Preface
PART 1 THE IMC FOUNDATION
1 Integrated Marketing Communications
Ron Jon Surf Shop
Overview
Communication and IMC Programs
Integrated Marketing Communications
An Integrated Marketing Communications Plan
IMC Components
The Foundation
Advertising Management and Advertising Tools
Communication Channels and Media Tools
Promotional Tools
Integration Tools
Refining the IMC Program
The Value of IMC Plans
Information Technology
Changes in Channel Power
Increases in Competition
Brand Parity
Integration of Information
Decline in the Effectiveness of Television Advertising
International Implications
2 Corporate Image and Brand Management
Gucci: One Strong Brand Works with Others
Overview
Corporate Image
Components of a Corporate Image
The Role of a Corporate Image-Consumer Perspective
The Role of a Corporate Image-Business-to-Business Perspective
The Role of a Corporate Image-Company Perspective
Promoting the Desired Image
Creating the Right Image
Rejuvenating an Image
Changing an Image
Corporate Name
Corporate Logos
Branding
Developing a Strong Brand Name
Brand Equity
Steps to Building Brand Equity
Measuring Brand Equity
Brand Extensions and Flanker Brands
Co-Branding
Private Brands
Packaging
New Trends in Packaging
Labels
Positioning
Other Elements of Positioning
Ethical Issues in Brand Management
International Implications
3 Buyer Behaviors
Apple's IPhone
Overview
Consumer Purchasing Process
Information Search
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
Individualism
Active, Busy Lifestyles
Cocooning
Pleasure Pursuits
Health Emphasis
Business-to-Business Buyer Behavior
Factors Affecting Members of Business Buying Centers
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
International Implications
4 Promotions Opportunity Analysis
PETsMART
Overview
Promotions Opportunity Analysis
Communication Market Analysis
Competitors
Opportunities
Target Markets
Customers
Product Positioning
Establishing Marketing Communications Objectives
Establishing a Communications Budget
Types of Budgets
The Percentage of Sales Method
The Meet-the-Competition Method
The What We Can Afford Method
The Objective and Task Method
Payout Planning
Quantitative Models
Budgeting Expenditures
Preparing Promotional Strategies
Matching Tactics with Strategies
Market Segmentation
Market Segmentation by Consumer Groups
Segments Based on Demographics
Psychographics
Segments Based on Generations
Segmentation by Geographic Area
Geodemographic Segmentation
Benefit Segmentation
Usage Segmentation
Business-to-Business Segmentation
Segmentation by Industry
Segmentation by Size
Segmentation by Geographic Location
Segmentation by Product Usage
Segmentation by Customer Value
International Implications
PART 2 IMC ADVERTISING TOOLS
5 Advertising Management
The Anatomy of a Perfect Pushup
Overview
Overview of Advertising Management
Advertising and the IMC Process
Choosing an Advertising Agency
Decision Variables
External Advertising Agencies
Choosing an Agency
Goal Setting
Selection Criteria
Reference Requests
Creative Pitch
Agency Selection
Advertising Planning and Research
The Roles of Advertising Account Executives
The Roles of Creatives
Advertising Campaign Management
Communication Market Analysis
Advertising Goals
Building Brand Image
Providing Information
Persuasion
Supporting Marketing Efforts
Encouraging Action
The Advertising Budget
Media Selection
The Creative Brief
The Objective
The Target Audience
The Message Theme
The Support
The Constraints
International Implications
6 Advertising Design: Theoretical Frameworks and Types of Appeals
Ecko Enterprises: Dressing the Hip Hop World and Beyond
Overview
The Creative Brief
Advertising Theory
Hierarchy of Effects
Means-End Theory
Leverage Points
Verbal and Visual Images
Types of Advertising Appeals
Fear
Humor
Sex
Are Sex Appeals Effective?
Sex Appeals in International Advertising
Disadvantages of Sex Appeals
Musical Appeals
Rational Appeals
Emotional Appeals
Scarcity Appeals
The Structure of an Advertisement
International Implications
7 Advertising Design: Message Strategies and Executional Frameworks
Dove's Social and Fashion Advertising
Overview
Message Strategies
Cognitive Strategies
Affective Strategies
Conative Strategies
Executional Frameworks
Animation
Slice-of-Life
Dramatization
Testimonials
Authoritative
Demonstration
Fantasy
Informative
Sources and Spokespersons
Source Characteristics
Matching Source Types and Characteristics
Creating an Advertisement
Advertising Effectiveness
Beating Ad Clutter
International Implications
PART 3 IMC MEDIA TOOLS
8 Advertising Media Selection
M&M's: The Sweet Task of Media Selection
Overview
Media Strategy
Media Planning
Media Planners
Media Buyers
Advertising Objectives
Achieving Advertising Objectives
Recency Theory
Media Selection
Television
Radio
Outdoor Advertising
Magazines
Newspapers
Media Mix
Media Selection in Business-to-Business Markets
International Implications
9 E-active Marketing
How Google Has Changed Our Language
Overview
E-Commerce
E-Commerce Components
E-Commerce Incentives
Financial Incentives
Convenience Incentives
Value-Added Incentives
Consumer Concerns with E-Commerce
Seller Opportunism
Security Issues
Privacy Issues
Purchasing Habits
Business-to-Business E-Commerce
Interactive Marketing
On-Line Advertising
Forms of On-Line Advertising
The Impact of On-Line Advertising
Brand Spiraling
Blogs
Reactions to Negative Comments
Company-Sponsored Blogging
On-Line Networks
Developing a Social Network Presence
Consumer-Generated Advertising
Consumer-Generated Reviews
E-Mail
Integration with Other Channels
Web Analytics
Monitoring Future Actions
E-Mail Newsletters
Advertising on Other Networks
Search Engine Optimization
Viral Marketing
Internet Design Issues
International Implications
Shipping Issues
Payment Methods
Communication Issues
Technology Issues
10 Alternative Marketing
Red Bull's Buzz
Overview
Alternative Media Programs
Buzz Marketing
Consumers Who Like a Brand
Sponsored Consumers
Company Employers
Buzz Marketing Stages
Buzz Marketing Preconditions
Guerilla Marketing
Product Placements and Branded Entertainment
Product Placements
Branded Entertainment
Achieving Success with Individual Consumers
Company Tactics
The Media's Perspective
Lifestyle Marketing
Alternative Media Venues
Videogame Advertising
Benefits of Videogame Advertising
Disadvantages of Videogame Advertising
Cinema Advertising
In-Tunnel Subway Advertising
Parking Lot Advertising
Escalator Advertising
Airline In-Flight Advertising
Leaflets and Brochures
Carry-Home Menus
Carry-Home Bag Advertising
Advertising on Clothing
Mall Signs
Kiosks
Ads by Fax
In-Store Marketing
New In-Store Marketing Tactics
Point-of-Purchase Tactics
Designing Effective POP
Measuring POP Effectiveness
Combination Approaches
Brand Communities
International Implications
PART 4 IMC PROMOTIONAL TOOLS
11 Database and Direct Response Marketing
Levi-Strauss & Co.
