Integrated advertising, promotion, and marketing communications:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston ; Munich [u.a.]
Prentice Hall
2012
|
| Ausgabe: | 5. ed., global ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | 463 S. zahlr. Ill., graph. Darst. |
| ISBN: | 0273753355 9780273753353 9780273753285 |
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| 250 | |a 5. ed., global ed. | ||
| 264 | 1 | |a Boston ; Munich [u.a.] |b Prentice Hall |c 2012 | |
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Datensatz im Suchindex
| _version_ | 1804149380572250112 |
|---|---|
| adam_text | Titel: Integrated advertising, promotion, and marketing communications
Autor: Clow, Kenneth E
Jahr: 2012
Contents
Preface 16 Corporate Image 42
Components of a Corporate Image 42
PART 1 The Role of a Corporate Image-Consumer
The IMC Foundation 20 Perspective 43
The Role of a Corporate Image-Company
Perspective 45
Identifying the Desired Image 45
Creating the Right Image 46
Integrated Marketing
Communications 20
Twitter: Social Networking
and the Future of Marketing Rejuvenating an Image 46
Communications 20 Changing an Image 47
Overview 21 Corporate Name 48
The Nature of Corporate Logos 48
Communication 22 Branding 49
Integrated Marketing Communications 24 Types of Brands 49
An Integrated Marketing Communications Plan 24 Family Brands 49
Emerging Trends in Marketing Communications 25 Brand Extensions 50
Emphasis on Accountability and Measurable Flanker Brands 50
Results 25 Co-Branding 51
Changes in Tasks Performed 26 Developing Strong Brands 52
Emergence of Alternative Media 26 Building Brand Prestige 52
The Value of IMC 27 Sustaining Brand Success 52
Advances in Information Technology 27 Brand Equitv 53
Changes in Channel Power 28 Steps to Building Brand Equity 53
Increases in Global Competition 29 Measuring Brand Equity 55
Increase in Brand Parity 30 Private Brands 56
Emphasis on Customer Engagement 30 Advantages to Retailers 56
Increase in Micro-Marketing 30 Responses from Manufacturers 57
IMC Components and the Design of This Book 31 Impact of Economic Conditions 58
The IMC Foundation 31 Packaging 58
Advertising Tools 31 New Trends in Packaging 59
IMC Media Tools 32 Labels 60
Promotional Tools 32 Ethical Issues in Brand Management 60
Integration Tools 33 International Implications 60
International Implications 33 Integrated Campaigns in Action: Home
Integrated Campaigns in Action 34 Federal Bank 62
3 Buyer Behaviors 68
Corporate Image Secret Recipe Cakes Cafe.
and Brand The Secret to a New
Management 40 Dimension in Dining 68
Fulla: The Arab Body and Overview 69
Soul 40 Consumer Purchasing
Overview 41 Process 70
Information Search 70 Tne IMC Planning
Context 100
Customers 100
Competitors 10
Communications 102
Internal Search 71
External Search 71
Consumer Attitudes 73 Competitors 101
Consumer Values 75
Cognitive Mapping 75 Target Markets 102
Evaluation of Alternatives 78 Market Segmentation by Consumer
The Evoked Set Method 78
The Multiattribute Approach 79
Affect Referral 79
Trends in the Consumer Buying Environment 80
Age Complexity 80
Groups 103
Segments Based on Demographics 103
Psychographics 107
Segments Based on Generations 108
Segmentation by Geographic Area 108
Geodemographic Segmentation 109
Benefit Segmentation 109
Usage Segmentation 110
Business-to-Business Market
Cocoomng 82 Segmentation 110
Changes in Family Units 82 Segmentation by Industry 110
Pleasure Pursuits 82 Segmentation by Size 111
Health Emphasis 83 Segmentation by Geographic Location 111
Gender Complexity 81
Individualism 82
Active, Busy Lifestyles 82
Business-to-Business Buyer Behavior 83
Factors Affecting Business
Buying Centers 84
Organizational Influences 84
