Integrated Advertising, Promotion and Marketing Communications Tapa blanda - 2009

Detalles

• Título Integrated Advertising, Promotion and Marketing Communications
• Autor Kenneth E. Clow; Donald E. Baack
• Encuadernación Tapa blanda
• Edición [ Edition: fourt
• Páginas 480
• Volúmenes 1
• Idioma ENG
• Editorial Prentice Hall, Upper Saddle River, NJ
• Fecha de publicación 2009-01
• Ilustrado Sí
• ISBN 9780136079422 / 0136079423
• Peso 2.15 libras (0.98 kg)
• Dimensiones 10.7 x 8.3 x 0.8 pulgadas (27.18 x 21.08 x 2.03 cm)
• Library of Congress subjects Advertising, Communication in marketing
• Número de catálogo de la Librería del Congreso de EEUU 2008043641
• Dewey Decimal Code 659.1

Preface PART 1 THE IMC FOUNDATION 1 Integrated Marketing Communications Ron Jon Surf Shop Overview Communication and IMC Programs Integrated Marketing Communications An Integrated Marketing Communications Plan IMC Components The Foundation Advertising Management and Advertising Tools Communication Channels and Media ToolsPromotional Tools Integration Tools Refining the IMC Program The Value of IMC Plans Information Technology Changes in Channel Power Increases in Competition Brand Parity Integration of Information Decline in the Effectiveness of Television Advertising International Implications 2 Corporate Image and Brand Management Gucci: One Strong Brand Works with Others Overview Corporate Image Components of a Corporate Image The Role of a Corporate Image–Consumer Perspective The Role of a Corporate Image–Business-to-Business Perspective The Role of a Corporate Image–Company Perspective Promoting the Desired Image Creating the Right Image Rejuvenating an Image Changing an Image Corporate Name Corporate Logos Branding Developing a Strong Brand Name Brand Equity Steps to Building Brand Equity Measuring Brand Equity Brand Extensions and Flanker Brands Co-Branding Private Brands Packaging New Trends in Packaging Labels Positioning Other Elements of Positioning Ethical Issues in Brand ManagementInternational Implications 3 Buyer Behaviors Apple’s IPhoneOverview Consumer Purchasing Process Information Search Internal Search External Search Consumer Attitudes Consumer Values Cognitive Mapping Evaluation of Alternatives The Evoked Set Method The Multiattribute Approach Affect Referral Trends in the Consumer Buying Environment Age Complexity Gender Complexity Individualism Active, Busy Lifestyles Cocooning Pleasure Pursuits Health Emphasis Business-to-Business Buyer Behavior Factors Affecting Members of Business Buying Centers Organizational Influences Individual Factors Types of Business-to-Business Sales The Business-to-Business Buying Process Identification of Needs Establishment of Specifications Identification of Vendors Vendor Evaluation Vendor Selection Negotiation of Terms Postpurchase Evaluation Dual Channel MarketingInternational Implications 4 Promotions Opportunity Analysis PETsMARTOverview Promotions Opportunity Analysis Communication Market Analysis Competitors Opportunities Target Markets Customers Product Positioning Establishing Marketing Communications Objectives Establishing a Communications Budget Types of Budgets The Percentage of Sales Method The Meet-the-Competition Method The “What We Can Afford” Method The Objective and Task Method Payout Planning Quantitative Models Budgeting Expenditures Preparing Promotional Strategies Matching Tactics with Strategies Market Segmentation Market Segmentation by Consumer Groups Segments Based on Demographics Psychographics Segments Based on Generations Segmentation by Geographic Area Geodemographic Segmentation Benefit Segmentation Usage Segmentation Business-to-Business Segmentation Segmentation by Industry Segmentation by Size Segmentation by Geographic Location Segmentation by Product Usage Segmentation by Customer Value International ImplicationsPART 2 IMC ADVERTISING TOOLS 5 Advertising Management The Anatomy of a Perfect PushupOverview Overview of Advertising Management Advertising