Additional Information
Book Details
Abstract
Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Front Cover\r | Front Cover | ||
| Half Title Page\r | i | ||
| Title Page | iii | ||
| Copyright Page | iv | ||
| Contents | v | ||
| About the authors | ix | ||
| Preface | xi | ||
| Authors’ acknowledgements | xiii | ||
| Publisher’s acknowledgements | xiv | ||
| List of acronyms | xviii | ||
| 1 Integrated communications | 1 | ||
| Chapter outline | 1 | ||
| Chapter objectives | 1 | ||
| Introduction | 2 | ||
| Marketing and the instruments of the marketing mix | 2 | ||
| The communications mix | 3 | ||
| Integration of marketing communications | 6 | ||
| Integrating marketing communications across cultures | 13 | ||
| Standardisation or adaptation | 14 | ||
| Integration of corporate communications | 20 | ||
| Factors leading to integrated marketing and corporate communications | 26 | ||
| Levels of integration | 29 | ||
| Barriers to integrated communications | 30 | ||
| Summary | 32 | ||
| Review questions | 32 | ||
| Further reading | 32 | ||
| Case 1: Walking the walk: how Walkers proved it can make any sandwich more exciting | 33 | ||
| References | 38 | ||
| 2 Branding | 42 | ||
| Chapter outline | 42 | ||
| Chapter objectives | 42 | ||
| Introduction | 43 | ||
| Brands | 43 | ||
| Successful brands | 47 | ||
| Brand strategies | 49 | ||
| Brand portfolio | 57 | ||
| Brand equity | 58 | ||
| Benefits of branding | 64 | ||
| Marketing communications and brand equity | 65 | ||
| Summary | 68 | ||
| Review questions | 68 | ||
| Further reading | 69 | ||
| Case 2: Barco, projecting the magic | 69 | ||
| References | 74 | ||
| 3 How marketing communications work | 78 | ||
| Chapter outline | 78 | ||
| Chapter objectives | 78 | ||
| Introduction | 79 | ||
| Hierarchy-of-effects models | 79 | ||
| Attitude formation and change | 82 | ||
| High elaboration likelihood, cognitive attitude formation | 90 | ||
| Low elaboration likelihood, cognitive attitude formation | 98 | ||
| High elaboration likelihood, affective attitude formation | 101 | ||
| Low elaboration likelihood, affective attitude formation | 101 | ||
| High elaboration likelihood, behavioural attitude formation | 107 | ||
| Low elaboration likelihood, behavioural attitude formation | 109 | ||
| How communications work in the digital age | 110 | ||
| Summary | 112 | ||
| Review questions | 112 | ||
| Further reading | 113 | ||
| Case 3: Club Med: a ‘true creator of happiness’ fights non-consideration | 113 | ||
| References | 119 | ||
| 4 Marketing communications planning | 125 | ||
| Chapter outline | 125 | ||
| Chapter objectives | 126 | ||
| Introduction | 126 | ||
| The integrated communications plan | 127 | ||
| Situation analysis | 127 | ||
| Segmenting, targeting and positioning | 129 | ||
| Market segmentation | 130 | ||
| Requirements for effective segmentation | 144 | ||
| Marketing communications objectives | 147 | ||
| Stages in the product life cycle and marketing communications objectives | 161 | ||
| Campaign budget | 165 | ||
| How the communications budget affects campaign results | 165 | ||
| Communications budgeting methods | 168 | ||
| Factors influencing budgets | 174 | ||
| Budgeting for new brands or products | 176 | ||
| Communication strategies | 176 | ||
| Communication tactics: tools and touchpoints | 186 | ||
| Control and evaluation | 186 | ||
| Summary | 187 | ||
| Review questions | 187 | ||
| Further reading | 188 | ||
| Case 4: Yellow Pages: an old-fashioned brand that is being revived through a ground-breaking campaign | 189 | ||
| References | 195 | ||
| 5 Advertising | 200 | ||
| Chapter outline | 200 | ||
| Chapter objectives | 200 | ||
| Introduction | 201 | ||
| Types of advertising | 201 | ||
| Creative platform | 203 | ||
| Advertising appeals | 208 | ||
| Rational appeals | 209 | ||
| Emotional appeals | 214 | ||
| Endorsers | 222 | ||
| Campaign implementation | 229 | ||
| Advertising in a business-to-business context | 230 | ||
| Advertising in a cross-cultural environment | 232 | ||
| How advertising works: strong and weak theory | 241 | ||
| Causes and consequences of irritation evoked by advertising | 242 | ||
| Advertising and brand confusion | 244 | ||
| Summary | 246 | ||
| Review questions | 247 | ||
| Further reading | 247 | ||
| Case 5: How white knights embody the natural force of milk | 248 | ||
| References | 252 | ||
| 6 Online communication | 260 | ||
| Chapter outline | 260 | ||
| Chapter objectives | 260 | ||
| Introduction | 261 | ||
| The growing importance of online media | 261 | ||
| Online communications objectives | 263 | ||
| Online communication tools | 263 | ||
| Mobile marketing | 286 | ||
| Interactive television | 291 | ||
| The social media revolution | 294 | ||
| Relationship marketing and the Internet | 309 | ||
