Advertising and promotion: an integrated marketing communications perspective
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
McGraw-Hill/Irwin
2012
|
| Ausgabe: | 9. ed., global ed |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXXV, 769 S. zahlr. Ill. und graph. Darst. 29 cm |
| ISBN: | 9781259026850 0071314407 9780071314404 |
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MARC
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| 250 | |a 9. ed., global ed | ||
| 264 | 1 | |a New York |b McGraw-Hill/Irwin |c 2012 | |
| 300 | |a XXXV, 769 S. |b zahlr. Ill. und graph. Darst. |c 29 cm | ||
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Datensatz im Suchindex
| _version_ | 1804149420336349184 |
|---|---|
| adam_text | DETAILED CONTENTS
Part One
Introduction to Integrated Marketing
Communications
AN INTRODUCTION TO INTEGRATED MARKETING
COMMUNICATIONS
3
The Growth of Advertising and Promotion
6
The Role of Marketing
7
The Marketing Mix
8
Integrated Marketing Communications
9
The Evolution of IMC
9
A Contemporary Perspective of IMC
10
Reasons for the Growing Importance of IMC
11
The Role of IMC in Branding
15
The Promotional Mix: The Tools for IMC
18
Advertising
18
Direct Marketing
20
Interactive/Internet Marketing
22
Sales Promotion
24
Publicity/Public Relations
25
Personal Selling
26
IMC Involves Audience Contacts
27
The IMC Planning Process
29
Review of the Marketing Plan
29
Promotional Program Situation Analysis
32
Analysis of the Communications Process
34
Budget Determination
35
Developing the Integrated Marketing Communications
Program
35
Monitoring, Evaluation, and Control
36
Perspective and Organization of This Text
36
THE ROLE OF IMC IN THE MARKETING
PROCESS
41
Marketing Strategy and Analysis
44
Opportunity Analysis
44
Competitive Analysis
45
Target Market Selection
46
The Target Marketing Process
47
Identifying Markets
47
Market Segmentation
48
Selecting a Target Market
54
Market Positioning
55
Developing a Positioning Strategy
56
Developing the Marketing Planning Program
59
Product Decisions
60
Price Decisions
61
Distribution Channel Decisions
61
Developing Promotional Strategies: Push or Pull?
The Role of Advertising and Promotion
63
62
Part Two
Integrated Marketing Communications Program
Situation Analysis
3
ORGANIZING FOR ADVERTISING AND
PROMOTION: THE ROLE OF AD AGENCIES
AND OTHER MARKETING COMMUNICATION
ORGANIZATIONS
67
Participants in the Integrated Marketing Communications
Process: An Overview
70
Organizing for Advertising and Promotion in the Firm:
The Client s Role
71
The Centralized System
72
The Decentralized System
73
In-House Agencies
78
Advertising Agencies
80
The Ad Agency s Role
81
Types of Ad Agencies
82
Other Types of Agencies and Services
87
Agency Compensation
89
Commissions from Media
89
Fee, Cost, and Incentive-Based Systems
90
Percentage Charges
92
The Future of Agency Compensation
92
Evaluating Agencies
94
Gaining and Losing Clients
96
Specialized Services
101
Direct-Marketing Agencies
101
Sales Promotion Agencies
102
Public Relations Firms
102
Interactive Agencies
103
Collateral Services
104
Integrated Marketing Communications Services
105
Pros and Cons of Integrated Services
105
Responsibility for IMC: Agency versus Client
106
4
PERSPECTIVES ON CONSUMER BEHAVIOR
111
An Overview of Consumer Behavior
113
The Consumer Decision-Making Process
114
Problem Recognition
115
Examining Consumer Motivations
116
Information Search
120
Perception
121
Alternative Evaluation
124
Attitudes
126
Integration Processes and Decision Rules
128
Part Three
Purchase Decision
129
Postpurchase Evaluation
129
Variations in Consumer Decision Making
131
The Consumer Learning Process
132
Behavioral Learning Theory
132
