Integrated Advertising

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
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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
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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
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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
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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
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