Holdings: Marketing communications

Marketing communications: contexts, contents and strategies

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Bibliographic Details
Main Author:	Fill, Chris 1953- (Author)
Format:	Book
Language:	English
Published:	London [u.a.] Prentice Hall 1999
Edition:	2. ed.
Subjects:	MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell Kommunikationsstrategie Marktkommunikation Marketing Kommunikation Unternehmen
Online Access:	Inhaltsverzeichnis
Physical Description:	XXIII, 656 S. graph. Darst
ISBN:	0130102296

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MARC


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adam_text	Contents Preface xix Acknowledgements xxii 1 Marketing communications: an introductory perspective 7 Aims and objectives 1 Introduction 2 The concept of marketing as an exchange 2 The role of communication in exchange transactions 3 Marketing communications and the process of exchange 5 Key characteristics of the tools of the promotional mix 6 Effectiveness of the promotional tools 9 Selection criteria 7 0 Management of the promotional tools 12 The role of marketing communications 12 A definition of marketing communications 13 Context and marketing communications 75 Case illustration: Wella UK 17 Summary 20 Review questions 21 References 21 2 Communication theory 23 Aims and objectives 23 An introduction to the communication process 23 Linear model of communication 25 Kelman s model of source characteristics 28 The effect of personal influences on the communications process 30 Case illustration: Dennis fire engines 31 Word of mouth communications 32 viii Marketing communications Case illustration: Opinion formers Durogesic 35 Process of adoption 36 Process of diffusion 38 Interactional approaches to communications 39 Relational or contextual approaches to communications 40 Network approaches to communications 4 1 Summary 42 Review questions 42 References 43 part 1 Contexts The ethical context 3 Ethics in marketing communications 47 Richard Christy Aims and objectives 47 Introduction 48 Ideas in business ethics 49 The scope of ethical issues in marketing communications 52 Marketing communications: a diabolical liberty 53 Truth telling 54 Vulnerable groups 57 Privacy and respect for persons 58 Taste and decency 60 Hospitality, incentives, inducements, and bribery and extortion 61 Case illustration: Finding the balance 62 Ethical influence of supervisory and reward systems in sales management 64 Ethical decision making models in marketing 64 Why strive to be ethical in marketing? 66 Summary 67 Review questions 67 References 68 The buyer s context 4 Buyer information processing 70 Aims and objectives 70 Introduction 71 Cognitive theory 71 Personality 71 Perception 75 Marketing and perception 79 Learning 80 Attitudes 83 Environmental influences 88 Case illustration: Attitude change Skoda 89 Contents ix Summary 92 Review questions 93 References 93 5 Buyer decision making processes 95 Aims and objectives 95 Introduction 96 A general buying decision making process 96 Types of consumer decision making 97 Perceived risk 98 Case illustration: Airline travel Virgin Atlantic 7 00 Involvement theory 7 00 Consumer decision making processes 703 Organisational buying decision processes 706 Communication differences 712 Summary 7 74 Review questions 7 75 References 7 75 The stakeholder s context 6 Networks and stakeholders 7 77 Aims and objectives 7 7 7 Introduction 118 Networks 7 7 9 Stakeholder models 727 Stakeholder analysis 727 Stakeholder networks 724 Channel networks 128 Channel network design 7 31 Channel network management 133 Case illustration: Royal Dutch Shell and Nigeria 7 37 Summary 747 Review questions 7 41 References 74 7 7 The communications industry 743 Aims and objectives 743 Introduction 743 Growth and development of the marketing communications industry 744 Competitive forces 745 Agency branding 747 Selecting an agency 148 Agency types and structures 749 Agency operations 752 Relationships 753 Agency remuneration 754 x Marketing communications Controlling the marketing communications industry 756 Summary 758 Review questions 759 References 759 The external environmental context 8 The environmental context 767 Aims and objectives 767 Introduction 7 62 The environmental context 7 62 Case illustration: European1 Union initiatives 7 69 Summary 7 70 Review questions 777 References 7 77 9 Marketing research 7 73 Richard Christy Aims and objectives 7 73 Introduction 7 74 Types of marketing research 7 75 Methods and techniques 787 Overview of the European and UK research industry 792 Summary 7 94 Review questions 7 94 References 7 95 Useful addresses 7 95 The internal context 10 Intentions and targets 7 97 Aims and objectives 7 97 Introduction 7 98 The organisation s mission 7 98 Marketing strategy 7 99 Target marketing: segmentation 200 Case illustration: Social value groups 206 Marketing communications and segmentation 272 Product life cycle 213 Brand equity 27 6 Summary 27 7 Review questions 278 References 278 11 Internal marketing communications 220 Aims and objectives 220 Introduction 227 Contents xi Member/non member boundaries 221 Purpose of internal marketing 222 Organisational identity 222 Case illustration: BUPA TV 224 Case illustration: Internal marketing NatWest 226 Corporate strategy and communication 228 Strategic credibility 229 Case illustration: CEO endorsers the Prudential 23 1 Communication audit 232 Functional capability 234 Case illustration: DERA 235 Summary 238 Review questions 