Additional Information
Book Details
Abstract
Marketing Communications
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Half Title Page | i | ||
| Title Page | iii | ||
| Copyright Page | iv | ||
| Brief contents | v | ||
| Contents | vii | ||
| Preface | xix | ||
| Acknowledgements | xxix | ||
| Publisher’s acknowledgements | xxxi | ||
| Part 1 Introduction to marketing communications | 1 | ||
| 1 Introducing marketing communications | 3 | ||
| Aims and learning objectives | 3 | ||
| Case: Sensodyne Pronamel | 4 | ||
| Introduction | 7 | ||
| The concept of marketing as an exchange | 8 | ||
| Marketing communications and the process of exchange | 9 | ||
| The scope of marketing communications | 10 | ||
| The role of marketing communications | 13 | ||
| The tasks of marketing communications | 16 | ||
| Defining marketing communications | 19 | ||
| Environmental influences | 22 | ||
| Internal influences | 22 | ||
| Market influences | 23 | ||
| External influences | 23 | ||
| The marketing communications mix | 25 | ||
| Criteria when devising a mix | 27 | ||
| Control | 28 | ||
| Financial resources | 29 | ||
| Audience size and geographic dispersion | 29 | ||
| Media behaviour and preferences | 29 | ||
| Communications tasks | 29 | ||
| Communications differences | 30 | ||
| Message reception | 30 | ||
| Number of decision-makers | 30 | ||
| The balance of the communications mix | 31 | ||
| Specificity and integration | 31 | ||
| Variety of media | 31 | ||
| Content | 31 | ||
| Message origin | 31 | ||
| Length of purchase decision time | 31 | ||
| Negative communications | 32 | ||
| Target marketing and research | 32 | ||
| Measurement and evaluation | 32 | ||
| Marketing communications goals | 32 | ||
| Key points | 33 | ||
| Review questions | 34 | ||
| References | 35 | ||
| 2 Communications: forms and conversations | 37 | ||
| Aims and learning objectives | 37 | ||
| Case: British Heart Foundation: Vinnie – stayin’ alive! | 38 | ||
| An introduction to the process of communications | 40 | ||
| A linear model of communications | 41 | ||
| Source/encoding | 42 | ||
| Signal | 42 | ||
| Decoding/receiver | 44 | ||
| Feedback/response | 44 | ||
| Noise | 45 | ||
| Realms of understanding | 45 | ||
| Factors that influence the communications process | 46 | ||
| The influence of the media | 46 | ||
| The influence of people | 47 | ||
| The influencer model of communications | 47 | ||
| Interactional model of communications | 48 | ||
| Word-of-mouth communications | 50 | ||
| Definition and motives | 51 | ||
| Opinion leaders | 54 | ||
| Opinion formers | 55 | ||
| Opinion followers | 56 | ||
| Developing brands with word-of-mouth communications | 56 | ||
| Amplification | 60 | ||
| Relational approaches to communications | 60 | ||
| Network approaches to communications | 62 | ||
| Process of adoption | 62 | ||
| Process of diffusion | 65 | ||
| Key points | 66 | ||
| Review questions | 67 | ||
| References | 68 | ||
| 3 Audience insight: information processing and behaviour | 71 | ||
| Aims and learning objectives | 71 | ||
| Case: The intellectual Alibi – or how the Dacia challenged conventional perceptions of value | 72 | ||
| Introduction | 74 | ||
| Information processing | 77 | ||
| Perception | 77 | ||
| Marketing and perception | 80 | ||
| Learning | 83 | ||
| Attitudes | 88 | ||
| Decision-making | 90 | ||
| Consumer purchase decision-making process | 90 | ||
| Organisational decision-making process | 91 | ||
| Fear and perceived risk | 94 | ||