Cognitive Learning Theory
135
Environmental Influences on Consumer Behavior
136
Culture
136
Subcultures
137
Reference Groups
138
Situational Determinants
139
Alternative Approaches to Consumer Behavior
140
New Methodologies
140
New Insights
141
Analyzing the Communication Process
5
THE COMMUNICATION PROCESS
145
The Nature of Communication
147
A Basic Model of Communication
148
Source Encoding
149
Message
150
Channel
151
Receiver/Decoding
153
Noise
154
Response/Feedback
155
Analyzing the Receiver
155
Identifying the Target Audience
156
The Response Process
157
Traditional Response Hierarchy Models
157
Alternative Response Hierarchies
161
Implications of the Alternative Response Models
164
The FCB Planning Model
165
Cognitive Processing of Communications
167
The Cognitive Response Approach
167
The Elaboration Likelihood Model
169
Summarizing the Response Process and the Effects
of Advertising
172
6
SOURCE, MESSAGE, AND CHANNEL FACTORS
177
Promotional Planning through the Persuasion Matrix
Source Factors
180
Source Credibility
180
Source Attractiveness
185
Choosing a Celebrity Endorser
192
Source Power
195
Message Factors
195
Message Structure
196
Message Appeals
199
Channel Factors
206
Personal versus
Nonpersonal
Channels
206
Effects of Alternative Mass Media
208
178
Effects of Context and Environment
Clutter
209
208
Part Four
Part Five
Objectives and Budgeting for Integrated Marketing
Communications Programs
7
ESTABLISHING OBJECTIVES AND BUDGETING
FOR THE PROMOTIONAL PROGRAM
213
The Value of Objectives
215
Communications
215
Planning and Decision Making
216
Measurement and Evaluation of Results
216
Determining Integrated Marketing Communications
Objectives
216
Marketing versus Communications Objectives
216
Sales versus Communications Objectives
217
Sales-Oriented Objectives
217
Communications Objectives
221
DAGMAR: An
Approach to Setting Objectives
224
Characteristics of Objectives
225
Assessment of
DAGMAR 226
Problems in Setting Objectives
227
Improving Promotional Planners Use of Objectives
227
Setting Objectives for the IMC Program
228
Establishing and Allocating the Promotional Budget
229
Establishing the Budget
231
Budgeting Approaches
236
Allocating the Budget
248
Peveloping the Integrated Marketing
Communications Program
CREATIVE STRATEGY: PLANNING
AND DEVELOPMENT
255
The Importance of Creativity in Advertising
257
Advertising Creativity
258
What Is Creativity?
258
Different Perspectives on Advertising Creativity
258
Determinants of Creativity
259
Planning Creative Strategy
262
The Creative Challenge
262
Taking Creative Risks
264
The Perpetual Debate: Creative versus Hard-Sell
Advertising
265
Creative Personnel
265
The Creative Process
267
Account Planning
267
Inputs to the Creative Process: Preparation, Incubation,
Illumination
268
Inputs to the Creative Process: Verification, Revision
272
Creative Strategy Development
272
Advertising Campaigns
272
Creative Brief
276
The Search for the
Major
Selling Idea
278
Developing the Major Selling Idea
279
Contemporary Approaches to the Big Idea
284
CREATIVE STRATEGY: IMPLEMENTATION AND
EVALUATION
289
Appeals and Execution Styles
290
Advertising Appeals
290
Advertising Execution
299
Creative Tactics
307
Creative Tactics for Print Advertising
308
Creative Tactics for Television
311
Client Evaluation and Approval of Creative Work
316
Guidelines for Evaluating Creative Output
318
10
MEDIA PLANNING AND STRATEGY
325
An Overview of Media Planning
326
Some Basic Terms and Concepts
327
The Media Plan
329
Problems in Media Planning
329
Developing the Media Plan
331
Market Analysis and Target Market Identification
332
To Whom Shall We Advertise?
332
What Internal and External Factors Are Operating?
334
Where to Promote?
