Verfügbarkeit: Advertising, promotion, and other aspects of integrated marketing communications

Advertising, promotion, and other aspects of integrated marketing communications:

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Bibliographische Detailangaben
Späterer Titel:	Andrews, J. Craig Advertising, promotion, and other aspects of integrated marketing communications
Beteiligte Personen:	Shimp, Terence A. 1944- (VerfasserIn), Andrews, J. Craig (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Andover, Hampshire [u.a.] South-Western, Cengage Learning 2013
Ausgabe:	9th rev. ed., internat. ed.
Schlagwörter:	Kommunikation Integriertes Management Marketing
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026076901&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	XXII, 729 S. Ill.
ISBN:	9781133191421 1133191428

Internformat

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Datensatz im Suchindex

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adam_text	Brief Contents PÄRT 1 PART 2 6 8 PART 3 The Practice and Environment of Integrated Marketing Communications (IMC) 2 An Overview of integrated Marketing Communications 4 Enhancing Brand Equity and Accountability 28 Brand Adoption, Brand Naming, and intellectual Property issues 52 Environmental, Regulatory, and Ethical Issues 76 Fundamental IMC Planning Background and Decisions 112 Segmentation, Targeting, and Positioning 114 The Communications Process and Consumer Behavior 148 The Role of Persuasion in Integrated Marketing Communications 178 Objective Setting and 10 11 12 13 14 15 16 17 PART 4 18 19 20 Budgeting 204 PART 5 21 3 Advertising Management and New Media Choices 230 22 9 Overview of Advertising Management 232 23 Effective and Creative Ad Messages 258 Endorsers and Message Appeals in Advertising 288 Traditional Advertising Media 314 Online and Mobile Advertising 350 Social Media 376 Direct Marketing and Other Media 400 Advertising Media: Planning and Analysis 430 Measuring Ad Message Effectiveness 470 Sales Promotion Management 508 Sales Promotion Overview and the Role of Trade Promotion 510 Consumer Sales Promotion: Sampling and Couponing 546 Consumer Sales Promotion: Premiums and Other Promotions 574 Other IMC Tools 600 Public Relations, Word-of-Mouth Influence, and Sponsorships 602 Packaging, Point-of-Purchase Communications, and Signage 638 Personal Selling 676 Contents Preface xv About the Authors xxi PART 1 The Practice and Environment of Integrated Marketing Communications (IMC) 2 1 An Overview of Integrated Marketing Communications 4 Marcom Insight: Let s Check In! Place-Based Apps, Mobile Scanning Devices, and Checking-ln with Your Friends 4 Introduction 6 Marketing Communcations Objectives and Terminology 7 Promotional Mix Elements 8 The Primary Tools of Marketing Communications 9 The Integration of Marketing Communications 10 Why Integrate? 11 IMC Practices and Synergy 11 Definition of IMC 11 Key IMC Features 12 Key Feature #1: IMC Should Begin with the Customer or Prospect 12 GLOBAL FOCUS: Creating a Pepsi Commercial in China 13 Key Feature #2: Use Any Form of Relevant Contact 14 IMC FOCUS: The Laundry Hanger as an Advertising Touch Point 15 Key Feature #3: Speak with a Single Voice 16 Key Feature #4: Build Relationships Rather Than Engage in Flings 16 Key Element #5: Don t Lose Focus of the Ultimate Objective: Affect Behavior 17 Obstacles to Implementing the Key IMC Features 18 The Marketing Communications Decision- Making Process 19 Fundamental Marcom Decisions 20 Marcom Implementation Decisions 21 Marcom Outcomes 23 Program Evaluation 24 Summary 24 Appendix 25 Discussion Questions 25 End Notes 26 Enhancing Brand Equity and Accountability 28 Marcom Insight: Are There Too Many Social Media Brands? 