Marketing Communications: Interactivity, Communities and Content,9780273687726

Marketing Communications: Interactivity, Communities and Content

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Edition: 4th
ISBN13: 9780273687726
ISBN10: 0273687727
Format: Paperback
Pub. Date: 2009-01-01
Publisher(s): Prentice Hall
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Summary

"Geared toward students studying Marketing or Business Studies at the undergraduate level and post-graduate students on marketing-related programmes, this book is essential reading for participants in the Chartered Institute of Marketing (CIM) Diploma module on Marketing Communications." "Unlike many other texts on the subject that just describe how-to-do marketing, Marketing Communications: engagement, strategies and practice, Fourth Edition, provides the 'why' behind marketing communications with a variety of perspectives."--BOOK JACKET.

Table of Contents

Guided tour xxii
Guided tour of the website xxiv
Preface xxv
Acknowledgements xxxiii
Part 1 Introduction to marketing communications
1(114)
An Introductory Case Study - The British Library
3(4)
Introduction to marketing communications
7(28)
Aims and objectives
7(1)
Introduction
8(1)
The concept of marketing as an exchange
9(1)
The role of communication in exchange transactions
10(3)
Marketing communications and the process of exchange
13(3)
Defining marketing communications
16(3)
The role of marketing communications
19(1)
The marketing communications mix
20(5)
Effectiveness of the promotional tools
25(1)
Selection criteria
26(1)
Management of the promotional tools
27(1)
Context and marketing communications
28(2)
Communication differences
30(2)
Summary
32(1)
Review questions
33(1)
References
33(2)
Communication theory
35(28)
Aims and objectives
35(1)
An introduction to the communication process
36(1)
Linear model of communication
36(6)
Influences of the communication process
42(4)
Word-of-mouth communications
46(6)
Process of adoption
52(2)
Process of diffusion
54(1)
Interactional approaches to communications
55(1)
Relational or contextual approaches to communications
56(1)
Network approaches to communications
57(1)
Summary
58(1)
Review questions
58(1)
Case study
59(2)
References
61(2)
The marketing communications industry
63(25)
Aims and objectives
63(1)
Introduction
64(1)
Dimensions of the UK marketing communications industry
65(1)
Structure and development of the UK marketing communications industry
66(3)
One-stop shopping
69(3)
Selecting an agency
72(2)
Agency operations
74(3)
Relationships
77(2)
Agency remuneration
79(2)
Agency structures and IMC
81(3)
Summary
84(1)
Review questions
84(1)
Case study
85(1)
References
86(2)
Ethics in marketing communications
88(27)
Richard Christy
Aims and objectives
88(1)
Introduction
89(1)
Ideas in business ethics
90(3)
The scope of ethical issues in marketing communications
93(1)
Marketing communications: a diabolical liberty?
94(1)
Advertising as mass manipulation?
94(1)
Truth-telling
95(3)
Vulnerable groups
98(1)
Privacy and respect for persons
99(1)
Taste and decency
100(3)
Hospitality, incentives, inducements, and bribery and extortion
103(1)
Ethical influence of supervisory and reward systems in sales management
104(1)
Ethical decision-making models in marketing
105(1)
Regulating marketing communications
106(3)
Ethics and marketers
109(1)
Summary
110(1)
Review questions
110(1)
Case study
111(2)
References
113(2)
Part 2 Understanding how marketing communications works
115(178)
Understanding how customers process information
117(32)
Aims and objectives
117(1)
Introduction
118(1)
Cognitive theory
118(2)
Personality
120(2)
Perception
122(5)
Marketing and perception
127(2)
Learning
129(7)
Attitudes
136(3)
Changing attitudes with marketing communications
139(6)
Summary
145(1)
Review questions
145(1)
Case study
146(1)
References
147(2)
Customer decision-making
149(28)
Aims and objectives
149(1)
Introduction
150(1)
A general buying decision-making process
150(2)
Types of consumer decision-making
152(1)
Perceived risk
153(3)
Involvement theory
156(3)
Hedonic consumption
159(1)
Consumer decision-making processes
160(5)
Organisational buying decision processes
165(7)
Unifying models of buyer decision-making
172(1)
Summary
173(1)
Review questions
173(1)
Case study
174(1)
References
175(2)
How marketing communications might work
177(25)
Aims and objectives
177(1)
Introduction
178(1)
Context - strategy & marketing communications
178(2)
The emergence of marketing communications
180(2)
The role of marketing communications
182(2)
How does marketing communications work?
184(2)
Cognitive processing
186(2)
Elaboration likelihood model
188(3)
Interaction, dialogue and relationships
191(2)
Developing significant value
193(3)
Towards a model of marketing communications
196(2)
Summary
198(1)
Review questions
199(1)
Case study
199(2)
References
201(1)
Stakeholders: supply chains and interorganisational relationships
202(30)
Aims and objectives
202(1)
Introduction
203(1)
The stakeholder concept
204(1)
Stakeholder models
205(2)
Stakeholder analysis
207(2)
Stakeholder networks
209(4)
Marketing channels and networks
213(4)
Channel design
217(1)
Coordination, conflict and power
218(6)
Networks
224(2)
Outsourcing
226(1)
Summary
227(1)
Review questions
227(1)
Case study
228(2)
References
230(2)
Marketing: relationships and communications
232(28)
Aims and objectives
232(1)
Introduction
233(1)
The value concept
234(1)
Development of relationship marketing
235(2)
Principles of retention
237(2)
Theoretical concepts of relationship marketing
239(3)
Building marketing relationships
242(2)
Related relationship concepts
244(8)
The role of marketing communications in relationships
252(2)
Summary
254(1)
Review questions
255(1)
Case study
255(3)
References
258(2)
The impact of technology on marketing communications
260(33)
Aims and objectives
260(1)
Introduction
261(1)
Information systems and technology
262(8)
Ecommerce
270(3)
Customer relationship management
273(3)
The influence of technology on marketing communications
276(6)
Strategic implications
282(2)
Future technologies and marketing communications
284(2)
Biometrics
286(1)
Summary
287(1)
Review questions
288(1)
Case study
288(3)
References
291(2)
Part 3 Strategies and planning
293(212)
Integrated marketing communications
295(29)
Aims and objectives
295(1)
Introduction
296(1)
What is to be integrated?
297(7)
The development of IMC
304(1)
Reasons for the developing interest in IMC
305(1)
Managing IMC
306(4)
Media neutral planning
310(3)
Client structures and IMC
313(3)
Reconsidering the IMC concept
316(3)
Summary
319(1)
Review questions
319(1)
Case study
320(2)
References
322(2)
Marketing communications: strategies and planning
324(36)
Aims and objectives
324(1)
Introduction
325(1)
Understanding strategy
325(2)
Market segmentation
327(4)
The 3Ps of marketing communications strategy
331(10)
Strategic balance
341(3)
Internet strategies
344(1)
Developing a marketing communications plan
345(1)
The marketing communications planning framework
346(1)
A framework for integrated marketing communications plans
347(5)
Links and essential points
352(1)
Summary
353(1)
Review questions
354(1)
Case study
354(5)
References
359(1)
Marketing communications: objectives and positioning
360(32)
Aims and objectives
360(1)
Introduction
361(1)
The role of objectives in corporate strategy
361(2)
The role of promotional objectives and plans
363(6)
Derivation of promotional objectives
369(1)
The need for realism when setting promotional objectives
370(2)
SMART objectives
372(1)
Positioning: an introduction
373(1)
The development of the positioning concept
374(1)
The positioning concept
375(2)
Developing and managing a position
377(2)
Positioning strategies
379(6)
Repositioning
385(2)
Summary
387(2)
Review questions
389(1)
Case study
389(2)
References
391(1)
Branding and the role of marketing communications
392(31)
Aims and objectives
392(1)
Introduction
393(1)
Brand characteristics
394(4)
Benefits of branding
398(1)
Brand portfolios: architecture and forms
399(5)
The strategic role of branding
404(3)
The role of marketing communications in branding
407(6)
Business-to-business branding
413(1)
Online branding
414(1)
Brand equity
415(3)
Summary
418(1)
Review questions
419(1)
Case study
419(2)
References
421(2)
Corporate identity, reputation and branding
423(24)
Aims and objectives
423(1)
Introduction
424(1)
Corporate identity or corporate branding?
