Marketing communications: a brand narrative approach
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Chichester
Wiley
2010
|
| Ausgabe: | 1. ed., 1. publ. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016215906&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Literaturverz. S. 548 - 570 |
| Umfang: | XXII, 584 S. Ill., zahlr. graph. Darst. |
| ISBN: | 9780470319925 |
Internformat
MARC
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| 250 | |a 1. ed., 1. publ. | ||
| 264 | 1 | |a Chichester |b Wiley |c 2010 | |
| 300 | |a XXII, 584 S. |b Ill., zahlr. graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Literaturverz. S. 548 - 570 | ||
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| 650 | 4 | |a Communication in marketing | |
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Datensatz im Suchindex
| _version_ | 1819341644610142208 |
|---|---|
| adam_text | Contents
List of Cases
xiii
Preface
xvii
PART
1
INTRODUCTION TO MARKETING COMMUNICATIONS
Chapter
1
Introduction to Marketing Communications
2
Chapter
2
How Marketing Communications Works
22
PART
2
ANALYSIS AND PLANNING FOR MARKETING
COMMUNICATIONS
Chapters Analysis of Target Audiences
50
Chapter
4
Effects and Objectives
78
Chapter
5
Strategy and Planning HO
Chapter
6
Strategic Positioning
124
Chapter
7
Tactics and Techniques of Positioning
1. *> %
PARTS
Chapter
8
Chapter
9
Chapter
10
Chapter
11
Chapter
12
Chapter
13
Chapter
14
Chapter
15
Chapter
16
Chapter
17
IMPLEMENTATION AND CONTROL OF MARKETING
COMMUNICATIONS
Building Brand Equity
19*
Brand
Нашліте
and Relational Management
256
The Marketing Communications Mix
2ГЗ
Advertising Strategy
ŁW
Advertising Creativity
5
1
8
Media Concepts and Media Planning
5ЇЗ
Public Eelatkms aad Hybrid Marketing Communications
589
Sales aad Sales Promotion
і
25
Beyond Traditional Marketing Communications 4-n
Evaluating Marketing Communications
4ÖH
Glossary
491
References
548
Index
571
Contents
List of Cases
xiii
Preface
xvii
PART
1
INTRODUCTION TO MARKETING COMMUNICATIONS
Chapter
1
Introduction to Marketing Communications
2
Meaning ia Communications ~
How Marketing Communications Links to Buyer Behaviour
9
Brand Narrative in Marketing Communications
13
Trans-Media and Media-Neutral Planning in Communications
16
Chapter Summary
21
Reflective Questions
2
Î
Research Projects
2
Î
Chapter
2
How Marketing
Comrounieatłons
Works
22
Branding and the Power of Marketing Communications
25
Brand Encounters
31
Brand Conversations
35
The Mechanics of the Marketing Communications Process
Зћ
Conventional Approaches to How Marketing
Communications Works 3r»
The influence of ItiteraieeMaries in the Dissemination
of Information
З »1
Word of Mouth aad Peer-to-Peer Communications
■·*
I
Different Marketing Communications Process Perspectives -i%
Approaches to How Consumers Process Markettog Communications
in Making Purchase Decisions
4;î
Chapter Summary -i8
Reflective Questions
Ш
Research Prefects
48
vii
viii
Contents
PART
2
ANALYSIS AND PLANNING FOR MARKETING
COMMUNICATIONS
Chapter
3
Analysis of Target Audiences SO
Marketing Communications and Buyer Behaviour
52
The Nature of Consumer Decisions
54
The Role of
Marketing
Communications in Consumer Decision Making
Products, Consumers and Situations
71
Chapter Summary
76
Reflective Questions
77
Research Projects ~7
Chapter
4
Effects and Objectives
78
Target Audience Segmentation
8
1
Communication Effects
85
Communication Objectives
93
Chapter Summary
101
Reflective Questions
101
Research Projects
101
Chapter
5
Strategy and Planning
102
Why does Marketing Communications have to be Integrated?
10
Is it Promotional Strategy or Marketing Communications Strategy?
