Promotional strategy: Managing the marketing communications process
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Homewood, IL
Irwin
1991
|
| Ausgabe: | 7. ed. |
| Schriftenreihe: | The Irwin series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXV, 753 S. Ill., graph. Darst. |
| ISBN: | 0256082049 |
Internformat
MARC
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| 100 | 1 | |a Engel, James F. |d 1934- |e Verfasser |0 (DE-588)142573574 |4 aut | |
| 245 | 1 | 0 | |a Promotional strategy |b Managing the marketing communications process |c James F. Engel ; Martin R. Warshaw ; Thomas C. Kinnear |
| 250 | |a 7. ed. | ||
| 264 | 1 | |a Homewood, IL |b Irwin |c 1991 | |
| 300 | |a XXV, 753 S. |b Ill., graph. Darst. | ||
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| 490 | 0 | |a The Irwin series in marketing | |
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| 650 | 4 | |a Marketing | |
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| 700 | 1 | |a Kinnear, Thomas C. |e Verfasser |4 aut | |
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Datensatz im Suchindex
| _version_ | 1804120361245081600 |
|---|---|
| adam_text | Contents
Parti OVERVIEW 3
Chapter 1
PROMOTIONAL STRATEGY: AN OVERVIEW 5
Promotional Strategy and the Marketing Exchange, 7
Seven Up s Promotion: Where s the Marketing Concept? 9
Promotional Strategy and the Marketing Concept, 10
Manufacturer s Hanover: Consumer Need Defines Product
Attributes and Promotion Direction, 11
Promotion Denned, 13
Promotional Strategy in Action, 14
Acura: Quality Product + Promotion Excellence = Success, 14
MCI: Promotion of New Services Takes a Bit Out of AT T, 15
Tupperware Promotion: Advertising and Sales Approach
Respond to the Changing Consumer, 17
The Marketing Mix Communicates, 20
The Product Communicates, 21
Price Communicates, 21
The Distribution Location Communicates, 25
Structure of this Book, 25
Review and Discussion Questions, 27
Notes, 28
Chapter 2
PROMOTIONAL STRATEGY: A DECISION MAKING
FRAMEWORK 29
The Stages in Promotional Planning and Strategy, 30
Utilizing the Framework: Carnival Cruises to the Top, 32
Situation Analysis, 32
History, 32
^fcDemand Target Markets, 35
Competition, 36
Internal Organizational Considerations, 36
Establishment of Objectives, 36
Determination of Dollar Appropriation, 36
xl
i ;nts
Specification and Management of Program Elements, 37
Advertising, 37
Distribution Channel Support, 37
Supplemental Communications (Public Relations), 41
Coordination and Integration of Efforts, 41
Measurement of Effectiveness, 42
Evaluation and Follow Up, 42
The Marketing Manager s Problem, 43
Review and Discussion Questions, 43
Notes, 44
Appendix 2A
PROMOTIONAL STRATEGIES OF CARNIVAL CRUISE LINES
MAIN DIRECT COMPETITORS 45
Norwegian Caribbean, 45
Princess Cruises, 46
Sitmar, 46
Cunard, 47
American Hawaii, 48
Holland America, 48
Royal Caribbean, 49
Royal Viking, 49
Admiral, 50
Competitive Advertising, 51
Part 2 WHAT PERSUASIVE COMMUNICATION IS ALL ABOUT 57
Chapter 3
THE NATURE OF COMMUNICATION 59
What Communication Is All About, 61
A Model of the Process, 61
Bringing about Common Meaning, 62
The Multiple Ways We Communicate, 68
xiii Contents
Communication in Marketing, 74
Personal Selling, 74
Mass Communication, 75
A Summary Comparison, 78
Summary, 79
Review and Discussion Questions, 79
Notes, 80
Chapter 4
CONSUMER RESPONSE TO PERSUASIVE
COMMUNICATION 83
Information Processing, 84
The Central Role of Involvement, 87
Exposure, 88
Attention, 90
Comprehension, 96
Acceptance, 99
Retention, 102
Attitude Change and Persuasion, 102
Information Processing and Attitude Change, 103
Manipulation, 105
Deception, 105
Subliminal Influence, 106
Summary, 110
Review and Discussion Questions, 111
Notes, 112
Part 3 UNDERSTANDING THE CONSUMER 117
Chapter 5
UNDERSTANDING THE CONSUMER: EXTENDED
PROBLEM SOLVING 119
An Overview of Consumer Decision Processes, 122
The Initial Purchase, 123
Repeat Purchases, 126
Diagnosing Consumer Behavior, 126
xiv ontents
