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Financial Times Prentice Hall is an imprint of
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Contents
About the authors Preface Authors' acknowledgements Publisher's acknowledgements List of acronyms Guided tour
1 Integrated communications
Chapter outline Chapter objectives IntroductionMarketing and the instruments of the marketing mix
The communications mix
Communication in a business-to-business context
Communications across cultures Standardisation or adaptation
Integration of marketing communications Integration of corporate communications Factors leading to integrated marketing and
corporate communications Levels of integration
Barriers to integrated communications Client-agency relations and IMC The integrated communications plan Summary
Review questions Further reading
Case 1: How to sell 'don't' to a target audience that hates 'don't'? The 'Help. For a life without tobacco campaign' of the European Union
References
Branding
Chapter outline Chapter objectives Introduction Brands Successful brands Brand strategies Brand portfolio XI xii xiv xv xviii xx 1 1 2 2 4 7 9 12 17 21 29 35 36 37 38 39 39 40 40 48 5 0 Brand equity 64 Benefits of branding 71 Marketing communications and brand equity 72 Summary 75 Review questions 76 Further reading 76Case 2: Barco, visibly yours 76
References 83
| 3 How marketing communications work 85
Chapter outline 85 Chapter objectives . 85 Introduction 86 Hierarchy-of-effects models 86 Attitude formation and change 89 High elaboration likelihood, cognitive
attitude formation 95 Low elaboration likelihood, cognitive
attitude formation 101 High elaboration likelihood, affective
attitude formation 103 Low elaboration likelihood, affective
attitude formation 104 High elaboration likelihood, behavioural
attitude formation 109 Low elaboration likelihood, behavioural
attitude formation 112 Causes and consequences of irritation
evoked by advertising 112 Advertising and brand confusion 115 Summary 117 Review questions 117 Further reading 118
Case 3: Mobistar: always together, never alone 118
References 127 50 50 51 51 55 ^ 5 7 63
4 Target groups
i Chapter outline Chapter objectives Introduction The segmenting-targeting-positioning framework 131 131 13-1 132 132Viii CONTENTS
Market segmentation
Requirements for effective segementation Targeting
Positioning
Primary and secondary target groups Summary
Review questions Further reading
Case 4: Electrolux: taking care of new born babies and their parents
References
5 Objectives
Chapter outline > • • / 133 146 148 150 155 156 156 157 157 161 163 163 Types of advertising Campaign development Message strategy Creative idea Creative appeals Rational appeals Emotional appeals Endorsers Campaign implementationAdvertising in a business-to-business context Advertising in a cross-cultural environment Summary
Review questions Further reading
Case 7: L'Oreal's Biotherm and Biotherm Homme: a global brand of skin care products
References 213 215 216 219 223 224 232 239 241 242 244 251 252 252 253 258 Introduction
Marketing communications objectives Stages in the product life-cycle and
marketing communications objectives Consumer choice situations and marketing
communications objectives
Corporate communications objectives Summary
Review questions Further reading
Case 5: Dove - Campaign for real beauty References
6 Budgets
Chapter outline Chapter objectives IntroductionHow the communications budget affects sales Communications budgeting methods
Factors influencing budgets
Budgeting for new brands or products Summary
Review questions Further reading
Case 6: Budgeting in the automobile industry
References
7 Advertising
Chapter outline Chapter objectives Introduction 163 164 164 178 182 184 186 186 186 187 191 192 192 192 193 193 196 203 205 206 206 206 207 211 212 212 212 2138 Media planning
Chapter outline Chapter objectives IntroductionThe media planning process Media objectives Selecting media Media context Summary Review questions Further reading
Case 8: Relaunching Nizoral in Russia
References
9 Advertising research
Chapter outlineChapter objectives Introduction
Strategic advertising planning and the role of research
Strategic advertising research Pre-testing of advertising Post-testing of advertising
Advertising campaign evaluation research Summary
