Advertising & IMC: principles & practice
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass., Munich [u.a.]
Pearson
2015
|
| Ausgabe: | 10. ed., global ed. |
| Schriftenreihe: | Always learning
|
| Schlagworte: | |
| Online-Zugang: | http://scans.hebis.de/HEBCGI/show.pl?33869538_toc.pdf Inhaltsverzeichnis |
| Beschreibung: | 669 S. Ill., graph. Darst. |
| ISBN: | 9781292017396 1292017392 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV042139681 | ||
| 003 | DE-604 | ||
| 005 | 20150805 | ||
| 007 | t | ||
| 008 | 141022s2015 ad|| |||| 00||| eng d | ||
| 020 | |a 9781292017396 |9 978-1-292-01739-6 | ||
| 020 | |a 1292017392 |9 1-292-01739-2 | ||
| 035 | |a (OCoLC)895259731 | ||
| 035 | |a (DE-599)HEB338695389 | ||
| 040 | |a DE-604 |b ger | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-945 |a DE-573 |a DE-19 | ||
| 084 | |a QP 630 |0 (DE-625)141916: |2 rvk | ||
| 100 | 1 | |a Moriarty, Sandra E. |d 1943- |e Verfasser |0 (DE-588)124464866 |4 aut | |
| 245 | 1 | 0 | |a Advertising & IMC |b principles & practice |c Sandra Moriarty ; Nancy Mitchell ; William Wells |
| 246 | 1 | 3 | |a Advertising and IMC |
| 250 | |a 10. ed., global ed. | ||
| 264 | 1 | |a Boston, Mass., Munich [u.a.] |b Pearson |c 2015 | |
| 300 | |a 669 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Always learning | |
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Werbung |0 (DE-588)4065541-6 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Mitchell, Nancy |d 1950- |e Verfasser |0 (DE-588)1012821285 |4 aut | |
| 700 | 1 | |a Wells, William |d 1926- |e Verfasser |0 (DE-588)131677985 |4 aut | |
| 856 | 4 | 2 | |m V:DE-605;X:Imageware |q application/pdf |u http://scans.hebis.de/HEBCGI/show.pl?33869538_toc.pdf |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027579678&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-027579678 | ||
Datensatz im Suchindex
| _version_ | 1804152624035921920 |
|---|---|
| adam_text | Titel: Advertising IMC
Autor: Moriarty, Sandra E
Jahr: 2015
Preface
21
PART 1 Principle: Back to Basics
1. Advertising 34
IT S A WINNER: Old Spice: What It Takes to Be a Man 35
What Is Advertising? 36
What Are Advertising s Basic Functions? 37 I What Are the Key Components of
Advertising? 38 I Common Types of Advertising 39 I Other Important Promotional
Tools 39 I What Roles Does Advertising Perform? 40
A MATTER OF PRACTICE: The Greatest Commercial Ever Made 42
How Did Current Practices and Concepts Evolve? 43
Eras and Ages 43
The Advertising World 48
Who Are the Key Players? 48
A MATTER OF PRINCIPLE: Mad Men: The Inherent Drama of Advertising 49
THE INSIDE STORY: Freelancing: Two Sides of the Coin 52
Types of Agencies 52
Flow Are Agency Jobs Organized? 54
A DAY IN THE LIFE: The Day-to-Day Job in Content Management 55
Flow Are Agencies Paid? 56
How Is the Practice of Advertising Changing? 56
Consumer in Charge 57 I Blurring Lines and Converging Media 57 I
Accountability and Effectiveness 57 I Integrated Marketing
Communication 58 I Looking Ahead 58
IT S A WRAP: Old Spice: The Smell of Success 59
Key Points Summary 59
Key Terms 60
Review Questions 60
Discussion Questions 61
Take-Home Projects 61
TRACE North America Case 61
2. Brand Communication 62
IT S A WINNER: McDonald s Love Story 63
What Is Brand and Marketing Communication? 64
Brand Communication s Role in Marketing 65