10
The 5Rs of Marketing Communications Planning
109
Strategic Marketing Communications
112
The Contexts of Marketing Communications
115
Planning Marketing
Communications
11
5
Campaigtt Planning Framework
і
19
Setting Budgets for Marketing
Communications
121
Chapter Summary
123
lefteetive Questions
124
Research Prefects
1
24
Chapter
6
Strategic Positioning 12S
Plarmtag for Brand Positioning
128
Braad
Positioning
-
Strategy and Tactics
і
30
Positioning from a Customer s Perspective
1
31
Positioning and Categorisation 1
55
Positioning the Product Category 1
4
і
Changing Category
Perceptions
1 ■*
і
Positíonteg
in New and Emerging Markets
і
45
Contents
IX
Positioaing
in
Mature
Markets
145
Positioning in Different Contexts
146
Chapter Summary
154
Reflective Questions
154
Research Projects
154
Chapter
7
Tactics and Techniques of Positioning
155
The link between Positioning Strategy and Tactics
158
Communication Effects Required
160
Tactical Positioning Guidelines
160
Brand Name
164
Logotypes
169
Typefaces
172
Packaging
173
Other Tactical Elements
176
Improve the Position
188
The Cumulative Memetic Effects of Positioning
189
Chapter Summary
191
Reflective Questions
191
Research Projects
192
PART
3
IMPLEMENTATION AND CONTROL OF MARKETING
COMMUNICATIONS
Chapter
3
Building Brand Equity
194
Understanding what Branding is
1
9T
Dimensions of Brands 1
99
Functions of Branding
20-ł
Introducing Brand Equity
206
Brand Identity
213
Brand Personalty
219
Building Brands
221
Brand Architecture 22i
Measuring the Value of Brand Equity
22
Chapter Summary
234
Reflective Questions
235
Research Projects 23s»
Chapter
9
Brand Narrative and Relational Management
236
Evolving Brand Communications
240
Brand Meaning
241
Contents
The Need for
Braad
Narratives
247
Relationship Marketing and RelatioBship Branding
25
Investing to Relationships with Customers
262
Building Retail Customer Relationships through Loyalty Cards
265
Brand Communities
266
Chapter Summary
271
Reflective Questions
27
1
Research Projects
272
Chapter
10
The Marketing Communications Mix
273
What is the Communications Mix?
277
Description of Communications Mix Tools
280
Chapter Summary
288
Reflective Questions
288
Research Projects
288
Chapter
11
Advertising Strategy
289
Advertising Strategy
292
Brand Positioning and Narrative Development
293
Target Audience Characteristics
293
Target Audience Relationship with the Brand and Advertising
294
Communication Objectives
298
Informaţional
Content
306
Activity and Engagement
306
Strength of Argument
308
Argument
Levet
Means-End Chains
309
NumberofArguments
310
Appealing to Informational and Transformational Needs
310
Attitude towards the Communication
312
Requirements for
Informaţional
and Transfonnattoaal
Advertising Appeals·
ЗО
Flexibility
514
Chapter Summary
517
Reflective Questions
3 ! 7
Research Projects
3
1 7
Chapter
12
Advertising Creativity
318
What is Advertising Creativity?
