advertising, and Privacy Issues
      • Behavioral Targeting
      • Programmatic Ads
      • Consumer Privacy
    • Measuring Online Ad Effectiveness
      • Metrics for Measuring Online Ad Performance
    • Summary
    • Discussion Questions
  • Chapter 14: Social Media
    • Marcom Insight: Is Facebook Becoming Passé? Or Are We Hopelessly Addicted?
    • Introduction
    • Social Media Background and Landscape
      • Comparisons with Traditional Media
    • Social Media Advantages and Disadvantages
    • Social Media Categories and Brands
    • Social Networking
      • Facebook
      • Twitter
      • Instagram
      • Snapchat
    • Successful Social Media Campaigns
      • Common Objectives and Themes for These Successful Social Media Campaigns
      • Factors That “Work” in Social Media Campaigns and Why
    • Organizing Social Media Efforts
    • How to Advertise on Social Networks
    • Privacy and Other Concerns
      • Other Social Media Network Concerns
    • Measurement of Social Media Campaigns
    • Summary
    • Discussion Questions
  • Chapter 15: Direct Marketing, CRM, and Other Media
    • Marcom Insight: During Tough Times, Flex Seal and ShamWow March On
    • Introduction
    • Direct Marketing
      • Direct Marketing’s Phenomenal Growth
    • Direct-Response Advertising
    • Direct Mail
      • Illustrations of Successful Direct-Mail Campaigns
      • Direct Mail’s Distinctive Features
      • Who Uses Direct Mail and What Functions Does It Accomplish?
      • The Special Case of Catalogs and Video Media
      • CRM and the Use of Databases
    • Outbound and Inbound Telemarketing
      • Outbound Telemarketing
      • Inbound Telemarketing
      • Major Telemarketing Regulation
    • Other Media
    • Brand Placements
      • Brand Placements in Movies
      • Brand Placements in TV Programs
    • Yellow-Pages Advertising
    • Video-Game Advertising
      • Measuring Video-Game Audiences
    • Cinema Advertising
    • Alternative Advertising Media
    • Summary
    • Discussion Questions
  • Chapter 16: Media Planning and Analysis
    • Marcom Insight: Is Super Bowl Advertising Worth the Expense?
    • Introduction
      • Some Useful Terminology: Media versus Vehicles
      • Messages and Media: A Hand-in-Glove Relation
      • Programmatic Ad Buying
      • Cross-Media Platforms
      • Selecting and Buying Media and Vehicles
    • The Media-Planning Process
    • Selecting the Target Audience
    • Specifying Media Objectives
      • Reach
      • Frequency
      • Weight
      • Continuity
      • Recency Planning (a.k.a. the Shelf-Space Model)
      • Cost Considerations
      • The Necessity of Making Trade-Offs
    • Media-Scheduling Software
      • Hypothetical Illustration: A One-Month Magazine Schedule for the Esuvee Safety Campaign
    • Review of Media Plans
      • The Diet Dr Pepper Plan
      • The FDA’s “The Real Cost” Campaign
    • Summary
    • Discussion Questions
  • Chapter 17: Measuring Ad Message Effectiveness
    • Marcom Insight: Lessons in Ad Copy Testing and Track-ing: The National Youth Anti-Drug Media Campaig
    • Introduction to Advertising Research
      • It Is Not Easy or Inexpensive
      • Testing TV Commercials in Prefinished (Rough) Form
      • What Does Advertising Research Involve?
      • Industry Standards for Message Research
      • What Do Brand Managers and Ad Agencies Want to Learn from Message Research?
