Foundations of marketing communications: a European perspective
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Financial Times/Prentice Hall
2005
|
| Ausgabe: | Rev. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Rev. ed. of: Marketing communications. 2001. Includes bibliographical references and indexes |
| Beschreibung: | XIV, 328 S. |
| ISBN: | 0273703862 |
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Datensatz im Suchindex
| _version_ | 1804135033201491969 |
|---|---|
| adam_text | About the authors
Preface
Authors acknowledgements
Publisher s acknowledgements
1 Integrated marketing communications
Chapter outline
Chapter objectives
Introduction
Marketing and the instruments of the
marketing mix
The communications mix
Integration of marketing communications
Factors leading to integrated marketing
communications
Barriers to integrated communications
Client agency relations and IMC
The integrated communications plan
Summary
Review questions
Further reading
Case 1: Marie Jo and Prima Donna:
when luxury meets quality
References
2 How marketing communications work
Chapter outline
Chapter objectives
Introduction
Hierarchy of effects models
Attitude formation and change
Multiple attribute models
Heuristic evaluation
Affect as lnformation model
Aad and feelings transfer
Post experience models
Summary
Review questions
Further reading
Case 2: Jealous as Axe
References
1
xi 3 Target groups 52
xiii Chapter outline 52
xv Chapter objectives 52
xvi Introduction 53
The segmenting targeting positioning
1 framework 53
1 Market segmentation 54
1 Targeting 62
2 Positioning 64
Summary 66
2 Review questions 66
4 Further reading 66
6 Case 3: Mercedes Baby Benz 67
References 71
9
13
4 Objectives 72
Chapter outline 72
Chapter objectives 72
Introduction 73
Marketing communications objectives 73
Stages in the product life cycle and
marketing communications objectives 81
Summary 85
Review questions 85
Further reading 85
Case 4: Sen Jerry s Vermont s finest
and the world s wackiest ice cream 86
References 88
23
26 5 Budgets 90
31 Chapter outline 90
35 Chapter objectives 90
37 Introduction 91
38 How the communications budget
41 affects sales 91
44 Communications budgeting methods 93
45 Factors influencing budgets 97
45 Budgeting for new brands or products 99
45 Summary 99
49 Review questions 100
i CONTENTS
Further reading 100
Case 5: Budgeting in the automobile industry 100
References 103
6 Advertising 104
Chapter outline 104
Chapter objectives 104
Introduction 105
Types of advertising 105
Campaign development 106
Message strategy 107
Creative idea 110
Creative appeals 112
Rational appeals 113
Emotional appeals 115
Endorsers 118
Campaign implementation 120
Summary 120
Review questions 121
Further reading 121
Case 6: Launching the Citroen Xsara Picasso
and relaunching the Volkswagen Sharan 121
References 125
7 Media planning 128
Chapter outline 128
Chapter objectives 128
Introduction 129
The media planning process 129
Media objectives 130
Selecting media 138
Media context 144
Summary 147
Review questions 147
Further reading 147
Case 7: Relaunching Nizoral in Russia 148
References 154
8 Advertising research 156
Chapter outline 156
Chapter objectives 156
Introduction 157
Strategic advertising planning and the
role of research 157
Strategic advertising research 158
Pre testing of advertising 160
Post testing of advertising 167
Advertising campaign evaluation research 170
Summary 174
Review questions 175
Further reading 175
Case 8: Building added brand value for
Smiths and transferring it to Lay s 175
References 178
9 Sales promotions 179
Chapter outline 179
Chapter objectives 179
Introduction 180
The growing importance of sales promotions 180
Objectives and target groups 181
Consumer promotions 185
Trade promotions 193
Measuring sales promotions effectiveness 195
Summary 198
Review questions 198
Further reading 198
Case 9: Febreze safely eliminating odours 199
References 201
10 Direct marketing 202
Chapter outline 202
Chapter objectives 202
Introduction 203
Direct marketing as a marketing
communications technique 203
Objectives and target groups 204
Direct marketing media and tools 208
Database marketing 215
Relationship marketing 220
Measuring direct marketing effectiveness 223
Summary 225
Review questions 226
Further reading 226
Case 10: Direct marketing at Tesco
Join the Club ... 227
References 231
11 E communications 233
Chapter outline 233
Chapter objectives 233
Introduction 234
The growing importance of the internet 234
Internet communications objectives and tools 236
Mobile marketing 248
Interactive television 250
Relationship marketing and
the internet 251
Tracking the effectiveness of
e communications 253
Summary 258
Review questions 259
Further reading 260
Case 11: Sony® CUE™ leading the
handheld revolution 260
References 264
12 Point of purchase communications 266
Chapter outline 266
Chapter objectives 266
Introduction 267