28 Introduction 30 Brand Equity 30 IMC FOCUS: Harley-Davidson — An Iron Horse for Rugged Individualists, Including American Women 31 A Firm-Based Perspective on Brand Equity 31 Brand Equity Models 33 Relationships among Brand Concepts, Brand Equity, and Brand Loyalty 37 Strategies to Enhance Brand Equity 38 IMC FOCUS: Neuromarketing and the Case of Why Coca-Cola Outsells Pepsi 39 What Benefits Result from Enhancing Brand Equity? 42 GLOBAL FOCUS: The Worlds Perception of America 43 Characteristics of World-Class Brands 44 Affecting Behavior and Achieving Marcom Accountability 45 Difficulty of Measuring Marcom Effectiveness 46 Assessing Effects with Marketing Mix Modeling 47 Summary 49 Discussion Questions 49 End Notes 50 3 Brand Adoption, Brand Naming, and Intellectual Property Issues 52 Marcom Insight: Back to the Future! The Vibram FiveFingers Running Shoe 52 Introduction 54 Marcom and Brand Adoption 54 Brand Characteristics That Facilitate Adoption 56 GLOBAL FOCUS: Washing Machines for the Masses in Brazil, China, and India 57 Quantifying the Adoption-Influencing Characteristics 60 Brand Naming 62 What Constitutes a Good Brand Name? 62 IMC FOCUS: A Musical Toothbrush That Encourages Children to Brush Longer 65 The Brand-Naming Process 68 The Role of Logos 69 Intellectual Property 71 Patents 71 Copyrights 71 Trademarks 72 Summary 73 Discussion Questions 73 End Notes 74 4 Environmental, Regulatory, and Ethical Issues 76 Marcom Insight: Will Graphic Visual Tobacco Warnings in the United States Be Effective? 76 Introduction 78 Environmental Marketing Communications 78 Green Marketing Initiatives 78 GLOBAL FOCUS: The Greendex: Environmentally Sustainable Consumption in 17 Countries 79 Social Media Campaigns 83 Guidelines for Green Marketing 83 Regulation of Marketing Communications 84 When Is Regulation Justified? 85 Regulation by Federal Agencies 86 False Advertising and Lanham Act Cases in Federal Court 92 Regulation by State Agencies 92 Advertising Self-Regulation 92 Ethical Issues in Marketing Communications 94 The Ethics of Targeting 95 Ethical Issues in Advertising 98 Ethical Issues in Public Relations 101 Ethical Issues in Packaging and Branding 102 Ethical Issues in Sales Promotions 102 Ethical Issues in Online and Social Media Marketing 103 Fostering Ethical Marketing Communications 103 IMC FOCUS: A Rigged Promotion for Frozen Coke 104 Summary 105 Discussion Questions 105 End Notes 106 PART 2 Fundamental IMC Planning Background and Decisions 112 5 Segmentation, Targeting, and Positioning 114 Marcom Insight: Positioning and McBucks : Is McDonald s Becoming Starbucks? 114 Introduction 116 Segments and the Market Segmentation Process 117 Segmentation Bases: Behaviorial Segmentation 117 Online Behavioral Targeting 118 Privacy Concerns 119 Psychographic Segmentation 120 Customized Psychographic Profiles 121 General Purpose Psychographic Profiles 121 Geodemographic Segmentation 124 Demographic Segmentation 125 GLOBAL FOCUS: Geodemographics and Smartphone Use: It s Not What It Seems 126 The Changing Age Structure 127 IMC FOCUS: College Students: An Inviting Target for Odor-Fighting Products 131 The Ever-Changing American Household 133 Ethnic Population Developments 134 IMC FOCUS: A Special Beverage for Latino Consumers, Clamato 137 Market Targeting 138 Market Positioning in Practice: The Fundamentals 139 Benefit Positioning 140 IMC FOCUS: Not Lovely, but Successful 141 Attribute Positioning 141 GLOBAL FOCUS: The Symbolism of Certifying Products as Fair Traded 142 Repositioning a Brand 144 Marketing Mix Development 144 Summary 145 Discussion Questions 145 End Notes 146 The Communications Process and Consumer Behavior 148 Marcom Insight: Everyday Consumer Habits Helping the World 148 The Communications Process 150 Elements in the Communication Process 150 GLOBAL FOCUS: Cultural Differences in Communication: High versus