Individual Factors 84
Segmentation by Product Usage 112
Segmentation by Customer Value 112
Product Positioning 112
Approaches to Positioning 113
Other Elements of Positioning 114
Types of Business-to-Business Sales 86
The Business-to-Business Buying Process 87 Marketing Communications Objectives 115
Identification of Needs 88 Establishing a Communications
Establishment of Specifications 88
Identification of Vendors 89
Vendor Evaluation 89
Vendor Selection 89
Negotiation of Terms 89
Postpurchase Evaluation 89
Dual Channel Marketing 90
Spin-Off Sales 90
Budget 116
Threshold Effects 117
Diminishing Returns 117
Carryover Effects 118
Wear-out Effects 118
Decay Effects 118
Random Events 119
Types of Budgets 119
Marketing Decisions 90 Percentage of Sales 119
International Implications 91 Meet the Competition 119
Integrated Campaigns in Action: Argent What We Can Afford 119
Financial 92 Objective and Task 119
Payout Planning 120
The IMC Planning Quantitative Models 120
Process 98 IMC Components 120
PetSmart: It s a Dog s Life International Implications 123
(Which Ain t Half Bad) 98
integrated Campaigns in Action:
Overview 100 Skyjacker 124
PART 2 International Implications 149
IMC Advertising Tools 130 Integrated Campaigns in Action: Oscar Mayer 151
5 Advertising 6 Advertising Design:
Management 130 Theoretical
The Richards Group 130 Frameworks and
Overview 132 Types of Appeals 158
Overview of Advertising Hyundai Motor Company:
Management 133 A Small Start-up Becomes
a Powerful Player 158
Advertising and the IMC
Process 134 Overview 159
In-House Versus External Advertising The Creative Brief 160
Agencies 134 Advertising Theory 161
Cost Considerations 135 Hierarchy of Effects 161
Crowdsourcing 135 Means-End Theory 162
External Advertising Agencies 136 Leverage Points 163
Choosing an Agency 137 Taglines 164
Goal Setting 137 Verbal and Visual Images 165
Selection Criteria 137 Types of Advertising Appeals 166
Reference Requests 139 Fear 167
Creative Pitch 139 Severity and Vulnerability 167
Agency Selection 140 Response Efficacy 167
Roles of Advertising Personnel 140 Appeal Strength 168
Account Executives 140 Humor 168
Creatives 140 Advantages of Humor 169
Traffic Managers 140 Problems with Humor 169
Account Planners 141 International Usage 169
The Role of Quality Communication 141 Sex 170
Advertising Campaign Management 141 Subliminal Approaches 170
Advertising Research 142 Sensuality 170
Motel 6 and The Richards Group 142 Sexual Suggestiveness 170
Advertising Goals 143 Nudity or Partial Nudity 171
Building Brand Awareness 143 Decorative Models 171
Providing Information 144 Overt Sexuality 172
Persuasion 144 Are Sex Appeals Effective? 172
Supporting Marketing Efforts 144 Disadvantages of Sex Appeals 173
Encouraging Action 145 Sex Appeals in International Advertising 174
The Advertising Budget 145 Musical Appeals 175
Media Selection 146 Advantages of Musical Appeals 176
The Creative Brief 147 Alternate Methods 176
The Objective 147 Rational Appeals 176
The Target Audience 148 Media Outlets 177
The Message Theme 148 Business-to-Business 177
The Support 149 Product Attributes 177
The Constraints 149 Emotional Appeals 177
Brand Loyalty 178 PART 3
Business-to-Business 178 IMC Media Tools 214
Media Outlets 179
scarcity Appeals 179 8 Traditional Media
International Implications 179 Channels 214
Integrated Campaigns in Action: Philadelphia UEFA champions League:
Cream Cheese 180 Global Branding 214
Overview 216
Advertising Design:
Message Strategies The Media Strategy 216
and Executional Media Planning 217
Frameworks 186 Media Planners 217
Dove: Social and Fashion Media Buyers 218
Advertising 186 Advertising Terminology 219
Overview 187 Frequency 219