| Summary | 310 | ||
| Review questions | 311 | ||
| Further reading | 311 | ||
| Case 6: VIER ‘Stalker’ | 312 | ||
| References | 313 | ||
| 7 Media planning | 320 | ||
| Chapter outline | 320 | ||
| Chapter objectives | 320 | ||
| Introduction | 321 | ||
| The media planning process | 321 | ||
| Media objectives | 322 | ||
| Selecting media | 335 | ||
| Media context | 345 | ||
| Summary | 349 | ||
| Review questions | 349 | ||
| Further reading | 350 | ||
| Case 7: Maes: a challenger brand with more character | 350 | ||
| References | 356 | ||
| 8 Brand activation | 359 | ||
| Chapter outline | 359 | ||
| Chapter objectives | 359 | ||
| Introduction | 360 | ||
| Sales promotions | 360 | ||
| Consumer promotions | 365 | ||
| Trade promotions | 375 | ||
| Point-of-purchase communications | 377 | ||
| Brand experience | 387 | ||
| Summary | 394 | ||
| Review questions | 394 | ||
| Further reading | 395 | ||
| Case 8: Get your parcel! The Belgian Post taps into the e-commerce market | 395 | ||
| References | 400 | ||
| 9 Direct marketing | 405 | ||
| Chapter outline | 405 | ||
| Chapter objectives | 405 | ||
| Introduction | 406 | ||
| Direct marketing as a marketing communications technique | 406 | ||
| Objectives and target groups | 408 | ||
| Direct marketing media and tools | 411 | ||
| Database marketing | 419 | ||
| Relationship marketing | 424 | ||
| Summary | 427 | ||
| Review questions | 427 | ||
| Further reading | 427 | ||
| Case 9: Lotus Bakeries and Lotus Friends: applying e-CRM in an FMCG market | 428 | ||
| References | 432 | ||
| 10 Public relations | 434 | ||
| Chapter outline | 434 | ||
| Chapter objectives | 434 | ||
| Introduction | 435 | ||
| Public relations as a communications tool | 435 | ||
| Target groups, objectives and tasks | 439 | ||
| Instruments and channels | 446 | ||
| Budgets | 450 | ||
| Communications in times of crisis | 451 | ||
| Summary | 454 | ||
| Review questions | 455 | ||
| Further reading | 455 | ||
| Case 10: The Global Fund’s Born HIV Free campaign | 455 | ||
| References | 465 | ||
| 11 Sponsorship | 466 | ||
| Chapter outline | 466 | ||
| Chapter objectives | 466 | ||
| Introduction | 467 | ||
| Sponsorship: what it is and what it is not | 467 | ||
| How sponsorship works | 468 | ||
| The growing importance of sponsorship | 469 | ||
| Target groups | 471 | ||
| Objectives | 472 | ||
| Types of sponsorship | 474 | ||
| Branded entertainment | 481 | ||
| Sponsorship selection criteria | 486 | ||
| Budgets | 487 | ||
| Summary | 489 | ||
| Review questions | 490 | ||
| Further reading | 490 | ||
| Case 11: Carrefour: setting up convenience stores at music festivals | 490 | ||
| References | 494 | ||
| 12 Exhibitions and trade fairs | 498 | ||
| Chapter outline | 498 | ||
| Chapter objectives | 498 | ||
| Introduction | 499 | ||
| Types of exhibitions and trade fairs | 499 | ||
| The role of exhibitions in marketing communications | 501 | ||
| Objectives and target groups | 501 | ||
| Planning an exhibition | 506 | ||
| Limitations of fairs and exhibitions | 509 | ||
| Online trade shows | 510 | ||
| Summary | 511 | ||
| Review questions | 511 | ||
| Further reading | 511 | ||
| Case 12: FISA – Batibouw: how to calculate the effectiveness of a trade show | 512 | ||
| References | 517 | ||
| 13 Measuring campaign effectiveness | 518 | ||
| Chapter outline | 518 | ||
| Chapter objectives | 519 | ||
| Introduction | 519 | ||
| Advertising research | 519 | ||
| Pre-testing of advertising | 520 | ||
| Post-testing of advertising | 527 | ||
| Advertising campaign evaluation research | 529 | ||
| Measuring online advertising effectiveness | 536 | ||
| Sales promotions effectiveness | 539 | ||
| Direct marketing effectiveness | 541 | ||
| Public relations effectiveness | 544 | ||
| Sponsorship effectiveness | 545 | ||
| Exhibition and trade show effectiveness | 546 | ||
| Summary | 550 | ||
| Review questions | 550 | ||
| Further reading | 551 | ||
| Case 13: Win for Life: reviving and repositioning a scratch game | 551 | ||
| References | 555 | ||
| 14 Ethical issues in marketing communications | 557 | ||
| Chapter outline | 557 | ||
| Chapter objectives | 557 | ||
| Introduction | 558 | ||
| Ethics and marketing communications | 558 | ||
| Ethical decision-making models and rules | 561 | ||
| Unethical marketing communications practices | 562 | ||
| Unethical use of marketing communications instruments | 572 | ||
| Regulation of marketing communications practices | 575 | ||
| Corporate social responsibility | 580 | ||
| Summary | 585 | ||
| Review questions | 586 | ||
| Further reading | 586 | ||
| Case 14: Pampers and UNICEF: helping protect babies together | 587 | ||
| References | 592 | ||
| Glossary | 597 | ||
| Index | 610 | ||
| Back Cover\r | Back Cover |