336
Establishing Media Objectives
339
Developing and Implementing Media Strategies
339
The Media Mix
339
Target Market Coverage
340
Geographic Coverage
341
Scheduling
342
Reach versus Frequency
342
Creative Aspects and Mood
350
Flexibility
350
Budget Considerations
351
Evaluation and Follow-Up
355
Characteristics of Media
355
Appendix A: ASICS Media Flowchart
358
11
EVALUATION OF MEDIA: TELEVISION AND
RADIO
361
Television
362
Advantages of Television
362
Limitations of Television
365
Buying Television Time
370
Network versus Spot
371
Methods of Buying Time
375
Selecting Time Periods and Programs
376
Cable Television
377
Measuring the TV Audience
382
Radio
388
Advantages of
Radio
389
Limitations of Radio
392
Buying Radio Time
394
Time Classifications
395
Audience Information
396
12
EVALUATION OF PRINT MEDIA
401
The Role of Magazines and Newspapers
403
Magazines
403
Classifications of Magazines
404
Advantages of Magazines
405
Disadvantages of Magazines
413
Magazine Circulation and Readership
415
Audience Information and Research for Magazines
417
Purchasing Magazine Advertising Space
418
The Future for Magazines
419
Newspapers
424
Types of Newspapers
425
Types of Newspaper Advertising
427
Advantages of Newspapers
427
Limitations of Newspapers
429
The Newspaper Audience
431
Purchasing Newspaper Space
432
Newspaper Rates
433
The Future for Newspapers
434
Online Delivery
436
13
SUPPORT MEDIA
441
The Scope of the Support Media industry
443
Traditional Support Media
443
Outdoor Advertising
444
Alternative Out-of-Home Media
446
In-Store Media
447
Miscellaneous Outdoor Media
448
Transit Advertising
448
Measurement in Out-of-Home Media
451
Promotional Products Marketing
452
Advantages and Disadvantages of Promotional Products
Marketing
452
Measurement in Promotional Products Marketing
454
Yellow Pages Advertising
454
Other Traditional Support Media
456
Advertising in Movie Theaters
456
Nontraditional
Support Media
457
Branded Entertainment
457
Guerrilla Marketing
462
Miscellaneous Other Media
462
14
DIRECT MARKETING
469
Direct Marketing
470
Defining Direct Marketing
470
The Growth of Direct Marketing
472
The Role of Direct Marketing in the IMC Program
472
Direct-Marketing Objectives
474
Developing a Database
474
Direct-Marketing Strategies and Media
477
Direct Selling
483
Evaluating the Effectiveness of Direct Marketing
484
Advantages and Disadvantages of Direct Marketing
484
15
THE INTERNET AND INTERACTIVE MEDIA
489
The Growth of the Internet
490
Why the Rapid Adoption of the Internet?
490
Web Objectives
492
Developing and Maintaining a Website
492
Communications Objectives
493
E-Commerce
495
The Internet and Integrated Marketing Communications
495
Advertising on the Internet
496
Sales Promotion on the Internet
503
Personal Selling on the Internet
503
Public Relations on the Internet
505
Direct Marketing on the Internet
506
Measuring Effectiveness of the Internet
506
Audience Measures and Measures of Effectiveness
507
Advantages and Disadvantages of the Internet
508
Additional Interactive Media
509
Mobile
511
16
SALES PROMOTION
515
516
The Scope and Role of Sales Promotion
The Growth of Sales Promotion
517
Reasons for the Increase in Sales Promotion
519
Concerns about the Increased Role of Sales Promotion
523
Consumer Franchise-Building versus Nonfranchise-Building
Promotions
524
Consumer-Oriented Sales Promotion
526
Objectives of Consumer-Oriented Sales Promotion
526
Consumer-Oriented Sales Promotion Techniques
529
Sampling
529
Couponing
532
Premiums
538
Contests and Sweepstakes
541
Refunds and Rebates
543
Bonus Packs
545
Price-Off Deals
546
Loyalty Programs
548
Event Marketing
549
Summary of Consumer-Oriented Promotions and Marketer
Objectives
549
Trade-Oriented Sales Promotion
550
Objectives
of Trade-Oriented Sales
Promotion
550
Types of
Trade-Oriented
Promotions
552
Coordinating Sales Promotion with Advertising and Other
IMC Tools
558
Budget Allocation
558
Coordination of Ad and Promotion Themes
559
Media Support and Timing
559
Sales Promotion Abuse
560
17
PUBLIC RELATIONS, PUBLICITY, AND CORPORATE
ADVERTISING
565
Public Relations
566
The Traditional Definition of PR
567
The New Role of PR
567
