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Advertising and Promotion: An Integrated Marketing Communications Perspective

Advertising and Promotion: An Integrated Marketing Communications Perspective 12th Edition

By: George E Belch
ISBN-10: 1260259315
/ ISBN-13: 9781260796452
Edition: 12th Edition
Language: English
				
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Advertising and Promotion

  • Part One Introduction to Integrated Marketing Communications
  • 1 An Introduction to Integrated Marketing Communications
  • The Growth of Advertising and Promotion
  • The Role of Marketing
  • The Marketing Mix
  • Integrated Marketing Communications
  • The Evolution of IMC
  • A Contemporary Perspective of IMC
  • Reasons for the Growing Importance of IMC
  • The Role of IMC in Branding
  • The Promotional Mix: The Tools for IMC
  • Advertising
  • Direct Marketing
  • Digital/Internet Marketing
  • Sales Promotion
  • Publicity/Public Relations
  • Personal Selling
  • IMC Involves Audience Contacts
  • Paid, Owned, and Earned Media
  • The IMC Planning Process
  • Review of the Marketing Plan
  • Promotional Program Situation Analysis
  • Analysis of the Communication Process
  • Budget Determination
  • Developing the Integrated Marketing Communications Program
  • Monitoring, Evaluation, and Control
  • Perspective and Organization of This Text
  • 2 The Role of IMC in the Marketing Process
  • Marketing Strategy and Analysis
  • Opportunity Analysis
  • Competitive Analysis
  • Target Market Selection
  • The Target Marketing Process
  • Identifying Markets
  • Market Segmentation
  • Selecting a Target Market
  • Market Positioning
  • Developing a Positioning Strategy
  • Positioning by Product Attributes and Benefits
  • Positioning by Price/Quality
  • Positioning by Use or Application
  • Positioning by Product Class
  • Positioning by Product User
  • Positioning by Competitor
  • Positioning by Cultural Symbols
  • Repositioning
  • Developing the Marketing Planning Program
  • Product Decisions
  • Price Decisions
  • Distribution Channel Decisions
  • Developing Promotional Strategies: Push or Pull?
  • The Role of Advertising and Promotion
  • Part Two Integrated Marketing Communications Program Situation Analysis
  • 3 Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations
  • Participants in the Integrated Marketing Communications Process: An Overview
  • Organizing for Advertising and Promotion in the Firm: The Client’s Role
  • The Centralized System
  • The Decentralized System
  • In-House Agencies
  • Advertising Agencies
  • Agency Consolidation
  • The Ad Agency’s Role
  • Types of Ad Agencies
  • Other Types of Agencies and Services
  • Agency Compensation
  • Commissions from Media
  • Fee, Cost, and Incentive-Based Systems
  • Percentage Charges
  • The Future of Agency Compensation
  • Evaluating Agencies
  • Gaining and Losing Clients
  • Specialized Services
  • Direct-Marketing Agencies
  • Sales Promotion Agencies
  • Public Relations Firms
  • Digital Agencies
  • Collateral Services
  • Integrated Marketing Communications Services
  • Pros and Cons of Integrated Services
  • Responsibility for IMC: Agency versus Client
  • Preparing for the Future
  • 4 Perspectives on Consumer Behavior
  • An Overview of Consumer Behavior
  • The Consumer Decision-Making Process
  • Problem Recognition
  • Examining Consumer Motivations
  • Information Search
  • Perception
  • Alternative Evaluation
  • Attitudes
  • Integration Processes and Decision Rules
  • Purchase Decision
  • Postpurchase Evaluation
  • Variations in Consumer Decision-Making
  • The Consumer Learning Process
  • Behavioral Learning Theory
  • Environmental Influences on Consumer Behavior
  • Culture