Extended Problem Solving (EPS), 127
Need Recognition, 127
Search for Information, 133
Alternative Evaluation, 140
Purchase and Outcomes, 145
Summary, 147
Review and Discussion Questions, 148
Notes, 149
Chapter 6
UNDERSTANDING THE CONSUMER: LIMITED AND
HABITUAL DECISION PROCESS BEHAVIOR 151
Limited Problem Solving, 152
Need Recognition, 154
Search for Information, 155
Alternative Evaluation, 155
Purchase, 156
Outcomes, 156
Some Clues for Marketing Strategy, 156
Habitual Decision Making, 165
Brand Loyalty, 166
Inertia, 170
Summary, 171
Review and Discussion Questions, 171
Notes, 172
Chapter 7
INFLUENCE OF THE SOCIAL ENVIRONMENT 175
The Cultural Context, 176
American Values and Their Influence on Promotional
Strategy, 177
Subcultures, 187
Social Stratification, 187
Reference Groups, 189
How Reference Groups Function, 190
Determinants of Impact, 193
Family Influence, 194
Influence on Buying Decisions, 195
Family Life Cycles, 196
Summary, 199
Review and Discussion Questions, 199
Notes, 200
Contents
Part 4 BASIC CONSIDERATIONS IN PROMOTIONAL STRATEGY 203
Chapter 8
MARKET SEGMENTATION AND
COMPETITIVE POSITIONING 205
The Concept of Segmentation, 207
Criteria of Usable Segments, 208
Bases for Segmentation, 209
Geographic Variables, 211
Demographic Characteristics, 212
Psychographic Characteristics, 219
Behavioristic Variables, 224
Benefits Segmentation, 225
Product Usage Rates, 226
Undertaking Segmentation Analysis, 227
The Target Market Decision, 228
Undifferentiated Marketing, 228
Differentiated Marketing, 228
Concentrated Marketing, 230
The Choice of Approach, 230
Competitive Positioning, 230
? Positioning by Attribute, 231
Positioning by Price and Quality, 231
y! Positioning by Use or Application, 231
V Positioning by Product User, 231
Positioning by Product Class, 234
* Positioning by Competitor, 234
Developing a Positioning Strategy, 236
/^Key Strategic Choices: Segment Targeting and Product
VJPositioning, 238
Summary, 238
Review and Discussion Questions, 239
Notes, 240
Chapter 9
DETERMINATION OF PROMOTIONAL OBJECTIVES 241
Background Considerations, 242
Market Segmentation, 242
Other Elements of Marketing Strategy, 243
Sales and Market Share Goals, 243
Financial Resources, 244
xvi ntents
Using Consumer Research to Define the Role for
Promotion, 244
Description of the Market Target, 245
Diagnosing Motivation and Behavior in a Target Segment, 248
The Statement of Objectives, 256
Target Market, 256
Message Platform, 256
Expected Sales Results, 257
Expected Communication Results, 258
Measurement Methods and Criteria, 259
Summary, 259
Review and Discussion Questions, 260
Notes, 261
Chapter 10
THE PROMOTIONAL APPROPRIATION 263
Theoretical Foundations of the Outlay Problem, 265
Traditional Appropriation Approaches, 268
Arbitrary Allocation, 268
Percentage of Sales, 270
Return on Investment, 271
Competitive Parity, 272
All You Can Afford, 272
Objective and Task, 274
Conclusions on Determining the Appropriation, 275
Implementing the Objective and Task Approach, 275
Isolation of Objectives, 276
Expenditure Estimation through Build Up Analysis, 276
Comparison Against Industry Percentage of Sales
Guidelines, 278
Comparison Against Projected Percentage of Future Sales, 279
Reconciliation of Divergence between Built Up Costs and
Percentage of Sales Figures, 279
Payout Planning, 279
Modification of Estimates in Terms of Company Policies, 280
Specification of When Expenditures Will Be Made, 280
Building in Flexibility, 280
Comments on the Suggested Approach, 281
Geographic Allocation, 281
Corollary Products Index, 282
Industry Sales, 283
General Buying Power Indexes, 283
Custom Made Indexes, 284
Expenditures for New Products, 286
Payout Planning, 286
xvii Contents
Summary, 290
Review and Discussion Questions, 291
Notes, 292
Chapter 11
ORGANIZATION AND USE OF HUMAN RESOURCES 293
Organizational Requirements and Structures, 294
The Requirements of a Modern Marketing Organization, 295
Organizational Structures, 300
The Advertising Agency, 303