239 References 239 12 Financial resources 241 Aims and objectives 241 An introduction to appropriation management 241 Trends in advertising and promotional expenditure 243 The role of the promotional budget 243 Benefits of budgeting 243 Difficulties associated with budgeting for communications spend 244 Models of appropriation 245 Techniques and approaches 246 Case illustration: Levels of marketing spend Procter Gamble 250 Competitive parity 250 Advertising to sales ratio 251 Appropriation brand types 254 Which methods are most used 255 Budgeting for the other elements of the promotional mix 256 Brand valuation 257 Summary 258 Review questions 259 References 259 part 2 Contents 13 Advertising: how it might work 263 Aims and objectives 263 Introduction 264 Role of advertising 264 How does advertising work? 266 Sequential models 266 Difficulties with the sequential approach 267 Advertising frameworks 268 The strong theory of advertising 269 The weak theory of advertising 270 xii Marketing communications Cognitive processing 277 Elaboration likelihood model 273 A cognitive association model of advertising 275 Triggers, memory and brand associations 275 Summary 279 Review questions 279 References 280 14 Advertising messages 287 Aims and objectives 287 Introduction 287 The balance of the message 282 Likeability 283 Message structure 284 Source of the message 286 Presentation of the message 289 Advertising tactics 296 Summary 299 Review questions 299 References 300 15 The Media 301 Aims and objectives 301 Introduction 301 Print media 304 Broadcast media 306 Outdoor media 308 New media 311 In store media 3 72 Case illustration: Unilever Persil Power 314 Cinema 316 Product placement 317 Exhibitions 3 78 Ambient media 37 9 Guerilla tactics 320 Direct response media 320 Summary 327 Review questions 321 References 322 16 Media planning delivering the message 323 Aims and objectives 323 Introduction 324 Media choice 324 Vehicle selection 327 Media planning concepts 329 Effective frequency 330 Contents xiii Recency planning 332 Media usage and attitudes 333 Efficiency 335 Media source effects 337 Scheduling 339 Summary 341 Review questions 342 References 342 17 Evaluating advertising 344 Aims and objectives 344 Introduction 344 The role of evaluation in planned communications 345 Pre testing 346 Physiological measures 350 Post testing 357 Other tests 355 Summary 357 Review questions 358 References 358 18 Sales promotion 359 Aims and objectives 359 Introduction 359 The role of sales promotion 360 Sales promotion plans: the objectives 362 An overview of how sales promotions work 363 Loyalty programmes 364 The value of sales promotions 366 The strategic use of sales promotions 368 The evaluation of sales promotion programmes 371 Technology and the evaluation of sales promotions 372 Summary 373 Review questions 373 References 374 19 Sales promotion techniques 375 Aims and objectives 375 Introduction 375 Sales promotions: manufacturers to resellers 376 Sales promotions: resellers to consumers 380 Sales promotions: manufacturers to consumers 381 Sales promotions: the sales force 389 Other sales promotion aids 390 Summary 391 Review questions 391 References 391 iv Marketing communications 20 Public relations 393 Aims and objectives 393 Introduction 393 Characteristics of public relations 394 Publics or stakeholders? 395 A framework of public relations 397 Structure and form of public relations 399 Corporate public relations and marketing public relations 407 Case illustration: Marketing public relations Raid 402 Objectives of a public relations plan 403 Public relations methods and techniques 403 Lobbying 406 Corporate advertising 406 Crisis management 409 Case illustration: Phased crises Mercedes 4 72 Case illustration: Crisis management EuroTunnel 4 7 3 Integration of public relations in the promotional mix 4 74 Case illustration: Marketing public relations Ajax 4 75 Evaluating the use of public relations 4 75 Summary 420 Review questions 420 References 420 21 Sponsorship 422 Aims and objectives 422 Introduction 422 Sponsorship objectives 424 Types of sponsorship 424 Case illustration: Formula 1 426 Case illustration: Community sponsorship Royal SunAlliance 430 The position and role of sponsorship in the promotional mix 432 Evaluating sponsorship programmes 433 Summary 434 Review questions 435 References 435 22 Personal selling 437 Aims and objectives 437 Introduction 437 Types of selling 438 The role of personal selling 439 Strengths and weaknesses of personal selling 440 When personal selling should be a major part of the promotional mix 44 7 Tasks of personal selling 443 How personal selling works: sales processes 444 Sales force management and organisation 447 Case illustration: De La Rue International 448 Contents xv Field marketing 450 Sales force structure 45 7 Sales force size and shape 455 Territory design 457 Other sales channels 458 Evaluating personal selling performance 460 The future role of the sales force 464 The integration of personal selling with the other elements of the promotional mix 465 Summary 466 Review questions 467 References 467 23 Direct marketing and interactive communications 469 Aims and objectives 469 Introduction 470 The role of direct marketing 470 Types of direct brand 472 The growth of direct marketing 474 The role of the database 475 Direct response media 476 Case illustration: Telemarketing 479 Integration and direct marketing 481 Case illustration: DRTV 482 Supporting the sales force 484 Multiple channel selling 484 Interactive