  • Subcultures
  • Social Class
  • Reference Groups
  • Situational Determinants
  • Alternative Approaches to Consumer Behavior
  • New Methodologies
  • New Insights
  • Part Three Analyzing the Communication Process
  • 5 The Communication Process
  • The Nature of Communication
  • Basic Model of Communication
  • Source Encoding
  • Message
  • Channel
  • Receiver/Decoding
  • Noise
  • Response/Feedback
  • Analyzing the Receiver
  • Identifying the Target Audience
  • The Response Process
  • Traditional Response Hierarchy Models
  • Alternative Response Hierarchies
  • Implications of the Response Process Models
  • The Social Consumer Decision Journey
  • Cognitive Processing of Communications
  • The Cognitive Response Approach
  • The Elaboration Likelihood Model
  • Summarizing the Response Process and the Effects of Advertising
  • 6 Source, Message, and Channel Factors
  • Promotional Planning through the Persuasion Matrix
  • Source Factors
  • Source Credibility
  • Source Attractiveness
  • Choosing a Celebrity Endorser
  • Applying Likability Decorative Models
  • Source Power
  • Message Factors
  • Message Structure
  • Message Appeals
  • Channel Factors
  • Personal versus Nonpersonal Channels
  • Effects of Alternative Mass Media
  • Effects of Context and Environment
  • Clutter
  • Part Four Objectives and Budgeting for Integrated Marketing Communications Programs
  • 7 Establishing Objectives and Budgeting for the Promotional Program
  • The Value of Objectives
  • Communications
  • Planning and Decision Making
  • Measurement and Evaluation of Results
  • Determining Integrated Marketing Communications Objectives
  • Marketing versus Communications Objectives
  • Sales versus Communications Objectives
  • Sales-Oriented Objectives
  • Communications Objectives
  • DAGMAR: An Approach to Setting Objectives
  • Characteristics of Objectives
  • Assessment of DAGMAR
  • Problems in Setting Objectives
  • Improving Promotional Planners’ Use of Objectives
  • Setting Objectives for the IMC Program
  • Establishing and Allocating the Promotional Budget
  • Establishing the Budget
  • Budgeting Approaches
  • Allocating the Budget
  • Part Five Developing the Integrated Marketing Communications Program
  • 8 Creative Strategy: Planning and Development
  • The Importance of Creativity in Advertising
  • Advertising Creativity
  • What Is Creativity?
  • Different Perspectives on Advertising Creativity
  • Determinants of Creativity
  • Planning Creative Strategy
  • The Creative Challenge
  • Taking Creative Risks
  • The Perpetual Debate: Creative versus Hard-Sell Advertising
  • Creative Personnel
  • The Creative Process
  • Account Planning
  • Inputs to the Creative Process: Preparation, Incubation, Illumination
  • Inputs to the Creative Process: Verification, Revision
  • Creative Strategy Development
  • Advertising Campaigns
  • Creative Brief
  • The Search for the Major Selling Idea
  • Developing the Major Selling Idea
  • Contemporary Approaches to the Big Idea
  • 9 Creative Strategy: Implementation and Evaluation
  • Appeals and Execution Styles
  • Advertising Appeals
  • Advertising Execution
  • Creative Tactics
  • Creative Tactics for Print Advertising
  • Creative Tactics for Television
  • Creative Tactics for Online Advertising
  • Client Evaluation and Approval of Creative Work
  • Guidelines for Evaluating Creative Output
  • 10 Media Planning and Strategy
  • An Overview of Media Planning
  • Some Basic Terms and Concepts
  • The Media Plan
  • Problems in Media Planning
  • Developing the Media Plan
  • Market Analysis and Target Market Identification
  • To Whom Will We Advertise?
  • What Internal and External Factors Are Operating?
  • Where to Promote?