Organization of the Advertising Agency, 303
Principles of the Agency Client Relationship, 305
Agency Compensation, 308
Industry Adjustments, 309
The House Agency, 311
Using Specialized Services, 315
Direct Marketing Agencies, 315
Media Buying Services, 315
Creative Boutiques, 316
Research Services, 316
Market Changes and the Advertising Industry, 316
Summary, 317
Review and Discussion Questions, 318
Notes, 319
Chapter 12
ADAPTATION TO THE LEGAL CLIMATE 321
Pertinent Legislation, 323
Federal Legislation, 323
The Future of the Federal Trade Commission, 328
State and Local Regulations, 331
Self Regulation, 332
Important Areas of Regulation, 336
Content of Advertisements, 337
Type of Product Advertised, 342
Vertical Cooperative Advertising, 344
Advertising and Competition, 344
Remedial Alternatives, 345
Regulation of Personal Selling, 348
Summary, 350
Review and Discussion Questions, 351
Notes, 352
xviii ntents
Part 5 ADVERTISING AND SALES PROMOTION 355
Chapter 13
THE ADVERTISING MESSAGE 357
Creative Strategy, 359
Creative Execution, 360
Persuasion through Advertising: Influencing Attitudes
and Behavior, 361
Advertising and the Elaboration Likelihood Model
of Persuasion, 363
Behavioral Research Findings for Advertising, 364
A Useful Guide to Creative Aspects, 365
Alternataive Advertising Approaches, 365
Choosing an Approach for the Product, 370
Designing and Producing Advertising Messages, 390
Analysis of the Message, 390
Judgemental Analysis: Evaluation of Execution, 391
Summary, 393
Review and Discussion Questions, 393
Notes, 394
Appendix 13
DESIGNING AND PRODUCING THE MASS
COMMUNICATION MESSAGE 395
Print Advertising, 395
The Headline, 395
Classifications of Headlines, 395
Some Guides for a Persuasive Headline, 397
Copy, 398
Classification of Copy Approaches, 398
Some Copy Problems, 399
Some Guides for Persuasive Copy, 401
Visual Elements, 402
Classification of Visual Forms, 403
Some Guides for Persuasive Visualization, 405
Radio and Television, 406
Copy, 406
Notes, 408
xix Contents
Chapter 14
ANALYSIS OF MASS MEDIA RESOURCES 411
Expenditure Trends, 413
Newspapers, 413
Characteristics of Newspapers, 415
Buying Newspaper Space, 420
The Future of Newspapers, 420
Television, 421
General Characteristics of Television, 422
The Network Television Programs, 424
Buying Network Time, 426
Spot Announcements, 427
Buying Spot Time, 428
The Future of Television, 429
Radio, 435
Characteristics of Radio, 436
The Future of Radio, 439
Magazines, 439
Characteristics of Magazines, 440
The Future of Magazines, 442
Outdoor Advertising, 444
Characteristics of Outdoor Advertising, 444
Purchasing Outdoor Space, 445
The Future of Outdoor Advertising, 446
New Media: Videotex, 447
Transit Advertising, 447
Characteristics of Transit Advertising, 447
Purchasing Transit Space, 449
The Future of Transit, 450
The Noncommissionable Media, 450
Direct Mail, 450
Point of Purchase Advertisements, 451
Intermedia Comparison, 451
Summary, 461
Review and Discussion Questions, 461
Notes, 463
Chapter 15
MEDIA STRATEGY 465
The Requirements of Creative Strategy, 467
Reaching the Proper Audience, 468
Media Audience Data, 468
XX mtents
Reach and Frequency, 476
The Problem of Audience Duplication, 477
Using Reach, Frequency, and GRP Measures, 478
Competitive Considerations, 482
Cost Considerations, 483
Qualitative Media Characteristics, 486
Distribution Requirements, 487
Scheduling, 487
Geographical Scheduling, 488
Seasonal Scheduling, 489
Flighting, 490
Putting the Media Plan Together, 493
Scheduling within Media, 493
Summary, 497
Review and Discussion Questions, 497
Notes, 498
Chapter 16
MEASUREMENT OF ADVERTISING EFFECTIVENESS 499
An Ideal Copy Testing Procedure: PACT, 502
Cell I: Advertising Related Laboratory Measures for Pretesting, 503
1. The Consumer Jury, 503
2. Focus Groups, 506
3. Portfolio Tests, 506
4. Readability Tests, 507
5. Physiological Measures, 508
Cell II: Product Related Laboratory Measures for Pretesting, 509
1. Theater Tests, 509
2. Trailer Tests, 510
