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Bibliographic Details
Main Authors:	Eagle, Lynne C. (Author), Dahl, Stephan 1971- (Author), Czarnecka, Barbara (Author), Lloyd, Jenny (Author)
Format:	Book
Language:	English
Published:	London Routledge 2015
Subjects:	Marketing Kommunikationsstrategie Kommunikationsmodell
Links:	http://www.gbv.de/dms/bowker/toc/9780415507714.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026225643&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	xiii, 427 Seiten Illustrationen, Diagramme
ISBN:	9780415507707 9780415507714

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Record in the Search Index

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adam_text	Contents List of figures xi List of tables xiv About the authors xv Acknowledgements xvi 1 Marketing communications as a strategic marketing tool 1 Introduction 2 Environmental turbulence: the effect of new media forms 3 Changes to marketing communications over time 7 Barriers to successful integration of marketing communications elements 9 Retailer influence, product, services, business-to-business and social marketing 11 Summary 13 Review questions 14 Recommended reading 14 Case study 1.1: Graduates Yorkshire recruitment 14 Notes 20 2 Introducing communication 24 Introduction 25 What is communication? 25 How does communication work? 27 Communication in a mass market 28 Messages, media and marketing communications: getting it right 29 Markets: more than just consumers and customers! 33 Getting the target market s attention 35 Creating messages that mean something 39 Consumers as co-producers of meaning 40 Noise as a disruptor of communication 41 Summary 42 Review questions 42 Recommended reading 43 Case study 2.1: Growing food glorious food 43 Notes 44 vi Contents 3 Ethical issues and current challenges 46 Introduction 47 Marketing communications and children 48 Communication with consumers with low literacy levels 52 Ethics, regulation and communication 53 Special challenges of social marketing communications 55 Summary 57 Review questions 57 Recommended reading 58 Case study 3.1: SKCIN (Karen Clifford Skin Cancer Charity) 58 Case study 3.2: Political advertising — back to the future 63 Case study 3.3: Communication controversy: regarding direct-to-consumer advertising of prescription medicines 63 Notes 65 4 Analysing the integrated marketing communications environment 69 Introduction 70 The first steps: setting clear objectives 71 Understanding the IMC environment 75 The macro IMC environment 75 Market conditions 78 Analysing the micro IMC environment 81 Making effective use of the environmental analysis 84 The benefits and pitfalls of IMC environmental analysis 85 Summary 85 Review questions 86 Recommended reading 86 Case study 4.1: Elephant Chakki Gold 86 Case study 4.2: The ups and downs of recession 90 Notes 92 5 Creativity and creative tactics 93 Introduction 94 What is creativity ? 94 The role and importance of creativity 96 Creative tactics 97 Generating creative ideas 105 The challenges and pitfalls of creativity 107 Summary 109 Review questions 109 Recommended reading 109 Case study 5.1: Using creativity to drive brand success 110 Case study 5.2: Creativity through the use of non-conventional media 118 Notes 120 6 The IMC client-agency relationship 122 Introduction 123 The structure of the marketing industry 123 Contents vii The client-side management structure 123 Agencies and their management structure 124 The client-agency process 128 Challenges associated with the management of the client—agency relationship 133 Overcoming the challenges of the client-agency relationship 134 Summary 135 Review questions 135 Recommended reading 135 Case study 6.1: Saatchi and Saatchi: when bigger isn t always better 135 Notes 138 7 IMC and branding 139 Introduction 140 Defining brands 140 Why brands matter: IMC and the function of brands 141 Creating and maintaining brand equity 149 Creating brand identity 151 Brand portfolios and managing the brand architecture 152 Summary 154 Review questions 154 Recommended reading 155 Case study 7.1: Ginsters: brand identity repositioning 155 Case study 7.2: Repositioning the brand and refreshing the cider market 159 Notes 161 8 Traditional media 163 Introduction 164 Media choices 164 Media strengths and weaknesses 166 Simultaneous media use 170 Media context 170 Summary 171 Review questions 172 Recommended reading 173 Case study 8.1 : Ancestry. co. uk 173 Case study 8.2: Watch your own heart attack (British Heart Foundation) 179 Case study 8.3: DWP/COI - giving it to you straight 186 Case study 8.4: Novartis: tissue overload 190 Case study 8.5: Road safety strategies 192 Notes 199 9 Electronic, new and social media 201 Introduction 202 Online advertising 204 eCommerce/mCommerce 205 viii Contents SMS/MMS/WAP fi-mode and mobile Internet 206 NFC, Bluetooth and location-based services 207 Viral marketingfblogs/social media and social networks: web 2.0 208 Measuring effectiveness and return on investment 210 Ethical