Integrated Advertising

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Integrated Advertising
South Africa Language

Integrated Advertising

  • Full integration of advertising, promotions, <em>and</em> marketing communications
  • Frequent opportunities for students to apply integrated concepts
  • More
Author
Kenneth Clow
Donald Baack
Publishing Date
Jan 2009
Binding
Paperback
Pages
480 Pages
Integrated Advertising

Integrated Advertising, Promotion and Marketing Communications - Global Edition 4th Edition

Business Finance: Integrated Advertising, Promotion and Distribution Details

Table of Contents

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 Tools
  • Promotional 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
  • http://www.dropshippers.co.za/

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 Management
  • International Implications
  • http://www.dropshippers.co.za/

3 Buyer Behaviors

  • Apple’s IPhone
  • Overview
  • 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 Marketing
  • International Implications
  • http://www.dropshippers.co.za/

4 Promotions Opportunity Analysis

  • PETsMART
  • Overview
  • 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 Implications
  • http://www.dropshippers.co.za/

PART 2 IMC ADVERTISING TOOLS

  • 5 Advertising Management
  • The Anatomy of a Perfect Pushup
  • Overview
  • 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 Constraints
  • International Implications
  • http://www.dropshippers.co.za/

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 Advertisement
  • International Implications
  • http://www.dropshippers.co.za/

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 Clutter
  • International Implications
  • http://www.dropshippers.co.za/

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
  • http://www.dropshippers.co.za/

9 E-active Marketing

  • How Google Has Changed Our Language
  • Overview
  • E-Commerce
  • E-Commerce Components
  • E-Commerce Incentives
  • Financial Incentives
  • Convenience Incentives
  • Value-Added Incentives
  • Consumer Concerns with E-Commerce
  • Seller Opportunism
  • Security Issues
  • Privacy Issues
  • Purchasing Habits
  • Business-to-Business E-Commerce
  • Interactive Marketing
  • On-Line Advertising
  • Forms of On-Line Advertising
  • The Impact of On-Line Advertising
  • Brand Spiraling
  • Blogs
  • Reactions to Negative Comments
  • Company-Sponsored Blogging
  • On-Line Networks
  • Developing a Social Network Presence
  • Consumer-Generated Advertising
  • Consumer-Generated Reviews
  • E-Mail
  • Integration with Other Channels
  • Web Analytics
  • Monitoring Future Actions
  • E-Mail Newsletters
  • Advertising on Other Networks
  • Search Engine Optimization
  • Viral Marketing
  • Internet Design Issues
  • International Implications
  • Shipping Issues
  • Payment Methods
  • Communication Issues
  • Technology Issues
  • http://www.dropshippers.co.za/

10 Alternative Marketing

  • Red Bull’s Buzz
  • Overview
  • Alternative Media Programs
  • Buzz Marketing
  • Consumers Who Like a Brand
  • Sponsored Consumers
  • Company Employers
  • Buzz Marketing Stages
  • Buzz Marketing Preconditions
  • Guerilla Marketing
  • Product Placements and Branded Entertainment
  • Product Placements
  • Branded Entertainment
  • Achieving Success with Individual Consumers
  • Company Tactics
  • The Media’s Perspective
  • Lifestyle Marketing
  • Alternative Media Venues
  • Videogame Advertising
  • Benefits of Videogame Advertising
  • Disadvantages of Videogame Advertising
  • Cinema Advertising
  • In-Tunnel Subway Advertising
  • Parking Lot Advertising
  • Escalator Advertising
  • Airline In-Flight Advertising
  • Leaflets and Brochures
  • Carry-Home Menus
  • Carry-Home Bag Advertising
  • Advertising on Clothing
  • Mall Signs
  • Kiosks
  • Ads by Fax
  • In-Store Marketing
  • New In-Store Marketing Tactics
  • Point-of-Purchase Tactics
  • Designing Effective POP
  • Measuring POP Effectiveness
  • Combination Approaches
  • Brand Communities
  • International Implications
  • http://www.dropshippers.co.za/