Review questions Further reading
Case 9: Euro Millions: From outrageously rich to sympathetic References 264 264 264 265 265 266 278 291 296 297 297 297 305 308 308 308 309 309 310 312 321 324 330 330 331 331 337
10 Public relations
Chapter outline Chapter objectives IntroductionPublic relations as a communications tool Target groups, objectives and tasks Instruments and channels
Budgets
Measuring public relations results Communications in times of crisis Summary
Review questions Further reading
Case 10: SUEZ: Liquefied natural gas in New England * References / 338 338 338 339 339 344 351 356 357 358 361 361 362 362 366
Sales promotions research Summary
Review questions Further reading
Case 12: 'The Perfect Size': for every there is a Mars bar
References
13 Direct marketing
Chapter outline Chapter objectives Introduction
Direct marketing as a marketing communications technique CONTENTS LJX 427 430 430 430 moment, 431 436 4 3 8 438 438 439 439 11 Sponsorship 3 6 8 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 Budgets
Measuring sponsorship effectiveness Summary
Review questions Further reading
Case 11: Silence-Lotto: Positioning an anti-snoring medicine and a lottery by sponsoring a professional cycling team
References 368 368 369 369 371 372 375 376 379 390 391 394 395 395 396 403
Objectives and target groups Direct marketing media and tools Database marketing
Relationship marketing
Measuring direct marketing effectiveness Summary
Review questions Further reading
Case 13: Direct marketing at Tesco -'Join the Club...'
References 441 447 '457 462 464 467 467 467
468
472
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12 Sales promotions Chapter outline Chapter objectives IntroductionThe growihg importance of sales promotions
Objectives and target groups Consumer promotions Trade promotions 406 406 406 407 407 409 412 423
14 Point-of-purchase communications 474
Chapter outline 474 Chapter objectives 474 Introduction 475 The importance of point-of-purchasecommunications 475 Objectives and tools of point-of-purchase
communications 476 The effectiveness of point-of-purchase
communications tools 480 Store image 484 Store organisation 486 Product presentation 488 Store atmospherics 488 Packaging 491 Summary 493 Review questions 493 Further reading 494
Case 14: Carrefour: Setting up convenience
stores at music festivals 494
X j CONTENTS
I 15 Exhibitions and trade fairs
L_
.-Chapter outline Chapter objectives IntroductionTypes of exhibitions and trade fairs The role of exhibitions in marketing
communications
Objectives and target groups Planning an exhibition Assessing effectiveness
Limitations of fairs and exhibitions Online trade shows
Summary Review questions Further reading
Case 15: FISA - Batibouw: H*ow to calculate the effectiveness of a trade show
References 5 0 0 500 500 501 501 504 504 511 515 519 519 520 521 521 521 527 Introduction
The growing importance of e-media E-communications objectives E-marketing tools
Mobile marketing Interactive television
From Web 1.0 to Web 3.0 and f u r t h e r . . . Relationship marketing and the internet Tracking the effectiveness of
e-communications Summary
Review questions Further reading
Case 17: Nokia Concept Lounge: creating online buzz around the brand
References 554 554 561 562 578 582 585 591 592 598 599 600 600 604
16 Personal selling 528
Chapter outline 528 Chapter objectives 528 Introduction 529 Personal selling as a marketingcommunications instrument 529 The personal selling process 532 Planning and organising the salesforce 537 Recruiting and selecting the salesforce 540 Training, motivating and compensating
the salesforce 541 Performance evaluation 543 Summary 544 Review questions 545 Further reading • 545
Case 16: Tele Atlas - the reference in
digital mapping 546
References 551
18 Ethical issues in marketing
communications 607
Chapter outline 607 Chapter objectives 607 Introduction 608 Ethics and marketing communications 608 Ethical decision-making modelsand rules 611 Unethical marketing communication
practices 613 Unethical use of marketing communications
instruments 621 Regulation of marketing communication
practices 626 Corporate social responsibility 629 Summary 633 Review questions 634 Further reading 634
Case 18: Pampers and UNICEF: helping protect babies together 635 References 640