    • Two General Forms of Message Research
      • Qualitative Message Research
      • Quantitative Message Research
    • Measures of Recognition and Recall
      • Starch Ad Readership Studies
      • Bruzzone Tests
      • Day-After Recall Testing
    • Measurement of Emotional Reactions
      • BBDO’s Emotional Measurement System
      • Facial Imaging Technology
      • Neuroscience and Brain Imaging
      • Self-Report Measurement
      • Physiological Testing and Biometrics
    • Measures of Persuasion
      • The Ipsos ASI: Connect® Method
      • The Ipsos ASI Next*TV® Method
      • The MSW*ARS Brand Preference Method
    • Measures of Sales Response (Single-Source Systems)
      • Nielsen Catalina’s Advantics on Demand
    • Some Major Conclusions about Television Advertising
      • Conclusion 1—All Commercials Are Not Created Equal: Ad Copy Must Be Distinctive
      • Conclusion 2—More Is Not Necessarily Better: Weight Is Not Enough
      • Conclusion 3—All Good Things Must End: Advertising Eventually Wears Out
      • Conclusion 4—Do Not Be Stubborn: Advertising Works Quickly or Not at All
    • Summary
    • Discussion Questions
• Part 4: Sales Promotion Management
  • Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
    • Marcom Insight: The Latest in Trade Promotions: New Thinking and Old Ways
    • Introduction
      • The Nature of Sales Promotion
      • Promotion Targets
    • Increased Budgetary Allocations to Promotions
      • Factors Accounting for the Shift
      • A Consequence of the Increase: A Shift in Accounting Rules
    • What Are Sales Promotions’ Capabilities and Limitations?
      • What Promotions Can Accomplish
      • What Promotions Cannot Accomplish
      • Problems with an Excessive Emphasis on Sales Promotion
    • The Role of Trade Promotions
      • Trade Promotions’ Scope and Objectives
      • Ingredients for a Successful Trade Promotion Program
    • Trade Allowances
      • Major Forms of Trade Allowances
      • Undesirable Consequences of Off-Invoice Allowances: Forward Buying and Diverting
    • Efforts to Rectify Trade Allowance Problems
      • Category Management
      • Everyday Low Pricing (EDLP)
      • Pay-for-Performance Programs
      • Customizing Promotions: Account-Specific Marketing
      • Other Forms of Trade Promotions
    • Generalizations about Promotions
      • Generalization 1: Temporary Retail Price Reductions Substantially Increase Sales—But Only in the
      • Generalization 2: The Greater the Frequency of Deals, the Lower the Height of the Deal Spike
      • Generalization 3: The Frequency of Deals Changes the Consumer’s Reference Price
      • Generalization 4: Retailers Pass through Less Than 100 Percent of Trade Deals
      • Generalization 5: Higher-Market-share brands Are less deal elastic
      • Generalization 6: Advertised promotions Can result in increased store Traffic
      • Generalization 7: Feature advertising and displays operate synergistically to influence sales of dis
      • Generalization 8: Promotions in one product category affect sales of brands in complementary and com
      • Generalization 9: The effects of promoting higher- and lower-quality brands Are asymmetric
    • Summary
    • Discussion Questions
  • Chapter 19: Consumer Sales Promotion: Sampling and Couponing
    • Marcom Insight: Groupon: Is the “New” Model for Couponing Still Working?
    • Introduction
      • Why Use Consumer Promotions?
      • Brand Management Objectives and Consumer Rewards
      • Classification of Promotion Methods
    • Sampling
      • Major Sampling Practices
      • When Should Sampling Be Used?
      • Sampling Problems
    • Couponing
      • Couponing Background
      • Point-of-Purchase Couponing
      • Mail- and Media-Delivered Coupons
      • In- and On-Pack Coupons
      • Online and Social Group Couponing
      • The Coupon Redemption Process and Misredemption
    • The Role of Promotion Agencies
      • The Rise of the Online Promotion Agency
    • Summary
    • Discussion Questions
  • Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
    • Marcom Insight: Whopper Sacrifice: is an Online Premium Offer Worth 10 Friends?
    • Introduction
    • Premiums
      • Free-with-Purchase Premiums
      • Mail-In and Online Offers
      • In-, On-, and Near-Pack Premiums
      • Self-Liquidating Offers
      • What Makes a Good Premium Offer?
