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Preface xv
PART 1 THE IMC FOUNDATION 2
Integrated Marketing Communications 2
Ron Jon Surf Shop 2
Overview 4
Communication and IMC Programs 5
Integrated Marketing Communications 8
An Integrated Marketing Communications Plan 9
IMC Components 10
The Foundation 10
Advertising Tools 11
Promotional Tools 11
Integration Tools 12
Refining the IMC Program 12
The Value of IMC Plans 15
Information Technology 15
Changes in Channel Power 16
Increases in Competition 17
Brand Parity 19
Integration of Information 19
Decline in the Effectiveness of Mass-Media-Advertising 20
Globally Integrated Marketing Communications 20
Corporate Image and Brand Management 28
Gucci: One Strong Brand Works with Others 28
Overview 30
Corporate Image 30
Components of a Corporate Image 30
The Role of a Corporate Image---Consumer Perspective 32
The Role of a Corporate Image---Business-to-Business Perspective 33
The Role of a Corporate Image---Company Perspective 33
Promoting the Desired Image 34
Creating the Right Image 35
Rejuvenating an Image 36
Changing an Image 36
Conveying an Image to Business Customers 37
Corporate Name 37
Corporate Logos 38
Branding 39
Developing a Strong Brand Name 40
Brand Equity 41
Steps to Building Brand Equity 42
Measuring Brand Equity 43
Brand Extensions and Flanker Brands 44
Co-Branding 45
Private Brands 47
Packaging 49
New Trends in Packaging 50
Labels 50
Positioning 51
Other Elements of Positioning 53
Buyer Behaviors 60
How Starbucks Created a New Coffee Culture 60
Overview 62
Consumer Purchasing Process 63
Information Search 63
Internal Search 63
External Search 64
Consumer Attitudes 66
Consumer Values 67
Cognitive Mapping 68
Evaluation of Alternatives 70
The Evoked Set Method 70
The Multiattribute Approach 71
Affect Referral 71
Trends in the Consumer Buying Environment 72
Age Complexity 72
Gender Complexity 73
Individualism 74
Active, Busy Lifestyles 74
Cocooning 74
Pleasure Pursuits 75
Health Emphasis 75
Business-to-Business Buyer Behavior 76
Factors Affecting Members of Business Buying Centers 77
Organizational Influences 77
Individual Factors 77
Types of Business-to-Business Sales 79
The Business-to-Business Buying Process 80
Identification of Needs 80
Establishment of Specifications 80
Identification of Vendors 81
Vendor Evaluation 81
Vendor Selection 82
Negotiation of Terms 82
Postpurchase Evaluation 82
Trends in the Business-to-Business Buying Environment 82
Emphasis on Accountability 82
Importance of E-Commerce 83
Global Branding 83
Database Mining 83
Alternative Methods of Communication 84
Focus on Internal Marketing Communications 84
Dual Channel Marketing 84
Promotions Opportunity Analysis 94
The Hallmark Difference 94
Overview 96
Promotions Opportunity Analysis 96
Communication Market Analysis 97
Competitors 97
Opportunities 98
Target Markets 99
Customers 99
Product Positioning 100
Establishing Marketing Communications Objectives 100
Establishing a Communications Budget 101
Types of Budgets 104
The Percentage of Sales Method 104
The Meet-the-Competition Method 105
The ``What We Can Afford'' Method 105
The Objective and Task Method 105
Payout Planning 105
Quantitative Models 106
Budgeting Expenditures 106
Preparing Promotional Strategies 107
Matching Tactics with Strategies 108
Market Segmentation 109
Market Segmentation by Consumer Groups 110
Segments Based on Demographics 110
Psychographics 113
Segments Based on Generations 115
Segmentation by Geographic Area 116
Geodemographic Segmentation 116
Benefit Segmentation 117
Usage Segmentation 117
Business-to-Business Segmentation 118
Segmentation by Industry 118
Segmentation by Size 119
Segmentation by Geographic Location 119
Segmentation by Product Usage 119
Segmentation by Customer Value 120
Implications for GIMC Programs 120
PART 2 IMC ADVERTISING TOOLS 130(144)
Advertising Management 130
Marketing Power 130
Overview 132
Overview of Advertising Management 134
Advertising and the IMC Process 134
Choosing an Advertising Agency 135
Decision Variables 136
External Advertising Agencies 137
Choosing an Agency 138
Goal Setting 138
Selection Criteria 138
Reference Requests 140
Creative Pitch 140
Agency Selection 141
Advertising Planning and Research 142
The Roles of Advertising Account Executives 143
The Roles of Creatives 144
Advertising Campaign Management 144
Communication Market Analysis 144
Advertising Goals 147
Building Brand Image 147
Providing Information 148
Persuasion 149
Supporting Marketing Efforts 149
Encouraging Action 149
The Advertising Budget 150
Media Selection 151
The Creative Brief 151
The Objective 151
The Target Audience 152
The Message Theme 152
The Support 153
The Constraints 153
Advertising Design: Theoretical Frameworks and Types of Appeals 162
Whites, or Colors? 162
Overview 164
The Creative Brief 165
Advertising Theory 165
Hierarchy of Effects 165
Means--End Theory 167
Leverage Points 168
Verbal and Visual Images 169
Types of Advertising Appeals 171
Fear 171
Humor 172
Sex 175
Are Sex Appeals Effective? 177
Sex Appeals in International Advertising 179
Disadvantages of Sex Appeals 180
Musical Appeals 181
Rational Appeals 183
Emotional Appeals 184
Scarcity Appeals 186
The Structure of an Advertisement 187
Advertising Design: Message Strategies and Executional Frameworks 196
The AFLAC Duck Makes a Big Splash 196
Overview 198
Message Strategies 198
Cognitive Strategies 199
Affective Strategies 202
Conative Strategies 204
Executional Frameworks 205
Animation 205
Slice-of-Life 206
Dramatization 207
Testimonials 208
Authoritative 208
Demonstration 209
Fantasy 209
Informative 210
Sources and Spokespersons 211
Source Characteristics 214
Matching Source Types and Characteristics 216
Creating an Advertisement 218
Advertising Effectiveness 219
Beating Ad Clutter 221
Advertising Media Selection 230
M&M's: The Sweet Task of Media Selection 230
Overview 232
Media Strategy 232
Media Planning 233
Media Planners 234
Media Buyers 236
Advertising Objectives 237
Achieving Advertising Objectives 240
Recency Theory 241
Media Selection 242
Television 243
Radio 246
Outdoor Advertising 248
Internet 250
Magazines 253
Newspapers 255
Direct Mail 257
Alternative Media 257
Media Mix 259
Media Selection in Business-to-Business Markets 260
Media Selection in International Markets 262
PART 3 IMC PROMOTIONAL TOOLS 274
Trade Promotions 274
Sealy: Made for Sleep 274
Overview 276
The Nature of Trade Promotions 277
Types of Trade Promotions 278
Trade Allowances 278
Trade Contests 281
Trade Incentives 282
Training Programs 285
Vendor Support Programs 285
Trade Shows 287
Specialty Advertising 290
Point-of-Purchase Advertising 291
Objectives of Trade Promotions 294
Obtaining Initial Distribution 295
Obtaining Prime Retail Shelf Space or Location 295
Supporting Established Brands 295
Countering Competitive Actions 295
Increasing Order Sizes 296
Building Retail Inventories 296
Reducing Excess Manufacturer Inventories 296
Enhancing Channel Relationships 296
Enhancing the IMC Program 296
Concerns in Using Trade Promotions 297
Consumer Promotions 306
Time-Share Vacation Properties 306
Overview 308
Coupons 309
Types of Coupons 310
Coupon Responses 311
Problems with Coupons 311
Tactics to Improve Coupon Effectiveness 312
Premiums 313
Problems with Premiums 314
Building Successful Premium Programs 314
Contests and Sweepstakes 315
Problems with Contests and Sweepstakes 316
Creating Successful Contests and Sweepstakes 317
Refunds and Rebates 318
Problems with Refunds and Rebates 319
Creating Effective Refund--Rebate Programs 319
Sampling 320
Problems with Sampling 321
Effective Use of Samples 321
Bonus Packs 322
Problems with Bonus Packs 323
Using Bonus Packs Effectively 323
Price-Offs 323
Problems with Price-Off Promotions 324
Using Price-Off Offers Effectively 324
Other Issues in Promotions Programs 324
Planning for Consumer Promotions 325
Business-to-Business Programs 326
International Consumer Promotions Programs 327
Personal Selling, Database Marketing, and Customer Relationship Management 336
Levi-Strauss & Co. 336
