Marketing Communications : Contexts, Strategies, and Applications

by Fill, Chris

Edition: 3rd

ISBN13: 9780273655008

ISBN10: 0273655000

Format: Paperback

Pub. Date: 2002-01-01

Publisher(s): Prentice Hall

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Summary

Marketing Communications: Contexts, Strategies and Applications, 3rd Edition , uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to this subject. With a primarily academic orientation, three sections cover contextual issues, strategy and the elements of the promotional mix. Relationship marketing concepts underpin the integrated approach to communications. New to this edition: All chapters have been updated plus Seven brand new chapters Business-to- business marketing communications; Branding and the role of marketing communications; Interactive communications strategy; Online marketing communications; Marketing communication strategy and planning; Evaluation of marketing communications; Exhibitions, packaging and field marketing. New mini-cases and exercises to consolidate learning and conclude each chapter New colour plates and black & white exhibits of many leading brands to link theory & practice. Marketing Communications: Contexts, Strategies and Applications, 3 rd Edition, is recommended for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related programmes, and it is the essential text for those studying the Chartered Institute of Marketing (CIM) Diploma module, Integrated Marketing Communications (IMC). For students: A companion web-site for this text provides: a range of mini-case studies, including all the recent CIM examination cases for the IMC module download files, including an updated version of the Media chapter from the previous edition multiple choice questions to develop learning hyperlinks to pertinent and interesting web-sites For tutors: Instructors Manual to download containing: a range of teaching schemes key points about each chapter PowerPoint Slides exercises additional mini case studies All found at www.booksites.net/fill Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Integrated Marketing Communications module offered by the Chartered Institute of Marketing on their Postgraduate Diploma programme.

Preface

xxiii

Acknowledgements

xxx

Part 1 Introduction and setting the scene

(54)

An introduction to marketing communications

(27)

Aims and objectives

(1)

The ice-cream business -- Magnum

(1)

Eileen Buckwald

Introduction

(1)

The concept of marketing as an exchange

(1)

The role of communication in exchange transactions

(3)

Marketing communications and the process of exchange

(2)

A definition of marketing communications

(1)

The role of marketing communications

(1)

The marketing communications mix

(4)

Effectiveness of the promotional tools

(1)

Selection criteria

(2)

Management of the promotional tools

(1)

Context and marketing communications

(2)

Communication differences

(3)

Summary

(1)

Review questions

(1)

Mini case -- Marketing to grey consumers isn't black and white

(1)

Lynn Sudbury

Mini-case questions

(1)

References

(1)

Communication theory

(25)

Aims and objectives

(1)

An introduction to the communication process

(1)

Linear model of communication

(4)

Kelman's model of source characteristics

(2)

The effect of personal influences on the communications process

(2)

Word-of-mouth communications

(4)

Process of adoption

(2)

Process of diffusion

(2)

Interactional approaches to communications

(1)

Relational or contextual approaches to communications

(2)

Network approaches to communications

(1)

Summary

(1)

Review questions

(1)

Mini case -- Using opinion formers at HSBC

(1)

Jill Brown

Mini-case questions

(1)

References

(3)

Part 2 Contexts

(226)

The customer's context

Understanding how customers process information

(33)

Aims and objectives

(1)

Introduction

(1)

Cognitive theory

(1)

Personality

(4)

Perception

(3)

Marketing and perception

(2)

Learning

(7)

Attitudes

(5)

Changing attitudes with marketing communications

(6)

Summary

(1)

Review questions

(1)

Mini case -- Changing attitudes at PerHair

(1)

Mini-case questions

(1)

References

(2)

Customer decision-making

(28)

Aims and objectives

(1)

Introduction

(1)

A general buying decision-making process

(1)

Types of consumer decision-making

(2)

Perceived risk

(2)

Involvement theory

(3)

Hedonic consumption

(1)

Consumer decision-making processes

100

(5)

Organisational buying decision processes

105

(7)

Unifying models of buyer decision-making

112

(1)

Summary

113

(1)

Review questions

113

(1)

Mini case -- Motorola

114

(1)

Ruth Ashford

Mini-case questions

115

(1)

References

115

(3)

The business context

Purpose and audiences

118

(27)

Aims and objectives

118

(1)

Introduction

119

(1)

The organisation's mission

119

(2)

Marketing strategy

121

(2)

Target marketing: segmentation

123

(6)

Social value groups

129

(8)

Marketing communications and segmentation

137

(1)

Product life cycle

137

(3)

Summary

140

(1)

Review questions

141

(1)

Mini case -- Big B

142

(1)

Martin Evans

Mini-case questions

143

(1)

References

143

(2)

Ethics in marketing communications

145

(27)

Richard Christy

Aims and objectives

145

(1)

Introduction

146

(1)

Ideas in business ethics

147

(4)

The scope of ethical issues in marketing communications

151

(1)

Marketing communications: a diabolical liberty?