    • Price-Offs
      • Federal Trade Commission Price-Off Regulations
    • Bonus Packs
    • Games
      • Avoiding Snafus
    • Refunds and Rebates
      • Phantom Discounts
      • Rebate Fraud
    • Sweepstakes and Contests
      • Sweepstakes
      • Contests
      • Online Sweeps and Contests
    • Continuity Promotions
    • Overlay and Tie-In Promotions
      • Overlay Programs
      • Tie-In Promotions
    • Retailer Promotions
      • Retail Coupons
      • Frequent-Shopper (Loyalty) Programs
      • Special Price Deals
      • Samples, Premiums, and Games
    • Evaluating Sales Promotion Ideas
      • A Procedure for Evaluating Promotion Ideas
      • Postmortem Analysis
    • Summary
    • Discussion Questions
• Part 5: Other IMC Tools
  • Chapter 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships
    • Marcom Insight: Rats and False Eight-Legged Chicken Rumors: KFC/Taco Bell Restaurants
    • Introduction
      • Marketing Public Relations (MPR) versus Advertising
    • Proactive versus Reactive Mpr
      • Proactive MPR
      • Content Marketing
      • Reactive MPR
      • Crisis Management
    • The Special Case of Rumors and Urban Legends
      • What Is the Best Way to Handle a Rumor?
    • Word-of-Mouth Influence
      • Strong and Weak Ties
      • The Role of Opinion Leaders in WOM Dissemination
      • Prevent Negative WOM
    • Viral Marketing
      • Viral Marketing Is Akin to Creating an Epidemic
      • Some Anecdotal Evidence
      • Formal Perspectives on Buzz Creation
      • Igniting Explosive Self-Generating Demand
      • Summing Up
    • Sponsorship Marketing
    • Event Sponsorships
      • Selecting Sponsorship Events
      • Sponsorship Agreements
      • Creating Customized Events
      • Ambushing Events
      • Measuring Success
    • Cause Sponsorships
      • The Benefits of Cause-Related Marketing
      • The Importance of Fit and Community-Driven CRM Efforts
      • Accountability Is Critical
    • Summary
    • Discussion Questions
  • Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
    • Marcom Insight: The “Appification” of Grocery Shopping
    • Introduction
    • Packaging
      • Packaging Structure
      • Evaluating the Package: The VIEW Model
      • Quantifying the VIEW Components
      • Designing a Package
    • Point-of-Purchase (POP) Communications
      • The Spectrum of POP Materials
      • What Does POP Accomplish?
      • POP’s Influence on Consumer Behavior
      • Evidence of In-Store Decision Making
      • Evidence of Display Effectiveness
      • Latest POPAI Research
      • The Use and Nonuse of POP Materials
      • Measuring In-Store Advertising’s Audience
    • On-Premise Business Signage
      • Types of On-Premise Signs
      • The ABCs of On-Premise Signs
      • Seek Expert Assistance
    • Out-of-Home (OOH, Off-Premise) Advertising
      • Forms of Billboard Ads
      • Buying Billboard Advertising
      • Billboard Advertising’s Strengths and Limitations
      • Measuring Billboard Audience Size and Characteristics: OAAA’s Geopath Ratings
      • A Case Study of Billboard Effectiveness
      • Other Forms of OOH Advertising
    • Summary
    • Discussion Questions
  • Chapter 23: Personal Selling
    • Marcom Insight: What Qualities Are Liked and Disliked in a Salesperson?
    • Introduction
    • Personal Selling
      • Personal Selling’s Role in the Promotion Mix and IMC
      • Attitudes Toward Selling
      • Attractive Features of Personal Selling
    • Modern Selling Philosophy
    • Selling Activities and Types of Personal-Selling Jobs
      • Selling Activities
      • Types of Sales Jobs
    • The Basic Steps in Personal Selling
      • Step 1: Prospecting and Qualifying
      • Step 2: Preapproach
      • Step 3: Approach
      • Step 4: The Sales Presentation
      • Step 5: Handling Objections
      • Step 6: The Close
      • Step 7: The Follow-Up
      • In Summary
    • Salesperson Performance and Effectiveness
      • Specific Determinants of Salesperson Performance
    • Excellence in Selling
      • Specific Characteristics of High-Performers
    • Summary
    • Discussion Questions
• Glossary
• End Notes
• Name Index
• Subject Index

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