issues 211 Summary 212 Review questions 213 Recommended reading 214 Case study 9.1: Marmite 214 Case study 9.2: ВТ - bringing it all together in digital 217 Notes 226 10 Emerging, hybrid media and experiential marketing 227 Introduction 228 Drivers of hybrid media development 228 Concerns regarding hybrid media 229 Product placements/joint promotions 230 Product placement in video games ( advergames ) 233 Experiential marketing 234 Augmented reality marketing 235 Effectiveness/pre-testing/measuring return on investment 235 Ethical issues 235 Summary 236 Review questions 236 Recommended reading 237 Case study 10.1: Bebo s Kate Modern; using online product placement to monetize social networking websites 237 Notes 240 11 Integrated campaign development: advertising 244 Introduction 245 What is advertising? 245 How does the process of advertising work? 245 What makes advertising effective? 249 The importance of ad liking ? 255 The role of the creative brief in effective advertising 256 Evaluation of an advertising campaign 257 Legal limitations, industry guidelines and ethical issues 258 Summary 259 Review questions 259 Recommended reading 259 Case study 11.1: Taxi insurance 260 Case study 11.2: Key 103 - radio station 267 Notes 279 12 Integrated campaign development: sales promotion 281 Introduction 282 Factors driving increased sales promotional activity 282 Contents ix Strategie and tactical considerations 285 Advantages and disadvantages of sales promotions 286 Manufacturer and retailer perspectives 287 Competitor response 287 Ethical issues in sales promotional activity 288 Summary 288 Review questions 290 Recommended reading 290 Case study 12.1: Thomas Cook 290 Notes 295 13 Integrated campaign development: direct and database marketing, outdoor and point of purchase 297 Introduction 298 Strengths and weaknesses of direct and database marketing 300 Tools used 302 Permission marketing 306 Measuring effectiveness of direct and database marketing 306 Ethical considerations 308 Outdoor advertising as a direct contact point 308 Point-of-purchase advertising 309 Summary 310 Review questions 310 Recommended reading 310 Case study 13.1: Using outdoor advertising to change perceptions of the National Trust in Northern Ireland 311 Case study 13.2: Hastings Hotel Group 313 Notes 317 14 Integrated campaign development: marketing PR and sponsorship 319 Introduction 320 General PR and marketing PR 320 Reactive versus proactive MPR 322 Publicity and media relations 324 Lobbying 325 Word of mouth (WOM) and astro-turfing 326 Sponsorship 327 Ethics in PR and sponsorship 329 Measuring results 329 Summary 329 Review questions 330 Recommended reading 330 Case ѕѓш/у /. ¥. 1: Stanley Tools 331 Notes 344 15 Integrated campaign development: personal selling and sales management, retail key account liaison, exhibitions and shows 346 Introduction ЪА1 Personal selling/sales management 348 χ Contents Retailer dominance 352 Growth of retailer house brands 352 Key account management 354 Role ofin-store merchandisers 354 Internetsales 354 Exhibitions and shows 355 Summary 356 Review questions 356 Recommended reading 357 Case study 15.1: Hiho Silver 357 Afores 363 16 Evaluation and control: evidence of effectiveness and the challenge of measuring return on investment 366 Introduction 367 Defining marketing effectiveness and return on investment 367 The value of evaluation 370 The process of evaluation 370 Taking the long-term view 374 Concerns and challenges associated with measuring IMC effectiveness and return on investment (ROI) 374 Summary 378 Review questions 378 Recommended reading 379 Case study 16 J : Californication 379 Case study 16.2; Measuring Mastercard s ROI ... priceless? 387 Notes 390 Glossary and key terms 3 91 Index 413
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spellingShingle	Eagle, Lynne C. Dahl, Stephan 1971- Czarnecka, Barbara Lloyd, Jenny Marketing communications Marketing (DE-588)4037589-4 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Kommunikationsmodell (DE-588)4140666-7 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4201794-4 (DE-588)4140666-7
title	Marketing communications
title_auth	Marketing communications
title_exact_search	Marketing communications
title_full	Marketing communications Lynne Eagle, Stephan Dahl, Barbara Czarnecka and Jenny Lloyd
title_fullStr	Marketing communications Lynne Eagle, Stephan Dahl, Barbara Czarnecka and Jenny Lloyd
title_full_unstemmed	Marketing communications Lynne Eagle, Stephan Dahl, Barbara Czarnecka and Jenny Lloyd
title_short	Marketing communications
title_sort	marketing communications
topic	Marketing (DE-588)4037589-4 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd Kommunikationsmodell (DE-588)4140666-7 gnd
topic_facet	Marketing Kommunikationsstrategie Kommunikationsmodell
url	http://www.gbv.de/dms/bowker/toc/9780415507714.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026225643&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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