Message Strategies 188 Opportunities to See 219
Cognitive Strategies 188 Gross Rating Points 219
Affective Strategies 190 Cost 219
Conative Strategies 191 Ratings and Cost per Rating Point 220
Executional Frameworks 192 Continuity 221
Animation 193 Impressions 222
Slice-of-Life 193 Achieving Advertising Objectives 222
Dramatization 194 The Three-Exposure Hypothesis 222
Testimonials 194 Recency Theory 222
Authoritative 195 Effective Reach and Frequency 223
Demonstration 195 Brand Recognition 224
Fantasy 196 Brand Recall 224
Informative 196 Media Selection 224
Sources and Spokespersons 197 Television 224
Celebrity Spokespersons 197 Radio 228
CEO Spokespersons 198 Outdoor Advertising 230
Experts 199
Typical Persons 199
Source Characteristics 199
Matching Source Types and Characteristics 201
Magazines 232
Newspapers 234
Media Mix 235
Media Selection in Business-to-Business
Creating an Advertisement 203 Markets 236
Advertising Effectiveness 204 International Implications 238
Visual Consistency 205 Integrated Campaigns in Action:
Campaign Duration 205 The Snoring Center 239
Repeated Taglines 205
Consistent Positioning 205 9 E-Active
Simplicity 206 Marketing 246
Identifiable Selling Point 206 Toucan: Getting Tobago on
Create an Effective Flow 206 the Tourism Map 246
Beating Ad Clutter 206 Overview 248
International Implications 207 Web 2.0 249
Integrated Campaigns in Action: E-Commerce 249
The Soap Opera 208 E-Commerce Components 250
E-Commerce Incentives 252 Consumers Who Like a Brand 276
Financial Incentives 252 Sponsored Consumers 277
Convenience Incentives 253 Company Employees 278
Value-Added Incentives 253 Buzz Marketing Stages 278
Consumer Concerns with Buzz Marketing Preconditions 279
E-Commerce 254 Stealth Marketing 279
Seller Opportunism 254 Guerrilla Marketing 280
Security Issues 254 Lifestyle Marketing 281
Privacy Issues 255 Experiential Marketing 282
Purchasing Habits 255 Product Placements and Branded
Business-to-Business E-Commerce 256 Entertainment 283
Interactive Marketing 256 Product Placements 283
Online Advertising 258 Branded Entertainment 284
Banner Advertising 259 Achieving Success with Individual
Classified and MediaA/ideo Advertising 259 Consumers 284
Search Engine Optimization 260 Company Tactics 284
The Impact of Online Advertising 261 The Media s Perspective 285
Brand Spiraling 261 Alternative Media Venues 285
Bloas 261 Mobile Phone Advertising 285
Company-Sponsored Blogging 262 Video Game Advertising 286
Online Social Networks 263 Cinema Advertising 288
Other Alternative Media 288
In-Store Marketing 289
Facebook 263
Twitter 263
In-Store Marketing Tactics 289
Combined Social Media Programs 264
Point-of-Purchase Tactics 290
Designing Effective POP Displays 291
Measuring POP Effectiveness 292
Brand Communities 292
International Implications 294
Integrated Campaigns in Action: Engobi 294
Consumer-Generated Advertising 264
Consumer-Generated Reviews 265
E-Mail 266
Using Web Analytics to Direct E-Mail 266
E-Mail Newsletters 266
Viral Marketing 266
International Implications 267
Shipping Issues 268 PART 4
Payment Methods 268 IMC Promotional Tools 300
Communication Issues 268
Technology issues 268 11 Database and Direct
Integrated Campaigns in Action: Interstate Response Marketing
Batteries 269 and Personal
Selling 300
10 Alternative Levi Strauss Co.: Using
Marketing 274 Quality Information to Build
Relationships 300
The Video Game Market
Reaches a New Niche 274 Overview 301
Overview 276 Database Marketing 302
Alternative Marketing Building a Data Warehouse 303
Programs 276 E-Mail and Internet Data 303
Buzz Marketing 276 Purchase and Communication Histories 303
Personal Preference Profiles 304 Contests and Sweepstakes 334
Customer Information Companies 304 Contests 335