321
Advertising Tactics to Achieve Attention
-
Processing
-
Coiwictioo
323
Tools for Grabbing Attention
325
Contents
XI
Tools
for Learning and Conviction
336
Chapter Summary
35
1
Reflective Questions
351
Research Projects
352
Chapter
13
Media Concepts and Media Planning
353
Trends in Media
356
Media Concepts
359
Analysing Market Situations and Conditions Responding to Competitors
Media Expenditure
360
Share of Voice
361
Asymmetric Competition
365
Media Planning Objectives
367
Media Selection Criteria
367
The Media Budget
370
Media Planning and Scheduling 3?2
Creative Media Planning
380
Integrated Marketing Communications
382
Chapter Summary
387
Reflective Questions
387
Research Projects 3B8
Chapter
14
Public Relations and Hybrid Marketing
Communications
389
Targets for Public Relations
395
Tools of Public Relations
400
Strategy and Tactics of Public Relations
402
Chapter Summary
423
Reflective Questions
42-ï
Research Projects
424
Chapter
15
Sales and Sales
Promotion 42S
The Nature of Sales and Sales Promotion
+28
Sales and Sales Promotion in the Contest of the Marketing Commuoicattoiis
Mix
42.8
Sales and Sales Promotional Objectives
429
Sales and Sales Promotion as Part of Strategy
430
Sales Force Selling
433
Sales Promotional Tactics -t35
Direct Marketing Promotions
440
Xli
Contents
Chapter Summary
443
Reflective Questions
443
Research Projects
443
Chapter
16
Beyond Traditional Marketing Communications
444
Brand Building through Marketing Communications
448
The Social Web in Context
449
The Changing Nature of Marketing Communications
451
Factors Affecting the Transformation of Marketing Communications
Social Web
459
Digital Conversation Platforms
46
1
Reinventing TV Advertising
462
Chapter Summary
46^
Reflective Questions
467
Research Projects
467
453
Chapter
17
Evaluating Marketing Communications
468
Evaluating the Application of Marketing Communications in a Brand-Driven
Organisation 4~2
Primary Purpose of Evaluating Marketing Communications
474
Evaluatioa and Measurement Focus
476
Methods of Evaluating Marketing Communications 4~ 7
Environmental Issues
ш
Marketing Communications
483
Ethical Considerations
483
Regulatory Controls
487
Green and Eco-Friendiy Considerations
487
Chapter Summary
489
Reflective Questions
489
Research Rrofeets
490
Glossary
491
References
548
Index
571
List of Cases
Chapter
1:
Introduction to Marketing Communications
Opening Case Study
Stella Artois:
Reassuringly Expensive Wife Beater?
Closing Case Study Cadbury s: The Joy of the Gorilla and the
Chocolate Factory
Page
з
17
Chapter
2:
How Marketing Communications Works
Opening Case Study Apple Macintosh: Hello, I m a Mac
Closing Case Study Microsoft Windows: life Without Walls:
Microsoft s Multimedia Fight Back Goes Bight to the
Core of Apple s Story
23
46
Chapter
3:
Analysis of Target Audiences
Opening Case Study
Closing Case Stody
Vgg Boots: From Farm Footwear to Fashion Icon, How
We Have Learned to Love the Uggiy* Booty
Australian
Tourist Board: Destinatioa
Australia;
Culture s up
äa
the Air Do^wn Under
41
75
Chapter
4:
Effects and Objectives
Opening Case Study
Closing Case Study
Keîlogg s
Special K: Kettagg s on the Ball for
ЅИпмоег
Summer Self-Confidence and Soaring Sales
Sky TV: The Sky s the limit for Top Set-Top Box
79
99
Chapter
5:
Strategy and Planning
Opeatag Case Study LEGO: Rebuilding the EEGO Legend
Btíek
by Brick
Closing Case Study
Zara:
Fast Fashion Formula Finds Gap to the Maritet
104
122
Chapter
6:
Strategic
Positioning
Opening Case Study
British Telecom:
ЮГ»
tihe
Best B2B
24/7
JT
Braad
to
Beat SMI
Gmalìns
Mateado
WS: WS
are
Раоиђг.
Gaming for
Noa-Canaets
is tte Name of the
Gaołe
126
151
xiv
List of Cases
Chapter
ľ:
Tactics and Techniques of Positioning
Opening Case Study
Mesei: îs
Green the New Black? I care, therefore I am
156
Closing Case Study Green
&
Black s: Is Green
&
Stack s the New Chocolate? Telling a
Complete Brand Narrative
189
Chapter
8:
Building Brand Equity
Opening Case Study
Isklar:
Pure Glacier. Pure Branding
196
Closing Case Study Levi s Jeans: Focusing on the Legend gives Legs to the
Levi s Brand
233
Chapter
9 :
Brand Narrative and Relational Management
Opening Case Study Harley-Bavidsoa: Bom to be Wild: Zen and the Art of
Brand Maintenance
¿38
Closing Case Study Ben
&
Jerry s: AM We are Saying is Give Peace, Love
and Ice Cream a Chance 2~(»
Chapter
10:
The Marketing Communications Mix
Opening Case Study MINI Cooper: A Continuing Story or a New Little MINI
Adventure?
2Г5
Closing Case Study Charity Brands: Advertising Amnesty, Branding
Banmrdo s: Cause or Creativity?
