Marketing communications:
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2015
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | xiii, 427 Seiten Illustrationen, Diagramme |
| ISBN: | 9780415507707 9780415507714 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804150706645499904 |
|---|---|
| adam_text | Contents
List of figures
xi
List of tables
xiv
About the authors
xv
Acknowledgements
xvi
1
Marketing communications as a strategic marketing tool
1
Introduction
2
Environmental turbulence: the effect of new media forms
3
Changes to marketing communications over time
7
Barriers to successful integration of marketing communications
elements
9
Retailer influence, product, services, business-to-business and
social marketing
11
Summary
13
Review questions
14
Recommended reading
14
Case study
1.1:
Graduates Yorkshire recruitment
14
Notes
20
2
Introducing communication
24
Introduction
25
What is communication?
25
How does communication work?
27
Communication in a mass market
28
Messages, media and marketing communications: getting it right
29
Markets: more than just consumers and customers!
33
Getting the target market s attention
35
Creating messages that mean something
39
Consumers as co-producers of meaning
40
Noise as
a disruptor
of communication
41
Summary
42
Review questions
42
Recommended reading
43
Case study
2.1:
Growing food glorious food
43
Notes
44
vi
Contents
3
Ethical issues and current challenges
46
Introduction
47
Marketing communications and children
48
Communication with consumers with low literacy levels
52
Ethics, regulation and communication
53
Special challenges of social marketing communications
55
Summary
57
Review questions
57
Recommended reading
58
Case study
3.1:
SKCIN (Karen Clifford Skin Cancer Charity)
58
Case study
3.2:
Political advertising
—
back to the future
63
Case study
3.3:
Communication controversy: regarding
direct-to-consumer advertising of prescription medicines
63
Notes
65
4
Analysing the integrated marketing communications environment
69
Introduction
70
The first steps: setting clear objectives
71
Understanding the IMC environment
75
The macro IMC environment
75
Market conditions
78
Analysing the micro IMC environment
81
Making effective use of the environmental analysis
84
The benefits and pitfalls of IMC environmental analysis
85
Summary
85
Review questions
86
Recommended reading
86
Case study
4.1:
Elephant Chakki Gold
86
Case study
4.2:
The
ups
and downs of recession
90
Notes
92
5
Creativity and creative tactics
93
Introduction
94
What is creativity ?
94
The role and importance of creativity
96
Creative tactics
97
Generating creative ideas
105
The challenges and pitfalls of creativity
107
Summary
109
Review questions
109
Recommended reading
109
Case study
5.1:
Using creativity to drive brand success
110
Case study
5.2:
Creativity through the use of non-conventional media
118
Notes
120
6
The IMC client-agency relationship
122
Introduction
123
The structure of the marketing industry
123
Contents
vii
The client-side management structure
123
Agencies and their management structure
124
The client-agency process
128
Challenges associated with the management of the client—agency
relationship
133
Overcoming the challenges of the client-agency relationship
134
Summary
135
Review questions
135
Recommended reading
135
Case study
6.1:
Saatchi and Saatchi: when bigger isn t always better
135
Notes
138
7
IMC and branding
139
Introduction
140
Defining brands
140
Why brands matter: IMC and the function of brands
141
Creating and maintaining brand equity
149
Creating brand identity
151
Brand portfolios and managing the brand architecture
152
Summary
154
Review questions
154
Recommended reading
155
Case study
7.1: Ginsters:
brand identity repositioning
155
Case study
7.2:
Repositioning the brand and refreshing the
cider market
159
Notes
161
8
Traditional media
163
Introduction
164
Media choices
164
Media strengths and weaknesses
166
Simultaneous media use
170
Media context
170
Summary
171
Review questions
172
Recommended reading
173
Case study
8.1 :
Ancestry.
co.
uk
173
Case study
8.2:
Watch your own heart attack (British Heart
Foundation)
179
Case study
8.3:
DWP/COI
-
giving it to you straight
186
Case study
8.4:
Novartis: tissue overload
190
Case study
8.5:
Road safety strategies
192
Notes
199
9
Electronic, new and social media
201
Introduction
202
Online advertising
204
eCommerce/mCommerce
205
viii Contents
SMS/MMS/WAP
fi-mode and mobile Internet
206
NFC, Bluetooth and location-based services
207
Viral marketingfblogs/social media and social networks: web
2.0 208
Measuring effectiveness and return on investment
210
Ethical issues
211
Summary
212
Review questions
213
Recommended reading
214
Case study
9.1:
Marmite
214
Case study
9.2:
ВТ
-
bringing it all together in digital
217
Notes
226
10
Emerging, hybrid media and experiential marketing
227
Introduction
228
Drivers of hybrid media development
228
Concerns regarding hybrid media
229
Product placements/joint promotions
230
Product placement in video games ( advergames )
233
Experiential marketing
234
Augmented reality marketing
235
Effectiveness/pre-testing/measuring return on investment
235
Ethical issues
235
Summary
236
Review questions
236
Recommended reading
237
Case study
10.1:
Bebo
s
Kate Modern; using online product
placement to monetize social networking websites
237
Notes
240
11
Integrated campaign development: advertising
244
Introduction
245
What is advertising?
