Integrated Advertising, Promotion and Marketing Communications:Global Edition - Kenneth Clow - 9780138157371 - Marketing - Advertising - Pearson Schweiz AG - Der Fachverlag fuer Bildungsmedien - 978-0-1381-5737-1

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Integrated Advertising, Promotion and Marketing Communications:Global Edition

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Titel:   Integrated Advertising, Promotion and Marketing Communications:Global Edition
Reihe:   Prentice Hall
Autor:   Kenneth E Clow / Donald E Baack
Verlag:   Pearson
Einband:   Softcover
Auflage:   4
Sprache:   Englisch
Seiten:   480
Erschienen:   Januar 2009
ISBN13:   9780138157371
ISBN10:   0-13-815737-5
Status:   Der Titel ist leider nicht mehr lieferbar. Sorry, This title is no longer available. Malheureusement ce titre est ÚpuisÚ.
 

Integrated Advertising, Promotion and Marketing Communications:Global Edition

Description

For undergraduate Advertising and Integrated Marketing Communication courses.

 

This title is a Pearson Global Edition.  The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

 

Clow and Baack examine advertising and promotions through the lens of integrated marketing communications.

 

The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.

 

In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.


Features

For undergraduate Advertising and Integrated Marketing Communication courses.

 

Clow and Baack examine advertising and promotions through the lens of integrated marketing communications.

 

The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.

 

In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.

 

Seamless Integration of Marketing Communications and Advertising Throughout the Text: Instead of simply adding sections on marketing to an advertising text, Clow and Baack take a truly integrated approach to IMC in addition to:

  • Full integration of advertising, promotions, and marketing communications
  • Frequent opportunities for students to apply integrated concepts
  • Comprehensive integrated supplement package for instructors
  • Emphasis on the online and non-traditional aspects of IMC

Other Points of Distinction

NEW! Chapter 9 on E-active Marketing: In order for students to understand some of the most important marketing platforms in today's business environment, this chapter examines current E-commerce efforts and the various online venues being used such as:

  • Blogs
  • On-line networks
  • Consumer-generated reviews
  • Search engine optimization
  • E-mail and viral marketing programs

 

New! Chapter 10 on Alternative Media: This chapter highlights cutting edge techniques that companies are using today such as:

  • Buzz marketing
  • Guerilla marketing
  • Product placement
  • Lifestyle marketing

 

Creative Corner Exercises: Every chapter contains a creative exercise that asks students to apply what they've learned by developing advertisements and other marketing-related material.

 

NEW! Chapter-Opening Vignettes: Topics are introduced and context is provided for each chapter with an opening vignette. Most vignettes revolve around success stories from recognizable companies such as: Google and Levi-Strauss, and also include all new examples from PetSmart, Apple's iPhone, Dove, The Perfect Push-Up and Red Bull.


Business-to-Business Marketing Coverage:
In order to better prepare your students for careers that emphasize selling product not only to individual consumers but also to other businesses, many discussions on business-to-business concepts have been incorporated throughout the text with the inclusion of examples, cases, text illustrations, and Internet exercises.

 

International Coverage: This book features international concerns where they correlate with the materials being presented and in an “International Implications” section at the close of each chapter. By weaving international topics into the text students gain an international perspective that is vital in an increasingly global economy.

 

NEW! End-of-Chapter Cases: In addition to retaining all the relevant cases from the previous edition, this text also includes one new case per chapter featuring companies such as:

  • Red Bull
  • The Head Blade
  • Ecko Enterprises
  • Dove
  • Gardisil
  • The Perfect Pushup
  • iPhone
  • Kindle

NEW! Added European, Middle Eastern and Asia examples.

  • Asia - Chapter 3 Page 46 - Case 2 - FAKE FUNERALS: ARE THESE GUYS FOR REAL?
  • Australia - Chapter 2 Page 77 - Case 1 - AUSTRALIA'S IMAGE: "SO WHAT THE BLOODY HELL DO WE STAND FOR?"
  • Middle East - Chapter 5 page 168 - THE FUTURE IS HERE: ADVERGAMING AND REALITY TV

 

 

Zum Seitenanfang

New to this Edition

NEW! Chapter 9 on E-active Marketing: In order for students to understand some of the most important marketing platforms in today's business environment, this chapter examines current E-commerce efforts and the various online venues being used such as:

  • Blogs
  • On-line networks
  • Consumer-generated reviews
  • Search engine optimization
  • E-mail and viral marketing programs

 

New! Chapter 10 on Alternative Media: This chapter highlights cutting edge techniques that companies are using today such as:

  • Buzz marketing
  • Guerilla marketing
  • Product placement
  • Lifestyle marketing

 

NEW! Chapter-Opening Vignettes: Topics are introduced and context is provided for each chapter with an opening vignette. Most vignettes revolve around success stories from recognizable companies such as: Google and Levi-Strauss, and also include all new examples from PetSmart, Apple's iPhone, Dove, The Perfect Push-Up and Red Bull.

 

NEW! End-of-Chapter Cases: In addition to retaining all the relevant cases from the previous edition, this text also includes one new case per chapter such as:

  • Red Bull
  • The Head Blade
  • Ecko Enterprises
  • Dove's Campaign for beauty
  • Gardisil
  • The Perfect Pushup
  • iPhone
  • Kindle

NEW! Added European, Middle Eastern and Asia examples.  

  • Asia - Chapter 3 Page 46 - Case 2 - FAKE FUNERALS: ARE THESE GUYS FOR REAL?
  • Australia - Chapter 2 Page 77 - Case 1 - AUSTRALIA'S IMAGE: "SO WHAT THE BLOODY HELL DO WE STAND FOR?"
  • Middle East - Chapter 5 page 168 - THE FUTURE IS HERE: ADVERGAMING AND REALITY TV
Zum Seitenanfang

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 

      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

      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 

     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

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 

      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 

      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 

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

      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

      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

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 

     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

     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

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

      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 

 

Zum Seitenanfang