| Involvement theory | 96 | ||
| Impact on communications | 99 | ||
| Other approaches | 101 | ||
| Hedonic consumption | 101 | ||
| Tribal consumption | 102 | ||
| Behavioural economics | 104 | ||
| Key points | 108 | ||
| Review questions | 109 | ||
| References | 110 | ||
| 4 How marketing communications might work | 113 | ||
| Aims and learning objectives | 113 | ||
| Case: McCain – Ready Baked Jackets | 114 | ||
| Introduction | 116 | ||
| The strategic context | 116 | ||
| Engagement and the role of marketing communications | 117 | ||
| How does marketing communications work? | 119 | ||
| HMCW Interpretation 1: Sequential models | 120 | ||
| HMCW Interpretation 2: Changing attitudes | 122 | ||
| HMCW Interpretation 3: Shaping relationships | 125 | ||
| HMCW Interpretation 4: Developing significant value | 133 | ||
| HMCW Interpretation 5: Cognitive processing | 137 | ||
| Conclusion | 140 | ||
| Key points | 141 | ||
| Review questions | 142 | ||
| References | 143 | ||
| Part 2 Managing marketing communications | 147 | ||
| 5 Marketing communications: strategy and planning | 149 | ||
| Aims and learning objectives | 149 | ||
| Case: The London Olympics – a strategic success | 150 | ||
| Introduction | 152 | ||
| Marketing communications strategies | 153 | ||
| MC strategy interpretation 1: Positioning strategies | 154 | ||
| MC strategy interpretation 2: Audience strategies | 159 | ||
| MC strategy interpretation 3: Platform strategies | 164 | ||
| MC strategy interpretation 4: Configuration strategies | 166 | ||
| Planning marketing communications | 168 | ||
| The marketing communications planning framework | 169 | ||
| Elements of the plan | 172 | ||
| Context analysis | 172 | ||
| Communications objectives | 173 | ||
| Marketing communications strategy | 174 | ||
| Coordinated communications mix | 174 | ||
| Resources | 175 | ||
| Scheduling and implementation | 175 | ||
| Evaluation and control | 175 | ||
| Feedback | 175 | ||
| Links and essential points | 176 | ||
| Key points | 177 | ||
| Review questions | 178 | ||
| References | 178 | ||
| 6 Marketing communications: objectives and positioning | 180 | ||
| Aims and learning objectives | 180 | ||
| Case: Petplan | 181 | ||
| Introduction | 184 | ||
| The role of objectives in corporate strategy | 185 | ||
| The role of brand communications objectives and plans | 186 | ||
| The sales school | 188 | ||
| The communications school | 189 | ||
| Derivation of campaign objectives | 194 | ||
| Setting realistic marketing communications objectives | 195 | ||
| Business objectives | 196 | ||
| Behavioural objectives | 196 | ||
| Intermediate objectives | 197 | ||
| SMART objectives | 197 | ||
| Positioning | 198 | ||
| The positioning concept | 199 | ||
| Managing positions | 201 | ||
| Perceptual mapping | 201 | ||
| Positioning strategies | 203 | ||
| Product features | 203 | ||
| Price/quality | 203 | ||
| Use | 204 | ||
| Product class dissociation | 204 | ||
| User | 204 | ||
| Competitor | 205 | ||
| Benefit | 205 | ||
| Heritage or cultural symbol | 205 | ||
| Repositioning | 205 | ||
| Key points | 207 | ||
| Review questions | 209 | ||
| References | 209 | ||
| 7 The communications industry: structure, operations and finance | 211 | ||
| Aims and learning objectives | 211 | ||
| Case: The Kasiisi Project | 212 | ||
| Introduction | 214 | ||
| Dimensions of the UK marketing communications industry | 216 | ||
| Structure and development of the UK marketing communications industry | 218 | ||