  • Establishing Media Objectives
  • Developing and Implementing Media Strategies
  • The Media Mix
  • Target Market Coverage
  • Geographic Coverage
  • Scheduling
  • Reach versus Frequency
  • Creative Aspects and Mood
  • Flexibility
  • Budget Considerations
  • Evaluation and Follow-Up
  • Characteristics of Media
  • Appendix A: ASICS America Summary Flowchart
  • 11 Evaluation of Media: Television and Radio
  • TELEVISION
  • Advantages of Television
  • Limitations of Television
  • Buying Television Time
  • Network versus Spot
  • Methods of Buying Time
  • Selecting Time Periods and Programs
  • Cable Television
  • Measuring the TV Audience
  • Radio
  • Advantages of Radio
  • Limitations of Radio
  • Buying Radio Time
  • Time Classifications
  • Audience Information
  • 12 Evaluation of Media: Magazines and Newspapers
  • The Role and Value of Magazines and Newspapers
  • Magazines
  • Classifications of Magazines
  • Advantages of Magazines
  • Disadvantages of Magazines
  • Magazine Circulation and Readership
  • Audience Information and Research for Magazines
  • Purchasing Magazine Advertising Space
  • The Future for Magazines
  • Newspapers
  • Types of Newspapers
  • Types of Newspaper Advertising
  • Advantages of Newspapers
  • Limitations of Newspapers
  • The Newspaper Audience
  • Purchasing Newspaper Space
  • The Future for Newspapers
  • Online Delivery and Multiple Platforms
  • 13 Support Media
  • The Scope of the Support Media Industry
  • Traditional Support Media
  • Out of Home Advertising (OOH)
  • Place-Based Out of Home Media
  • In-Store Media
  • Miscellaneous Out of Home Media
  • Transit Advertising
  • Measurement in Out of Home Media
  • Promotional Products Marketing
  • Advantages and Disadvantages of Promotional Products Marketing
  • Measurement in Promotional Products Marketing
  • Other Traditional Support Media
  • Advertising in Movie Theaters
  • Nontraditional Support Media
  • Branded Entertainment
  • Guerrilla Marketing
  • Miscellaneous Other Media
  • 14 Direct Marketing
  • Direct Marketing
  • Defining Direct Marketing
  • The Growth of Direct Marketing
  • The Role of Direct Marketing in the IMC Program
  • Direct-Marketing Objectives
  • Direct-Marketing Strategies and Media
  • Direct Selling
  • Evaluating the Effectiveness of Direct Marketing
  • Advantages and Disadvantages of Direct Marketing
  • 15 The Internet: Digital and Social Media
  • The Growth of the Internet
  • Why the Rapid Adoption of the Internet?
  • Web Objectives
  • E-Commerce
  • The Internet and Integrated Marketing Communications
  • Advertising on the Internet
  • IMC Using Social and Other Media—Web 2.0
  • Sales Promotion on the Internet
  • Personal Selling on the Internet
  • Public Relations on the Internet
  • Direct Marketing on the Internet
  • Mobile
  • The Role of Mobile in the IMC Process
  • Disadvantages of Mobile
  • Social Media Management Programs
  • Internet Metrics
  • Audience Measures and Measures of Effectiveness
  • Advantages and Disadvantages of the Internet and Digital and Social Media
  • 16 Sales Promotion
  • The Scope and Role of Sales Promotion
  • The Growth of Sales Promotion
  • Reasons for the Increase in Sales Promotion
  • Concerns about the Increased Role of Sales Promotion
  • Consumer Franchise-Building versus Nonfranchise-Building Promotions
  • Consumer-Oriented Sales Promotion
  • Objectives of Consumer-Oriented Sales Promotion
  • Consumer-Oriented Sales Promotion Techniques
  • Sampling
  • Couponing
  • Premiums
  • Contests and Sweepstakes
  • Refunds and Rebates
  • Bonus Packs
  • Price-Off Deals
  • Loyalty Programs
  • Event Marketing
  • Summary of Consumer-Oriented Promotions and Marketer Objectives
  • Trade-Oriented Sales Promotion
  • Objectives of Trade-Oriented Sales Promotion
  • Types of Trade-Oriented Promotions
  • Coordinating Sales Promotion with Advertising and Other IMC Tools
  • Budget Allocation
  • Coordination of Ad and Promotion Themes
  • Media Support and Timing
  • Sales Promotion Abuse
  • 17 Public Relations, Publicity, and Corporate Advertising