The importance of point of purchase
communications 267
Objectives and tools of point of purchase
communications 268
The effectiveness of point of purchase
communications tools 270
Other point of purchase factors 274
Summary 279
Review questions 280
Further reading 280
CONTENTS
Case 12: POP in the c store the case
of Red Bull 280
References 283
13 Public relations and sponsorship 285
Chapter outline 285
Chapter objectives 285
Introduction 286
Public relations as a marketing
communications tool 286
Target groups, objectives and instruments of
marketing PR 288
Marketing PR budgets 291
Measuring public relations results 292
Sponsorship as a marketing
communications tool 293
Target groups and objectives of sponsorship 295
Types of sponsorship 297
Sponsorship budgets 304
Measuring sponsorship effectiveness 305
Summary 306
Review questions 307
Further reading 307
Case 13: Sponsoring championship football
France 98 and Euro 2000 307
References 311
|
| adam_txt |
About the authors
Preface
Authors' acknowledgements
Publisher's acknowledgements
1 Integrated marketing communications
Chapter outline
Chapter objectives
Introduction
Marketing and the instruments of the
marketing mix
The communications mix
Integration of marketing communications
Factors leading to integrated marketing
communications
Barriers to integrated communications
Client agency relations and IMC
The integrated communications plan
Summary
Review questions
Further reading
Case 1: Marie Jo and Prima Donna:
when luxury meets quality
References
2 How marketing communications work
Chapter outline
Chapter objectives
Introduction
Hierarchy of effects models
Attitude formation and change
Multiple attribute models
Heuristic evaluation
Affect as lnformation model
Aad and feelings transfer
Post experience models
Summary
Review questions
Further reading
Case 2: Jealous as Axe
References
1
xi 3 Target groups 52
xiii Chapter outline 52
xv Chapter objectives 52
xvi Introduction 53
The segmenting targeting positioning
1 framework 53
1 Market segmentation 54
1 Targeting 62
2 Positioning 64
Summary 66
2 Review questions 66
4 Further reading 66
6 Case 3: Mercedes' Baby Benz 67
References 71
9
13
4 Objectives 72
Chapter outline 72
Chapter objectives 72
Introduction 73
Marketing communications objectives 73
Stages in the product life cycle and
marketing communications objectives 81
Summary 85
Review questions 85
Further reading 85
Case 4: Sen Jerry's Vermont's finest
and the world's wackiest ice cream 86
References 88
23
26 5 Budgets 90
31 Chapter outline 90
35 Chapter objectives 90
37 Introduction 91
38 How the communications budget
41 affects sales 91
44 Communications budgeting methods 93
45 Factors influencing budgets 97
45 Budgeting for new brands or products 99
45 Summary 99
49 Review questions 100
i CONTENTS
Further reading 100
Case 5: Budgeting in the automobile industry 100
References 103
6 Advertising 104
Chapter outline 104
Chapter objectives 104
Introduction 105
Types of advertising 105
Campaign development 106
Message strategy 107
Creative idea 110
Creative appeals 112
Rational appeals 113
Emotional appeals 115
Endorsers 118
Campaign implementation 120
Summary 120
Review questions 121
Further reading 121
Case 6: Launching the Citroen Xsara Picasso
and relaunching the Volkswagen Sharan 121
References 125
7 Media planning 128
Chapter outline 128
Chapter objectives 128
Introduction 129
The media planning process 129
Media objectives 130
Selecting media 138
Media context 144
Summary 147
Review questions 147
Further reading 147
Case 7: Relaunching Nizoral in Russia 148
References 154
8 Advertising research 156
Chapter outline 156
Chapter objectives 156
Introduction 157
Strategic advertising planning and the
role of research 157
Strategic advertising research 158
Pre testing of advertising 160
Post testing of advertising 167
Advertising campaign evaluation research 170
Summary 174
Review questions 175
Further reading 175
Case 8: Building added brand value for
Smiths and transferring it to Lay's 175
References 178
9 Sales promotions 179
Chapter outline 179
Chapter objectives 179
Introduction 180
The growing importance of sales promotions 180
Objectives and target groups 181
Consumer promotions 185
Trade promotions 193
Measuring sales promotions effectiveness 195
Summary 198
Review questions 198
Further reading 198
Case 9: Febreze safely eliminating odours 199
References 201
10 Direct marketing 202
Chapter outline 202
Chapter objectives 202
Introduction 203
Direct marketing as a marketing
communications technique 203
Objectives and target groups 204
Direct marketing media and tools 208
Database marketing 215
Relationship marketing 220
Measuring direct marketing effectiveness 223
Summary 225
Review questions 226
Further reading 226
Case 10: Direct marketing at Tesco
'Join the Club .' 227
References 231
11 E communications 233
Chapter outline 233
Chapter objectives 233
Introduction 234
The growing importance of the internet 234
Internet communications objectives and tools 236
Mobile marketing 248
Interactive television 250
Relationship marketing and
the internet 251
Tracking the effectiveness of
e communications 253
Summary 258
Review questions 259
Further reading 260
Case 11: Sony® CUE™ leading the
handheld revolution 260
References 264
12 Point of purchase communications 266
Chapter outline 266
Chapter objectives 266
Introduction 267
The importance of point of purchase
communications 267
Objectives and tools of point of purchase
communications 268
The effectiveness of point of purchase
communications tools 270
Other point of purchase factors 274
Summary 279
Review questions 280
Further reading 280
CONTENTS
Case 12: POP in the c store the case
of Red Bull 280
References 283
13 Public relations and sponsorship 285
Chapter outline 285
Chapter objectives 285
Introduction 286
Public relations as a marketing
communications tool 286
Target groups, objectives and instruments of
marketing PR 288
Marketing PR budgets 291
Measuring public relations results 292
Sponsorship as a marketing
communications tool 293
Target groups and objectives of sponsorship 295
Types of sponsorship 297
Sponsorship budgets 304
Measuring sponsorship effectiveness 305
Summary 306
Review questions 307
Further reading 307
Case 13: Sponsoring championship football
France 98 and Euro 2000 307
References 311 |
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| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | Rev. ed. |
| format | Book |
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| geographic | Europa |
| geographic_facet | Europa |
| id | DE-604.BV021259434 |
| illustrated | Not Illustrated |
| index_date | 2024-07-02T13:41:30Z |
| indexdate | 2024-07-09T20:34:04Z |
| institution | BVB |
| isbn | 0273703862 |
| language | English |
| lccn | 2005040119 |
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| publisher | Financial Times/Prentice Hall |
| record_format | marc |
| spelling | Pelsmacker, Patrick de 1957- Verfasser (DE-588)139398333 aut Foundations of marketing communications a European perspective Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh Rev. ed. Upper Saddle River, NJ Financial Times/Prentice Hall 2005 XIV, 328 S. txt rdacontent n rdamedia nc rdacarrier Rev. ed. of: Marketing communications. 2001. Includes bibliographical references and indexes Communication in marketing Europe Advertising Kommunikation (DE-588)4031883-7 gnd rswk-swf Kommunikationspolitik (DE-588)4232471-3 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Europa Marketing (DE-588)4037589-4 s Kommunikationsstrategie (DE-588)4201794-4 s DE-604 Kommunikation (DE-588)4031883-7 s Kommunikationspolitik (DE-588)4232471-3 s DE-188 Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s Geuens, Maggie 1969- Verfasser (DE-588)139398449 aut Bergh, Jeori van den Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014580694&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Pelsmacker, Patrick de 1957- Geuens, Maggie 1969- Bergh, Jeori van den Foundations of marketing communications a European perspective Communication in marketing Europe Advertising Kommunikation (DE-588)4031883-7 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4031883-7 (DE-588)4232471-3 (DE-588)4131075-5 (DE-588)4037589-4 (DE-588)4201794-4 (DE-588)4061963-1 |
| title | Foundations of marketing communications a European perspective |
| title_auth | Foundations of marketing communications a European perspective |
| title_exact_search | Foundations of marketing communications a European perspective |
| title_exact_search_txtP | Foundations of marketing communications a European perspective |
| title_full | Foundations of marketing communications a European perspective Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh |
| title_fullStr | Foundations of marketing communications a European perspective Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh |
| title_full_unstemmed | Foundations of marketing communications a European perspective Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh |
| title_short | Foundations of marketing communications |
| title_sort | foundations of marketing communications a european perspective |
| title_sub | a European perspective |
| topic | Communication in marketing Europe Advertising Kommunikation (DE-588)4031883-7 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Marktkommunikation (DE-588)4131075-5 gnd Marketing (DE-588)4037589-4 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Communication in marketing Europe Advertising Kommunikation Kommunikationspolitik Marktkommunikation Marketing Kommunikationsstrategie Unternehmen Europa |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014580694&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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