BOOK
Integrated Advertising, Promotion, and Marketing Communications, Global Edition
Kenneth E. Clow | Donald E. Baack
(2017)
Additional Information
Book Details
Abstract
For advertising courses.
Integrated advertising and marketing communications taught through real-life application
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real-life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.
Pearson MyLab Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.
MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Half Title Page\r | 3 | ||
| Title Page | 5 | ||
| Copyright Page | 6 | ||
| Dedication Page | 7 | ||
| Brief Contents | 9 | ||
| Contents | 10 | ||
| Preface | 17 | ||
| Part One: The IMC Foundation\r | 22 | ||
| Chapter 1 Integrated Marketing Communications | 22 | ||
| The Nature of Communication | 23 | ||
| Integrated Marketing Communications | 25 | ||
| An Integrated Marketing Communications Plan | 26 | ||
| Emerging Trends in Marketing Communications | 27 | ||
| Emphasis on Accountability and Measurable Results | 27 | ||
| Integration of Digital Media | 28 | ||
| Integration of Media Platforms | 28 | ||
| Changes in Channel Power | 29 | ||
| Increases in Global Competition | 30 | ||
| Increases in Brand Parity | 31 | ||
| Emphasis on Customer Engagement | 31 | ||
| The Role of Integrated Marketing Communications | 32 | ||
| IMC Components and the Design of this Text | 32 | ||
| IMC Foundation | 33 | ||
| Advertising | 33 | ||
| Digital and Alternative | 34 | ||
| Selling Components | 34 | ||
| Integration | 34 | ||
| International Implications | 35 | ||
| Chapter 2 Brand Management | 42 | ||
| Corporate and Brand Image | 43 | ||
| Components of Brand Image | 44 | ||
| The Role of Brand Image—Consumer Perspective\r | 45 | ||
| The Role of Brand Image—Company Perspective\r | 47 | ||
| Brand Names and Brand Types | 48 | ||
| Family Brands | 50 | ||
| Brand Extensions | 50 | ||
| Flanker Brands | 50 | ||
| Co-Branding\r | 51 | ||
| Brand Logos | 52 | ||
| Identifying the Desired Brand Image | 54 | ||
| Creating the Right Brand Image | 54 | ||
| Rejuvenating a Brand’s Image | 55 | ||
| Changing a Brand’s Image | 56 | ||
| Developing and Building Powerful Brands | 57 | ||
| Brand Loyalty | 59 | ||
| Brand Equity | 60 | ||
| Measuring Brand Equity | 61 | ||
| Private Brands | 62 | ||
| Advantages to Retailers | 63 | ||
| Responses from Manufacturers | 64 | ||
| Packaging | 64 | ||
| Labels | 65 | ||
| Ethical Issues in Brand Management | 66 | ||
| International Implications | 67 | ||
| Chapter 3 Buyer Behaviors | 74 | ||
| Information Searches and the Consumer Purchasing Process | 75 | ||
| Internal Search | 76 | ||
| External Search | 76 | ||
| Consumer Attitudes | 79 | ||
| Consumer Values | 81 | ||
| Cognitive Mapping | 82 | ||
| Evaluation of Alternatives | 85 | ||
| The Evoked Set Method | 85 | ||
| The Multiattribute Approach | 87 | ||
| Affect Referral | 88 | ||
| Trends in the Consumer Buying Environment | 89 | ||
| Age Complexity | 89 | ||
| Gender Complexity | 90 | ||
| Active, Busy Lifestyles | 91 | ||
| Diverse Lifestyles | 91 | ||
| Communication Revolution | 91 | ||
| Experience Pursuits | 92 | ||
| Health Emphasis | 92 | ||
| Business-to-business Buyer Behaviors and Influences | 93 | ||
| Organizational Influences | 94 | ||
| Individual Factors | 94 | ||
| Types of Business-to-business Sales | 97 | ||