Low Context Cultures 151 IMC FOCUS: Neural Candy : Sounds in Advertising That We Can t Resist 152 Marketing Communication and Meaning 153 The Meaning of Meaning 153 The Dimensions of Meaning 154 Meaning Transfer: From Culture to Object to Consumer 154 The Use of Figurative Language in Marketing Communications 155 Behavioral Foundations of Marketing Communications 160 The Consumer Processing Model (CPM) 160 The Hedonic, Experiential Model (HEM) 171 Summary 173 Discussion Questions 173 End Notes 174 7 The Role of Persuasion in Integrated Marketing Communications 178 Marcom Insight: Can We Be Persuaded to Overcome Bad Habits? The Cell-Free Club 178 180 The Nature and Role of Attitudes What Is an Attitude? 180 Using Attitudes to Predict Behavior 181 Persuasion in Marketing Communications 181 The Ethics of Persuasion 181 Tools of Influence: The Persuader s Perspective 182 Reciprocation 182 Commitment and Consistency 183 Social Proof 183 Liking 184 Authority 184 Scarcity 184 The Influence Process: The Persuadee s Perspective 185 Message Arguments 185 Peripheral Cues 186 GLOBAL FOCUS: Ad Persuasion for Global Public Causes 187 Communication Modality 187 Receiver Involvement 187 Receiver s Initial Position 187 An Integrated Model of Persuasion 188 The Central Route 190 The Peripheral Route 190 IMC FOCUS: Faster Than a Microwave Oven; Better Than a Conventional Oven 191 Dual Routes 192 Enhancing Consumers Motivation, Opportunity, and Ability to Process Advertisements 192 Motivation to Attend to Messages 193 Motivation to Process Messages 195 Opportunity to Encode Information 195 Opportunity to Reduce Processing Time 196 Ability to Access Knowledge Structures 196 Ability to Create Knowledge Structures 196 Section Summary 197 The Theory of Reasoned Action (TORA) 197 Attitude Change Strategies 198 Changing Preferences and Behavioral Modification Strategies 199 Summary 199 Discussion Questions 200 End Notes 201 8 Objective Setting and Budgeting 204 Marcom Insight: Cavemen, Geckos, Flo, Mayhem, Magic Jingles, and the Insurance Industry Ad Brawl 204 Introduction 206 Setting Marcom Objectives 206 The Hierarchy of Marcom Effects 207 IMC FOCUS: This Cat(fight) Is a Dog 210 The Integrated Information Response Model 211 Section Summary 213 Requirements for Setting Suitable Marcom Objectives 213 Should Marcom Objectives Be Stated in Terms of Sales? 215 Marcom Budgeting 217 Budgeting in Theory 217 GLOBAL FOCUS: The Top-20 Global Marketers Advertising Spending 218 Budgeting in Practice 220 Section Summary 226 Summary 226 Discussion Questions 227 End Notes 227 PART 3 Advertising Management and New Media Choices 230 9 Overview of Advertising Management 232 Marcom Insight: The Story of Mad Man, the Elvis of Advertising 232 Introduction 234 The Magnitude of Advertising 235 GLOBAL FOCUS: Which Source of Product Information Do Consumers Most Trust? 236 Advertising-to-Sales Ratios 237 Advertising Effects Are Uncertain 239 Advertising s Effect on the Economy 240 Advertising = Market Power 240 Advertising = Information 241 A Synthesis 241 Advertising Functions 241 Informing 241 Influencing 242 Reminding and Increasing Salience 242 Adding Value 242 IMC FOCUS: A National Advertising Effort for Starbucks 243 Assisting Other Company Efforts 244 The Advertising Management Process 244 Managing the Advertising Process: The Client Perspective 244 The Role of Advertising Agencies 245 Agency Compensation 247 Ad-Investment Considerations 248 The Case for Investing in Advertising 249 The Case for Disinvesting 249 Which Position Is More Acceptable? 