and the IMC Process Choosing an Advertising Agency Decision Variables External Advertising Agencies Choosing an Agency Goal Setting Selection Criteria Reference Requests Creative Pitch Agency Selection Advertising Planning and Research The Roles of Advertising Account Executives The Roles of Creatives Advertising Campaign Management Communication Market Analysis Advertising Goals Building Brand Image Providing Information Persuasion Supporting Marketing Efforts Encouraging Action The Advertising Budget Media Selection The Creative Brief The Objective The Target Audience The Message Theme The Support The ConstraintsInternational Implications 6 Advertising Design: Theoretical Frameworks and Types of Appeals Ecko Enterprises: Dressing the Hip Hop World and Beyond Overview The Creative Brief Advertising Theory Hierarchy of Effects Means—End Theory Leverage Points Verbal and Visual Images Types of Advertising Appeals Fear Humor Sex Are Sex Appeals Effective? Sex Appeals in International Advertising Disadvantages of Sex Appeals Musical Appeals Rational Appeals Emotional Appeals Scarcity Appeals The Structure of an AdvertisementInternational Implications 7 Advertising Design: Message Strategies and Executional Frameworks Dove’s Social and Fashion Advertising Overview Message Strategies Cognitive Strategies Affective Strategies Conative Strategies Executional Frameworks Animation Slice-of-Life Dramatization Testimonials Authoritative Demonstration Fantasy Informative Sources and Spokespersons Source Characteristics Matching Source Types and Characteristics Creating an Advertisement Advertising Effectiveness Beating Ad ClutterInternational Implications PART 3 IMC MEDIA TOOLS 8 Advertising Media Selection M&M’s: The Sweet Task of Media Selection Overview Media Strategy Media Planning Media Planners Media Buyers Advertising Objectives Achieving Advertising Objectives Recency Theory Media Selection Television Radio Outdoor Advertising Magazines Newspapers Media Mix Media Selection in Business-to-Business Markets International Implications 9 E-active MarketingHow Google Has Changed Our LanguageOverview E-CommerceE-Commerce ComponentsE-Commerce IncentivesFinancial IncentivesConvenience IncentivesValue-Added IncentivesConsumer Concerns with E-CommerceSeller OpportunismSecurity IssuesPrivacy IssuesPurchasing HabitsBusiness-to-Business E-CommerceInteractive MarketingOn-Line AdvertisingForms of On-Line AdvertisingThe Impact of On-Line AdvertisingBrand SpiralingBlogsReactions to Negative CommentsCompany-Sponsored BloggingOn-Line NetworksDeveloping a Social Network PresenceConsumer-Generated AdvertisingConsumer-Generated ReviewsE-MailIntegration with Other ChannelsWeb AnalyticsMonitoring Future ActionsE-Mail NewslettersAdvertising on Other NetworksSearch Engine OptimizationViral MarketingInternet Design IssuesInternational ImplicationsShipping IssuesPayment MethodsCommunication IssuesTechnology Issues 10 Alternative MarketingRed Bull’s Buzz Overview Alternative Media ProgramsBuzz MarketingConsumers Who Like a BrandSponsored ConsumersCompany EmployersBuzz Marketing StagesBuzz Marketing PreconditionsGuerilla MarketingProduct Placements and Branded EntertainmentProduct PlacementsBranded EntertainmentAchieving Success with Individual ConsumersCompany TacticsThe Media’s PerspectiveLifestyle MarketingAlternative Media VenuesVideogame AdvertisingBenefits of Videogame AdvertisingDisadvantages of Videogame AdvertisingCinema AdvertisingIn-Tunnel Subway AdvertisingParking Lot AdvertisingEscalator AdvertisingAirline In-Flight AdvertisingLeaflets and BrochuresCarry-Home MenusCarry-Home Bag AdvertisingAdvertising on ClothingMall SignsKiosksAds by FaxIn-Store MarketingNew In-Store Marketing TacticsPoint-of-Purchase TacticsDesigning Effective POPMeasuring POP EffectivenessCombination ApproachesBrand CommunitiesInternational ImplicationsPART 4 IMC PROMOTIONAL TOOLS 11 Database and Direct Response MarketingLevi-Strauss & Co. Overview Database MarketingBuilding