Who Are the Key Players? 65 I What Are the Most Common Types of Markets? 66
A DAY IN THE LIFE: A View from the Marcom Front Line 67
How Does the Marketing Mix Send Messages? 68 I Added Value 70
What Is Integrated Marketing Communication? 71
What Is the Role of Communication in Branding? 72
THE INSIDE STORY: A Passion for the Business 73
How Does a Brand Acquire Meaning? 74 I How Does Brand
Transformation Work? 75
A MATTER OF PRINCIPLE: It s Pure and It Floats 76
Brand Value and Brand Equity 79
A PRINCIPLED PRACTICE: PAUSE FOR THE CAUSE: Boosting Brand
Value with Cause Marketing 79
Brand Communication in a Time of Change 81
Brand Relationships 82 I Accountability 82 I Global Marketing 82 I
Word-of-Mouth Marketing 83 I Looking Ahead 84
IT S A WRAP: Golden Arches, Golden Opportunity 84
Key Points Summary 85
Key Terms 85
Review Questions 86
Discussion Questions 86
Take-Home Projects 87
TRACE North America Case 87
3. Brand Communication and Society 88
IT S A WINNER: To Tell the truth® 89
What Is the Social Impact of Brand Communication? 90
What Are the Key Debates about Impact on Society? 91 I What Are the
Key Debates and Issues about Brand Communication Practices? 93
THE INSIDE STORY: Pepsi: Creating Culturally Relevant Programs 95
A PRINCIPLED PRACTICE: Tribute to Ivan L. Preston: 1931-2011 97
Communicators Ethical Responsibilities 101
PRACTICAL TIPS: Brilliant or Offensive Advertising? 102
Personal and Professional Ethics 102
A MATTER OF PRACTICE: Advertising Gets No Respect! 103
Why and How Is Brand Communication Regulated? 105
Brand Communication s Legal Environment 105 I The Regulatory
Environment 108 I The Impact of Regulation 109 I Media Review
of Advertising 1121 Self-Regulation 112 1 Looking Ahead 114
IT S A WRAP: The truth® Wins Out in the End 114
Key Points Summary 115
Key Terms 115
Review Questions 116
Discussion Questions 116
Take-Home Projects 116
TRACE North America Case
Hands-On Case
117
117
PART 2 Principle: Be True to Thy Brand-
and Thy Consumer
4. How Brand Communication Works 120
IT S A WINNER: Anatomy of an Award-Winning Campaign for Chrysler 121
How Does Brand Communication Work? 122
The Mass Communication Foundation 123 I Adding Interaction to Brand
Communication 124
THE INSIDE STORY: What Went Wrong at Office Depot? 126
Other Aspects of Communication 126 I What Are the Effects
behind Effectiveness? 127
What Are the Facets of Impact? 129
The Perception Facet: See/Hear 130
A PRINCIPLED PRACTICE: Ice Cubes, Breasts, and Subliminal Ads 133
The Emotion or Affect Facet: Feel 134 I The Cognition Facet:
Think/Understand 136
A MATTER OF PRINCIPLE: Thought vs. Feeling 138
The Association Facet: Connect 139 I The Persuasion Facet: Believe 141 I
The Behavior Facet: Act/Do 143
A MATTER OF PRACTICE: May VW s Force Be with You 144
The Power of Brand Communication 146
Strong and Weak Effects 146 I Looking Ahead 148
IT S A WRAP: Finding Chrysler s Heart and Soul 148
Key Points Summary 149
Key Terms 149
Review Questions 150
Discussion Questions 150
Take-Home Projects 151
TRACE North America Case 151
5. Segmenting and Targeting the Audience 152
IT S A WINNER: Dove Audiences Redefine Beauty 153
Starting the Conversation 154
How Do Consumers Make Brand Decisions? 155 I Paths to a Brand Decision 155
What Influences Consumer Decisions? 156
Cultural Influences 156 I
A MATTER OF PRINCIPLE: There Are No Ugly Women, Only Lazy Ones :