Geocoding 305 Sweepstakes 335
Database Coding and Analysis 305 Components of Prizes 335
Lifetime Value Analysis 305 The Internet and Social Media 336
Customer Clusters 306 Goals of Contests and
Data Mining 306 Sweepstakes 336
Database-Driven Marketing Refunds and Rebates 336
Communications 307 Sampling 337
Identification Codes 307 Sample Distribution 337
Customer Profile Information 308 Benefits of Sampling 338
In-Bound Telemarketing 308 Successful Sampling Programs 338
Trawling 308 Bonus Packs 338
Database-Driven Marketing Programs 309 Types of Bonus Packs 338
Permission Marketing 309 Keys to Successful Bonus Packs 339
Frequency Programs 311 Price-Offs 339
Customer Relationship Management 313 Benefits of Price-Offs 339
Direct Response Marketing 314 Problems with Price-Offs 340
Direct Mail 315 Overlays and Tie-Ins 340
Catalogs 316 Planning for Consumer Promotions 340
Direct Response Mass Media 316 Trade Promotions 342
Internet 317 Trade Allowances 343
Direct Sales 317 Trade Contests 344
Telemarketing 318 Trade Incentives 345
Personal Selling 318 Trade Shows 347
Generating Leads 318 Concerns with Trade Promotions 348
Qualifying Prospects 319 International Implications 349
Knowledge Acquisition 320 Integrated Campaigns in Action: Wayport
The Sales Presentation 320 Austintatious 349
Handling Objections 321
Closing the Sale 321
Follow-up 322
International Implications 322 Sponsorship
13 Public Relations and
Programs 356
12 Sales Promotions 328 Platinum Motorcars 356
Sales Promotions and More Overview 358
Hook Fans 328 Public Relations 359
Overview 330 Internal Versus External
Consumer Promotions 330 Public Relations 359
Coupons 331 Public Relations Tools 359
Coupon Distribution 331 Public Relations Functions 360
Types of Coupons 332 Identifying Stakeholders 360
Disadvantage of Coupons 333 Internal Stakeholders 361
Premiums 333 External Stakeholders 361
Types of Premiums 333 Assessing Corporate Reputation 362
Keys to Successful Premium Auditing Corporate Social
Programs 334 Responsibility 362
Creating Positive Image-Building Activities 363 Ethics and Advertising 395
Cause-Related Marketing 364 Perpetuating Stereotypes 395
Green Marketing and Pro-Environmental Advertising Unsafe Products 395
Activities 365 Offensive Advertisements 396
Preventing or Reducing Image Damage 367 Advertising to Children 396
Proactive Prevention Strategies 368 Marketing and Ethics 396
Reactive Damage-Control Strategies 368 Brand Infringement 397
Sponsorships 371 Marketing of Professional Services 397
Forms of Sponsorships 371 Gifts and Bribery in Business-to-Business
Choosing Sponsorships 373 Marketing Programs 398
Sponsorship Objectives 373 Spam and Cookies 398
Event Marketing 373 Ambush Marketing 398
Determining Objectives 374 Stealth Marketing 400
Matching the Event to Publics 374 Responding to Ethical Challenges 400
Promoting the Event 374 Ethical Frameworks 401
Advertising at the Event 374 Ethics Programs 402
Tracking Results 375 Ethics Training Programs 402
Cross-Promotions 375 Codes of Ethics 402
International Implications 376 Ethics Consulting Systems 403
Integrated Campaigns in Action: Curb It 377 International Implications 403
PART 5 15 Evaluating an
IMC Ethics, Regulation, Integrated Marketing
and Evaluation 384 Program 410
Sands Research, Inc.:
14 Regulations and Ethical Neuromarketing on the
Concerns 384 Cutting Edge 410
A Salty Situation 384
Overview 385
Overview 412
Matching Methods with IMC Objectives 413
Message Evaluations 414
Marketing Communications
Regulations 386 Advertising Tracking Research 415
Governmental Regulatory Copytesting 416
Agencies 386 Emotional Reaction Tests 418
The Federal Trade Commission 387 Cognitive Neuroscience 419