| The Business-to-business Buying Process | 99 | ||
| Identification of Needs | 99 | ||
| Establishment of Specifications | 99 | ||
| Identification of Vendors | 100 | ||
| Vendor Evaluation | 100 | ||
| Vendor Selection | 100 | ||
| Negotiation of Terms | 100 | ||
| Postpurchase Evaluation | 100 | ||
| Dual Channel Marketing | 101 | ||
| Spin-off Sales | 101 | ||
| Marketing Decisions | 102 | ||
| International Implications | 103 | ||
| Chapter 4 The IMC Planning Process\r | 110 | ||
| Communications Research | 112 | ||
| Market Segmentation by Consumer Groups | 113 | ||
| Segments Based on Demographics | 114 | ||
| Psychographics | 119 | ||
| Segments Based on Generations | 120 | ||
| Segmentation by Geographic Area | 121 | ||
| Geodemographic Segmentation | 121 | ||
| Benefit Segmentation | 122 | ||
| Usage Segmentation | 122 | ||
| Business-to-Business Market Segmentation\r | 123 | ||
| Segmentation by Industry | 124 | ||
| Segmentation by Size | 124 | ||
| Segmentation by Geographic Location | 124 | ||
| Segmentation by Product Usage | 125 | ||
| Segmentation by Customer Value | 125 | ||
| Product Positioning | 125 | ||
| Approaches to Positioning | 126 | ||
| Other Elements of Positioning | 128 | ||
| Marketing Communications Objectives | 128 | ||
| Types of Budgets | 129 | ||
| Percentage of Sales | 129 | ||
| Meet the Competition | 129 | ||
| “What We Can Afford”\r | 130 | ||
| Objective and Task | 130 | ||
| Payout Planning | 130 | ||
| Quantitative Models | 130 | ||
| Communications Schedules | 131 | ||
| IMC Components | 132 | ||
| International Implications | 132 | ||
| Integrated Campaigns in Action | 134 | ||
| Part Two: IMC Advertising Tools\r | 142 | ||
| Chapter 5 Advertising Campaign Management | 142 | ||
| Advertising Theory | 144 | ||
| Hierarchy of Effects | 144 | ||
| Means–End Theory | 146 | ||
| Verbal and Visual Images | 147 | ||
| The Impact of Advertising Expenditures | 149 | ||
| Threshold Effects | 150 | ||
| Diminishing Returns | 151 | ||
| Carryover Effects | 151 | ||
| Wear-Out Effects | 151 | ||
| Decay Effects | 151 | ||
| In-House Versus External Advertising Agencies | 152 | ||
| Budget Allocation Considerations | 153 | ||
| Crowdsourcing | 154 | ||
| Choosing an Agency | 155 | ||
| Goal Setting | 155 | ||
| Selection Criteria | 155 | ||
| Creative Pitch | 157 | ||
| Agency Selection | 158 | ||
| Roles of Advertising Personnel | 158 | ||
| Account Executives | 158 | ||
| Creatives | 158 | ||
| Traffic Managers | 158 | ||
| Account Planners | 159 | ||
| Advertising Campaign Parameters | 159 | ||
| Advertising Goals | 159 | ||
| Media Selection | 160 | ||
| Taglines | 162 | ||
| Consistency | 162 | ||
| Positioning | 163 | ||
| Campaign Duration | 163 | ||
| The Creative Brief | 163 | ||
| The Objective | 164 | ||
| The Target Audience | 164 | ||
| The Message Theme | 164 | ||
| The Support | 165 | ||
| The Constraints | 165 | ||
| International Implications | 166 | ||
| Chapter 6 Advertising Design | 174 | ||
| Message Strategies | 176 | ||
| Cognitive Message Strategies | 177 | ||
| Affective Message Strategies | 179 | ||
| Conative Message Strategy | 180 | ||
| Types of Advertising Appeals | 181 | ||
| Fear Appeals | 182 | ||
| Humor Appeals | 184 | ||
| Sex Appeals | 185 | ||
| Music Appeals | 187 | ||
| Rational Appeals | 189 | ||
| Emotional Appeals | 189 | ||
