Strategic integrated marketing communications
This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effect...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London ; New York, New York :
Routledge
2023.
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| Edición: | Fourth edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009784627806719 |
Tabla de Contenidos:
- Intro
- Half Title
- Title Page
- Copyright Page
- Contents
- Figures
- Tables
- Adverts
- Preface
- Part I: Introduction to IMC
- 1. Overview of IMC
- What is IMC?
- Original definitions of IMC
- More recent definitions of IMC
- Managing IMC
- The role of advertising and promotion in IMC
- Barriers to effective IMC
- Organizational barriers
- Organizational structure
- The low standing of marketing communication in an organization
- Specialization
- Organizational character
- Culture of the organization
- Management perceptions
- Resistance to change
- Financial emphasis
- Compensation
- Overcoming the barriers
- Identifying IMC opportunities
- Understanding consumer decision making
- IMC strategic planning
- The five-step strategic planning process
- Summary
- Review questions
- References
- 2. Brands and IMC
- The role of IMC in building brands
- Social meaning
- Cultural values and brand perceptions
- Positioning
- Understanding how markets are defined
- Positioning and brand awareness
- Positioning and brand attitude
- Brand attitude
- Building brand equity
- Brand portfolio considerations
- Branding strategy
- Stand-alone brands
- Sub-brands
- Summary
- Review questions
- References
- 3. Companies and IMC
- The role of IMC in strengthening companies
- Corporate identity, image, and reputation
- Corporate identity
- Corporate identity types
- Corporate image
- Corporate reputation
- Building corporate identity, image, and reputation
- Corporate brand
- Corporate brand equity
- Corporate communication
- Corporate story
- Corporate advertising
- Summary
- Review questions
- References
- Part II: Components of IMC
- 4. Advertising
- The role of advertising in IMC
- Types of advertising
- Consumer advertising
- Retail advertising
- The role of channels marketing in IMC.
- Co-op advertising
- Tactical marketing
- B2B advertising
- Corporate image advertising
- Corporate image advertising and brand strategy
- Brand awareness and brand attitude strategy
- Brand awareness strategy
- Recognition brand awareness
- Recall awareness
- Awareness and corporate image advertising
- Brand attitude strategy
- Involvement
- Motivation
- Attitude and corporate image advertising
- The Rossiter-Percy grid
- Summary
- Review questions
- References
- 5. Promotion
- Promotion strategy
- Basic types of promotion
- Trade promotion
- Allowances
- Display material
- Trade premiums and incentives
- Retail promotions
- Retail adverts
- Price-off promotions
- Point-of-purchase displays
- Consumer promotion
- Trial promotions
- Coupons
- Sampling
- Refunds and rebates
- Favourable situations for trial promotions
- Repeat-purchase promotions
- Loyalty and reward programmes
- Loading devices
- Premiums
- Sweepstakes, games and contests
- Favourable situations for repeat-purchase promotions
- Building brand attitude with consumer promotion
- Coupons
- Sampling
- Refunds and rebates
- Loyalty and reward programmes
- Loading devices
- Premiums
- Sweepstakes, games and contests
- Incentive promotion cost
- Summary
- Review questions
- References
- 6. Media
- Media concepts
- Target audience factor
- Reach and frequency
- Fixed versus mobile media
- Digital media
- Internet
- Social media
- Mobile
- Online and in-game video
- Usage issues
- Adblocking
- Digital media concerns
- Privacy issues
- Digital advertising fraud
- Programmatic advert buying
- Summary
- Review questions
- References
- 7. Additional delivery options
- Sponsorships and event marketing
- Experiential marketing
- Product placement and branded content
- Product placement
- Branded content
- Packaging.
- Trade shows and fairs
- Personal selling
- Direct marketing
- The database in direct marketing
- Public relations
- Advantages and disadvantages
- Marketing public relations
- Buzz marketing
- Summary
- Review questions
- References
- Part III: IMC Messages
- 8. Message processing
- Consciousness
- Unconscious processing
- Subliminal processing
- Conscious processing
- Communication response sequence
- Message processing responses
- Attention
- Learning
- Learning and brand awareness
- Learning and brand attitude
- Acceptance
- Emotion
- Emotional associations in memory
- Interpersonal emotion
- The role of memory
- Processing messages in digital media
- Summary
- Review questions
- References
- 9. Message development
- Positioning
- Benefit selection and focus
- Communication objectives
- Category need
- Brand awareness
- Brand attitude
- Brand purchase intention
- Creative brief
- Task definition
- Objectives and strategy
- Executional elements
- Creative idea
- The remote conveyor model
- Pre-testing
- Management Judgement Test
- Target audience response pre-test
- Attention
- Learning and acceptance
- Brand purchase intention
- Brand attitude
- Benefit claim delivery
- Brand awareness
- Social marketing communication
- Target audience
- Communication strategy
- Charitable giving
- Summary
- Review questions
- References
- 10. Creative execution
- Gaining attention
- Unexpected elements
- Colour
- Size of picture or illustration
- Print placement
- Format
- Attention and Internet advertising
- Facilitating learning
- Keep it simple
- Use short headlines
- Product in use
- Picture-word sequence
- Pacing of commercials
- Music as a creative tactic
- Nostalgia as a creative tactic
- Specific creative tactics for brand awareness and brand attitude.
- Brand awareness creative tactics
- Brand recognition
- Brand recall
- Brand attitude creative tactics
- Low-involvement informational
- Benefit claim
- Source characteristic
- Low-involvement transformational
- Benefit claim
- Source characteristic
- High-involvement informational
- Benefit claim
- Source characteristic
- High-involvement transformational
- Benefit claim
- Source characteristics
- Eliciting the correct emotional response
- Logos, slogans, and taglines
- Consistency in IMC executions
- Visual look must be unique
- Audio branding
- Summary
- Review questions
- References
- Part IV: The IMC Plan
- 11. Planning considerations
- Reviewing the marketing plan
- Global cultural considerations
- Global cultural groupings
- The role of direct marketing in IMC
- Difference between direct marketing and traditional advertising
- When to use direct marketing
- Market characteristics that influence IMC effectiveness
- Product differentiation
- Market position
- Poor performance
- Competitive activity
- Relative advertising versus promotion strengths
- Category need
- Brand awareness
- Brand attitude
- Brand purchase intention
- Advantages of using advertising and promotion together
- The advertising and promotion 'ratchet effect'
- The impact of demand elasticity
- Summary
- Review questions
- References
- 12. The IMC planning process
- Selecting a target audience
- What are the relevant target buyer groups?
- What are the action objectives?
- What are the target groups' profiles?
- How is the trade involved?
- Determining how decisions are made
- What stages do consumers go through?
- Who is involved and what roles do they play?
- Where do the stages occur?
- What is the timing?
- How is each stage likely to occur?
- Establishing brand positioning
- Setting communication objectives.
- Category need
- Brand awareness
- Brand attitude
- Brand purchase intention
- Matching media options
- Appropriate media for brand awareness
- Appropriate media for brand attitude
- Appropriate media for the size and type of business
- Summary
- