广告、促销与整合营销传播 英文版PDF|Epub|txt|kindle电子书版本网盘下载

广告、促销与整合营销传播 英文版PDF格式电子书版下载

注意：本站所有压缩包均有解压码： 点击下载压缩包解压工具

PART 1 THE IMC FOUNDATION1

1 Integrated Marketing Communications2

Ron Jon Surf Shop:IMC and Brand Building Go to the Beach2

Overview4

Communication and IMC Programs6

Integrated Marketing Communications8

An Integrated Marketing Communications Plan9

IMC Components and the Design of this Book10

The IMC Foundation10

Advertising Tools11

IMC Media Tools11

Promotional Tools11

Integration Tools12

Refining the IMC Program12

The Value of IMC Plans13

Information Technology13

Changes in Channel Power14

Increases in Competition15

Brand Parity16

Integration of Information16

Decline in the Effectiveness of Television Advertising17

International Implications17

2 Corporate Image and Brand Management24

Gucci:One Strong Brand Works with Others24

Overview25

Corporate Image26

Components of a Corporate Image26

The Role of a Corporate Image—Consumer Perspective27

The Role of a Corporate Image—Business-to-Business Perspective28

The Role of a Corporate Image—Company Perspective29

Promoting the Desired Image30

Creating the Right Image30

Rejuvenating an Image31

Changing an Image31

Corporate Name32

Corporate Logos33

Branding34

Developing a Strong Brand Name34

Brand Equity35

Steps to Building Brand Equity36

Measuring Brand Equity37

Brand Extensions and Flanker Brands38

Co-Branding40

Private Brands41

Packaging43

New Trends in Packaging44

Labels45

Positioning45

Other Elements of Positioning47

Ethical Issues in Brand Management48

International Implications49

3 Buyer Behaviors56

Apple's iPhone:Dialing Up New Customers56

Overview58

Consumer Purchasing Process58

Information Search59

Internal Search59

External Search59

Consumer Attitudes61

Consumer Values63

Cognitive Mapping64

Evaluation of Alternatives66

The Evoked Set Method66

The Multiattribute Approach67

Affect Referral68

Trends in the Consumer Buying Environment69

Age Complexity69

Gender Complexity69

Individualism69

Active,Busy Lifestyles70

Cocooning70

Changes in Family Units71

Pleasure Pursuits71

Health Emphasis71

Business-to-Business Buyer Behavior72

Factors Affecting Members of Business Buying Centers73

Organizational Influences73

Individual Factors73

Types of Business-to-Business Sales75

The Business-to-Business Buying Process76

Identification of Needs76

Establishment of Specifications77

Identification of Vendors77

Vendor Evaluation77

Vendor Selection78

Negotiation of Terms78

Postpurchase Evaluation78

Dual Channel Marketing78

International Implications80

4 Promotions Opportunity Analysis88

PETsMART:It's a Dog's Life(which ain't half bad)88

Overview90

Promotions Opportunity Analysis90

Communication Market Analysis91

Competitors91

Opportunities91

Target Markets92

Customers92

Product Positioning93

Establishing Marketing Communications Objectives93

Establishing a Communications Budget94

Types of Budgets96

The Percentage of Sales Method96

The Meet-the-Competition Method97

The"What We Can Afford"Method97

The Objective and Task Method97

Payout Planning97

Quantitative Models98

Budgeting Expenditures98

Preparing Promotional Strategies99

Matching Tactics with Strategies100

Market Segmentation101

Market Segmentation by Consumer Groups101

Segments Based on Demographics102

Psychographics104

Segments Based on Generations105

Segmentation by Geographic Area106

Geodemographic Segmentation106

Benefit Segmentation107

Usage Segmentation107

Business-to-Business Segmentation108

Segmentation by Industry108

Segmentation by Size109

Segmentation by Geographic Location109

Segmentation by Product Usage109

Segmentation by Customer Value110

International Implications110

PART 2 IMC ADVERTISING TOOLS117

5 Advertising Management118

The Anatomy of a Perfect Pushup118

Overview119

Overview of Advertising Management121

Advertising and the IMC Process121

Choosing an Advertising Agency122

Decision Variables123

External Advertising Agencies124

Choosing an Agency125

Goal Setting125

Selection Criteria125

Reference Requests127

Creative Pitch127

Agency Selection128

Advertising Planning and Research129

The Roles of Advertising Account Executives130

The Roles of Creatives130

Advertising Campaign Management131

Communication Market Analysis131

Advertising Goals132

Building Brand Image132

Providing Information133

Persuasion133