3. Laboratory Stores, 510
Cell III: Advertising Related Measurement under Real World
Conditions for Pretesting and Posttesting, 510
Pretesting Procedures, 511
Posttesting Procedures, 513
Cell IV: Product Related Measures under Real World
Conditions for Pretesting and Posttesting, 522
Pretesting and Posttesting Procedures, 522
Summary, 536
Review and Discussion Questions, 536
Notes, 537
xxi Contents
Chapter 17
MANAGEMENT OF CONSUMER SALES PROMOTION 539
Scope and Importance of Sales Promotion, 541
Consumer Oriented Sales Promotion, 543
Consumer Promotional Alternatives, 545
Sampling, 545
Price Incentives, 547
Couponing, 552
Premiums, 555
Contents and Sweepstakes, 558
Packaging, 562
Promotional Aspects, 563
Summary, 567
Review and Discussion Questions, 568
Notes, 568
Part 6 PERSONAL SELLING 571
Chapter 18
PERSONAL SELLING STRATEGY 573
Personal Selling in the Promotion Mix, 574
The Influence of the Product Market Situation, 576
Proprietary Drug Manufacturer, 576
Computer Manufacturer, 577
Electron Beam Welding Service, 578
Implications of the Cases, 578
What Do Salespeople Do? 579
Salesmanship, 579
Buyer Seller Interactions, 580
Different Selling Situations, 580
Steps of a Sale, 581
Prosptecting, 582
Preapproach, 582
The Approach, 582
The Presentation, 583
Meeting Objectives, 583
Closing the Sale, 584
Follow Up, 584
xxii ontents
Summary, 585
Review and Discussion Questions, 585
Notes, 586
Chapter 19
BUILDING THE SALES FORCE 587
Building the Sales Force, 588
Job Descriptions and Recruitment, 588
Selecting Salespeople, 590
Training Salespeople, 592
Assignment of Sales Personnel, 594
Sales Force Management—Compensation and Motivation, 596
Compensating Salespeople, 596
Motivating Salespeople, 600
Methods of Communication, 602
Organizational Variables and Their Impact
on Sales, 603
Summary, 604
Review and Discussion Questions, 606
Notes, 606
Chapter 20
EVALUATION AND CONTROL OF SALES FORCE
EFFORTS 607
Information Needs, 609
The Evaluation and Control Process, 609
Developing Performance Standards, 609
Standards for Measurement of Performance, 611
Comparing Sellers Performance to Standards, 612
Corrective Action, 614
Reallocation of Effort, 615
Sales Force Sizing and Deployment at Syntex Laboratories, 617
The Challenges of Model Building, 619
Conclusions, 621
Model Implementation and Results, 621
Summary, 625
Review and Discussion Questions, 625
Notes, 626
xxiii Contents
P rt 7 OTHER FORMS OF PROMOTION 629
/ Chapter 21
_ W)RKING WITH RESELLERS: THE STRUGGLE FOR
* CHANNEL CONTROL 631
The Struggle for Market Entry, 632
Technology and the Power Shift, 632
The Promotional Role of Resellers, 633
The Impact of Manufacturer Promotional Strategy, 634
Effects of Product Evolution, 634
Implications of Reseller s Promotional Role, 637
Improving Reseller Performance, 638
Training Reseller Salespeople, 638
Quotas for Resellers, 642
Advertising and Sales Promotion Assistance, 642
Supplementing Reseller Performance, 653
Missionary (Specialty) Selling, 653
Display and Selling Aids, 654
Consumer Deals, 656
Controlling Reseller Performance, 657
Adapting to the New Environment, 657
Selected Resellers, 658
Nonselected Resellers, 659
Vertical Integration, 660
Distribution Programming, 660
Summary, 662
Review and Discussion Questions, 665
Notes, 666
Chapter 22
DIRECT MARKETING 669
A Growth Industry, 670
The Database The Key to Direct Marketing Success, 672
Direct Marketing Strategies, 674
Managing the Direct Marketing Process, 684
Agencies, 684
Integrated Strategies, 684
Measurement of Effectiveness, 686
Managing the Database, 686
• xxiy Contents
Summary, 687
Review and Discussion Questions, 688
Notes, 688
Chapter 23
PUBLIC RELATIONS, CORPORATE ADVERTISING,
AND PUBLICITY 691
Internal Communications, 693
External Communications, 695
Organizational Symbols, 695
Corporate Advertising, 696
Customer Relations Programs, 699
Publicity, 703
Case Histories of Successful Public Relations, 704
Public Relations Strategy for Rescuing Tylenol, 704