Why Dove s Real Beauty Campaign Flopped in Taiwan 158
Social Influences 158
THE INSIDE STORY: Scotts Brand Comes Alive as Scott 159
Psychological Influences 160 I Influences on B2B Decision Making 162
How Do We Segment Markets and Target Audiences? 163
Segmentation Strategies 163 I Types of Segmentation 164 I Targeting
the Best Audience 165
Profiling Markets and Target Audiences 166
Targeting and Profiling Using Demographics 166
A MATTER OF PRACTICE: Same-Sex Marriage: A Boon to the Economy? 168
Targeting and Profiling Using Psychographics 170 I Sociodemographic
Segments 173 I Targeting and Profiling Using Behavioral Patterns 174 I
Seeking Seekers 175 I Looking Ahead 177
IT S A WRAP: The Beauty of a Campaign 177
Key Points Summary 177
Key Terms 178
Review Questions 178
Discussion Questions 179
Take-Home Projects 179
TRACE North America Case 179
6. Strategic Research 180
IT S A WINNER: Domino s Cooks Up a Recipe for Success 181
How Do You Get Insights into Consumer Behavior? 182
What Are the Basic Types of Research? 183 I Basic Research Designs 185
A PRINCIPLED PRACTICE: Does Advertising Make Smoking Cool? 188
How Do We Use Research? 188
Market Information 189 I Consumer Insight 190 I Media Information 191 I
Message Development and Diagnostics 192 I Evaluation 192
A MATTER OF PRINCIPLE: Finding Moments of Truth 193
What Are the Most Common Research Methods? 194
Ways of Contact: Quantitative Methods 194 I Ways of Contact:
Qualitative Methods 195
A MATTER OF PRACTICE: Online Marketing Research 196
A DAY IN THE LIFE: A Stopwatch, Code Sheet, and Curiosity 199
How Do You Choose a Research Method? 201
Research Trends and Challenges 202
Sampling Challenges 202 I Global Issues 202 I IMC Research Challenges 203 I
Looking Ahead 203
IT S A WRAP: Domino s Gets Its Slice of the (Pizza) Pie 203
Key Points Summary 204
Key Terms 204
Review Questions 205
Discussion Questions 205
Take-Home Projects 205
TRACE North America Case 205
7. Strategic Planning 206
IT S A WINNER: Re-telling a Tale 207
What Is Strategic Planning? 208
The Business Plan 209 I The Marketing Plan 211
A PRINCIPLED PRACTICE: Just Give Me My One Vice 212
A MATTER OF PRACTICE: My SPAR : Letting Our Customers Lead 214
The Brand Communication/IMC Plan 215 I Plans for Marketing
Communication Functions 216
Key Strategic Decisions 217
The Communication Objectives 217 I The Target Audience 218 I
Brand Identity Strategy 218
THE INSIDE STORY: Mistake #1: Drinking and Driving Drunk 219
Brand Positioning Strategy 221
Consumer Insight and Account Planning 225
A MATTER OF PRINCIPLE: The 7-Up Uncola Story: A Classic
in Repositioning 226
Account Planning 227 I The Consumer Insight Process 228 I
The Creative Brief 230 I Looking Ahead 231
IT S A WRAP: Re-telling a Tale 231
Key Points Summary 232
Key Terms 232
Review Questions 233
Discussion Questions 233
Take-Home Projects 233
TRACE North America Case 234
Hands-On Case 234
PART 3 Practice: Developing Breakthrough
Ideas in the Digital Age
8. The Creative Side 238
IT S A WINNER: A Tale of Brotherly Love and Sharp Thinking 239
Science and Art? 240
Who Are the Key Players? 242 I What Is the Role of Creativity? 242
A DAY IN THE LIFE: Tweets from the Front Line 243
The Creative Brief 243
Message Strategies 246
Which Strategic Approach to Use? 247
A MATTER OF PRINCIPLE: Six Message Strategies in Six Minutes 249