| Scarcity Appeals | 191 | ||
| Executional Frameworks | 191 | ||
| Animation Executions | 191 | ||
| Slice-of-Life Executions | 192 | ||
| Storytelling Executions | 192 | ||
| Testimonial Executions | 193 | ||
| Authoritative Executions | 193 | ||
| Demonstration Executions | 194 | ||
| Fantasy Executions | 194 | ||
| Informative Executions | 194 | ||
| Sources and Spokespersons | 195 | ||
| Celebrity Spokespersons | 195 | ||
| CEO Spokespersons | 197 | ||
| Experts | 197 | ||
| Typical Persons | 197 | ||
| Source Characteristics | 197 | ||
| Matching Source Types and Characteristics | 200 | ||
| International Implications | 201 | ||
| Chapter 7 Traditional Media Channels | 208 | ||
| The Media Strategy | 209 | ||
| Media Planning | 210 | ||
| Media Planners | 210 | ||
| Media Buyers | 211 | ||
| Small Versus Large Markets | 212 | ||
| Advertising Terminology | 212 | ||
| Frequency | 212 | ||
| Opportunities to See | 212 | ||
| Gross Rating Points | 213 | ||
| Cost | 213 | ||
| Ratings and Cost per Rating Point | 214 | ||
| Continuity | 215 | ||
| Impressions | 215 | ||
| Achieving Advertising Objectives | 215 | ||
| The Three-Exposure Hypothesis | 216 | ||
| Recency Theory | 216 | ||
| Effective Reach and Frequency | 216 | ||
| Brand Recognition | 217 | ||
| Brand Recall | 218 | ||
| Media Selection | 218 | ||
| Television | 218 | ||
| Radio | 225 | ||
| Out-of-Home Advertising | 226 | ||
| Print Media | 228 | ||
| Magazines | 228 | ||
| Newspapers | 230 | ||
| Media Mix | 231 | ||
| Media Selection in Business-to-Business Markets | 232 | ||
| International Implications | 234 | ||
| Integrated Campaigns in Action | 235 | ||
| Part Three: Digital and Alternative Marketing\r | 242 | ||
| Chapter 8 Digital Marketing | 242 | ||
| Digital Marketing | 243 | ||
| Web 4.0 | 244 | ||
| E-Commerce | 245 | ||
| Mobile Marketing | 250 | ||
| Digital Strategies | 252 | ||
| Interactive Marketing | 252 | ||
| Content Marketing and Native Advertising | 253 | ||
| Location-Based Advertising | 255 | ||
| Remarketing | 257 | ||
| Behavioral Targeting | 258 | ||
| Blogs and Newsletters | 259 | ||
| Email Marketing | 260 | ||
| Web Advertising | 262 | ||
| Banner Advertising | 262 | ||
| Impact of Online Advertising | 263 | ||
| Offline Advertising | 264 | ||
| Search Engine Optimization (SEO) | 264 | ||
| International Implications | 266 | ||
| Shipping Issues | 266 | ||
| Communication Issues | 266 | ||
| Technology Issues | 267 | ||
| Chapter 9 Social Media | 274 | ||
| Social Networks | 276 | ||
| Social Media Sites | 276 | ||
| 276 | |||
| 277 | |||
| 279 | |||
| 280 | |||
| YouTube\r | 280 | ||
| Social Media Marketing | 282 | ||
| Social Media Marketing Strategies | 285 | ||
| Building a Social Media Presence | 286 | ||
| Content Seeding | 286 | ||
| Real-Time Marketing | 287 | ||
| Video Marketing | 288 | ||
| Influencer Marketing | 289 | ||
| Interactive Blogs | 290 | ||
| Consumer-Generated Reviews | 291 | ||
| Viral Marketing | 292 | ||
| Following Brands on Social Media | 293 | ||
| International Implications | 294 | ||
| Chapter 10 Alternative Marketing | 300 | ||
| Alternative Marketing Programs | 301 | ||
| Buzz Marketing | 302 | ||
| Consumers Who Like a Brand | 302 | ||
| Sponsored Consumers | 302 | ||
| Company Employees | 304 | ||
| Buzz Marketing Stages | 304 | ||
| Buzz Marketing Preconditions | 305 | ||