PART 4 IMC PROMOTIONAL TOOLS

  • 11 Database and Direct Response Marketing
  • Levi-Strauss & Co.
  • Overview
  • Database Marketing
  • Building a Data Warehouse
  • E-Mail and Internet Data
  • Purchase and Communication Histories
  • Personal Preference Profiles
  • Customer Information Companies
  • Geocoding
  • Data Mining
  • Database-Driven Marketing Communications
  • Identification Codes
  • Customer Profile Information
  • In-Bound Telemarketing
  • Traveling
  • Lifetime Value Segments
  • Database-Driven Marketing Programs
  • Permission Marketing
  • Keys to Success in Permission Marketing
  • Permission Marketing Enticements
  • Frequency Programs
  • Goals
  • Principles
  • Customer Relationship Management
  • Direct Response Marketing
  • Direct Mail
  • Types of Lists
  • Advantages of Direct Mail
  • Disadvantages of Direct mail
  • Catalogs
  • Direct Response Media
  • Internet
  • Alternative Media
  • Telemarketing
  • International Implications
  • http://www.dropshippers.co.za/

12 Sales Promotions

  • Sales Promotions and More Hook Fans
  • Overview
  • Consumer Promotions
  • Coupons
  • Coupon Distribution
  • Types of Coupons
  • Problems with Coupons
  • Premiums
  • Types of Premiums
  • Keys to Successful Premium Programs
  • Contests and Sweepstakes
  • Contests
  • Sweepstakes
  • Components of Prizes
  • Goals of Contests and Sweepstakes
  • Refunds and Rebates
  • Sampling
  • Types of Samples
  • Benefits of Sampling
  • Problems with Sampling
  • Successful Sampling Programs
  • Bonus Packs
  • Types of Bonus Packs
  • Benefits of Bonus Packs
  • Problems with Bonus Packs
  • Price-Offs
  • Benefits of Price-offs
  • Problems with Price-offs
  • Overlays and Tie-Ins
  • Planning for Consumer Promotions
  • Trade Promotions
  • Trade Allowances
  • Off-Invoice Allowances and Slotting Fees
  • Trade Allowance Complications
  • Trade Contests
  • Trade Incentives
  • Cooperative Merchandising Agreements
  • Premiums and Bonus Packs
  • Cooperative Advertising
  • Trade Shows
  • Concerns with Trade Promotions
  • International Implications
  • http://www.dropshippers.co.za/

13 Public Relations and Sponsorship Programs

  • Everyone’s Wild About Harry
  • Overview
  • Public Relations
  • Internal versus External Public Relations
  • Public Relations Tools
  • Public 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 Sponsorships
  • Choosing Sponsorships
  • Sponsorship Objectives
  • Event Marketing
  • Determining Objectives
  • Matching the Event to Publics
  • Promoting the Event
  • Advertising at the Event
  • Tracking Results
  • Cross Promotions
  • http://www.dropshippers.co.za/

PART 5 IMC INTEGRATION TOOLS

14 Regulations and Ethical Concerns

  • A Salty Situation
  • Overview
  • Marketing Communications Regulations
  • Governmental Regulatory Agencies
  • Federal Trade Commission
  • Unfair and Deceptive Marketing Practices
  • Deception versus Puffery
  • Substantiation of Marketing Claims
  • How Investigations Begin
  • Consent Orders
  • Administrative Complaints
  • Courts and Legal Channels
  • Corrective Advertising
  • Trade Regulation Rulings
  • Industry Oversight
  • Council of better Business Bureau
  • National Advertising Division
  • National Advertising Review Board
  • Children’s Advertising Review Unit
  • Ethics and Social Responsibility
  • Ethics and Advertising
  • Perpetuating Stereotypes
  • Advertising Unsafe Products
  • Offensive Advertisements
  • Advertising to Children
  • Marketing and Ethics
  • Brand Infringement
  • Medical Marketing and Advertising
  • Gifts and Briber in B-to-B Marketing Programs
  • Internet Marketing: Spamming and Cookies
  • Responding to Ethical Challenges
  • Ethical Frameworks
  • Social Responsibility
  • Social Responsibility Perspectives
  • Ethics Programs
  • Ethics Training Programs
  • Codes of Ethics
  • Ethics Consulting Systems
  • International Implications
  • http://www.dropshippers.co.za/

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 Metrics
  • Test Markets
  • Purchase Simulation Tests
  • Evaluating Public Relations Activities
  • International Implications
  • Evaluating the Overall IMC Program
  • Photo Credits
  • Name/Organization Index
  • Subject Index
  • http://www.dropshippers.co.za/
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