Overview
Database Marketing
Building a Data Warehouse
E-Mail and Internet Data
Purchase and Communication Histories
Personal Preference Profiles
Customer Information Companies
Geocoding
Data Mining
Database-Driven Marketing Communications
Identification Codes
Customer Profile Information
In-Bound Telemarketing
Traveling
Lifetime Value Segments
Database-Driven Marketing Programs
Permission Marketing
Keys to Success in Permission Marketing
Permission Marketing Enticements
Frequency Programs
Goals
Principles
Customer Relationship Management
Direct Response Marketing
Direct Mail
Types of Lists
Advantages of Direct Mail
Disadvantages of Direct mail
Catalogs
Direct Response Media
Internet
Alternative Media
Telemarketing
International Implications
12 Sales Promotions
Sales Promotions and More Hook Fans
Overview
Consumer Promotions
Coupons
Coupon Distribution
Types of Coupons
Problems with Coupons
Premiums
Types of Premiums
Keys to Successful Premium Programs
Contests and Sweepstakes
Contests
Sweepstakes
Components of Prizes
Goals of Contests and Sweepstakes
Refunds and Rebates
Sampling
Types of Samples
Benefits of Sampling
Problems with Sampling
Successful Sampling Programs
Bonus Packs
Types of Bonus Packs
Benefits of Bonus Packs
Problems with Bonus Packs
Price-Offs
Benefits of Price-offs
Problems with Price-offs
Overlays and Tie-Ins
Planning for Consumer Promotions
Trade Promotions
Trade Allowances
Off-Invoice Allowances and Slotting Fees
Trade Allowance Complications
Trade Contests
Trade Incentives
Cooperative Merchandising Agreements
Premiums and Bonus Packs
Cooperative Advertising
Trade Shows
Concerns with Trade Promotions
International Implications
13 Public Relations and Sponsorship Programs
Everyone's Wild About Harry
Overview
Public Relations
Internal versus External Public Relations
Public Relations Tools
Public Relations Functions
Identifying Stakeholders
Internal Stakeholders
External Stakeholders
Assessing Corporate Reputation
Auditing 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
Sponsorships
Forms of Sponsorships
Choosing Sponsorships
Sponsorship Objectives
Event Marketing
Determining Objectives
Matching the Event to Publics
Promoting the Event
Advertising at the Event
Tracking Results
Cross Promotions
PART 5 IMC INTEGRATION TOOLS
14 Regulations and Ethical Concerns
A Salty Situation
Overview
Marketing Communications Regulations
Governmental Regulatory Agencies
Federal Trade Commission
Unfair and Deceptive Marketing Practices
Deception versus Puffery
Substantiation of Marketing Claims
How Investigations Begin
Consent Orders
Administrative Complaints
Courts and Legal Channels
Corrective Advertising
Trade Regulation Rulings
Industry Oversight
Council of better Business Bureau
National Advertising Division
National Advertising Review Board
Children's Advertising Review Unit
Ethics and Social Responsibility
Ethics and Advertising
Perpetuating Stereotypes
Advertising Unsafe Products
Offensive Advertisements
Advertising to Children
Marketing and Ethics
Brand Infringement
Medical Marketing and Advertising
Gifts and Briber in B-to-B Marketing Programs
Internet Marketing: Spamming and Cookies
Responding to Ethical Challenges
Ethical Frameworks
Social Responsibility
Social Responsibility Perspectives
Ethics Programs
Ethics Training Programs
Codes of Ethics
Ethics Consulting Systems
International Implications
15 Evaluating an Integrated Marketing Program
Pretesting for Effectiveness
Overview
Matching Methods with IMC Objectives
Message Evaluations
Concept Testing
Copytesting
Recall Tests
Recognition Tests
Attitude and Opinion Tests
Emotional Reaction Tests
Physiological Arousal Tests
Persuasion Analysis
Evaluation Criteria
Behavioral Evaluations
Sales and Response Rates
On-Line Metrics
Test Markets
Purchase Simulation Tests
Evaluating Public Relations Activities
International Implications
Evaluating the Overall IMC Program
Photo Credits
Name/Organization Index
Subject Index
