Promotion management and marketing communications:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chicago u.a.
Dryden Press
1990
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | The Dryden Press series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 673 S. Ill., graph. Darst. |
| ISBN: | 0030266432 |
Internformat
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| 100 | 1 | |a Shimp, Terence A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Promotion management and marketing communications |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Chicago u.a. |b Dryden Press |c 1990 | |
| 300 | |a XXI, 673 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 490 | 0 | |a The Dryden Press series in marketing | |
| 650 | 7 | |a Communication en marketing |2 ram | |
| 650 | 7 | |a Marketing direct |2 ram | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Publicité |2 ram | |
| 650 | 7 | |a Ventes - Promotion |2 ram | |
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 4 | |a Direct marketing | |
| 650 | 4 | |a Sales promotion | |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
PART l
Introduction 1
CHAPTER ONE
Overview of Marketing Communications and Promotion Management 3
It Used to Be Flip Your Bic ; Now It s Spritz Your Bic 3
The Increasing Importance and Role of Marketing
Communications and Promotion Management 5
An Overview of Marketing Communications and Promotion
Management 7
The Three Modes of Marketing 13
The Promotion Management Process 22
Focus on Promotion: Repositioning of an Old Brand 25
Summary 28
Contents
CHAPTER TWO
Marketing Communications and Meaning Transfer 31
There s No Gold in 7Up Gold 31
Communication Objectives and Brand Concept Management 32
The Communications Process 38
Semiotics of Marketing Communications 41
Focus on Promotion: What Is the Meaning of Necktie ? 43
Summary 53
CHAPTER THREE
The Nonpromotional Elements of Marketing Communications 57
A Creative Response to a Serious Health Problem 57
Product, Package, and Brand Symbolism 58
Focus on Promotion: Creating an Image with Animal Names 69
Price and Place Communications 72
Summary 83
P A R T 2
Behavioral Foundations of Marketing Communications
and Promotion Management 87
CHAPTER FOU R
Behavioral Foundations of Marketing Communications 89
Two Contrasting Automobile Purchases 89
The CIP Perspective and Information Processing Stages 90
Focus on Promotion: The Use of Color to Identify a Distinct Product
Benefit 105
The HEM Perspective 113
Summary 117
CHAPTER FIVE
Attitudes and Persuasion in Marketing Communications 119
Americans Shifting Attitudes toward and Preferences for Beverages 119
The Nature and Role of Attitudes 120
Persuasion in Marketing Communications 126
Focus on Promotion: Measuring Consumer Involvement 132
The Elaboration Likelihood Model 134
The Theory of Reasoned Action 139
Summary 143
Contents
CHAPTER SIX
Message and Source Factors in Marketing Communications 147
Michael Jackson Sings I m Bad, But Pepsi Executives Know He s Good
for Sales in Japan 147
Message Factors 148
Source Factors 169
Focus on Promotion: Effective Celebrity Endorsers from Past Years 171
Summary 179
CHAPTER SEVEN
Adoption and Diffusion Processes: The Role of Marketing Communications
and Promotion Management 183
Rogaine: A Hair Raising Product 183
New Products and Innovations 184
The Adoption Process 187
The Diffusion Process 194
Stimulating Word of Mouth Influence 198
Focus on Promotion: Failure to Achieve a Long Run Franchise: The Case
of IBM s PCjr 199
Summary 201
P A R T 3
Promotion Management Strategy, Planning, and Execution 205
CHAPTER EIGHT
Promotion Management Process 207
The Role of Promotion in the Sneaker Wars 207
The 12 M Model 208
The Promotion Decision Process 214
Focus on Promotion: Creative Solutions for Sales Promotion 221
Summary 224
CHAPTER NINE
Environmental Influences on Promotion Management 227
The Decade of the Mature Market 227
The Technological Environment 228
The Demographic Environment 234
Focus on Promotion: From Healthy Indulgers to Frail Recluses 242
The Regulatory Environment 252
Summary 263
Contents
CHAPTER TEN
Promotion Management Practices: Two Case Histories 267
Oops . . . Nail Polish on the New Carpet 267
Du Pont s Marketing of Stainmaster cm Carpeting 269
Combatting Dehydration in Underdeveloped Countries 278
Focus on Promotion: The Use of a Visible Symbol to Promote Litrosol 283
Summary 285
P A R T 4
Media Advertising 289
CHAPTER ELEVEN
Advertising Management Overview 291
Advertising Spending at General Motors Corporation 291
Economic and Social Aspects of Advertising 292
Focus on Promotion: College Students Opinions of Advertising 302
The Advertising Management Process 304
Setting Advertising Objectives 307
Budgeting for Advertising 319
Summary 326
CHAPTER TWELVE
Advertising Messages and Creative Strategy 329
The Case of Pa jama Man: What s Going On? 329
What Makes Good Advertising? 330
Advertising Strategy Formulation 335
Means End Chains and Advertising Strategy 338
Alternative Creative Strategies 343
Focus on Promotion: Marlboro s Image in Different Countries 347
Corporate Image and Issue Advertising 353
Summary 360
CHAPTER THIRTEEN
Media Strategy 363
The VideOcart: A New Advertising Medium 363
The Media Planning Process 365
Television 384
Radio 390
Contents
Focus on Promotion: Lanie s Wedding 392
Magazines 394
Newspapers 397
Out of Home Advertising 399
Agency Client Relations 401
Summary 404
CHAPTER FOURTEEN
Assessing Advertising Effectiveness 407