245
How does the process of advertising work?
245
What makes advertising effective?
249
The importance of ad liking ?
255
The role of the creative brief in effective advertising
256
Evaluation of an advertising campaign
257
Legal limitations, industry guidelines and ethical issues
258
Summary
259
Review questions
259
Recommended reading
259
Case study
11.1:
Taxi insurance
260
Case study
11.2:
Key
103 -
radio station
267
Notes
279
12
Integrated campaign development: sales promotion
281
Introduction
282
Factors driving increased sales promotional activity
282
Contents ix
Strategie
and tactical considerations
285
Advantages and disadvantages of sales promotions
286
Manufacturer and retailer perspectives
287
Competitor response
287
Ethical issues in sales promotional activity
288
Summary
288
Review questions
290
Recommended reading
290
Case study
12.1:
Thomas Cook
290
Notes
295
13
Integrated campaign development: direct and database marketing,
outdoor and point of purchase
297
Introduction
298
Strengths and weaknesses of direct and database marketing
300
Tools used
302
Permission marketing
306
Measuring effectiveness of direct and database marketing
306
Ethical considerations
308
Outdoor advertising as a direct contact point
308
Point-of-purchase advertising
309
Summary
310
Review questions
310
Recommended reading
310
Case study
13.1:
Using outdoor advertising to change perceptions
of the National Trust in Northern Ireland
311
Case study
13.2:
Hastings Hotel Group
313
Notes
317
14
Integrated campaign development: marketing PR and sponsorship
319
Introduction
320
General PR and marketing PR
320
Reactive versus proactive MPR
322
Publicity and media relations
324
Lobbying
325
Word of mouth (WOM) and astro-turfing
326
Sponsorship
327
Ethics in PR and sponsorship
329
Measuring results
329
Summary
329
Review questions
330
Recommended reading
330
Case
ѕѓш/у
/. ¥. 1:
Stanley Tools
331
Notes
344
15
Integrated campaign development: personal selling and sales
management, retail key account liaison, exhibitions and shows
346
Introduction
ЪА1
Personal selling/sales management
348
χ
Contents
Retailer dominance
352
Growth of retailer house brands
352
Key account management
354
Role ofin-store merchandisers
354
Internetsales 354
Exhibitions and shows
355
Summary
356
Review questions
356
Recommended reading
357
Case study
15.1:
Hiho Silver
357
Afores
363
16
Evaluation and control: evidence of effectiveness and the challenge
of measuring return on investment
366
Introduction
367
Defining marketing effectiveness and return on investment
367
The value of evaluation
370
The process of evaluation
370
Taking the long-term view
374
Concerns and challenges associated with measuring IMC effectiveness
and return on investment
(ROI)
374
Summary
378
Review questions
378
Recommended reading
379
Case study
16
J
:
Californication
379
Case study
16.2;
Measuring Mastercard s
ROI
...
priceless?
387
Notes
390
Glossary and key terms
3 91
Index
413
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| illustrated | Illustrated |
| indexdate | 2024-07-10T00:43:11Z |
| institution | BVB |
| isbn | 9780415507707 9780415507714 |
| language | English |
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| spelling | Eagle, Lynne C. Verfasser (DE-588)171856120 aut Marketing communications Lynne Eagle, Stephan Dahl, Barbara Czarnecka and Jenny Lloyd London Routledge 2015 xiii, 427 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Kommunikationsmodell (DE-588)4140666-7 gnd rswk-swf Marketing (DE-588)4037589-4 s Kommunikationsstrategie (DE-588)4201794-4 s Kommunikationsmodell (DE-588)4140666-7 s DE-604 Dahl, Stephan 1971- Verfasser (DE-588)1054428476 aut Czarnecka, Barbara Verfasser (DE-588)1195663358 aut Lloyd, Jenny Verfasser (DE-588)1228922101 aut Erscheint auch als Online-Ausgabe 978-1-315-77886-0 DE-601 pdf/application http://www.gbv.de/dms/bowker/toc/9780415507714.pdf Inhaltsverzeichnis Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026225643&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Eagle, Lynne C. Dahl, Stephan 1971- Czarnecka, Barbara Lloyd, Jenny Marketing communications Marketing (DE-588)4037589-4 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Kommunikationsmodell (DE-588)4140666-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4201794-4 (DE-588)4140666-7 |
| title | Marketing communications |
| title_auth | Marketing communications |
| title_exact_search | Marketing communications |
| title_full | Marketing communications Lynne Eagle, Stephan Dahl, Barbara Czarnecka and Jenny Lloyd |
| title_fullStr | Marketing communications Lynne Eagle, Stephan Dahl, Barbara Czarnecka and Jenny Lloyd |
| title_full_unstemmed | Marketing communications Lynne Eagle, Stephan Dahl, Barbara Czarnecka and Jenny Lloyd |
| title_short | Marketing communications |
| title_sort | marketing communications |
| topic | Marketing (DE-588)4037589-4 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Kommunikationsmodell (DE-588)4140666-7 gnd |
| topic_facet | Marketing Kommunikationsstrategie Kommunikationsmodell |
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