28Ŕ
Chapter
11:
Advertising Strategy
Opening Case Study Marks
&
Spencer. Not
jast
Advertising Strategy, Marks
&
Spencer Advertising Strategy
2Щ
>
Closing Case Study Red Bull: Austrian Thai Myth Creates a Global Hit with
Red Bull Buzz
315
Chapter
12:
Advertising Creativity
Opening Case Study Skoda: Ha!*, Aha! and An!
-
Creativity in Advertistag
is a Piece of Cake!
319
Closing Case Study Beinekea:
Heinéken
Know the Signs that Giving
Yourself a Good Name Eefreshes the Parts others
Cannot Reach
5
-ŕ·*
Chapter
13;
Media Concepts and Media Planning
Opening Case Stud}- Burger King: Burger Ring*« Crowning Glory: A
Whopper of a Viral Conversation
5
^
Closing Case Study
Barack
Obama:
Blactßerry
and the Social
Pulpit
-
Deconstructing
Barack Obama s
Use of
Social Media
ЗВ
-ł
List of Cases
xv
Chapter
14:
Public Refations and Hybrid Marketing Communications
Opening Case Study H&M: In-Store Chaos and Out-of-Store Buzz as H&M Take
the Catwalk to the Sidewalk „W>
Closing Case Study Beijing Olympics: One World One Dream: One Great
Sponsoring Opportunity
ł21
Chapter
15:
Sales and Sales Promotion
Opening Case Study Radiohead: Somewhere Over the Bainbows.
Don t Hail to the Thief as Free
Downloaders
become
Freeloaders 42h
Closing Case Study Becks: You Can Lead a Man to Culture, but Can You
Make
Шш
Drink?
-141
Chapter
16:
Beyond Traditional Marketing Communications
Opening Case Study Volvo: life is Better lived Together . Safety in Numbers
or How Volvo Used the Net to Escape the Cage
-И5
Closing Case Study SMS: The Joy of Text -It s Not Just Words That Count
-«>*
Chapter
17:
Evaluating Marketing Communications
Opening Case Study Ford: Evaluating the Sight Vehicle for Ford s Success -i69
Closing Case Study Australian White Ribbon Campaign: The Ethics of
ffltting the Wrong Targets with Pro-Social Advertising <8~
|
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| author | Dahlén, Micael 1973- Lange, Fredrik Smith, Terry 1955- |
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| dewey-full | 658.8/02 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed., 1. publ. |
| format | Book |
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| id | DE-604.BV023011693 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T13:06:34Z |
| institution | BVB |
| isbn | 9780470319925 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016215906 |
| oclc_num | 234440839 |
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| owner_facet | DE-473 DE-BY-UBG DE-703 DE-1049 DE-B170 DE-384 DE-355 DE-BY-UBR DE-573 DE-521 |
| physical | XXII, 584 S. Ill., zahlr. graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Wiley |
| record_format | marc |
| spellingShingle | Dahlén, Micael 1973- Lange, Fredrik Smith, Terry 1955- Marketing communications a brand narrative approach Branding (Marketing) Communication in marketing Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| subject_GND | (DE-588)4031883-7 (DE-588)4037589-4 (DE-588)4131075-5 |
| title | Marketing communications a brand narrative approach |
| title_auth | Marketing communications a brand narrative approach |
| title_exact_search | Marketing communications a brand narrative approach |
| title_full | Marketing communications a brand narrative approach Micael Dahlén ; Fredrik Lange ; Terry Smith |
| title_fullStr | Marketing communications a brand narrative approach Micael Dahlén ; Fredrik Lange ; Terry Smith |
| title_full_unstemmed | Marketing communications a brand narrative approach Micael Dahlén ; Fredrik Lange ; Terry Smith |
| title_short | Marketing communications |
| title_sort | marketing communications a brand narrative approach |
| title_sub | a brand narrative approach |
| topic | Branding (Marketing) Communication in marketing Kommunikation (DE-588)4031883-7 gnd Marketing (DE-588)4037589-4 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| topic_facet | Branding (Marketing) Communication in marketing Kommunikation Marketing Marktkommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016215906&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT dahlenmicael marketingcommunicationsabrandnarrativeapproach AT langefredrik marketingcommunicationsabrandnarrativeapproach AT smithterry marketingcommunicationsabrandnarrativeapproach |