Unfair and Deceptive Marketing Practices 387 Evaluation Criteria 420
Deception Versus Puffery 387 Online Evaluation Metrics 422
Substantiation of Marketing Claims 388 Behavioral Evaluations 423
How Investigations Begin 389 Sales and Response Rates 423
Consent Orders 390 Test Markets 426
Administrative Complaints 390 Purchase Simulation Tests 427
Courts and Legal Channels 390 Evaluating the Overall IMC Program 428
Corrective Advertising 391 International Implications 430
Trade Regulation Rulings 391
Industry Oversight of Marketing Practices 392 Endnotes 436
Council of Better Business Bureaus 392 Name/Organization Index 450
IMC and Ethics 394 Subject Index 457
|
| any_adam_object | 1 |
| author | Clow, Kenneth E. |
| author_facet | Clow, Kenneth E. |
| author_role | aut |
| author_sort | Clow, Kenneth E. |
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| building | Verbundindex |
| bvnumber | BV040345381 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)712594528 (DE-599)GBV638297907 |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed., global ed. |
| format | Book |
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| physical | 463 S. zahlr. Ill., graph. Darst. |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Clow, Kenneth E. Verfasser aut Integrated advertising, promotion, and marketing communications Kenneth E. Clow, Donald Baack 5. ed., global ed. Boston ; Munich [u.a.] Prentice Hall 2012 463 S. zahlr. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Sales-promotion (DE-588)4076968-9 gnd rswk-swf Integriertes Management (DE-588)4346301-0 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Werbung (DE-588)4065541-6 s Sales-promotion (DE-588)4076968-9 s Marketingmanagement (DE-588)4168907-0 s DE-604 Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s Integriertes Management (DE-588)4346301-0 s 1\p DE-604 Baack, Donald Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025199543&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 |
| spellingShingle | Clow, Kenneth E. Integrated advertising, promotion, and marketing communications Marketingmanagement (DE-588)4168907-0 gnd Marktkommunikation (DE-588)4131075-5 gnd Sales-promotion (DE-588)4076968-9 gnd Integriertes Management (DE-588)4346301-0 gnd Werbung (DE-588)4065541-6 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4131075-5 (DE-588)4076968-9 (DE-588)4346301-0 (DE-588)4065541-6 (DE-588)4061963-1 (DE-588)4123623-3 |
| title | Integrated advertising, promotion, and marketing communications |
| title_auth | Integrated advertising, promotion, and marketing communications |
| title_exact_search | Integrated advertising, promotion, and marketing communications |
| title_full | Integrated advertising, promotion, and marketing communications Kenneth E. Clow, Donald Baack |
| title_fullStr | Integrated advertising, promotion, and marketing communications Kenneth E. Clow, Donald Baack |
| title_full_unstemmed | Integrated advertising, promotion, and marketing communications Kenneth E. Clow, Donald Baack |
| title_short | Integrated advertising, promotion, and marketing communications |
| title_sort | integrated advertising promotion and marketing communications |
| topic | Marketingmanagement (DE-588)4168907-0 gnd Marktkommunikation (DE-588)4131075-5 gnd Sales-promotion (DE-588)4076968-9 gnd Integriertes Management (DE-588)4346301-0 gnd Werbung (DE-588)4065541-6 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Marketingmanagement Marktkommunikation Sales-promotion Integriertes Management Werbung Unternehmen Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025199543&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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