| Stealth Marketing | 305 | ||
| Guerrilla Marketing | 306 | ||
| Lifestyle Marketing | 308 | ||
| Experiential Marketing | 308 | ||
| Product Placements and Branded Entertainment | 309 | ||
| Product Placements | 309 | ||
| Branded Entertainment | 310 | ||
| Achieving Success | 311 | ||
| Alternative Media Venues | 312 | ||
| Video Game Advertising | 312 | ||
| Cinema Advertising | 314 | ||
| Other Alternative Media | 314 | ||
| In-Store Marketing | 315 | ||
| In-Store Marketing Tactics | 315 | ||
| Point-of-Purchase Marketing | 316 | ||
| Designing Effective Point-of-Purchase Displays | 317 | ||
| Measuring Point-of-Purchase Effectiveness | 318 | ||
| Brand Communities | 318 | ||
| International Implications | 320 | ||
| Integrated Campaigns in Action | 320 | ||
| Part Four: IMC Promotional Tools\r | 328 | ||
| Chapter 11 Database and Direct Response Marketing and Personal Selling | 328 | ||
| Database Marketing | 329 | ||
| Building a Data Warehouse | 331 | ||
| Email, Mobile, and Internet Data | 331 | ||
| Purchase and Communication Histories | 331 | ||
| Personal Preference Profiles | 332 | ||
| Customer Information Companies | 332 | ||
| Geocoding | 332 | ||
| Database Coding and Analysis | 333 | ||
| Lifetime Value Analysis | 333 | ||
| Customer Clusters | 334 | ||
| Location Data Tracking | 334 | ||
| Data Mining | 335 | ||
| Database-Driven Marketing Communications | 335 | ||
| Identification Codes | 336 | ||
| Personalized Communications | 336 | ||
| Customized Content | 337 | ||
| In-Bound Telemarketing | 337 | ||
| Trawling | 337 | ||
| Database-Driven Marketing Programs | 338 | ||
| Permission Marketing | 338 | ||
| Frequency Programs | 340 | ||
| Customer Relationship Management | 342 | ||
| Direct Response Marketing | 343 | ||
| Direct Mail | 344 | ||
| Catalogs | 345 | ||
| Mass Media | 345 | ||
| Internet and Email | 346 | ||
| Direct Sales | 346 | ||
| Telemarketing | 346 | ||
| Personal Selling | 347 | ||
| Generating Leads | 347 | ||
| Qualifying Prospects | 348 | ||
| Knowledge Acquisition | 349 | ||
| The Sales Presentation | 349 | ||
| Handling Objections | 350 | ||
| Closing the Sale | 350 | ||
| Follow-Up | 351 | ||
| International Implications | 351 | ||
| Chapter 12 Sales Promotions | 358 | ||
| Consumer Promotions vs. Trade Promotions | 359 | ||
| Consumer Promotions | 360 | ||
| Coupons | 360 | ||
| Coupon Distribution | 360 | ||
| Types of Coupons | 361 | ||
| Disadvantages of Coupons | 362 | ||
| Premiums | 362 | ||
| Types of Premiums | 363 | ||
| Keys to Successful Premium Programs | 363 | ||
| Contests and Sweepstakes | 364 | ||
| Contests | 365 | ||
| Sweepstakes | 365 | ||
| Perceived Value | 365 | ||
| The Internet and Social Media | 366 | ||
| Goals of Contests and Sweepstakes | 366 | ||
| Refunds and Rebates | 366 | ||
| Sampling | 367 | ||
| Sample Distribution | 367 | ||
| Benefits of Sampling | 368 | ||
| Successful Sampling Programs | 368 | ||
| Bonus Packs | 368 | ||
| Types of Bonus Packs | 368 | ||
| Keys to Successful Bonus Packs | 369 | ||
| Price-Offs | 369 | ||
| Benefits of Price-Offs | 369 | ||
| Problems with Price-Offs | 370 | ||
| Overlays and Tie-Ins | 370 | ||
| Planning for Consumer Promotions | 371 | ||
| Trade Promotions | 373 | ||
| Trade Allowances | 373 | ||
| Trade Contests | 375 | ||
| Trade Incentives | 376 | ||
| Trade Shows | 377 | ||