Strategic Formats 250 I Matching Messages to Objectives 253
Creative Thinking: So How Do You Do It? 256
Big Ideas 257
PRACTICAL TIPS: Checklist for Killer Ads 258
The ROI of Creativity 259 I The Creative Leap 260 I Dialing Up Your
Creativity 260 I The Creative Process: How to Get an Idea 261 I
Brainstorming 262
Managing Creative Strategies 263
Extension: An Idea with Legs 263 I Adaptation: Taking an Idea Global 263 I
Evaluation: The Go/No-Go Decision 264 I Looking Ahead 265
IT S A WRAP: Creating Ideas That Stick 265
Key Points Summary 265
Key Terms 266
Review Questions 266
Discussion Questions 267
Take-Home Projects 267
TRACE North America Case 267
9. Promotional Writing 2(58
IT S A WINNER: Wildlife Blaze Trails for Frontier 269
The Writer s Role in Brand Communication 270
The Language of Brand Communication 270 I Writing Styles 273 I
Strategy and Legal Imperatives 274
Types of Brand Communication Writing 274
The Ad Copywriter 275
PRACTICAL TIPS: So You Think You Want to Create a Funny Ad? 278
Public Relations Writing 279 I Direct-Response Writing 279
Writing for Various Media 279
Basics of Writing for Print Media 280
A MATTER OF PRINCIPLE: The Principle of Truth 285
Radio Messages and How to Write Them 287 I Television Messages
and How to Write Them 289
A MATTER OF PRACTICE: How the Emotional Pivot Works in a Story 290
A DAY IN THE LIFE: A Copywriter s View of Television Production 293
The Internet and How to Write for It 294
Copywriting Challenges 295
Writing for a Global Brand 295 I Looking Ahead 296
IT S A WRAP: And the Winner Is.. . Frontier 296
Key Points Summary 297
Key Terms 297
Review Questions 298
Discussion Questions 298
Take-Home Projects 298
TRACE North America Case 299
10. Visual Communication 300
IT S A WINNER: A Strong Mint with a Curious Past Goes Digital 301
Why Is Visual Communication Important? 302
Visual Impact 302
A PRINCIPLED PRACTICE: An Imperative: Respect the Dignity of the Person 303
Brand Image and Position 305 I Visual Storytelling 306 I
Emotion and Visual Persuasion 307
A MATTER OF PRINCIPLE: Save the Pandas! Save the Baby Seals!
Save the Eagles! Save the Toads? 307
What Is Art Direction? 308
THE INSIDE STORY: Large or Small, Which Would You Choose?
The Good, Bad and Ugly, Exposed 308
The Designer s Tool Kit 309 I Design Principles, Layout, and Styles 312
A MATTER OF PRACTICE: The Beautiful Messy 315
Composition 316 I Environmental Design 317
What Do You Need to Know about Production? 317
Print Media Requirements 317 I Print Art Reproduction 319 I
Binding and Finishing 320 I 3D Printing 321
What Does an Art Director Need to Know about Video Production? 321
Filming and Editing 322 I The Process of Producing Videos 323 I
The Television Production Process 324
Web Design Considerations 326
Action and Interaction 327 I Looking Ahead 327
IT S A WRAP: Keeping the Altoids Brand in Mint Condition 328
Key Points Summary 328
Key Terms 329
Review Questions 329
Discussion Questions 330
Take-Home Projects 330
TRACE North America Case 331
Hands-On Case 333
PART 4 Principle: Media in a World of Change
11. Media Basics 334
IT S A WINNER: Lottery of Life 335
What Do We Mean by Media? 336
A MATTER OF PRINCIPLE: The Engagement Strategy behind
Sports Advertising 337
IMC and Media 338 I The Media Industry 338 I Media Types and Terms 339 I
The Evolution of Media Forms and Functions 342 I Key Media Players 345