Integrating PR into the Promotional Mix
568
Marketing Public Relations Functions
568
The Process of Public Relations
570
Determining and Evaluating Public Attitudes
570
Establishing a PR Plan
571
Developing and Executing the PR Program
571
Advantages and Disadvantages of PR
576
Measuring the Effectiveness of PR
578
Publicity
579
The Power of Publicity
581
The Control and Dissemination of Publicity
581
Advantages and Disadvantages of Publicity
582
Measuring the Effectiveness of Publicity
583
Corporate Advertising
583
Objectives of Corporate Advertising
585
Types of Corporate Advertising
585
Advantages and Disadvantages of Corporate Advertising
590
Measuring the Effectiveness of Corporate Advertising
591
Part Six
Monitoring, Evaluation, and Control
18
MEASURING THE EFFECTIVENESS OF THE
PROMOTIONAL PROGRAM
595
Arguments For and Against Measuring Effectiveness
Reasons to Measure Effectiveness
597
Reasons Not to Measure Effectiveness
598
Conducting Research to Measure Advertising
Effectiveness
601
What to Test
601
When to Test
603
Where to Test
604
How to Test
604
The Testing Process
605
Concept Generation and Testing
605
Rough Art, Copy, and Commercial Testing
606
Pretesting of Finished Ads
608
Market Testing of Ads
613
597
Establishing a Program for Measuring Advertising
Effects
622
Problems with Current Research Methods
622
Essentials of Effective Testing
623
Measuring the Effectiveness of Other Program Elements
624
Measuring the Effectiveness of Sales Promotions
624
Measuring the Effectiveness of
Nontraditional
Media
625
Measuring the Effectiveness of Sponsorships
626
Measuring the Effectiveness of Other IMC Program
Elements
627
Part Seven Special Topics and Perspectives
19
INTERNATIONAL ADVERTISING
AND PROMOTION
631
The Importance of International Markets
632
The Role of International Advertising and Promotion
635
The International Environment
636
The Economic Environment
636
The Demographic Environment
638
The Cultural Environment
639
The Political/Legal Environment
644
Global versus Localized Advertising
645
Advantages of Global Marketing and Advertising
646
Problems with Global Advertising
647
When Is Globalization Appropriate?
650
Global Products, Local Messages
654
Decision Areas in International Advertising
656
Organizing for International Advertising
656
Agency Selection
657
Advertising Research
659
Creative Decisions
661
Media Selection
662
The Roles of Other Promotional Mix Elements in International
Marketing
666
Sales Promotion
666
Public Relations
668
Digital Media
669
20
EVALUATING THE SOCIAL, ETHICAL,
AND ECONOMIC ASPECTS OF ADVERTISING
AND PROMOTION
675
Advertising and Promotion Ethics
677
Social and Ethical Criticisms of Advertising
679
Advertising as Untruthful or Deceptive
679
Advertising as Offensive or in Bad Taste
680
Advertising and Children
684
Social and Cultural Consequences
687
Summarizing Social Effects
697
Economic Effects of Advertising
698
Effects on Consumer Choice
698
Effects on Competition
699
Effects on Product Costs and Prices
700
Summarizing Economic Effects
701
I
21
PERSONAL SELLING (ONLINE)
К
22
REGULATION OF ADVERTISING AND PROMOTION
(ONLINE)
Glossary of Advertising and Promotion Terms
708
Endnotes 721
Credits and Acknowledgments
745
Name and Company Index
748
Subject Index
757
Introducing
...
Advertising and Promotion, Global Edition,
by Belch and Belch
We are pleased to present this Global Edition, which has been developed specifically to meet the needs of
international students of advertising. In addition to updated coverage of the emerging field of Integrated
Marketing Communications (IMC), the use of contemporary examples, and an updated chapter on the Internet
and Interactive Media, material has been added to make the content more relevant and to improve learning
outcomes for the international student,
Enhancements to the Global Edition Include:
■
New chapter openers that reflect recent topics In the news and popular global advertising strategies
including Facebook s approach to advertising, UNIQLO s use of social media, Standard Chartered Bank s
Here for Good brand awareness campaign, and Emirates Airline s branding strategy to recreate the travel
experience for its customers.
■
Revised IMC, Diversity, and Ethical Perspectives boxed examples throughout the text featuring global
companies responses to advertising challenges. Featured companies include Proctor
&
Gamble s
re-invention of the Old Spice brand to meet the needs of a younger market and Nike s successful
competitive bid for the
2010
World Cup.
■
Introduction of new IMC Technology Perspective boxed examples which highlight the impact that advances
in technology—Including the emergence of smartphones, electronic readers, and digital and social media
tools such as Twitter—have on the strategy and implementation of IMC programs.
This Global Edition has been adapted to meet the needs of courses outside the United States and does not
align with the instructor and student resources available with the U.S. edition.
|
| any_adam_object | 1 |
| author | Belch, George E. 1951- |
| author_GND | (DE-588)136151906 (DE-588)13615199X |
| author_facet | Belch, George E. 1951- |
| author_role | aut |
| author_sort | Belch, George E. 1951- |
| author_variant | g e b ge geb |
| building | Verbundindex |
| bvnumber | BV040372784 |
| classification_rvk | QP 630 |
| ctrlnum | (OCoLC)772646030 (DE-599)GBV668915900 |
| discipline | Wirtschaftswissenschaften |
| edition | 9. ed., global ed |
| format | Book |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV040372784 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:22:45Z |
| institution | BVB |
| isbn | 9781259026850 0071314407 9780071314404 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025226360 |
| oclc_num | 772646030 |
| open_access_boolean | |
| owner | DE-11 DE-739 DE-1049 DE-861 |
| owner_facet | DE-11 DE-739 DE-1049 DE-861 |
| physical | XXXV, 769 S. zahlr. Ill. und graph. Darst. 29 cm |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | McGraw-Hill/Irwin |
| record_format | marc |
| spelling | Belch, George E. 1951- Verfasser (DE-588)136151906 aut Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch 9. ed., global ed New York McGraw-Hill/Irwin 2012 XXXV, 769 S. zahlr. Ill. und graph. Darst. 29 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Integriertes Management (DE-588)4346301-0 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Sales-promotion (DE-588)4076968-9 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s Integriertes Management (DE-588)4346301-0 s 1\p DE-604 Werbung (DE-588)4065541-6 s Sales-promotion (DE-588)4076968-9 s 2\p DE-604 Kommunikationsstrategie (DE-588)4201794-4 s 3\p DE-604 Marketing (DE-588)4037589-4 s 4\p DE-604 Belch, Michael A. Sonstige (DE-588)13615199X oth Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025226360&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025226360&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext 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 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Belch, George E. 1951- Advertising and promotion an integrated marketing communications perspective Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Marktkommunikation (DE-588)4131075-5 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Integriertes Management (DE-588)4346301-0 gnd Werbung (DE-588)4065541-6 gnd Sales-promotion (DE-588)4076968-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4131075-5 (DE-588)4201794-4 (DE-588)4346301-0 (DE-588)4065541-6 (DE-588)4076968-9 (DE-588)4123623-3 |
| title | Advertising and promotion an integrated marketing communications perspective |
| title_auth | Advertising and promotion an integrated marketing communications perspective |
| title_exact_search | Advertising and promotion an integrated marketing communications perspective |
| title_full | Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch |
| title_fullStr | Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch |
| title_full_unstemmed | Advertising and promotion an integrated marketing communications perspective George E. Belch & Michael A. Belch |
| title_short | Advertising and promotion |
| title_sort | advertising and promotion an integrated marketing communications perspective |
| title_sub | an integrated marketing communications perspective |
| topic | Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Marktkommunikation (DE-588)4131075-5 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Integriertes Management (DE-588)4346301-0 gnd Werbung (DE-588)4065541-6 gnd Sales-promotion (DE-588)4076968-9 gnd |
| topic_facet | Marketing Unternehmen Marktkommunikation Kommunikationsstrategie Integriertes Management Werbung Sales-promotion Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025226360&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025226360&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT belchgeorgee advertisingandpromotionanintegratedmarketingcommunicationsperspective AT belchmichaela advertisingandpromotionanintegratedmarketingcommunicationsperspective |