Introduction to advertising and promotion/ An integrated marketing communications perspective George E. Belch and Michael A. Belch

Table of contents



Contents
Part One
Introduction to Integrated Marketing Communications 2

Chapter One
An Introduction to Integrated Marketing Communications
The Growth of Advertising and Promotion 5
What Is Marketing? 7
Marketing Focuses on Relationships and Value 8
The Marketing Mix 9
Integrated Marketing Communications 9
The Evolution of IMC 9
A Contemporary Perspective of IMC 11
Reasons for the Growing Importance of IMC 11
The Role of IMC in Branding 15
The Promotional Mix: The Tools for IMC 15
Advertising 17
Direct Marketing 18
Interactive/Internet Marketing 20
Sales Promotion 22
Publicity/Public Relations 22
Personal Selling 23
IMC Involves Audience Contacts 24
The IMC Planning Process 24
Review of the Marketing Plan 26
Promotional Program Situation Analysis 26
Analysis of the Communications Process 31
Budget Determination 31
Developing the Integrated Marketing Communications Program 31
Monitoring, Evaluation, and Control 32
Perspective and Organization of This Text 32
Chapter Two
The Role of IMC in the Marketing Process
Marketing Strategy and Analysis 41
Opportunity Analysis 41
Competitive Analysis 42
Target Market Selection 43
The Target Marketing Process 44
Identifying Markets 44
Market Segmentation 45
Selecting a Target Market 51
Market Positioning 52
Developing the Marketing Planning Program 58
Product Decisions 59
Price Decisions 60
Distribution Channel Decisions 61
Developing Promotional Strategies: Push or Pull? 62
The Role of Advertising and Promotion 63
Part Two
Integrated Marketing Program Situation Analysis 66
Chapter Three
Organizing for Advertising and Promotion: The Role of Ad Agencies and
Other Marketing Communication Organizations
Participants in the Integrated Marketing Communications Process: An Overview 69
Organizing for Advertising and Promotion
in the Firm: The Client?s Role 71
The Centralized System 71
The Decentralized System 73
In-House Agencies 75
Advertising Agencies 78
The Ad Agency?s Role 81
Types of Ad Agencies 82
Other Types of Agencies and Services 86
Agency Compensation 88
Commissions from Media 88
Fee, Cost, and Incentive-Based Systems 89
Percentage Charges 90
The Future of Agency Compensation 90
Evaluating Agencies 92
Gaining and Losing Clients 93
Specialized Services 96
Direct-Marketing Agencies 96
Sales Promotion Agencies 96
Public Relations Firms 97
Interactive Agencies 97
Collateral Services 98
Marketing Research Companies 98
Integrated Marketing Communications Services 98
Pros and Cons of Integrated Services 98
Responsibility for IMC: Agency versus Client 99
Chapter Four
Perspectives on Consumer Behavior
An Overview of Consumer Behavior 105
The Consumer Decision-Making Process 107
Problem Recognition 107
Examining Consumer Motivations 108
Information Search 112
Perception 112
Alternative Evaluation 114
Attitudes 117
Integration Processes and Decision Rules 119
Purchase Decision 119
Postpurchase Evaluation 120
Variations in Consumer Decision Making 121
The Consumer Learning Process 122
Behavioral Learning Theory 122
Cognitive Learning Theory 126
Environmental Influences on Consumer Behavior 126
Culture 126
Subcultures 127
Reference Groups 128
Situational Determinants 129
Alternative Approaches to Consumer Behavior 130
New Methodologies 130
New Insights 130
Part Three
Analyzing the Communication Process 134
Chapter Five
The Communication Process
The Nature of Communication 137
A Basic Model of Communication 139
Source Encoding 139
Message 140
Channel 140
Receiver/Decoding 142
Noise 142
Response/Feedback 142
Analyzing the Receiver 144
Identifying the Target Audience 144
The Response Process 145
Traditional Response Hierarchy Models 146
Alternative Response Hierarchies 148
Implications of the Alternative Response Models 151
The FCB Planning Model 152
Cognitive Processing of Communications 155