250 Summary 254 Discussion Questions 255 End Notes 255 10 Effective and Creative Ad Messages 258 Marcom Insight: Perhaps the Greatest TV Commercial of All Time 258 Introduction 260 Suggestions for Creating Effective Advertising 260 Qualities of Successful Advertising 261 What Exactly Does Being Creative and Effective Mean? 261 Creativity: The CAN Elements 262 Getting Messages to Stick 262 Illustrations of Creative and Sticky Advertising Executions 264 GLOBAL FOCUS: Why Dump an Extraordinarily Successful Ad Campaign? 265 Making an Impression 267 Advertising Plans and Strategy 268 A Five-Step Program 268 Constructing a Creative Brief 270 Advertising Objectives 270 Target Audience 270 Motivations, Thoughts, and Feelings 270 Brand Positioning and Personality 271 Primary Outcome or Take Away 271 Other Details and Mandatories 271 IMC FOCUS: How Well Do You Know Advertising Slogans? 272 Means-End Chaining and Laddering 273 The Nature of Values 274 Which Values Are Most Relevant to Advertising? 275 Advertising Applications of Means-End Chains: The MECCAS Model 275 Identifying Means-End Chains: The Method of Laddering 277 Practical Issues in Identifying Means-End Chains 278 Alternative Styles of Creative Advertising 279 Generic Creative Style 279 Preemptive Creative Style 280 Unique Selling Proposition Creative Style 280 Brand Image Creative Style 281 Resonance Creative Style 281 Emotional Creative Style 282 Section Summary 282 Corporate Image and Corporate Issue Advertising 282 Corporate Image Advertising 283 Corporate Issue (Advocacy) Advertising 283 Summary 284 Discussion Questions 284 End Notes 285 11 Endorsers and Message Appeals in Advertising 288 Marcom Insight: The Use of Humor and Comparisons in Advertising 288 Introduction 290 The Role of Celebrity Endorsers in Advertising 290 Source Attributes and Receiver Processing Modes 291 Credibility: The Process of Internalization 292 Attractiveness: The Process of Identification 293 Power: The Process of Compliance 293 Practical Issues in Selecting Celebrity Endorsers 293 GLOBAL FOCUS: Two Unknowns (to most Americans) Connect in China 295 The Role of Q Scores 297 The Role of Humor in Advertising 297 Appeals to Consumer Fears 299 Fear Appeal Logic 299 Appropriate Intensity 300 The Related Case of Appeals to Scarcity 300 Appeals to Consumer Guilt 301 The Use of Sex in Advertising 301 What Role Does Sex Play in Advertising? 301 The Potential Downside of Sex Appeals in Advertising 302 Subliminal Messages and Symbolic Embeds 302 Why It Is Unlikely That Subliminal Advertising Works 303 The Functions of Music in Advertising 304 IMC FOCUS: Subliminal Priming and Brand Choice 305 The Role of Comparative Advertising 306 Is Comparative Advertising More Effective? 306 Considerations Dictating the Use of Comparative Advertising 307 Summary 308 Discussion Questions End Notes 309 308 12 Traditional Advertising Media 314 Marcom Insight: Has TV Advertising Lost Its Effectiveness? Or Has It Simply Changed Its Look? 314 Introduction 316 Some Preliminary Comments 316 Newspapers 316 Buying Newspaper Space 317 Newspaper Advertising s Strengths and Limitations 318 Magazines 319 Buying Magazine Space 320 Magazine Advertising s Strengths and Limitations 322 Magazine Audience Measurement 323 Using Simmons and MRI Reports 324 Customized Magazines 327 Radio 328 Buying Radio Time 328 Radio Advertising s Strengths and Limitations 328 Radio Audience Measurement 330 Television 331 Television Programming Dayparts 331 Network, Spot, Syndicated, Cable, and Local Advertising 332 Television Advertising s Strengths and Limitations 335 IMC FOCUS: The Rising Cost of Super Bowl Advertising 336 GLOBAL FOCUS: Place-Shifting TV Viewing 339 Infomercials 340 Brand Placements in Television Programs 341 Recent Developments in TV Advertising 341 Television Audience Measurement 341 Summary 345 Discussion Questions 345 End Notes 346 13 Online and Mobile Advertising 350 Marcom Insight: Mobile Headache: The Excitement and Challenges of Mobile Advertising 350 Introduction 352 Online Advertising: Benefits and Costs 352 