Overview 338
Personal Selling 338
Retail Sales 338
Selling in Retail Outlets 338
Selling Services 339
Telemarketing 339
Retail Sales Presentations 340
The Manufacturer's Dilemma in Retail Selling 340
Cross-Selling 341
Business-to-Business Personal Selling 341
Buyer--Seller Relationships 342
Managing the Business-to-Business Selling Process 343
Identifying Prospects 343
Qualifying Prospects 344
Knowledge Acquisition 345
Sales Presentations 346
Follow-Up 347
New Trends in Business-to-Business Personal Selling 347
Decline in the Number of Salespeople 347
Expansion of Sales Channels 347
Long-Term Relationships and Strategic Partnerships 348
Team Selling 348
Personal Selling in International Markets 349
Database Marketing 349
Determining Objectives 349
Collecting Data 350
Building a Data Warehouse 351
Data Mining 352
Developing Marketing Programs 352
Evaluating Marketing Programs and the Data Warehouse 353
Direct Marketing 353
Mail 354
Catalogs 356
Mass Media 356
Alternative Media 356
The Internet 356
E-Mail 357
Permission Marketing 357
Frequency Programs 359
Customer Relationship Management 360
Public Relations, Sponsorship Programs, and Regulations 370
E-Bay's Global Economic Democracy 370
Overview 372
Public Relations 372
Public Relations Functions 373
Identifying Stakeholders 373
Internal Stakeholders 374
External Stakeholders 375
Assessing Corporate Reputation 375
Auditing Corporate Social Responsibility 376
Creating Positive Image-Building Activities 377
Cause-Related Marketing 377
Green Marketing and Pro-Environmental Activities 379
Preventing or Reducing Image Damage 381
Proactive Prevention Strategies 382
Reactive Damage-Control Strategies 382
Sponsorships and Event Marketing 384
Event Marketing 387
Marketing Communications Regulations 390
Unfair and Deceptive Marketing Practices 390
Claims Versus Puffery 391
Governmental Regulatory Agencies 392
The Federal Trade Commission 392
How Investigations Begin 393
Courts and Legal Channels 393
Corrective Advertising 394
Trade Regulation Rulings 394
Substantiation of Marketing Claims 395
Industry Regulation of Negative Marketing Practices 396
PART 4 IMC INTEGRATION TOOLS 406
Internet Marketing 406
Google: A New World Order? 406
Overview 408
Who Uses the Internet? 409
Marketing Functions on the Internet 409
E-Commerce 410
E-Commerce Components 411
Security Issues 412
Purchasing Habits 412
E-Commerce Incentives 413
Financial Incentives 413
Convenience Incentives 414
Value-Added Incentives 415
Business-to-Business E-Commerce 416
International E-Commerce 418
IMC and the Internet 419
Branding 421
Brand Loyalty and IMC Internet Programs 423
Sales Support on the Internet 425
Customer Service and the Internet 426
Direct Marketing on the Internet 427
Viral Marketing on the Internet 428
Internet Design Issues 429
IMC for Small Businesses and Entrepreneurial Ventures 436
The Pasta House Co. 436
Overview 438
Types of Ventures 438
Major Challenges 439
Starting a Company: The Market Analysis 439
Understanding and Defining Consumer Needs 440
Creating a Clearly Defined Product 440
Developing a Unique Market Niche 441
Finding Customers: A Crucial Element of the IMC Plan 441
Locating Customers 443
Helping Customers Reach the Company 446
Reducing Purchase Risk 447
Advertising Small Businesses 448
Making Customers Advocates 450
Database Management 450
Direct Marketing 451
Personal Selling 451
Trade and Consumer Promotions 451
Evaluating an Integrated Marketing Program 458
Pretesting for Effectiveness 458
Overview 460
Matching Methods with IMC Objectives 460
Message Evaluations 462
Concept Testing 462
Copytesting 463
Recall Tests 465
Recognition Tests 467
Attitude and Opinion Tests 468
Emotional Reaction Tests 469
Physiological Arousal Tests 470
Persuasion Analysis 471
Evaluation Criteria 471
Behavioral Evaluations 475
Sales and Response Rates 475
Test Markets 478
Purchase Simulation Tests 480
Evaluating Public Relations Activities 480
Evaluating the Overall IMC Program 482
Photo Credits 491
Name/Organization Index 493
Subject Index 505