| Agency types and structures | 220 | ||
| Full-service or integrated agencies | 221 | ||
| Creative agencies | 221 | ||
| Media agencies | 221 | ||
| Digital agencies | 222 | ||
| Search agencies | 222 | ||
| Social media agencies | 222 | ||
| Direct marketing agencies | 222 | ||
| Branded content agencies | 222 | ||
| Experiential marketing agencies | 223 | ||
| Healthcare agencies | 223 | ||
| Outdoor agencies/out-of-home | 223 | ||
| Other communications agencies | 223 | ||
| Selecting an agency | 225 | ||
| Agency operations | 227 | ||
| Relationships | 231 | ||
| Client/agency relationships | 231 | ||
| Agency remuneration | 232 | ||
| Budgeting for communications | 234 | ||
| Trends in communications expenditure | 237 | ||
| The role of the communications budget | 238 | ||
| Benefits of budgeting | 238 | ||
| Difficulties associated with budgeting for communications | 239 | ||
| Budgeting – techniques and approaches | 239 | ||
| Which methods are most used? | 243 | ||
| Budgeting for the other elements of the communications mix | 245 | ||
| Key points | 247 | ||
| Review questions | 248 | ||
| References | 248 | ||
| 8 Evaluation and metrics | 252 | ||
| Aims and learning objectives | 252 | ||
| Case: Millward Brown – optimising a dramatic performance | 253 | ||
| Introduction | 255 | ||
| The role of evaluation in planned communications | 256 | ||
| Advertising | 257 | ||
| Pre-testing unfinished ads | 257 | ||
| Pre-testing finished ads | 260 | ||
| Physiological measures | 263 | ||
| Post-testing | 264 | ||
| Inquiry tests | 265 | ||
| Recall tests | 265 | ||
| Recognition tests | 266 | ||
| Sales tests | 267 | ||
| Other methods of evaluation | 268 | ||
| Tracking studies | 268 | ||
| Financial analysis | 268 | ||
| Likeability | 269 | ||
| Marketing mix modelling | 269 | ||
| Public relations | 271 | ||
| Corporate image | 274 | ||
| Recruitment | 274 | ||
| Crisis management | 275 | ||
| Measuring the fulfilment of brand promises | 276 | ||
| Online communications | 277 | ||
| Mobile | 279 | ||
| Social media | 279 | ||
| Key points | 282 | ||
| Review questions | 283 | ||
| References | 284 | ||
| 9 Branding and marketing communications | 287 | ||
| Aims and learning objectives | 287 | ||
| Case: Branding at the Colruyt Group | 288 | ||
| Introduction | 290 | ||
| Brand characteristics | 292 | ||
| The task of marketing communications in branding | 295 | ||
| Associations and personalities | 295 | ||
| Brand ambassadors | 298 | ||
| Delivering the brand associations | 300 | ||
| Brand delivery: above-the-line communications | 301 | ||
| Brand delivery: through-the-line communications | 302 | ||
| Brand delivery: below-the-line communications | 302 | ||
| Brand delivery: on-the-line communications | 303 | ||
| Brand delivery: around-the-line communications | 303 | ||
| Building brands with marketing communications | 305 | ||
| Business-to-business branding | 306 | ||
| Branding in an interactive environment | 308 | ||
| Employee branding | 311 | ||
| External communications | 311 | ||
| Internal communications | 312 | ||
| Intellectual and emotional aspects | 314 | ||
| Brand equity | 315 | ||
| Key points | 318 | ||
| Review questions | 318 | ||
| References | 319 | ||
| 10 Integrated marketing communications | 323 | ||
| Aims and learning objectives | 323 | ||
| Case: Oreo cookies | 324 | ||
| Introduction | 326 | ||
| The development of IMC | 326 | ||
| Reasons for the developing interest in IMC | 328 | ||
| What is to be integrated? | 331 | ||