Supporting Marketing Efforts133

Encouraging Action134

The Advertising Budget134

Media Selection135

The Creative Brief135

The Objective135

The Target Audience136

The Message Theme137

The Support137

The Constraints137

International Implications138

6 Advertising Design:Theoretical Frameworks and Types of Appeals146

Ecko Enterprises:Dressing the Hip Hop World and Beyond146

Overview148

The Creative Brief148

Advertising Theory149

Hierarchy of Effects149

Means-End Theory150

Leverage Points151

Verbal and Visual Images152

Types of Advertising Appeals153

Fear154

Humor155

Sex157

Musical Appeals162

Rational Appeals164

Emotional Appeals165

Scarcity Appeals167

The Structure of an Advertisement167

International Implications169

7 Advertising Design:Message Strategies and Executional Frameworks176

Dove's Social and Fashion Advertising176

Overview177

Message Strategies178

Cognitive Strategies178

Affective Strategies181

Conative Strategies182

Executional Frameworks183

Animation183

Slice-of-Life184

Dramatization185

Testimonials185

Authoritative186

Demonstration186

Fantasy187

Informative188

Sources and Spokespersons188

Source Characteristics190

Matching Source Types and Characteristics192

Creating an Advertisement194

Advertising Effectiveness195

Beating Ad Clutter197

International Implications198

PART 3 IMC MEDIA TOOLS207

8 Traditional Media Channels208

M＆M's:The Sweet Task of Media Selection208

Overview210

Media Strategy210

Media Planning211

Media Planners212

Media Buyers213

Advertising Objectives213

Achieving Advertising Objectives216

Recency Theory217

Media Selection219

Television219

Radio222

Outdoor Advertising224

Magazines226

Newspapers228

Media Mix230

Media Selection in Business-to-Business Markets231

International Implications233

9 E-active Marketing242

How Google Has Changed Our Language242

Overview243

E-Commerce244

E-Commerce Components245

E-Commerce Incentives246

Financial Incentives246

Convenience Incentives247

Value-Added Incentives248

Consumer Concerns with E-Commerce249

Seller Opportunism249

Security Issues249

Privacy Issues250

Purchasing Habits250

Business-to-Business E-Commerce251

Interactive Marketing251

Online Advertising253

Forms of Online Advertising253

The Impact of Online Advertising253

Brand Spiraling253

Blogs254

Reactions to Negative Comments254

Company-Sponsored Blogging255

Online Social Networks255

Developing a Social Network Presence256

Consumer-Generated Advertising256

Consumer-Generated Reviews257

E-Mail258

Integration with Other Channels258

Web Analytics258

Monitoring Future Actions259

E-Mail Newsletters259

Advertising on Other Newsletters259

Search Engine Optimization260

Viral Marketing260

Web Site Design Issues262

International Implications262

Shipping Issues262

Payment Methods263

Communication Issues263

Technology Issues263

10 Alternative Marketing270

Red Bull's Buzz270

Overview271

Alternative Media Programs272

Buzz Marketing272

Consumers Who Like a Brand273

Sponsored Consumers273

Company Employees273

Buzz Marketing Stages274

Buzz Marketing Preconditions274

Guerilla Marketing274

Product Placements and Branded Entertainment276

Product Placements276

Branded Entertainment276

Achieving Success with Individual Consumers277

Company Tactics277

The Media's Perspective278

Lifestyle Marketing278

Alternative Media Venues279

Video Game Advertising279

Benefits of Video Game Advertising280

Disadvantages of Video Game Advertising280

Cinema Advertising280

In-Tunnel Subway Advertising280

Parking Lot Advertising281

Escalator Advertising281

Airline In-Flight Advertising281

Leaflets and Brochures281

Carry-Home Menus281

Carry-Home Bag Advertising282

Advertising on Clothing282

Mall Signs282

Kiosks282

In-Store Marketing282

New In-Store Marketing Tactics283

Point-of-Purchase Tactics284

Designing Effective POP284

Measuring POP Effectiveness285

Combination Approaches286

Brand Communities286

International Implications288

PART 4 IMC PROMOTIONAL TOOLS295

11 Database and Direct Response Marketing296

Levi Strauss＆Co.:Using Quality Information to Build Relationships296

Overview298

Database Marketing298

Building a Data Warehouse299

E-Mail and Internet Data300

Purchase and Communication Histories300

Personal Preference Profiles300

Customer Information Companies301

Geocoding301

Database Coding and Analysis301

Lifetime Value Analysis301