The Cognitive Response Approach 155
The Elaboration Likelihood Model 157
Summarizing the Response Process and the Effects of Advertising 159
Chapter Six
Source, Message, and Channel Factors
Promotional Planning through the Persuasion Matrix 165
Source Factors 166
Source Credibility 166
Source Attractiveness 170
Source Power 178
Message Factors 179
Message Structure 179
Message Appeals 181
Channel Factors 186
Personal versus Nonpersonal Channels 186
Effects of Alternative Mass Media 187
Effects of Context and Environment 187
Clutter 188
Part Four
Objectives and Budgeting for Integrated Marketing Communications
Programs 190
Chapter Seven
Establishing Objectives and Budgeting for the Promotional Program
The Value of Objectives 193
Communications 193
Planning and Decision Making 193
Measurement and Evaluation of Results 194
Determining Promotional Objectives 194
Marketing versus Communications Objectives 194
Sales versus Communications Objectives 195
Sales-Oriented Objectives 195
Communications Objectives 199
DAGMAR: An Approach to Setting Objectives 203
Characteristics of Objectives 203
Assessment of DAGMAR 206
Problems in Setting Objectives 207
Improving Promotional Planners? Use of Objectives 207
Setting Objectives for the IMC Program 208
Establishing and Allocating the Promotional Budget 209
Establishing the Budget 209
Budgeting Approaches 215
Allocating the Budget 226
Part Five
Developing the Integrated Marketing Communications Program 234
Chapter Eight
Creative Strategy: Planning and Development
The Importance of Creativity in Advertising 238
Advertising Creativity 240
What Is Creativity? 240
Different Perspectives on Advertising Creativity 240
Planning Creative Strategy 241
The Creative Challenge 241
Taking Creative Risks 243
Creative Personnel 245
The Creative Process 245
Account Planning 246
Inputs to the Creative Process: Preparation, Incubation,
Illumination 247
Inputs to the Creative Process: Verification, Revision 249
Creative Strategy Development 252
Advertising Campaigns 252
Copy Platform 252
The Search for the Major Selling Idea 254
Chapter Nine
Creative Strategy: Implementation and Evaluation
Appeals and Execution Styles 266
Advertising Appeals 267
Advertising Execution 275
Creative Tactics 282
Creative Tactics for Print Advertising 282
Creative Tactics for Television 285
Client Evaluation and Approval of Creative Work 290
Guidelines for Evaluating Creative Output 291
Chapter Ten
Media Planning and Strategy
An Overview of Media Planning 300
Some Basic Terms and Concepts 301
The Media Plan 303
Problems in Media Planning 303
Developing the Media Plan 306
Market Analysis and Target Market Identification 306
To Whom Shall We Advertise? 307
What Internal and External Factors Are Operating? 309
Where to Promote? 309
Establishing Media Objectives 313
Developing and Implementing Media Strategies 314
The Media Mix 314
Target Market Coverage 314
Geographic Coverage 315
Scheduling 315
Reach versus Frequency 317
Creative Aspects and Mood 322
Flexibility 324
Budget Considerations 324
Evaluation and Follow-Up 327
Characteristics of Media 327
APPENDIX A: Sources of Media Information 333
Chapter Eleven
Evaluation of Broadcast Media
Television 338
Advantages of Television 338
Limitations of Television 340
Buying Television Time 344
Network versus Spot 344
Methods of Buying Time 349
Selecting Time Periods and Programs 350
Cable Television 351
Measuring the TV Audience 357
Radio 362
Advantages of Radio 363
Limitations of Radio 366
Buying Radio Time 367
Time Classifications 369
Audience Information 369
Chapter Twelve
Evaluation of Print Media
The Role of Magazines and Newspapers 377
Magazines 377
Classifications of Magazines 377
Advantages of Magazines 380
Disadvantages of Magazines 387
Magazine Circulation and Readership 389
Audience Information and Research for Magazines 391
Purchasing Magazine Advertising Space 392
The Future for Magazines 393