What Are the Fundamentals of Media Strategy? 346
The Media Plan 346 I Key Strategic Media Concepts 346
THE INSIDE STORY: Warrior—A Three-Artist, One-Song Music
Video for Converse 348
The Basis for the Buy 349
Changing Patterns of Media Use 351
Consumer Use of Media 351
A MATTER OF PRACTICE: Connected Viewers + Multiscreen Marketers 352
Alternative Media Forms 353
A MATTER OF PRINCIPLE: Creative Use of Out-of-Home
and Nontraditional Media 354
THE INSIDE STORY: The Animated Axe Effect in City Hunters 356
Looking Ahead 358
IT S A WRAP: Lottery of Life 358
Key Points Summary 359
Key Terms 359
Review Questions 360
Discussion Questions 360
Take-Home Projects 360
TRACE North America Case 361
12. Paid Media 362
IT S A WINNER: The Art of Laying an Egg and Making It Golden 363
Traditional Paid Media of Advertising 364
Published Print Media 364 I Published Media: Newspapers 365
THE INSIDE STORY: Tsunami Disaster: The Inherent Value
of Newspapers and Their Ads 365
Published Media: Magazines 369 I Published Media: Directories 372
A MATTER OF PRINCIPLE: Directories: The Medium You Trust the Most 373
Broadcast Media: Radio 374 I Broadcast Media: Television 376
A MATTER OF PRACTICE: People Really Enjoy Their
Large-Screen Televisions 377
Movie Advertising 382 I Video Game Advertising 383 I Place-Based Media 383
PRACTICAL TIPS: Outdoor: An Effective Brand Communication Medium 386
Online Advertising 388
Cell Phone Advertising 389
THE INSIDE STORY: Indian Villagers Advertise on Mobile Phones 390
Website Advertising 390 I Search Advertising 392 I Online Advertising Sales 393 I
Digital Issues for Traditional Media 394 I Looking Ahead 394
IT S A WRAP: Aflac s Flap Ducks Disaster 395
Key Points Summary 395
Key Terms 396
Review Questions 397
Discussion Questions 397
Take-Home Projects 397
TRACE North America Case 397
13. Owned, Interactive, and Earned Media 398
IT S A WINNER: Unleash Deadly 399
Beyond Paid Media 400
Owned Media: We Own It; We Control It 400
Corporate Presence Media 401 I Branded Media 402 I The Media of Retail 403
A MATTER OF PRINCIPLE: Using Chinese Folk Arts in Promotional Designs 404
The Owned Media of Public Relations and Promotions 405
Owned but Interactive: Let s Talk 407
Corporate Interactive Media 408 I Direct-Response Media 408 I Personal Contact
Media 408 I Interactive Promotional Media 410
THE INSIDE STORY: Farmers Ending Hunger 411
Owned Digital Media 411
A MATTER OF PRACTICE: How Web Sites Build Brands (or Don t) 413
Mobile Marketing 416 I Our Mobile Future 416
A MATTER OF PRACTICE: Your Mobile Future 417
Earned Interactive Media: Let s Listen 418
Earned Publicity 4181 Word of Mouth 4191 Social Media Mentions 420 I
The Media of Sharing 422 I Earned and Interactive Media Considerations 423
Multiplatform Brand Communication 424
Viral Marketing 425 I Social Media Marketing 426 I Integration of Platforms 426
A MATTER OF PRINCIPLE: Advertising at the Intersection of Digital
and Physical Media
Looking Ahead 427
IT S A WRAP: Unleash Deadly
Key Points Summary
Key Terms
Review Questions
Discussion Questions
Take-Home Projects
TRACE North America Case
14. Media Planning and Negotiation
IT S A WINNER: A Hair-Raising Story about Men s Cancer
How Are Media Plans Created?
Media Engagement Research 435
Key Steps in Media Planning
Step 1: Target Audience 440
A DAY IN THE LIFE: What Do I Do as a Media Planner?