The Online Advertising Process 353 Online Advertising Formats 354 Search Engine Advertising 355 Purchasing Keywords and Selecting Content- Oriented Websites 356 SEA Problems 358 Display or Banner Ads 358 Click-Through Rates 358 Standardization of Banner-Ad Sizes 359 Rich Media: Pop-Ups, Interstitials, Superstitials, and Video Ads 360 Video Ads and Webisodes 360 IMC FOCUS: Web Videos for Johnson s Baby Lotion 361 Websites and Sponsored Sites 362 Blogs and Podcasts 363 Blogs 363 Podcasts 364 E-mail Advertising 364 GLOBAL FOCUS: Nescafe s Viral E-mail Effort in Argentina 365 Opt-In E-mailing versus Spam 365 E-mail Magazines (E-zines) 366 Mobile Advertising 366 GLOBAL FOCUS: Mobile Phone Advertising in India 367 Advertising via Behavioral Targeting and Privacy Issues 369 Measuring Internet Ad Effectiveness 370 Metrics for Measuring Internet Ad Performance 370 Summary 372 Discussion Questions 372 End Notes 373 14 Social Media 376 Marcom Insight: Is Facebook Becoming Passé? 376 Introduction 378 Social Media Background and Landscape 378 Comparisons with Traditional Media 379 Social Media Advantages and Disadvantages 380 Social Media Categories and Brands 381 Social Networking 381 Facebook 381 Twitter 384 GLOBAL FOCUS: The Great Firewall: China s Social Media Clones 385 IMC FOCUS: Pinterest: Fast and Furious Growth, yet Potential Legal Issues 386 Successful Social Media Campaigns 387 Common Objectives and Themes for These Successful Social Media Campaigns 390 Factors That Work in Social Media Campaigns and Why 390 Organizing Social Media Efforts 391 How to Advertise on Social Networks 391 Privacy and Other Concerns 393 Other Social Media Network Concerns 394 Measurement of Social Media Campaigns 394 Summary 396 Discussion Questions 396 End Notes 397 15 Direct Marketing and Other Media 400 Marcom Insight: During a Recession, ShamWow Marches On 400 Introduction 402 Direct Marketing 402 Direct Marketing s Phenomenal Growth 404 Direct-Response Advertising 404 Direct Mail 406 Illustrations of Successful Direct-Mail Campaigns 407 GLOBAL FOCUS: How a Major Production Mistake Turned into a Huge Direct-Mailing Success 408 Direct Mail s Distinctive Features 410 Who Uses Direct Mail and What Functions Does It Accomplish? 410 The Special Case of Catalogs and Audiovisual Media 411 The Use of Databases 412 Outbound and Inbound Telemarketing 415 Outbound Telemarketing 416 Inbound Telemarketing 416 Major Telemarketing Regulation 417 Other Media 418 Brand Placements 419 Brand Placements in Movies 419 Brand Placements in TV Programs 421 Yellow-Pages Advertising 421 Video-Game Advertising (a.k.a. Advergaming) 422 Measuring Video-Game Audiences 422 IMC FOCUS: Profile of the Video-Gaming Community 423 Cinema Advertising 423 Potpourri of Alternative Advertising Media 423 Summary 425 Discussion Questions 426 End Notes 427 16 Advertising Media: Planning and Analysis 430 Marcom Insight: Is Super Bowl Advertising Worth the Expense? 430 Introduction 432 Some Useful Terminology: Media versus Vehicles 432 Messages and Media: A Hand-in-Glove Relation 432 GLOBAL FOCUS: Searching for Media Options Around the Globe 432 Selecting and Buying Media and Vehicles 433 IMC FOCUS: A Multi-Screen Media World 434 The Media-Planning Process 435 Selecting the Target Audience 436 Specifying Media Objectives 437 Reach 437 Frequency 438 Weight 440 Continuity 447 Recency Planning (a.k.a. The Shelf-Space Model) 449 Cost Considerations 451 The Necessity of Making Trade-Offs 452 Media-Scheduling Software 453 Hypothetical Illustration: A One-Month Magazine Schedule for the Esuvee Safety Campaign 455 Review of Media Plans 459 The Diet Dr Pepper Plan 459 Saab 9-5 s Media Plan 462 Olympus Camera Media Plan 464 Summary 466 Discussion Questions 467 End Notes 468 17 Measuring Ad Message Effectiveness 470 Marcom Insight: Lessons in Ad Copy Testing and Tracking: The National Youth Anti-Drug Media Campaign 470 Introduction to Advertising Research 473 It Is Not Easy or Inexpensive 474 What Does Advertising Research Involve? 