| Communications tools | 331 | ||
| Messages | 332 | ||
| Marketing mix | 332 | ||
| Branding | 332 | ||
| Strategy | 333 | ||
| Employees | 333 | ||
| Technology | 333 | ||
| Agencies | 334 | ||
| Definitions of IMC | 336 | ||
| Interpretations of IMC | 338 | ||
| Interpretation 1: IMC as harmonisation | 338 | ||
| Interpretation 2: IMC as a plan | 339 | ||
| Interpretation 3: IMC as a perspective | 341 | ||
| Interpretation 4: IMC as a portfolio | 343 | ||
| Interpretation 5: Relational IMC | 346 | ||
| Structuring for IMC | 348 | ||
| Key points | 350 | ||
| Review questions | 350 | ||
| References | 351 | ||
| Part 3 The marketing communications mix | 353 | ||
| 11 Advertising: role, forms and strategy | 355 | ||
| Aims and learning objectives | 355 | ||
| Case: IWM London – ‘Flight of the Stories’ | 356 | ||
| Introduction | 358 | ||
| The role of advertising | 358 | ||
| Defining advertising | 362 | ||
| Selling propositions | 363 | ||
| The use of emotion in advertising | 364 | ||
| Types of advertising | 367 | ||
| Advertising models and concepts | 370 | ||
| The elaboration likelihood model | 370 | ||
| Eclectic models of advertising | 373 | ||
| The Strong and the Weak theories of advertising | 375 | ||
| Using advertising strategically | 377 | ||
| The FCB matrix | 377 | ||
| The Rossiter–Percy grid | 379 | ||
| Consumer-generated advertising | 381 | ||
| Key points | 383 | ||
| Review questions | 384 | ||
| References | 385 | ||
| 12 Public relations: principles and practice | 388 | ||
| Aims and learning objectives | 388 | ||
| Case: ‘Pestaurant’ – the world’s first pop-up pest-only restaurant | 389 | ||
| Introduction | 391 | ||
| Which publics? | 392 | ||
| Characteristics of public relations | 393 | ||
| A framework of public relations | 396 | ||
| The press agentry/publicity model | 397 | ||
| The public information model | 397 | ||
| The two-way asymmetric model | 397 | ||
| The two-way symmetric model | 397 | ||
| Public relations and relationship management | 398 | ||
| Objectives of public relations | 399 | ||
| Cause-related marketing | 399 | ||
| Public relations: methods and techniques | 402 | ||
| Media relations | 402 | ||
| Press releases | 403 | ||
| Press conferences | 404 | ||
| Interviews | 404 | ||
| Publicity and events | 404 | ||
| Media catching | 404 | ||
| Media and public relations | 406 | ||
| Forms of public relations | 406 | ||
| Lobbying | 406 | ||
| Investor relations | 407 | ||
| Corporate advertising | 409 | ||
| Crisis communications | 410 | ||
| Key points | 417 | ||
| Review questions | 418 | ||
| References | 418 | ||
| 13 Sponsorship | 422 | ||
| Aims and learning objectives | 422 | ||
| Case: Emirates Lions | 423 | ||
| Introduction | 424 | ||
| The growth and development of sponsorship | 428 | ||
| Sponsorship objectives | 429 | ||
| How sponsorship might work | 430 | ||
| Theoretical aspects of sponsorship | 431 | ||
| Types of sponsorship | 433 | ||
| Sports sponsorship | 433 | ||
| Broadcast sponsorship | 435 | ||
| Arts sponsorship | 436 | ||
| Other forms of sponsorship | 438 | ||
| The role of sponsorship in the communications mix | 443 | ||
| Key points | 445 | ||
| Review questions | 446 | ||
| References | 447 | ||
| 14 Direct marketing and personal selling | 450 | ||
| Aims and objectives | 450 | ||
| Case: Everest – growing the number of appointments through marginal gain | 451 | ||
| Introduction | 453 | ||
| The role of direct marketing | 454 | ||
| Types of direct brand | 455 | ||
| Type 1: complementary tool | 456 | ||