a Data WarehouseE-Mail and Internet DataPurchase and Communication HistoriesPersonal Preference ProfilesCustomer Information CompaniesGeocodingData MiningDatabase-Driven Marketing CommunicationsIdentification CodesCustomer Profile InformationIn-Bound TelemarketingTravelingLifetime Value SegmentsDatabase-Driven Marketing ProgramsPermission MarketingKeys to Success in Permission MarketingPermission Marketing EnticementsFrequency ProgramsGoalsPrinciplesCustomer Relationship ManagementDirect Response MarketingDirect MailTypes of ListsAdvantages of Direct MailDisadvantages of Direct mailCatalogsDirect Response MediaInternetAlternative MediaTelemarketingInternational Implications 12 Sales PromotionsSales Promotions and More Hook FansOverview Consumer PromotionsCouponsCoupon DistributionTypes of CouponsProblems with CouponsPremiumsTypes of PremiumsKeys to Successful Premium ProgramsContests and SweepstakesContestsSweepstakesComponents of PrizesGoals of Contests and SweepstakesRefunds and RebatesSamplingTypes of SamplesBenefits of SamplingProblems with SamplingSuccessful Sampling ProgramsBonus PacksTypes of Bonus PacksBenefits of Bonus PacksProblems with Bonus PacksPrice-OffsBenefits of Price-offsProblems with Price-offsOverlays and Tie-InsPlanning for Consumer PromotionsTrade PromotionsTrade AllowancesOff-Invoice Allowances and Slotting FeesTrade Allowance ComplicationsTrade ContestsTrade IncentivesCooperative Merchandising AgreementsPremiums and Bonus PacksCooperative AdvertisingTrade ShowsConcerns with Trade PromotionsInternational Implications 13 Public Relations and Sponsorship Programs Everyone’s Wild About HarryOverview Public Relations Internal versus External Public RelationsPublic Relations ToolsPublic Relations Functions Identifying Stakeholders Internal Stakeholders External Stakeholders Assessing Corporate Reputation Auditing Corporate Social Responsibility Creating Positive Image-Building Activities Cause-Related Marketing Green Marketing and Pro-Environmental Activities Preventing or Reducing Image Damage Proactive Prevention Strategies Reactive Damage-Control Strategies Sponsorships Forms of SponsorshipsChoosing SponsorshipsSponsorship ObjectivesEvent Marketing Determining ObjectivesMatching the Event to PublicsPromoting the EventAdvertising at the EventTracking ResultsCross PromotionsPART 5 IMC INTEGRATION TOOLS 14 Regulations and Ethical ConcernsA Salty Situation Overview Marketing Communications RegulationsGovernmental Regulatory AgenciesFederal Trade CommissionUnfair and Deceptive Marketing PracticesDeception versus PufferySubstantiation of Marketing ClaimsHow Investigations BeginConsent OrdersAdministrative ComplaintsCourts and Legal ChannelsCorrective AdvertisingTrade Regulation RulingsIndustry OversightCouncil of better Business BureauNational Advertising DivisionNational Advertising Review BoardChildren’s Advertising Review UnitEthics and Social ResponsibilityEthics and AdvertisingPerpetuating StereotypesAdvertising Unsafe ProductsOffensive AdvertisementsAdvertising to ChildrenMarketing and EthicsBrand InfringementMedical Marketing and AdvertisingGifts and Briber in B-to-B Marketing ProgramsInternet Marketing: Spamming and CookiesResponding to Ethical ChallengesEthical FrameworksSocial ResponsibilitySocial Responsibility PerspectivesEthics ProgramsEthics Training ProgramsCodes of EthicsEthics Consulting SystemsInternational Implications 15 Evaluating an Integrated Marketing Program Pretesting for Effectiveness Overview Matching Methods with IMC Objectives Message Evaluations Concept Testing Copytesting Recall Tests Recognition Tests Attitude and Opinion Tests Emotional Reaction Tests Physiological Arousal Tests Persuasion Analysis Evaluation Criteria Behavioral Evaluations Sales and Response Rates On-Line MetricsTest Markets Purchase Simulation Tests Evaluating Public Relations Activities International ImplicationsEvaluating the Overall IMC Program Photo Credits Name/Organization Index Subject Index