151

(1)

Advertising as mass manipulation?

152

(1)

Truth-telling

153

(4)

Vulnerable groups

157

(1)

Privacy and respect for persons

158

(2)

Taste and decency

160

(1)

Hospitality, incentives, inducements, and bribery and extortion

161

(3)

Ethical influence of supervisory and reward systems in sales management

164

(1)

Ethical decision-making models in marketing

165

(1)

Why strive to be ethical in marketing?

166

(1)

Summary

167

(1)

Review questions

168

(1)

Mini case -- Pure and Simple Fashions

168

(2)

Mini-case questions

170

(1)

References

170

(2)

The internal context

Internal marketing communications

172

(21)

Aims and objectives

172

(1)

Introduction

173

(1)

Member/non-member boundaries

173

(1)

Purpose of internal marketing

174

(2)

Organisational identity

176

(4)

Corporate strategy and communication

180

(1)

Advertising and the impact on employees

180

(3)

Strategic credibility

183

(1)

Communication audit

184

(2)

Procedures associated with a communication audit

186

(1)

Functional capability

187

(1)

Summary

188

(1)

Review questions

189

(1)

Mini case -- Building a brand

189

(2)

Stuart Roper

Mini-case questions

191

(1)

References

191

(2)

Financial resources

193

(25)

Aims and objectives

193

(1)

Introduction

193

(2)

Trends in promotional expenditure

195

(1)

The role of the promotional budget

196

(1)

Benefits of budgeting

197

(1)

Difficulties associated with budgeting for communications spend

197

(1)

Models of appropriation

198

(1)

Techniques and approaches

199

(4)

Competitive parity

203

(1)

Advertising-to-sales ratio

204

(1)

Share of voice

204

(4)

Appropriation brand types

208

(1)

Profit Impact on Market Strategy (PIMS)

208

(1)

Which methods are most used?

209

(1)

Budgeting for the other elements of the promotional mix

210

(2)

Brand valuation

212

(1)

Summary

213

(1)

Review questions

213

(1)

Mini case -- Xioniene

214

(2)

Mini-case questions

216

(1)

References

216

(2)

The external context

Environmental influences on marketing communications

218

(15)

Aims and objectives

218

(1)

Introduction

219

(1)

The environmental context

220

(1)

Societal forces

221

(4)

Technological forces

225

(1)

Economic forces

226

(1)

Seasonal forces

226

(1)

Legislative forces

227

(2)

Force for corporate responsibility

229

(1)

Summary

230

(1)

Review questions

230

(1)

Mini case -- Petrol crisis

231

(1)

Yasmin Sekhon

Mini-case questions

232

(1)

References

232

(1)

Stakeholders, supply chains and interorganisational relationships

233

(28)

Aims and objectives

233

(1)

Introduction

234

(1)

The stakeholder concept

235

(2)

Stakeholder models

237

(1)

Stakeholder analysis

238

(2)

Stakeholder networks

240

(4)

Marketing channels and networks

244

(3)

Channel design

247

(2)

Coordination, conflict and power

249

(4)

Networks

253

(2)

The superorganisation concept

255

(1)

Summary

256

(1)

Review questions

256

(1)

Mini case -- A day in the life of a political communications director

257

(2)

Richard Scullion

Mini-case questions

259

(1)

References

259

(2)

The communications industry

261

(20)

Aims and objectives

261

(1)

Introduction

261

(2)

Growth and development of the marketing communications industry

263

(1)

Agency branding

264

(1)

Selecting an agency

265

(1)

Agency types and structures

266

(3)

Agency operations

269

(1)

Relationships

270

(2)

Agency remuneration

272

(2)

Controlling the marketing communications industry

274

(2)

Summary

276

(1)

Review questions

276

(1)

Mini case -- MegaPark in talks with GBH on new pay structure

277

(2)

Jonathan Lace

Mini-case questions

279

(1)

References

279

(2)