The People Meter Controversy 407
Overview of Advertising Research 409
Advertising Research Methods 410
Focus on Promotion: The Warmth Monitor 425
Copytesting Principles 428
Summary 431
PART5
Direct Marketing, Point of Purchase Communications, and Public Relations 435
CHAPTER FIFTEEN
Direct Marketing Communications 437
What Kinds of Products Can Be Direct Marketed? 437
Direct Marketing 439
Direct Selling 443
Direct Response Advertising 444
Focus on Promotion: Catalog Marketing in the Maturity Stage 452
Telemarketing 454
Summary 459
CHAPTER SIXTEEN
Point of Purchase Communications 463
Buying a College Class Ring 463
Overview of P O P Communications 464
P O P s Dramatic Growth 471
The Result of P O P: Increased Unplanned Purchasing 473
Retailers Use of P O P Materials 476
Electronic Retailing 478
Focus on Promotion: The World s Smallest Shoe Stores 479
Summary 482
Contents
CHAPTER SEVENTEEN
Public Relations and Sponsorship Marketing 485
Negative Publicity and the Suzuki Samurai 485
Public Relations 486
Focus on Promotion: Examples of Conspiracy and Contamination Rumors 502
Sponsorship Marketing 503
Summary 508
P A R T 6
Sales Promotion 511
CHAPTER EIGHTEEN
Overview of Sales Promotion 513
Ring around the Competition 513
An Introduction to Sales Promotion 514
The Shift from Pull to Push Marketing and from Advertising to
Sales Promotion 517
What Sales Promotion Can and Cannot Do 522
Focus on Promotion: A Shot in the Arm for Cap n Crunch 524
When Is Sales Promotion Profitable? 526
Sales Promotion Planning 533
Summary 535
CHAPTER NINETEEN
Trade Oriented Sales Promotion 539
Street Money 539
An Introduction to Trade Promotion 540
Trade Contests and Incentives 541
Point of Purchase Materials 542
Training Programs 543
Trade Shows 544
Trade Allowances 544
Focus on Promotion: Forward Buying of Campbell s
Chicken Noodle Soup 546
Cooperative Advertising and Vendor Support Programs 550
Specialty Advertising 555
Summary 557
Contents
CHAPTER TWENTY
Consumer Oriented Sales Promotion 561
A Self Test of Coupon Usage 561
An Introduction to Consumer Oriented Sales Promotion 562
Sampling 564
Couponing 568
Premiums 580
Price Offs 583
Bonus Packs 584
Refunds and Rebates 584
Contests and Sweepstakes 585
Focus on Promotion: A Contest Gone Awry 587
Overlay and Tie In Promotions 588
Evaluating Sales Promotion Ideas 595
Summary 596
P A R T 7
Personal Selling and Sales Management 599
CHAPTER TWENTY ONE
Personal Selling 601
What Qualities Are Liked and Disliked in a Salesperson? 601
Personal Selling: An Overview 603
Modern Selling Wisdom 606
Selling Activities and Types of Personal Selling Jobs 608
The Basic Steps in Personal Selling 611
Salesperson Performance and Effectiveness 615
Excellence in Selling 620
Focus on Promotion: Sales Training at Merck Sharp Dohme 621
Summary 624
CHAPTER TWENTY TWO
Sales Management 627
Selecting Top Performing Salespeople 627
Planning the Sales Function 629
Organizing the Sales Function 633
Focus on Promotion: Sales Department Reorganization at Campbell Soup 634
Staffing the Sales Function 637
Directing the Sales Force 640
Controlling Sales Performance 645
Summary 645
Glossary 649
Name Index 663
Subject Index 669
|
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| indexdate | 2024-07-09T16:10:43Z |
| institution | BVB |
| isbn | 0030266432 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002655344 |
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| physical | XXI, 673 S. Ill., graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Dryden Press |
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| series2 | The Dryden Press series in marketing |
| spelling | Shimp, Terence A. Verfasser aut Promotion management and marketing communications 2. ed. Chicago u.a. Dryden Press 1990 XXI, 673 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Dryden Press series in marketing Communication en marketing ram Marketing direct ram Marketing gtt Publicité ram Ventes - Promotion ram Advertising Communication in marketing Direct marketing Sales promotion Kommunikation (DE-588)4031883-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002655344&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Shimp, Terence A. Promotion management and marketing communications Communication en marketing ram Marketing direct ram Marketing gtt Publicité ram Ventes - Promotion ram Advertising Communication in marketing Direct marketing Sales promotion Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4031883-7 (DE-588)4037589-4 |
| title | Promotion management and marketing communications |
| title_auth | Promotion management and marketing communications |
| title_exact_search | Promotion management and marketing communications |
| title_full | Promotion management and marketing communications |
| title_fullStr | Promotion management and marketing communications |
| title_full_unstemmed | Promotion management and marketing communications |
| title_short | Promotion management and marketing communications |
| title_sort | promotion management and marketing communications |
| topic | Communication en marketing ram Marketing direct ram Marketing gtt Publicité ram Ventes - Promotion ram Advertising Communication in marketing Direct marketing Sales promotion Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Communication en marketing Marketing direct Marketing Publicité Ventes - Promotion Advertising Communication in marketing Direct marketing Sales promotion Kommunikation |
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