474 IMC FOCUS: Testing TV Commercials in Prefinished Form 475 Industry Standards for Message Research 475 What Do Brand Managers and Ad Agencies Want to Learn from Message Research? 477 Two General Forms of Message Research 478 Qualitative Message Research 478 GLOBAL FOCUS: Jack Daniels Old No. 7 and Global Ad Research 479 Quantitative Message Research 480 Measures of Recognition and Recall 481 Starch Ad Readership Studies 481 Bruzzone Tests 484 Day-After Recall Testing 486 Measurement of Emotional Reactions 488 BBDO s Emotional Measurement System 489 Facial Imaging Technology 489 Neuroscience and Brain Imaging 490 Self-Report Measurement 490 Physiological Testing 490 Measures of Persuasion 492 The Ipsos ASI Next*TV® Method 492 The comScore ARS Share of Choice Method 492 Measures of Sales Response (Single-Source Systems) 494 ACNielsen s ScanTrack 495 SymphonylRI Group s BehaviorScan 495 Some Major Conclusions about Television Advertising 497 Conclusion 1— All Commercials Are Not Created Equal: Ad Copy Must Be Distinctive 497 Conclusion 2— More Is Not Necessarily Better: Weight Is Not Enough 498 Conclusion 3— All Good Things Must End: Advertising Eventually Wears Out 502 Conclusion 4— Do Not Be Stubborn: Advertising Works Quickly or Not at All 502 Summary 503 Discussion Questions 503 End Notes 504 PART 4 Sales Promotion Management 508 18 Sales Promotion Overview and the Role of Trade Promotion 510 Marcom Insight: It s a Matter of Power — Nike Versus Foot Locker 510 Introduction 512 The Nature of Sales Promotion 512 IMC FOCUS: Baseball Promotions: The Good, The Bad, and The Ugly 513 Promotion Targets 514 Increased Budgetary Allocations to Promotions 514 Factors Accounting for the Shift 515 A Consequence of the Increase: A Shift in Accounting Rules 519 What Are Sales Promotions Capabilities and Limitations? 520 What Promotions Can Accomplish 520 What Promotions Cannot Accomplish 524 Problems with an Excessive Emphasis on Sales Promotion 525 The Role of Trade Promotions 525 Trade Promotions Scope and Objectives 525 Ingredients for a Successful Trade Promotion Program 526 Trade Allowances 527 Major Forms of Trade Allowances 527 GLOBAL FOCUS: Supermarket Slotting Fees Migrate to China 531 Undesirable Consequences of Off-Invoice Allowances: Forward Buying and , Diverting 532 Efforts to Rectify Trade Allowance Problems 534 Everyday Low Pricing (EDLP) 534 Pay-for-Performance Programs 535 Customizing Promotions: Account-Specific Marketing 537 Generalizations about Promotions 538 Generalization 1: Temporary retail price reductions substantially increase sales — but only in the short term 538 Generalization 2: The greater the frequency of deals, the lower the height of the deal spike 539 Generalization 3: The frequency of deals changes the consumer s reference price 539 Generalization 4: Retailers pass through less than 100 percent of trade deals 539 Generalization 5: Higher-market-share brands are less deal elastic 539 Generalization 6: Advertised promotions can result in increased store traffic 540 Generalization 7: Feature advertising and displays operate synergistically to influence sales of discounted brands 540 Generalization 8: Promotions in one product category affect sales of brands in complementary and competitive categories 540 Generalization 9: The effects of promoting higher- and lower-quality brands are asymmetric 540 Summary 541 Discussion Questions 541 End Notes 542 19 Consumer Sales Promotion: Sampling and Couponing 546 Marcom Insight: Groupon: A New Model for Couponing 546 Introduction 548 Why Use Consumer Promotions? 