| Type 2: primary differentiator | 456 | ||
| Type 3: sales channel | 456 | ||
| Type 4: brand vehicle | 456 | ||
| The growth of direct marketing | 456 | ||
| Growth driver 1: technology | 456 | ||
| Growth driver 2: changing market context | 457 | ||
| Growth driver 3: changing organisational expectations | 458 | ||
| The role of data | 458 | ||
| Permission marketing | 459 | ||
| Direct-response media | 460 | ||
| Direct mail | 460 | ||
| Telemarketing | 462 | ||
| Carelines | 464 | ||
| Inserts | 464 | ||
| 465 | |||
| Door-to-door | 466 | ||
| Radio and television | 466 | ||
| Interactive media | 467 | ||
| Personal Selling | 467 | ||
| The tasks of personal selling | 467 | ||
| The role of personal selling | 469 | ||
| When personal selling should be a major part of the communications mix | 471 | ||
| Complexity | 472 | ||
| Buyer significance | 472 | ||
| Communications effectiveness | 472 | ||
| Channel network factors | 473 | ||
| The role of social media in personal selling | 473 | ||
| Strategic account management | 476 | ||
| Key account management | 476 | ||
| Global account management | 480 | ||
| Key points | 481 | ||
| Review questions | 482 | ||
| References | 483 | ||
| 15 Sales promotion, field marketing and brand experience | 485 | ||
| Aims and learning objectives | 485 | ||
| Case: Lucozade Sport Conditions Zone | 486 | ||
| Introduction | 488 | ||
| Understanding the value of sales promotions | 488 | ||
| The role of sales promotion | 492 | ||
| Short termism | 492 | ||
| Managerial accountability | 492 | ||
| Brand performance | 492 | ||
| Brand expansion | 493 | ||
| Competition for shelf space | 493 | ||
| Sales promotion plans: the objectives | 494 | ||
| An overview of how sales promotions work | 495 | ||
| Retention programmes | 499 | ||
| Sales promotions: methods and techniques | 503 | ||
| Field marketing | 507 | ||
| Range of FM activities | 507 | ||
| Brand experience and events | 510 | ||
| Key points | 513 | ||
| Review questions | 514 | ||
| References | 514 | ||
| 16 Brand placement, exhibitions, packaging and licensing | 517 | ||
| Aims and learning objectives | 517 | ||
| Case: Beyoncé – how brand licensing influences popular music acts | 518 | ||
| Introduction | 521 | ||
| Brand placement | 522 | ||
| Characteristics of brand placement | 523 | ||
| Placement issues | 525 | ||
| Trade shows and exhibitions | 527 | ||
| Reasons to use exhibitions | 528 | ||
| Characteristics of exhibitions and trade fairs | 529 | ||
| Exhibitions as a form of marketing communications | 530 | ||
| Multimedia and trade shows | 531 | ||
| Marketing management of exhibitions | 532 | ||
| Hospitality and Events | 532 | ||
| Packaging | 534 | ||
| The communications dimensions of packaging | 535 | ||
| Licensing | 538 | ||
| Key points | 541 | ||
| Review questions | 542 | ||
| References | 543 | ||
| 17 Messages and creativity | 546 | ||
| Aims and learning objectives | 546 | ||
| Case: John Lewis – ‘Monty’s Christmas’ | 547 | ||
| Introduction | 549 | ||
| Message source | 550 | ||
| Establishing credibility | 550 | ||
| Credibility established by the initiator | 551 | ||
| Credibility established by a spokesperson | 552 | ||
| Sleeper effects | 554 | ||
| Structural elements in a message | 554 | ||
| Message balance | 554 | ||
| Conclusion drawing | 555 | ||
| One-and two-sided messages | 556 | ||
| Order of presentation | 556 | ||
| Message appeals | 556 | ||
| Information-based appeals | 557 | ||
| Emotions- and feelings-based appeals | 559 | ||