427
428
428
429
430
430
430
431
432
433
434
440
441
A MATTER OF PRACTICE: Toyota Taps the Do-lt-Yourself Community 443
Step 2: Communication and Media Objectives 444
A MATTER OF PRACTICE: Horizontal and Vertical Reach 445
Step 3: Media Strategies 447 I Step 4: Media Metrics and Analytics 455
A MATTER OF PRACTICE: Integrating Advertising and Public
Relations Media Planning 458
How Do Media Buying and Negotiation Work? 460
Media-Buying Basics 460
PRACTICAL TIPS: Interactive Media Buying 463
Multichannel Buying (and Selling) 463 I Global Media Buying 464
Media Planning and Buying Trends 465
Unbundled Media Planning and Buying 465 I Online Media Buying 465 I
New Forms of Media Research 465 I Looking Ahead 466
IT S A WRAP: Having a Ball and Saving Lives 466
Key Points Summary 467
Key Terms 467
Review Questions 468
Discussion Questions 468
Take-Home Projects 468
TRACE North America Case 468
Hands-On Case 469
PART 5 Principle: IMC and Total Communication
15. Public Relations 472
IT S A WINNER: Haagen-Dazs Creates a Buzz about Bees 473
What Is Public Relations? 474
Public Opinion 475 I Reputation: Goodwill, Trust, and Integrity 475 I
How Public Relations Contributes to Brand Perception 476
A MATTER OF PRACTICE: Content Management as a Career
in Public Relations 477
Different Types of Public Relations Programs 477
Aspects of Public Relations That Focus on Relationships 478 I Aspects
of Public Relations That Focus on Particular Functions 479
What Key Decisions Guide Public Relations Plans? 481
Research and SWOT Analysis 481 I Targeting 482 I Objectives
and Strategies 482
A MATTER OF PRACTICE: Mudo City: A Successful Brand Expansion 483
The Big Idea 484
What Are Common Public Relations Tools? 484
Advertising 486
A PRINCIPLED PRACTICE: The Social Impact of Public Service Advertising 487
Publicity 489 I Publications 491 I Other Tools 491 I Online Communication 492
A MATTER OF PRACTICE: Engaging Word of Mouth through
Online Influencers 493
Looking Ahead 494
IT S A WRAP: Just Bee-Cause 495
Key Points Summary 495
Key Terms 496
Review Questions 496
Discussion Questions
Take-Home Projects
TRACE North America Case
497
497
497
16. Direct Response 498
IT S A WINNER: The Gecko and His Pals Go Direct for Geico 499
What Is Direct-Response Brand Communication? 500
Who Are the Key Players? 502 I What Is Included in the DBC Process? 503
What Are the Primary Tools and Media of DBC? 506
Personal Sales 506 I Direct-Response Advertising Media 507 I Direct Mail 508
THE INSIDE STORY: Thinking outside the Mailbox 510
Catalogs 512 I Telemarketing 513 I The Internet and New Forms
of Direct Response 514
Databases: The Foundation of DBC 517
Databases Drive a Circular Process 518 I Lists 519 I Data Mining 520 I
Issue: Privacy 521
A PRINCIPLED PRACTICE: Privacy: Use but Don t Abuse
Consumer Information 523
DBC Trends and Challenges 524
Integrated Direct Marketing 524 I Global Considerations in DBC 526 I
Looking Ahead 526
IT S A WRAP: The Gecko and Pals Deliver Direct Response 527
Key Points Summary 527
Key Terms 528
Review Questions 528
Discussion Questions 528
Take-Home Projects 529
TRACE North America Case 529
17. Promotions 530
IT S A WINNER: The Power of Pink 531
Why Sales Promotion? 532
Why Is Sales Promotion Growing? 533 I Sales Promotion Planning 535 I
Promotional Big Ideas 538
Consumer Promotions 538
Tools of Consumer Promotions 538 I How Are Consumer Promotions Used? 542
Trade Promotions 543
Types of Trade Promotion 544
THE INSIDE STORY: Explore. Discover. FEI and the World of Images 545
How Is Trade Promotion Used? 546
PRACTICAL TIPS: Planning Point-of-Purchase Promotions 547
Multiplatform Promotions 548
Sponsorships and Event Marketing 548 I Event Marketing 549
A MATTER OF PRACTICE: Active Engagement through Event Sponsorships 549
A MATTER OF PRINCIPLE: The Underdog Wins the Super Bowl
Ad Championship 550
Loyalty Programs 552 I Partnership Programs 552
Sales Promotion and Integration 554
Looking Ahead 555
IT S A WRAP: Positively Pink 555
Key Points Summary 555
Key Terms 556
Review Questions 556
Discussion Questions 557