Part 3 Strategies

281

(202)

Marketing communication strategies and planning

283

(26)

Aims and objectives

283

(1)

Introduction

284

(2)

A pull strategy

286

(2)

FCB matrix

288

(1)

The Rossiter--Percy grid

289

(2)

A push strategy

291

(2)

A profile strategy

293

(2)

Strategic balance

295

(3)

Developing a marketing communications plan

298

(1)

The marketing communications planning framework

299

(1)

A framework for integrated marketing communications plans

299

(2)

Elements of the plan

301

(4)

Links and essential points

305

(1)

Summary

306

(1)

Review questions

306

(1)

Mini case -- Porridge matters

307

(1)

References

308

(1)

Promotional objectives and positioning

309

(29)

Aims and objectives

309

(1)

Introduction

309

(1)

The role of objectives in corporate strategy

310

(2)

The role of promotional objectives and plans

312

(1)

The sales school

313

(1)

The communications school

314

(4)

Derivation of promotional objectives

318

(1)

The need for realism when setting promotional objectives

319

(1)

Smart objectives

320

(1)

Positioning: an introduction

321

(1)

The development of the positioning concept

322

(1)

The positioning concept

323

(2)

Developing and managing a position

325

(2)

Positioning strategies

327

(5)

Repositioning

332

(1)

Summary

333

(1)

Review questions

334

(1)

Mini case -- Carling Lager

335

(1)

Debbie Clewes

Mini-case questions

336

(1)

References

336

(2)

Branding and the role of marketing communications

338

(22)

Aims and objectives

338

(1)

Introduction to branding

339

(1)

Brand characteristics

340

(2)

Benefits of branding

342

(3)

Types and forms of branding

345

(1)

Brands and their parent organisations

346

(1)

Strategic role of branding

347

(2)

The role of marketing communications in branding

349

(4)

Business-to-business branding

353

(1)

Brand equity

354

(1)

Summary

355

(1)

Review questions

356

(1)

Mini case -- Bioform

356

(2)

Janet Hull

Mini-case questions

358

(1)

References

358

(2)

Business-to-business marketing communications

360

(24)

Aims and objectives

360

(1)

Introduction

361

(1)

Networks and interorganisational relationships

362

(4)

B2b communications

366

(2)

Interorganisational communication

368

(5)

Communication quality

373

(1)

Ecommerce

373

(2)

The promotional mix and b2b

375

(2)

Points of contact

377

(1)

Key account management (KAM)

378

(1)

Summary

379

(1)

Review questions

380

(1)

Mini case -- Glymo

381

(1)

Mini-case questions

382

(1)

References

382

(2)

Corporate identity and reputation

384

(27)

Aims and objectives

384

(1)

Introduction

385

(1)

Corporate communications

386

(2)

Management of the corporate identity

388

(4)

Corporate branding and names

392

(3)

Corporate reputation

395

(1)

Strategy and corporate identity/image

396

(6)

Network conflict

402

(3)

Specialised networks embracing all key stakeholders

405

(2)

Summary

407

(1)

Review questions

407

(1)

Mini case -- Taylor Nelson Sofres

408

(1)

Hilary Wright

Mini-case questions

409

(1)

References

409

(2)

Marketing communications across borders

411

(25)

Aims and objectives

411

(1)

Introduction

412

(1)

Types of cross-border organisation

412

(2)

Key variables affecting international marketing communications

414

(5)

Cross-border communication strategy

419

(4)

The international promotional mix

423

(3)

International advertising agencies

426

(2)

Agency growth

428

(3)

Stages of cross-border advertising development

431

(1)

Summary

431

(1)

Review questions

432

(1)

Mini case -- International promotion

433

(1)

Clifford Conway

Mini-case questions

434

(1)

References

434

(2)

Interactive communication strategy

436

(21)

Aims and objectives

436

(1)

Introduction

437

(1)

Communication characteristics of the WWW

438

(3)

Business models and commerce

441

(2)

Internet strategies

443

(1)

Business to business

444

(2)

Business to consumer

446

(1)

Dotcom branding

447

(2)

Retailing and ecommerce

449

(1)

On-line security and trust

450

(1)

Interactive communications strategy

451

(1)

Summary

452

(1)

Review questions

453

(1)

Mini case -- Greydia

453

(2)

Mike Molesworth

Mini-case questions

455

(1)

Acknowledgement

455

(1)

References

455

(2)

Integrated marketing communications

457

(26)

Aims and objectives

457

(1)

Introduction

458

(1)

What does integration mean?