RFM Analysis302

Data Mining303

Database-Driven Marketing Communications304

Identification Codes305

Customer Profile Information305

In-Bound Telemarketing305

Trawling306

Lifetime Value Segments306

Database-Driven Marketing Programs307

Permission Marketing307

Frequency Programs309

Customer Relationship Management311

Direct Response Marketing312

Direct Mail313

Types of Lists313

Advantages of Direct Mail314

Disadvantages of Direct Mail314

Catalogs314

Direct Response Media315

Internet315

Alternative Media315

Telemarketing316

International Implications316

12 Sales Promotions324

Sales Promotions and More Hook Fans324

Overview326

Consumer Promotions326

Coupons327

Coupon Distribution328

Types of Coupons328

Problems with Coupons329

Premiums330

Types of Premiums330

Keys to Successful Premium Programs331

Contests and Sweepstakes331

Contests332

Sweepstakes332

Components of Prizes332

Goals of Contests and Sweepstakes333

Refunds and Rebates333

Sampling334

Types of Samples335

Benefits of Sampling335

Problems with Sampling335

Successful Sampling Programs336

Bonus Packs336

Types of Bonus Packs336

Benefits of Bonus Packs336

Problems with Bonus Packs337

Price-Offs337

Benefits of Price-Offs337

Problems with Price-Offs338

Overlays and Tie-Ins338

Planning for Consumer Promotions338

Trade Promotions340

Trade Allowances340

Trade Contests342

Trade Incentives343

Trade Shows345

Concerns with Trade Promotions347

International Implications348

13 Public Relations and Sponsorship Programs354

Everyone's Wild About Harry354

Overview355

Public Relations356

Internal Versus External Public Relations356

Public Relations Tools356

Public Relations Functions357

Identifying Stakeholders357

Internal Stakeholders358

External Stakeholders358

Assessing Corporate Reputation359

Auditing Corporate Social Responsibility360

Creating Positive Image-Building Activities360

Cause-Related Marketing361

Green Marketing and Pro-Environmental Activities363

Preventing or Reducing Image Damage364

Proactive Prevention Strategies365

Reactive Damage-Control Strategies365

Sponsorships368

Forms of Sponsorships368

Choosing Sponsorships369

Sponsorship Objectives370

Event Marketing370

Determining Objectives371

Matching the Event to Publics371

Promoting the Event371

Advertising at the Event371

Tracking Results372

Cross-Promotions372

International Implications373

PART 5 IMC ETHICS,REGULATION,AND EVALUATION381

14 Regulations and Ethical Concerns382

A Salty Situation382

Overview383

Marketing Communications Regulations384

Governmental Regulatory Agencies384

The Federal Trade Commission385

Unfair and Deceptive Marketing Practices385

Deception Versus Puffery385

Substantiation of Marketing Claims386

How Investigations Begin387

Consent Orders388

Administrative Complaints388

Courts and Legal Channels388

Corrective Advertising389

Trade Regulation Rulings389

Industry Oversight of Marketing Practices390

Council of Better Business Bureaus390

National Advertising Division390

National Advertising Review Board391

Children's Advertising Review Unit391

Ethics and Social Responsibility392

Ethics and Advertising393

Perpetuating Stereotypes393

Advertising Unsafe Products394

Offensive Advertisements394

Advertising to Children395

Marketing and Ethics395

Brand Infringement395

Medical Marketing and Advertising396

Giffs and Bribery in Business-to-Business Marketing Programs396

Internet Marketing:Spamming and Cookies397

Responding to Ethical Challenges397

Ethical Frameworks398

Social Responsibility399

Social Responsibility Perspectives399

Ethics Programs400

Ethics Training Programs400

Codes of Ethics400

Ethics Consulting Systems401

International Implications401

15 Evaluating an Integrated Marketing Program408

Pretesting for Effectiveness:The New High-Tech World of Advertising Design408

Overview409

Matching Methods with IMC Objectives410

Message Evaluations411

Concept Testing412

Copytesting413

Recall Tests414

Recognition Tests416

Attitude and Opinion Tests417

Emotional Reaction Tests418

Physiological Arousal Tests419

Persuasion Analysis420

Evaluation Criteria421

Behavioral Evaluations423

Sales and Response Rates423

Online Metrics425

Test Markets426

Purchase Simulation Tests428

Evaluating Public Relations Activities428

Evaluating the Overall IMC Program430

International Implications431

Subject Index439