Take-Home Projects 557
TRACE North America Case 557
18. The Principles and Practice of IMC 558
IT S A WINNER: I m Amazing 559
Key IMC Concepts 560
Stakeholders and Brand Relationships 560 I Total Communication 561
A MATTER OF PRINCIPLE: When Is Too Many Too Much? 561
Moving from Channels to Contact Points 562 I Message Synergy 562 I
A Brand Is an Integrated Perception 563 I Unified Brand Vision 563 I
Internal Integration 563 I Brand Integrity 564
IMC Campaign Planning 564
What Is a Campaign Plan? 565 I Situation Analysis 565
A MATTER OF PRACTICE: Doha: A New City 566
Campaign Strategy 567 I The IMC Mix 571 I Message Strategy 572
A MATTER OF PRACTICE: A Campaign with Legs (and Flippers) 572
IMC Media and Contact Points 573 I Management and Campaign Controls 576
THE INSIDE STORY: What in the World Is Marketing Portfolio Management? 577
International IMC Campaigns 578
Managing 360° Communication Programs 581
Cause and Mission Marketing 581 I Internal Integration 582
A MATTER OF PRINCIPLE: Who s the Integrator Here, Anyway? 583
Looking Ahead 584
IT S A WRAP: I m Amazing 585
Key Points Summary 585
Key Terms 586
Review Questions 586
Discussion Questions 587
Take-Home Projects 587
TRACE North America Case 587
19. Evaluating IMC Effectiveness 588
IT S A WINNER: Gut-Checking Obesity 589
Brand Communication Impact: Did It Work? 590
First Things First: The Campaign Objectives 590
A MATTER OF PRACTICE: Can You Really Predict the Impact
of Advertising on Sales? 591
The Campaign Purpose: Brand Building 592 I Why Evaluation Matters 593
A MATTER OF PRINCIPLE: Completing the Cycle 593
How Evaluation Fits into the Stages of Brand Communication Testing 594
Evaluating the IMC Message 594
Experts in Message Evaluation 596 I Message Evaluation Techniques 597
Evaluating the Performance of Various IMC Tools 599
Advertising 600 I Public Relations 601 I Consumer, Trade, and Point-of-Purchase
Promotions 601
THE INSIDE STORY: The Best and Worst Website Designs 603
Evaluating the Performance of Media Vehicles 603
Media Optimization 604 I Evaluating Exposure 604 I
Vehicle-by-Vehicle Evaluation 604
IMC Campaign Evaluation Challenges 606
Measuring ROI 606 I The Synergy Problem 606 I
Digital Challenges 607
A PRINCIPLED PRACTICE: Can a Broken Guitar Really Hurt United? 608
International Challenges 609
Back to the Big Picture: Did the Campaign Work? 609
Connecting the Dots: Tying Measurement Back to Objectives 609 I
Bringing It All Together 610
IT S A WRAP: Results of Colorado s Gut Check 611
Key Points Summary 612
Key Terms 612
Review Questions 613
Discussion Questions 613
Take-Home Projects 613
TRACE North America Case 613
Hands-On Case 614
Appendix 616
Glossary 621
Endnotes 639
Index
650
|
| any_adam_object | 1 |
| author | Moriarty, Sandra E. 1943- Mitchell, Nancy 1950- Wells, William 1926- |
| author_GND | (DE-588)124464866 (DE-588)1012821285 (DE-588)131677985 |
| author_facet | Moriarty, Sandra E. 1943- Mitchell, Nancy 1950- Wells, William 1926- |
| author_role | aut aut aut |
| author_sort | Moriarty, Sandra E. 1943- |
| author_variant | s e m se sem n m nm w w ww |
| building | Verbundindex |
| bvnumber | BV042139681 |
| classification_rvk | QP 630 |
| ctrlnum | (OCoLC)895259731 (DE-599)HEB338695389 |
| discipline | Wirtschaftswissenschaften |
| edition | 10. ed., global ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01623nam a2200397zc 4500</leader><controlfield tag="001">BV042139681</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20150805 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">141022s2015 ad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781292017396</subfield><subfield code="9">978-1-292-01739-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1292017392</subfield><subfield code="9">1-292-01739-2</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)895259731</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)HEB338695389</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-945</subfield><subfield code="a">DE-573</subfield><subfield code="a">DE-19</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 630</subfield><subfield code="0">(DE-625)141916:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Moriarty, Sandra E.</subfield><subfield code="d">1943-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)124464866</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising & IMC</subfield><subfield code="b">principles & practice</subfield><subfield code="c">Sandra Moriarty ; Nancy Mitchell ; William Wells</subfield></datafield><datafield tag="246" ind1="1" ind2="3"><subfield code="a">Advertising and IMC</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">10. ed., global ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Boston, Mass., Munich [u.a.]</subfield><subfield code="b">Pearson</subfield><subfield code="c">2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">669 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Always learning</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Mitchell, Nancy</subfield><subfield code="d">1950-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1012821285</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Wells, William</subfield><subfield code="d">1926-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)131677985</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">V:DE-605;X:Imageware</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://scans.hebis.de/HEBCGI/show.pl?33869538_toc.pdf</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027579678&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-027579678</subfield></datafield></record></collection> |
| id | DE-604.BV042139681 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T01:13:40Z |
| institution | BVB |
| isbn | 9781292017396 1292017392 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027579678 |
| oclc_num | 895259731 |
| open_access_boolean | |
| owner | DE-945 DE-573 DE-19 DE-BY-UBM |
| owner_facet | DE-945 DE-573 DE-19 DE-BY-UBM |
| physical | 669 S. Ill., graph. Darst. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Pearson |
| record_format | marc |
| series2 | Always learning |
| spelling | Moriarty, Sandra E. 1943- Verfasser (DE-588)124464866 aut Advertising & IMC principles & practice Sandra Moriarty ; Nancy Mitchell ; William Wells Advertising and IMC 10. ed., global ed. Boston, Mass., Munich [u.a.] Pearson 2015 669 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Always learning Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Mitchell, Nancy 1950- Verfasser (DE-588)1012821285 aut Wells, William 1926- Verfasser (DE-588)131677985 aut V:DE-605;X:Imageware application/pdf http://scans.hebis.de/HEBCGI/show.pl?33869538_toc.pdf HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027579678&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Moriarty, Sandra E. 1943- Mitchell, Nancy 1950- Wells, William 1926- Advertising & IMC principles & practice Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | Advertising & IMC principles & practice |
| title_alt | Advertising and IMC |
| title_auth | Advertising & IMC principles & practice |
| title_exact_search | Advertising & IMC principles & practice |
| title_full | Advertising & IMC principles & practice Sandra Moriarty ; Nancy Mitchell ; William Wells |
| title_fullStr | Advertising & IMC principles & practice Sandra Moriarty ; Nancy Mitchell ; William Wells |
| title_full_unstemmed | Advertising & IMC principles & practice Sandra Moriarty ; Nancy Mitchell ; William Wells |
| title_short | Advertising & IMC |
| title_sort | advertising imc principles practice |
| title_sub | principles & practice |
| topic | Werbung (DE-588)4065541-6 gnd |
| topic_facet | Werbung |
| url | http://scans.hebis.de/HEBCGI/show.pl?33869538_toc.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027579678&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT moriartysandrae advertisingimcprinciplespractice AT mitchellnancy advertisingimcprinciplespractice AT wellswilliam advertisingimcprinciplespractice AT moriartysandrae advertisingandimc AT mitchellnancy advertisingandimc AT wellswilliam advertisingandimc |