  • Public Relations
  • The Traditional Definition of PR
  • The New Role of PR
  • Integrating PR into the Promotional Mix
  • Marketing Public Relations Functions
  • The Process of Public Relations
  • Determining and Evaluating Public Attitudes
  • Establishing a PR Plan
  • Developing and Executing the PR Program
  • Advantages and Disadvantages of PR
  • Measuring the Effectiveness of PR
  • Publicity
  • The Power of Publicity
  • The Control and Dissemination of Publicity
  • Advantages and Disadvantages of Publicity
  • Measuring the Effectiveness of Publicity
  • Corporate Advertising
  • Objectives of Corporate Advertising
  • Types of Corporate Advertising
  • Advantages and Disadvantages of Corporate Advertising
  • Measuring the Effectiveness of Corporate Advertising
  • Part Six Monitoring, Evaluation, and Control
  • 18 Measuring the Effectiveness of the Promotional Program
  • Arguments for and against Measuring Effectiveness
  • Reasons to Measure Effectiveness
  • Reasons Not to Measure Effectiveness
  • Conducting Research to Measure Advertising Effectiveness
  • What to Test
  • When to Test
  • Where to Test
  • How to Test
  • The Testing Process
  • Concept Generation and Testing
  • Rough Art, Copy, and Commercial Testing
  • Pretesting of Finished Ads
  • Market Testing of Ads
  • Establishing a Program for Measuring Advertising Effects
  • Problems with Current Research Methods
  • Essentials of Effective Testing
  • Measuring the Effectiveness of Other Program Elements
  • Measuring the Effectiveness of Sales Promotions
  • Measuring the Effectiveness of Nontraditional Media
  • Measuring the Effectiveness of Sponsorships
  • Measuring the Effectiveness of Other IMC Program Elements
  • Part Seven Special Topics and Perspectives
  • 19 International Advertising and Promotion
  • The Importance of International Markets
  • The Role of International Advertising and Promotion
  • The International Environment
  • The Economic Environment
  • The Demographic Environment
  • The Cultural Environment
  • The Political/Legal Environment
  • Global versus Localized Advertising
  • Advantages of Global Marketing and Advertising
  • Problems with Global Advertising
  • When Is Globalization Appropriate?
  • Global Products, Local Messages
  • Decision Areas in International Advertising
  • Organizing for International Advertising
  • Agency Selection
  • Creative Decisions
  • Media Selection
  • The Roles of Other Promotional-Mix Elements in International Marketing
  • Sales Promotion
  • Public Relations
  • Digital and Social Media
  • 20 Regulation of Advertising and Promotion
  • Overview of Regulation
  • Self-Regulation
  • Self-Regulation by Advertisers and Agencies
  • Self-Regulation by Trade Associations
  • Self-Regulation by Businesses
  • The BBB National Programs and the NAD/NARB
  • Self-Regulation by Media
  • Appraising Self-Regulation
  • Federal Regulation of Advertising
  • Advertising and the First Amendment
  • Background on Federal Regulation of Advertising
  • The Federal Trade Commission
  • The Concept of Unfairness
  • Deceptive Advertising
  • The FTC’s Handling of Deceptive Advertising Cases
  • Developments in Federal Regulation by the FTC
  • Additional Federal Regulatory Agencies
  • The Lanham Act
  • State Regulation
  • Regulation of Other Promotional Areas
  • Sales Promotion
  • Direct Marketing
  • Marketing on the Internet
  • 21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
  • Advertising and Promotion Ethics
  • Social and Ethical Criticisms of Advertising
  • Advertising as Untruthful or Deceptive
  • Advertising as Offensive or in Bad Taste
  • Advertising and Children
  • Social and Cultural Consequences
  • Summarizing Social Effects
  • Economic Effects of Advertising
  • Effects on Consumer Choice
  • Effects on Competition
  • Effects on Product Costs and Prices
  • Summarizing Economic Effects
  • 22 Personal Selling (Online Only)
  • Glossary of Advertising and Promotion Terms
  • Endnotes
  • Name and Company Index
  • Subject Index

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