458

(2)

Communication through the marketing mix

460

(3)

The internal/external dimension of integration

463

(3)

Reasons for the development of IMC

466

(2)

Managing the implementation of IMC

468

(4)

Agency structures and IMC

472

(3)

Client structures and IMC

475

(2)

Summary

477

(1)

Review questions

478

(1)

Mini case -- CoServe Engineering

478

(2)

Mini-case questions

480

(1)

References

480

(3)

Part 4 Applications and methods of marketing communications

483

(282)

Advertising: how it might work

485

(23)

Aims and objectives

485

(1)

Introduction

486

(1)

Role of advertising

486

(2)

How does advertising work?

488

(1)

Sequential models

488

(1)

Difficulties with the sequential approach

489

(1)

Advertising frameworks

490

(2)

The strong theory of advertising

492

(1)

The weak theory of advertising

492

(2)

Cognitive processing

494

(2)

Emotion in advertising

496

(1)

Elaboration likelihood model

497

(2)

A cognitive--association model of advertising

499

(1)

Triggers, memory and brand associations

500

(1)

Advertising characteristics

500

(3)

Summary

503

(1)

Review questions

504

(1)

Mini case -- `Artist' and `physicist'

505

(1)

Selina Bichard

Mini-case questions

506

(1)

References

506

(2)

Advertising messages and creative approaches

508

(24)

Aims and objectives

508

(1)

Introduction

509

(1)

The balance of the message

509

(1)

Likeability

510

(2)

Message structure

512

(1)

Source of the message

513

(4)

Presentation of the message

517

(6)

Advertising tactics

523

(4)

Summary

527

(1)

Review questions

527

(1)

Mini case -- Brand revival

528

(1)

Mary Carberry

Mini-case questions

529

(1)

References

530

(1)

Useful or supporting Web site addresses

531

(1)

Media and media planning -- delivering the message

532

(25)

Aims and objectives

532

(1)

Introduction

533

(1)

Media

534

(4)

Vehicle selection

538

(1)

Media planning concepts

539

(1)

Effective frequency

540

(3)

Recency planning

543

(1)

Media usage and attitudes

544

(2)

Efficiency

546

(2)

Media source effects

548

(2)

Scheduling

550

(2)

Summary

552

(1)

Review questions

553

(1)

Mini case -- thetrainline.com

554

(1)

Julie Tinson

Mini-case questions

555

(1)

References

555

(2)

Sales promotion

557

(18)

Aims and objectives

557

(1)

Introduction

557

(4)

Sales promotion plans: the objectives

561

(1)

An overview of how sales promotions work

562

(1)

Loyalty and retention programmes

563

(4)

The value of sales promotions

567

(2)

The strategic use of sales promotions

569

(2)

Summary

571

(1)

Review questions

572

(1)

Mini case -- Esporta Health

572

(1)

Geraldine McKay

Mini-case questions

573

(1)

References

573

(2)

Sales promotion techniques

575

(22)

Aims and objectives

575

(1)

Introduction

575

(1)

Sales promotions: manufacturers to resellers

576

(4)

Sales promotions: resellers to consumers

580

(1)

Sales promotions: manufacturers to consumers

581

(10)

Sales promotions: the sales force

591

(1)

Other sales promotion aids

592

(1)

Summary

593

(1)

Review questions

593

(1)

Mini case -- Denby Toiletries

594

(1)

Mini-case questions

595

(1)

References

595

(2)

On-line marketing communications

597

(22)

Aims and objectives

597

(1)

Introduction

598

(1)

Characteristics of Web sites

598

(2)

Web site development

600

(1)

Web sites -- visitor behaviour

600

(3)

The Internet as a medium for marketing communications

603

(2)

On-line advertising

605

(3)

On-line sales promotions

608

(1)

On-line direct marketing

609

(1)

On-line public relations

610

(1)

On-line personal selling

610

(1)

Interactive communications

611

(2)

Video conferencing

613

(1)

Interactive television

613

(1)

Mobile phones

614

(1)

Summary

615

(1)

Review questions

615

(1)

Mini case -- On-line communications for Sunny Cottage Holidays

616

(1)

Mini-case questions

617

(1)

References

617

(1)

Useful or supporting Web site addresses

618

(1)

Public relations

619

(30)

Aims and objectives

619

(1)

Introduction

620

(1)

Characteristics of public relations

621

(1)

Publics of stakeholders?