548 Brand Management Objectives and Consumer Rewards 549 Classification of Promotion Methods 550 Sampling 552 IMC FOCUS: Smart Sampling Machines Tell Kids to Scram 553 Major Sampling Practices 555 When Should Sampling Be Used? 557 GLOBAL FOCUS: Introducing Oreos to China 558 Sampling Problems 559 Couponing 559 Couponing Background 561 Point-of-Purchase Couponing 563 Mail- and Media-Delivered Coupons 566 In- and On-Pack Coupons 567 Online and Social Group Couponing 567 The Coupon Redemption Process and Misredemption 568 The Role of Promotion Agencies 570 The Rise of the Online Promotion Agency 570 Summary 571 Discussion Questions 571 End Notes 572 20 Consumer Sales Promotion: Premiums and Other Promotions 574 Marcom Insight: Whopper Sacrifice: Is an Online Premium Offer Worth 10 Friends? 574 Introduction 576 Premiums 576 Free-with-Purchase Premiums 577 Mail-In and Online Offers 577 GLOBAL FOCUS: Barq s Root Beer, Elvis, and Russian Knickknacks 578 In-, On-, and Near-Pack Premiums 578 Self-Liquidating Offers 579 IMC FOCUS: A Super-Successful Self- Liquidating Premium Promotion 580 What Makes a Good Premium Offer? 580 Price-Offs 580 Federal Trade Commission Price-Off Regulations 581 Bonus Packs 581 Games 582 Avoiding Snafus 582 Refunds and Rebates 583 Phantom Discounts 584 Rebate Fraud 584 Sweepstakes and Contests 585 Sweepstakes 585 Contests 587 Online Sweeps and Contests 588 Continuity Promotions 589 Overlay and Tie-In Promotions 589 Overlay Programs 590 Tie-In Promotions 590 Retailer Promotions 592 Retail Coupons 592 Frequent-Shopper Programs 592 Special Price Deals 593 Samples, Premiums, and Games 593 Evaluating Sales Promotion Ideas 594 A Procedure for Evaluating Promotion Ideas 594 Postmortem Analysis 595 Summary 597 Discussion Questions 598 End Notes 598 PART 5 Other IMC Tools 600 21 Public Relations, Word-of-Mouth Influence, and Sponsorships 602 Marcom Insight: Rats in KFC/Taco Bell Restaurant 602 Introduction 604 Marketing Public Relations (MPR) versus Advertising 605 Proactive versus Reactive MPR 605 Proactive MPR 606 Reactive MPR 607 Crisis Management 610 The Special Case of Rumors and Urban Legends 611 IMC FOCUS: Two Cases of Contamination Rumors: Aspartame and Plastic Water Bottles 613 What Is the Best Way to Handle a Rumor? 614 Word-of-Mouth Influence 614 Strong and Weak Ties 614 The Role of Opinion Leaders in WOM Dissemination 615 GLOBAL FOCUS: Create a False Blog and Go to Jail 615 Prevent Negative WOM 616 Buzz Creation and Viral Marketing 616 Some Anecdotal Evidence 617 Formal Perspectives on Buzz Creation 618 Viral Marketing Is Akin to Creating an Epidemic 619 Igniting Explosive Self-Generating Demand 620 Summing Up 622 Sponsorship Marketing 622 Event Sponsorships 623 Selecting Sponsorship Events 623 IMC FOCUS: Big Brown (the Thoroughbred Racehorse) and UPS 625 Sponsorship Agreements 626 Creating Customized Events 626 GLOBAL FOCUS: Volvo and East London s Starlite Urban Drive-In 627 Ambushing Events 628 Measuring Success 628 Cause Sponsorships 629 The Benefits of CRM 630 The Importance of Fit 631 Accountability Is Critical 631 Summary 631 Discussion Questions 632 End Notes 633 22 Packaging, Point-of-Purchase Communications, and Signage 638 Marcom Insight: Mobile Grocery Shopping 638 Introduction 640 Packaging 640 Packaging Structure 641 Evaluating the Package: The VIEW Model 643 Quantifying the VIEW Components 646 Designing a Package 647 Point-of-Purchase (POP) Communications 648 The Spectrum of POP Materials 649 What Does POP Accomplish? 