424(2)
Corporate communications
426(2)
Dimensions of corporate image
428(1)
Elements of corporate identity
429(6)
Corporate reputation
435(2)
Strategy and corporate identity/image
437(5)
Summary
442(1)
Review questions
443(1)
Case study
443(2)
References
445(2)
Financial resources for marketing communications
447(24)
Aims and objectives
447(1)
Introduction
448(1)
Trends in promotional expenditure
449(2)
The role of the promotional budget
451(1)
Benefits of budgeting
451(1)
Difficulties associated with budgeting for communications spend
452(1)
Models of appropriation
453(1)
Techniques and approaches
453(5)
Competitive parity
458(1)
Advertising-to-sales ratio
458(1)
Share of voice
459(3)
Appropriation brand types
462(1)
The value of brand communications
463(2)
Profit Impact on Market Strategy (PIMS)
465(1)
Which methods are most used?
466(1)
Budgeting for the other elements of the promotional mix
467(1)
Summary
468(1)
Review questions
469(1)
References
469(2)
Evaluating marketing communications
471(34)
Aims and objectives
471(1)
Introduction
472(1)
The role of evaluation in planned communications
472(4)
Pre-testing finished advertisements
476(2)
Physiological measures
478(1)
Post-testing
479(4)
Other tests
483(2)
Sales promotion
485(2)
Using technology to evaluate sales promotions
487(1)
Public relations
488(5)
Sponsorship
493(1)
Personal selling
494(4)
Online communications
498(2)
Summary
500(1)
Review questions
501(1)
Case study
501(2)
References
503(2)
Part 4 The marketing communications mix: disciplines and applications
505(308)
Advertising and strategy
507(22)
Aims and objectives
507(1)
Introduction
508(1)
The role of advertising
508(2)
Emotion in advertising
510(5)
Advertising models and concepts
515(2)
The strong and the weak theories of advertising
517(4)
Using advertising strategically
521(3)
Advertising to engage
524(1)
Summary
525(1)
Review questions
526(1)
Case study
526(1)
References
527(2)
Advertising messages and creative approaches
529(25)
Aims and objectives
529(1)
Introduction
530(1)
Message source
530(6)
Message balance
536(2)
Message structure
538(1)
Message presentation
539(6)
Advertising tactics
545(4)
Summary
549(1)
Review questions
550(1)
Case study
550(3)
References
553(1)
Traditional media
554(26)
Aims and objectives
554(1)
Introduction
555(1)
Evaluative criteria
556(2)
Print media
558(2)
Broadcast media
560(3)
Outdoor media
563(4)
Cinema
567(1)
In-store media
568(2)
Ambient media
570(2)
Direct response media
572(1)
Summary
573(1)
Review questions
573(1)
Case study
574(5)
References
579(1)
Online and interactive media
580(27)
Aims and objectives
580(1)
Introduction
581(1)
Digital media
581(1)
Web site characteristics
582(3)
Web site design
585(4)
Web sites - visitor behaviour
589(3)
Online advertising
592(3)
Offline media
595(1)
Online sales promotions
596(1)
Online direct marketing
596(2)
Online public relations
598(1)
Online personal selling
598(1)
Online communities
599(3)
Summary
602(1)
Review questions
602(1)
Case study
603(2)
References
605(2)
Media behaviour and planning: delivering the message
607(27)
Aims and objectives
607(1)
Introduction
608(1)
Media switching behaviour
609(4)
Vehicle selection
613(1)
Media planning concepts
614(2)
Effective frequency
616(3)
Recency planning
619(1)
Media usage and attitudes
620(2)
Efficiency
622(1)
Media source effects
623(3)
Scheduling
626(3)
Summary
629(1)
Review questions
629(1)
Case study
630(2)
References
632(2)
Sales promotion: principles and approaches
634(20)
Aims and objectives
634(1)
Introduction
635(1)
Understanding the value of sales promotions
635(3)
The role of sales promotion
638(2)
Sales promotion plans: the objectives
640(1)
An overview of how sales promotions work
641(4)
Loyalty and retention programmes
645(3)
The strategic use of sales promotions
648(2)
Summary
650(1)
Review questions
651(1)
Case study
651(2)
References
653(1)
Sales promotion: methods and techniques
654(25)
Aims and objectives
654(1)
Introduction
655(1)
Sales promotions: manufacturers to resellers
655(5)
Sales promotions: resellers to consumers
660(1)
Sales promotions: manufacturers to consumers
660(13)
Sales promotions: the sales force
673(1)
Other sales promotion aids
674(1)
Summary
675(1)
Review questions
675(1)
Case study
676(1)
References
677(2)
Public relations
679(33)
Aims and objectives
679(1)
Introduction
680(1)
Characteristics of public relations
681(1)
Publics or stakeholders?