621

(3)

A framework of public relations

624

(2)

Structure and form of public relations

626

(1)

Corporate public relations and marketing public relations

627

(2)

Objectives of a public relations plan

629

(1)

Cause related marketing

630

(1)

Public relations methods and techniques

631

(3)

Lobbying

634

(1)

Corporate advertising

635

(4)

Crisis management

639

(3)

Crisis for on-line brands

642

(2)

Integration of public relations in the promotional mix

644

(1)

Summary

645

(1)

Review questions

645

(1)

Mini case -- Promoting town centre retailing

646

(1)

Gary Warnaby

Dominic Medway

Mini-case questions

647

(1)

References

647

(2)

Sponsorship

649

(17)

Aims and objectives

649

(1)

Introduction

649

(3)

Sponsorship objectives

652

(1)

Types of sponsorship

653

(7)

The role of sponsorship in the promotional mix

660

(2)

Summary

662

(1)

Review questions

662

(1)

Mini case -- Seven Seas Vitamins

663

(1)

Graham Hughes

Mini-case questions

664

(1)

References

664

(2)

Direct marketing

666

(21)

Aims and objectives

666

(1)

Introduction

666

(1)

The role of direct marketing

667

(2)

Types of direct brand

669

(1)

The growth of direct marketing

670

(2)

The role of the database

672

(2)

Direct-response media

674

(5)

Integration and direct marketing

679

(1)

Supporting the sales force

680

(1)

Multiple-channel selling

681

(2)

Summary

683

(1)

Review questions

684

(1)

Mini case -- The Mu Mu Cafe Bar

684

(1)

Shena Mitchell

Mini-case questions

685

(1)

References

685

(2)

Personal selling

687

(28)

Aims and objectives

687

(1)

Introduction

687

(1)

Types of selling

688

(1)

The role of personal selling

689

(1)

Strengths and weaknesses of personal selling

690

(1)

When personal selling should be a major part of the promotional mix

691

(2)

Tasks of personal selling

693

(2)

How personal selling works: sales processes

695

(3)

Sales force management and organisation

698

(2)

Sales force structure

700

(3)

Sales force size and shape

703

(2)

Territory design

705

(3)

Other sales channels

708

(1)

The future role of the sales force

709

(2)

The integration of personal selling with the other elements of the promotional mix

711

(1)

Summary

711

(1)

Review questions

712

(1)

Mini case -- Strategic deployment of the sales force at Hifzer

712

(1)

Alan Moore

Mini-case questions

713

(1)

References

713

(2)

Exhibitions, packaging and field marketing

715

(16)

Aims and objectives

715

(1)

Introduction

716

(1)

Trade shows and exhibitions

716

(2)

Exhibitions as a form of marketing communications

718

(1)

Packaging and in-store media

719

(4)

Product placement

723

(1)

Field Marketing

724

(3)

Summary

727

(1)

Review questions

727

(1)

Mini case -- Halfords Motor Oils

728

(1)

Malcolm Kirkup

Mini-case questions

729

(1)

References

730

(1)

Evaluating marketing communications

731

(34)

Aims and objectives

731

(1)

Introduction

732

(1)

The role of evaluation in planned communications

732

(4)

Pre-testing finished advertisements

736

(2)

Physiological measures

738

(1)

Post-testing

739

(4)

Other tests

743

(2)

Sales promotion

745

(2)

Using technology to evaluate sales promotions

747

(1)

Public relations

748

(5)

Sponsorship

753

(1)

Personal selling

754

(4)

On-line communications

758

(2)

Summary

760

(1)

Review questions

761

(1)

Mini case -- East Coast Wireless

762

(1)

Julie Tinson

Mini-case questions

763

(1)

References

763

(2)

Appendix A Suggested marketing communications plan for `Porridge matters'

765

(8)

Executive summary

765

(1)

Contextual analysis

766

(1)

Promotional objectives and positioning

767

(1)

Promotional strategies

768

(1)

The promotional mix

769

(1)

The schedule

770

(2)

Control and evaluation

772

(1)

Author index

773

(5)

Subject index

778

Men

Women

For You

For Your Car

Holiday

Mascot

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Marketing Communications : Contexts, Strategies, and Applications

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Marketing Communications : Contexts, Strategies, and Applications

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