649 IMC FOCUS: The Growth of In-Store TV 651 POP s Influence on Consumer Behavior 651 Evidence of In-Store Decision Making 653 Evidence of Display Effectiveness 656 Latest POPAI Research 659 The Use and Nonuse of POP Materials 659 Measuring In-Store Advertising s Audience 660 On-Premise Business Signage 661 Types of On-Premise Signs 661 The ABCs of On-Premise Signs 661 Seek Expert Assistance 662 23 Out-of-Home (Off-Premise) Advertising 663 Forms of Billboard Ads 663 GLOBAL FOCUS: Billboard Advertising Trends in BRIC Countries 664 Buying Billboard Advertising 665 Billboard Advertising s Strengths and Limitations 667 Measuring Billboard Audience Size and Characteristics 668 A Case Study of Billboard Effectiveness 669 Other Forms of ООН Advertising 670 Summary 671 Discussion Questions 672 End Notes 673 Personal Selling 676 Marcom Insight: What Qualities Are Liked and Disliked in a Salesperson? 676 Introduction 678 Personal Selling 678 Personal Selling s Role in the Promotion Mix and IMC 678 Attitudes Toward Selling 679 Attractive Features of Personal Selling 680 Modern Selling Philosophy 680 GLOBAL FOCUS: Selling Japanese Style 681 Selling Activities and Types of Personal-Selling Jobs 682 Selling Activities 682 IMC FOCUS: Salesforce.com 683 Types of Sales Jobs 683 The Basic Steps in Personal Selling 685 Step 1: Prospecting and Qualifying 685 Step 2: Preapproach 685 Step 3: Approach 686 Step 4: The Sales Presentation 686 Step 5: Handling Objections 687 Step 6: The Close 687 Step 7: The Follow-Up 688 In Summary 689 IMC FOCUS: National Business Machines Case 689 Salesperson Performance and Effectiveness 690 Specific Determinants of Salesperson Performance 692 Excellence in Selling 694 Specific Characteristics of High-Performers 695 Summary 697 Discussion Questions 697 End Notes 698 Glossary 701 Name Index 708 Subject Index 714
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author	Shimp, Terence A. 1944- Andrews, J. Craig
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id	DE-604.BV041100509
illustrated	Illustrated
indexdate	2024-12-20T16:30:47Z
institution	BVB
isbn	9781133191421 1133191428
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-026076901
oclc_num	854740795
open_access_boolean
owner	DE-739 DE-M382 DE-473 DE-BY-UBG
owner_facet	DE-739 DE-M382 DE-473 DE-BY-UBG
physical	XXII, 729 S. Ill.
publishDate	2013
publishDateSearch	2013
publishDateSort	2013
publisher	South-Western, Cengage Learning
record_format	marc
spellingShingle	Shimp, Terence A. 1944- Andrews, J. Craig Advertising, promotion, and other aspects of integrated marketing communications Kommunikation (DE-588)4031883-7 gnd Integriertes Management (DE-588)4346301-0 gnd Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4031883-7 (DE-588)4346301-0 (DE-588)4037589-4
title	Advertising, promotion, and other aspects of integrated marketing communications
title_alt	Integrated marketing communications
title_auth	Advertising, promotion, and other aspects of integrated marketing communications
title_exact_search	Advertising, promotion, and other aspects of integrated marketing communications
title_full	Advertising, promotion, and other aspects of integrated marketing communications Terence A. Shimp ; J. Craig Andrews
title_fullStr	Advertising, promotion, and other aspects of integrated marketing communications Terence A. Shimp ; J. Craig Andrews
title_full_unstemmed	Advertising, promotion, and other aspects of integrated marketing communications Terence A. Shimp ; J. Craig Andrews
title_new	Andrews, J. Craig Advertising, promotion, and other aspects of integrated marketing communications
title_short	Advertising, promotion, and other aspects of integrated marketing communications
title_sort	advertising promotion and other aspects of integrated marketing communications
topic	Kommunikation (DE-588)4031883-7 gnd Integriertes Management (DE-588)4346301-0 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Kommunikation Integriertes Management Marketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026076901&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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Inhaltsverzeichnis