682(2)
A framework of public relations
684(2)
Corporate public relations and marketing public relations
686(2)
Objectives of a public relations plan
688(1)
Cause-related marketing
688(1)
Public relations methods and techniques
689(6)
Lobbying
695(1)
Corporate advertising
695(4)
Crisis management
699(5)
Crisis for online brands
704(2)
Integration of public relations in the promotional mix
706(1)
Summary
707(1)
Review questions
707(1)
Case study
708(2)
References
710(2)
Sponsorship
712(22)
Aims and objectives
712(1)
Introduction
713(1)
The growth and development of sponsorship
713(2)
Sponsorship objectives
715(1)
How sponsorship might work
716(1)
Theoretical aspects of sponsorship
717(2)
Types of sponsorship
719(8)
The role of sponsorship in the promotional mix
727(2)
Summary
729(1)
Review questions
729(1)
Case study
730(3)
References
733(1)
Direct marketing
734(27)
Aims and objectives
734(1)
Introduction
735(1)
The role of direct marketing
735(2)
Types of direct brand
737(2)
The growth of direct marketing
739(1)
The role of the database
740(3)
Direct response media
743(8)
Integration and direct marketing
751(1)
Supporting the sales force
752(1)
Multichannel selling
753(4)
Summary
757(1)
Review questions
757(1)
Case study
758(1)
References
759(2)
Personal selling
761(32)
Aims and objectives
761(1)
Introduction
762(1)
Types of personal selling
762(1)
The tasks of personal selling
763(1)
The role of personal selling
764(2)
Strengths and weaknesses of personal selling
766(1)
When personal selling should be a major part of the promotional mix
767(2)
How personal selling works: sales processes
769(4)
Sales force management and organisation
773(2)
Sales force size and structure
775(4)
Sales force size and shape
779(2)
Territory design
781(2)
Changing channels
783(3)
The future role of the sales force
786(1)
The integration of personal selling with the other elements of the promotional mix
786(2)
Summary
788(1)
Review questions
788(1)
Case study
789(1)
References
790(3)
Exhibitions, product placement, field marketing and packaging
793(20)
Aims and objectives
793(1)
Introduction
794(1)
Trade shows and exhibitions
794(1)
Reasons to use exhibitions
795(2)
Exhibitions as a form of marketing communications
797(1)
Marketing management of exhibitions
798(1)
Product placement
799(2)
Field marketing
801(3)
Packaging
804(5)
Summary
809(1)
Review questions
809(1)
Case study
810(1)
References
811(2)
Part 5 Marketing communications for special audiences
813(80)
Marketing communications across borders
815(26)
Aims and objectives
815(1)
Introduction
816(1)
Types of cross-border organisation
816(2)
Key variables affecting international marketing communications
818(5)
Cross-border communication strategy
823(4)
The international promotional mix
827(3)
International advertising agencies
830(6)
Stages of cross-border advertising development
836(1)
Summary
837(1)
Review questions
837(1)
Case study
838(1)
References
839(2)
Business-to-business marketing communications
841(28)
Aims and objectives
841(1)
Introduction
842(1)
Networks and interorganisational relationships
843(4)
B2b communications
847(2)
Interorganisational communication
849(4)
Communication quality
853(1)
Ecommerce
854(1)
The promotional mix and b2b
855(3)
Strategic account management
858(6)
Summary
864(1)
Review questions
865(1)
Case study
865(2)
References
867(2)
Internal marketing communications
869(24)
Aims and objectives
869(1)
Introduction
870(1)
Member/non-member boundaries
871(1)
Purpose of internal marketing
871(2)
Organisational identity
873(5)
Brand engagement
878(1)
Advertising and the impact on employees
879(2)
Strategic credibility
881(3)
Communications audit
884(3)
Summary
887(1)
Review questions
887(1)
Case study
888(2)
References
890(3)
Author index 893(6)
Subject index 899

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