| Copycat messaging | 565 | ||
| Advertising tactics | 565 | ||
| Informational motives | 565 | ||
| Transformational motives | 565 | ||
| Creativity | 570 | ||
| Creativity and attention | 571 | ||
| The importance of context | 572 | ||
| The creative process | 572 | ||
| The creative code | 574 | ||
| Message framing | 574 | ||
| Storytelling | 576 | ||
| User-generated content (UGC) | 579 | ||
| Sourcing content | 580 | ||
| Key points | 581 | ||
| Review questions | 582 | ||
| References | 583 | ||
| 18 Media – principles and practice | 587 | ||
| Aims and learning objectives | 587 | ||
| Case: Foster’s – ‘Good Call’ | 588 | ||
| Introduction | 590 | ||
| Media classification – by form | 591 | ||
| Media classification – by source | 591 | ||
| Media classification – by function | 593 | ||
| Linear media | 594 | ||
| Print media | 594 | ||
| Broadcast media | 597 | ||
| Outdoor media | 598 | ||
| In-store media | 601 | ||
| Cinema | 602 | ||
| Ambient media | 602 | ||
| Guerrilla tactics | 603 | ||
| Interactive media | 603 | ||
| So, what are interactive media? | 603 | ||
| Core technologies | 604 | ||
| Characteristics of interactive media | 604 | ||
| Multichannel campaigns | 611 | ||
| Retailing in a multichannel environment | 612 | ||
| What interactive media enable users to do | 614 | ||
| Direct-response media | 615 | ||
| Key differences between linear and interactive media | 615 | ||
| Key points | 617 | ||
| Review questions | 617 | ||
| References | 618 | ||
| 19 Social, search and other interactive media | 621 | ||
| Aims and learning objectives | 621 | ||
| Case: Greater Manchester Police | 622 | ||
| Introduction | 624 | ||
| Interactive media advertising | 625 | ||
| Banner ads | 626 | ||
| Behavioural targeting | 627 | ||
| Native advertising | 628 | ||
| Pop-ups | 628 | ||
| Microsites | 629 | ||
| Rich-media ads | 629 | ||
| Online video | 629 | ||
| Online gaming | 629 | ||
| Search engine marketing | 631 | ||
| Search engine optimisation | 631 | ||
| Pay-per-click searches | 634 | ||
| Social media | 634 | ||
| Social networks | 639 | ||
| Web logs | 640 | ||
| Microblogging | 642 | ||
| Viral marketing | 644 | ||
| Podcasting | 646 | ||
| Online communities | 646 | ||
| Other forms of interactive media | 649 | ||
| Email marketing | 649 | ||
| Short message service (SMS) | 650 | ||
| Apps | 651 | ||
| Affiliate marketing | 651 | ||
| Augmented reality | 652 | ||
| Key points | 653 | ||
| Review questions | 654 | ||
| References | 654 | ||
| 20 Media planning: reaching audiences | 658 | ||
| Aims and learning objectives | 658 | ||
| Case: Kärcher: Window Vac | 659 | ||
| Introduction | 661 | ||
| Clutter | 662 | ||
| Media planning and the media mix | 662 | ||
| Media switching behaviour | 666 | ||
| Influential factors for media selection | 668 | ||
| Switching behaviour | 668 | ||
| Vehicle selection | 669 | ||
| Media planning concepts | 670 | ||
| Reach and coverage | 670 | ||
| Frequency | 671 | ||
| Gross rating point | 671 | ||
| Effective frequency | 673 | ||
| Recency planning | 675 | ||
| Media usage and attitudes | 676 | ||
| Efficiency | 677 | ||
| Media buying: the block plan and automation | 679 | ||
| The block plan | 679 | ||
| Automation – programmatic | 680 | ||
| The cross-media mix | 682 | ||
| Media source effects | 684 | ||
| Scheduling | 684 | ||
| Timing of placements | 684 | ||
| Key points | 685 | ||
| Review questions | 687 | ||
| References | 688 | ||
| Author index | 691 | ||
| Subject index | 703 |