marketing communications 486 The Internet and the World Wide Web 488 Developing a Web site 489 Interactive television 497 Summary 493 Review questions 493 References 494 part 3 Strategies 24 Promotional objectives and positioning 499 Aims and objectives 499 Introduction 500 The role of objectives in corporate strategy 500 The role of promotional objectives and plans 502 The sales school 503 The communications school 504 Derivation of promotional objectives 507 The need for realism when setting promotional objectives 509 SMART objectives 570 Positioning: an introduction 57 7 Case illustration: Relaunching Harveys Bristol Cream 5 76 vi Marketing communications Repositioning 5 7 9 Case illustration: Vehicle positioning the RAC 520 Summary 527 Review questions 527 References 522 25 Communication strategies to reach consumers 523 Aims and objectives 523 Introduction 524 Communications for consumers: a pull strategy 524 Strategic advertising frameworks 525 Strategic implications 528 Branding 528 Types and forms of branding 53 7 Case illustration: Hula Hoops 534 Marketing communications for business to business markets 535 Case illustration: Photosound and EPREX® 536 Summary 539 Review questions 539 References 540 26 Communication strategies to reach intermediaries 54 7 Aims and objectives 54 7 Introduction 542 The role of communication in marketing channel networks 543 Networks and interorganisational relationships 544 Elements of communications in marketing channel networks 545 Communication quality 549 Case illustration: Channel communications 550 Key account management (KAM) 552 Summary 555 Review questions 555 References 556 27 Communication strategies to reach all stakeholders 557 Aims and objectives 557 Introduction 558 Communications for all stakeholders: a profile strategy 558 Corporate communications 560 Management of the corporate identity 567 Case illustration: Brand personality 566 Corporate reputation 568 Strategy and corporate identity/image 568 Network conflict 573 Specialised networks embracing all key stakeholders 577 Summary 578 Review questions 579 Contents xvii 28 Marketing communications across borders 58 7 Aims and objectives 587 Introduction 582 Types of cross border organisation 582 Key variables affecting international marketing communications 583 Cross border communication strategy 588 International advertising agencies 592 Agency growth 593 Case illustration: Samsung Electronics Company 594 Stages of cross border advertising development 596 Summary 596 Review questions 597 References 597 29 Integrated marketing communications 599 Aims and objectives 599 Introduction 600 What does integration mean? 600 Communication through the marketing mix 601 Reasons for the development of IMC 604 Resistance to integration 606 How to overcome the restraints 608 Case illustrations: National brewery chain 610 Agency structures and IMC 611 Client structures and IMC 613 Summary 675 Review questions 6 7 5 References 67 6 30 Developing marketing communication plans 677 Aims and objectives 6 7 7 Introduction 67S The Marketing Communications Planning Framework 678 A framework for integrated marketing communications plans 6 7 8 Elements of the plan 620 Links and essential points 624 Suggested marketing communications plan for Porridge matters 626 References 632 Mini cases 633 Creative brief 639 Author index 643 Subject index 648
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spelling	Fill, Chris 1953- Verfasser (DE-588)17306549X aut Marketing communications contexts, contents and strategies Chris Fill 2. ed. London [u.a.] Prentice Hall 1999 XXIII, 656 S. graph. Darst txt rdacontent n rdamedia nc rdacarrier MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell (DE-588)4140666-7 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Marketing (DE-588)4037589-4 s Kommunikationsstrategie (DE-588)4201794-4 s Kommunikationsmodell (DE-588)4140666-7 s 1\p DE-604 Kommunikation (DE-588)4031883-7 s 2\p DE-604 Marktkommunikation (DE-588)4131075-5 s 3\p DE-604 Überarbeitung von 1995 0-13-150962-4 (DE-604)BV010344873 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013143472&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 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
spellingShingle	Fill, Chris 1953- Marketing communications contexts, contents and strategies MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell (DE-588)4140666-7 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd
subject_GND	(DE-588)4140666-7 (DE-588)4201794-4 (DE-588)4131075-5 (DE-588)4037589-4 (DE-588)4031883-7 (DE-588)4061963-1
title	Marketing communications contexts, contents and strategies
title_auth	Marketing communications contexts, contents and strategies
title_exact_search	Marketing communications contexts, contents and strategies
title_full	Marketing communications contexts, contents and strategies Chris Fill
title_fullStr	Marketing communications contexts, contents and strategies Chris Fill
title_full_unstemmed	Marketing communications contexts, contents and strategies Chris Fill
title_short	Marketing communications
title_sort	marketing communications contexts contents and strategies
title_sub	contexts, contents and strategies
topic	MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell (DE-588)4140666-7 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd
topic_facet	MARKEDSKOMMUNIKATION lærebøger Kommunikationsmodell Kommunikationsstrategie Marktkommunikation Marketing Kommunikation Unternehmen
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