Public Relations Strategy at Carnival Cruise Lines, 706
The Acquisition of Holland America Lines, 707
The Commissioning of the Fantasy, 710
Other Public Relations Activities, 710
The Image of Public Relations, 710
Summary, 710
Review and Discussion Questions, 711
Notes, 711
Part 8 EPILOGUE 715
Chapter 24
ECONOMIC AND SOCIAL DIMENSIONS 717
Effects On Consumer Behavior, 718
Effects On New Products, Prices, and Competition, 723
Validity of the Fundamental Premises, 727
Is Profit a Valid Measure of Business Responsibility? 731
Strengthening the Free Enterprise System, 732
Organizational Mission, 732
Cooperative Efforts, 733
XXV Contents
Summary, 737
Review and Discussion Questions, 737
Notes, 738
INDEX 741
|
| any_adam_object | 1 |
| author | Engel, James F. 1934- Warshaw, Martin R. Kinnear, Thomas C. |
| author_GND | (DE-588)142573574 |
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| dewey-ones | 658 - General management |
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| discipline | Wirtschaftswissenschaften |
| edition | 7. ed. |
| format | Book |
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| id | DE-604.BV006136534 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:40:52Z |
| institution | BVB |
| isbn | 0256082049 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003878125 |
| oclc_num | 22184526 |
| open_access_boolean | |
| owner | DE-703 DE-20 |
| owner_facet | DE-703 DE-20 |
| physical | XXV, 753 S. Ill., graph. Darst. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Irwin |
| record_format | marc |
| series2 | The Irwin series in marketing |
| spelling | Engel, James F. 1934- Verfasser (DE-588)142573574 aut Promotional strategy Managing the marketing communications process James F. Engel ; Martin R. Warshaw ; Thomas C. Kinnear 7. ed. Homewood, IL Irwin 1991 XXV, 753 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Irwin series in marketing Marketing gtt Advertising Marketing Marketing Management Sales-promotion (DE-588)4076968-9 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s 1\p DE-604 Sales-promotion (DE-588)4076968-9 s 2\p DE-604 Warshaw, Martin R. Verfasser aut Kinnear, Thomas C. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003878125&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Engel, James F. 1934- Warshaw, Martin R. Kinnear, Thomas C. Promotional strategy Managing the marketing communications process Marketing gtt Advertising Marketing Marketing Management Sales-promotion (DE-588)4076968-9 gnd Kommunikation (DE-588)4031883-7 gnd Werbung (DE-588)4065541-6 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4076968-9 (DE-588)4031883-7 (DE-588)4065541-6 (DE-588)4037589-4 |
| title | Promotional strategy Managing the marketing communications process |
| title_auth | Promotional strategy Managing the marketing communications process |
| title_exact_search | Promotional strategy Managing the marketing communications process |
| title_full | Promotional strategy Managing the marketing communications process James F. Engel ; Martin R. Warshaw ; Thomas C. Kinnear |
| title_fullStr | Promotional strategy Managing the marketing communications process James F. Engel ; Martin R. Warshaw ; Thomas C. Kinnear |
| title_full_unstemmed | Promotional strategy Managing the marketing communications process James F. Engel ; Martin R. Warshaw ; Thomas C. Kinnear |
| title_short | Promotional strategy |
| title_sort | promotional strategy managing the marketing communications process |
| title_sub | Managing the marketing communications process |
| topic | Marketing gtt Advertising Marketing Marketing Management Sales-promotion (DE-588)4076968-9 gnd Kommunikation (DE-588)4031883-7 gnd Werbung (DE-588)4065541-6 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Advertising Marketing Management Sales-promotion Kommunikation Werbung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003878125&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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