| Concerns with Trade Promotions | 379 | ||
| International Implications | 379 | ||
| Chapter 13 Public Relations and Sponsorship Programs | 386 | ||
| Public Relations | 388 | ||
| Internal Versus External Public Relations | 388 | ||
| Public Relations Tools | 389 | ||
| Public Relations Functions | 389 | ||
| Identifying Stakeholders | 390 | ||
| Internal Stakeholders | 390 | ||
| External Stakeholders | 391 | ||
| Assessing Corporate Reputation | 391 | ||
| Corporate Social Responsibility | 392 | ||
| Creating Positive Image-Building Activities | 393 | ||
| Cause-Related Marketing | 393 | ||
| Green Marketing and Pro-Environmental Activities | 395 | ||
| Preventing or Reducing Image Damage | 397 | ||
| Proactive Prevention Strategies | 397 | ||
| Reactive Damage-Control Strategies | 398 | ||
| Sponsorships | 400 | ||
| Forms of Sponsorships | 400 | ||
| Sponsorship Objectives | 402 | ||
| Event Marketing | 402 | ||
| Selecting Sponsorships and Events | 403 | ||
| Determining Objectives | 403 | ||
| Matching the Audience to the Company’s Target Market | 403 | ||
| Promoting the Event | 403 | ||
| Advertising at the Event | 404 | ||
| Tracking Results | 404 | ||
| Cross-Promotions | 404 | ||
| International Implications | 405 | ||
| Integrated Campaigns in Action | 406 | ||
| Part Five: IMC Ethics, Regulation, and Evaluation\r | 414 | ||
| Chapter 14 Regulations and Ethical Concerns | 414 | ||
| Marketing Communications Regulations | 416 | ||
| Governmental Regulatory Agencies | 416 | ||
| The Federal Trade Commission | 417 | ||
| Unfair and Deceptive Marketing Practices | 417 | ||
| Deception versus Puffery | 417 | ||
| Substantiation of Marketing Claims | 418 | ||
| How Investigations Begin | 420 | ||
| Consent Orders | 420 | ||
| FTC Settlements | 420 | ||
| Administrative Complaints | 420 | ||
| Courts and Legal Channels | 421 | ||
| Corrective Advertising | 422 | ||
| Trade Regulation Rulings | 422 | ||
| Industry Oversight of Marketing Practices | 422 | ||
| Council of Better Business Bureaus | 423 | ||
| IMC and Ethics | 425 | ||
| Ethics and Advertising | 425 | ||
| Perpetuating Stereotypes | 426 | ||
| Advertising Unsafe Products | 426 | ||
| Offensive Advertisements | 427 | ||
| Advertising to Children | 427 | ||
| Marketing and Ethics | 427 | ||
| Brand Infringement | 428 | ||
| Marketing of Professional Services | 428 | ||
| Gifts and Bribery in Business-to-Business Marketing Programs | 429 | ||
| Spam and Cookies | 429 | ||
| Ambush Marketing | 430 | ||
| Stealth Marketing | 431 | ||
| Responding to Ethical Challenges | 432 | ||
| Ethics Programs | 432 | ||
| Ethics Training Programs | 432 | ||
| Codes of Ethics | 433 | ||
| Ethics Consulting Systems | 433 | ||
| International Implications | 434 | ||
| Chapter 15 Evaluating an Integrated Marketing Program | 440 | ||
| Evaluation Metrics | 442 | ||
| Matching Methods with IMC Objectives | 443 | ||
| Message Evaluations | 444 | ||
| Advertising Tracking Research | 445 | ||
| Copytesting | 446 | ||
| Emotional Reaction Tests | 448 | ||
| Cognitive Neuroscience | 450 | ||
| Evaluation Criteria | 451 | ||
| Online Evaluation Metrics | 453 | ||
| Behavioral Evaluations | 456 | ||
| Test Markets | 459 | ||
| Purchase Simulation Tests | 460 | ||
| International Implications | 461 | ||
| Endnotes | 467 | ||
| Name Index | 483 | ||
| Subject Index | 493 | ||
| Credits | 505 |