Newspapers 396
Types of Newspapers 396
Types of Newspaper Advertising 398
Advantages of Newspapers 399
Limitations of Newspapers 401
The Newspaper Audience 402
Purchasing Newspaper Space 403
Newspaper Rates 404
The Future for Newspapers 405
Chapter Thirteen
Support Media
The Scope of the Support Media Industry 415
Traditional Support Media 415
Outdoor Advertising 415
Alternative Out-of-Home Media 417
In-Store Media 419
Miscellaneous Outdoor Media 419
Transit Advertising 420
Measurement in Out-of-Home Media 423
Promotional Products Marketing 424
Advantages and Disadvantages of Promotional Products Marketing
424
Measurement in Promotional Products Marketing 426
Yellow Pages Advertising 427
Other Traditional Support Media 429
Advertising in Movie Theaters 429
In-Flight Advertising 430
Nontraditional Support Media 432
Branded Entertainment 432
Miscellaneous Other Media 439
Chapter Fourteen
Direct Marketing
Direct Marketing 446
Defining Direct Marketing 447
The Growth of Direct Marketing 447
The Role of Direct Marketing in the IMC Program 449
Direct-Marketing Objectives 450
Developing a Database 450
Direct-Marketing Strategies and Media 456
Direct Selling 461
Evaluating the Effectiveness of Direct Marketing 462
Advantages and Disadvantages of Direct Marketing 463
Chapter Fifteen
The Internet and Interactive Media
A Brief History of the Internet 469
Why the Rapid Adoption of the Internet? 469
Web Objectives 470
Developing and Maintaining a Website 470
Communications Objectives 473
E-Commerce 475
The Internet and Integrated Marketing Communications 476
Advertising on the Internet 476
Sales Promotion on the Internet 479
Personal Selling on the Internet 481
Public Relations on the Internet 482
Direct Marketing on the Internet 482
Measuring Effectiveness of the Internet 483
Audience Measures and Measures of Effectiveness 484
Sources of Measurement Data 485
Advantages and Disadvantages of the Internet 486
Additional Interactive Media 487
Wireless 488
Chapter Sixteen
Sales Promotion
The Scope and Role of Sales Promotion 495
The Growth of Sales Promotion 496
Reasons for the Increase in Sales Promotion 497
Concerns about the Increased Role of Sales Promotion 502
Consumer Franchise-Building versus Nonfranchise-Building Promotions
502
Consumer-Oriented Sales Promotion 503
Objectives of Consumer-Oriented Sales Promotion 503
Consumer-Oriented Sales Promotion Techniques 507
Sampling 507
Couponing 510
Premiums 516
Contests and Sweepstakes 518
Refunds and Rebates 521
Bonus Packs 522
Price-Off Deals 522
Loyalty Programs 522
Event Marketing 523
Summary of Consumer-Oriented Promotions and Marketer Objectives
524
Trade-Oriented Sales Promotion 525
Objectives of Trade-Oriented Sales Promotion 525
Types of Trade-Oriented Promotions 527
Coordinating Sales Promotion and Advertising 533
Budget Allocation 534
Coordination of Ad and Promotion Themes 534
Media Support and Timing 534
Sales Promotion Abuse 536
Chapter Seventeen
Public Relations, Publicity, and Corporate Advertising
Public Relations 543
The Traditional Definition of PR 543
The New Role of PR 543
Integrating PR into the Promotional Mix 544
Marketing Public Relations Functions 544
The Process of Public Relations 546
Determining and Evaluating Public Attitudes 546
Establishing a PR Plan 547
Developing and Executing the PR Program 548
Advantages and Disadvantages of PR 553
Measuring the Effectiveness of PR 554
Publicity 556
The Power of Publicity 557
The Control and Dissemination of Publicity 559
Advantages and Disadvantages of Publicity 561
Measuring the Effectiveness of Publicity 561
Corporate Advertising 561
Objectives of Corporate Advertising 563
Types of Corporate Advertising 563
Advantages and Disadvantages of Corporate Advertising 569
Measuring the Effectiveness of Corporate Advertising 569
Chapter Eighteen
Personal Selling
The Scope of Personal Selling 574
The Role of Personal Selling in the IMC Program 575
Determining the Role of Personal Selling 575
The Nature of Personal Selling 576
Advantages and Disadvantages of Personal Selling 583
Combining Personal Selling with Other Promotional Tools 585
Combining Personal Selling and Advertising 585
Combining Personal Selling and Public Relations 586
Combining Personal Selling and Direct Marketing 586
Combining Personal Selling and Sales Promotion 588
Combining Personal Selling with the Internet 588
Evaluating the Personal Selling Effort 589
Criteria for Evaluating Personal Selling 591
Part Six
Monitoring, Evaluation, and Control 594
Chapter Nineteen
Measuring the Effectiveness of the Promotional Program
Arguments for and Against Measuring Effectiveness 597
Reasons to Measure Effectiveness 597
Reasons Not to Measure Effectiveness 599
Conducting Research to Measure Advertising Effectiveness 602
What to Test 602
When to Test 603
Where to Test 606
How to Test 606
The Testing Process 607
Concept Generation and Testing 607
Rough Art, Copy, and Commercial Testing 608
Pretesting of Finished Ads 611
Market Testing of Ads 616
Establishing a Program for Measuring Advertising Effects 623
Problems with Current Research Methods 623
Essentials of Effective Testing 624
Measuring the Effectiveness of Other Program Elements 624
Measuring the Effectiveness of Sales Promotions 624
Measuring the Effectiveness of Nontraditional Media 626
Measuring the Effectiveness of Sponsorships 626
Measuring the Effectiveness of Other IMC Program Elements 627
Part Seven
Special Topics and Perspectives 632
Chapter Twenty
International Advertising and Promotion
The Importance of International Markets 635
The Role of International Advertising and Promotion 637
The International Environment 638
The Economic Environment 638
The Demographic Environment 639
The Cultural Environment 641
The Political/Legal Environment 643
Global versus Localized Advertising 646
Advantages of Global Marketing and Advertising 646
Problems with Global Advertising 647
When Is Globalization Appropriate? 648
Global Products, Local Messages 651
Decision Areas in International Advertising 652
Organizing for International Advertising 652
Agency Selection 655
Advertising Research 658
Creative Decisions 659
Media Selection 660
The Roles of Other Promotional Mix Elements in International Marketing 665
Sales Promotion 665
Personal Selling 668
Public Relations 669
The Internet 670
Chapter Twenty-one
Regulation of Advertising and Promotion
Self-Regulation 678
Self-Regulation by Advertisers and Agencies 678
Self-Regulation by Trade Associations 679
Self-Regulation by Businesses 681
The National Advertising Review Council and the NAD/NARB 682
Self-Regulation by Media 684
Appraising Self-Regulation 688
Federal Regulation of Advertising 688
Advertising and the First Amendment 688
Background on Federal Regulation of Advertising 689
The Federal Trade Commission 691
The Concept of Unfairness 692
Deceptive Advertising 692
The FTC?s Handling of Deceptive Advertising Cases 697
Current Status of Federal Regulation by the FTC 700
Additional Federal Regulatory Agencies 701
The Lanham Act 704
State Regulation 706
Regulation of Other Promotional Areas 706
Sales Promotion 706
Marketing on the Internet 710
Chapter Twenty-two
Evaluating the Social, Ethical, and Economic Aspects of Advertising and
Promotion
Advertising and Promotion Ethics 719
Social and Ethical Criticisms of Advertising 721
Advertising as Untruthful or Deceptive 721
Advertising as Offensive or in Bad Taste 722
Advertising and Children 726
Social and Cultural Consequences 731
Summarizing Social Effects 739
Economic Effects of Advertising 741
Effects on Consumer Choice 742
Effects on Competition 742
Effects on Product Costs and Prices 744
Summarizing Economic Effects 745
Glossary of Advertising and Promotion Terms 749
Endnotes 763
Credits and Acknowledgments 791
Name and Company Index 795
Subject Index 807






includes bibliographic references and index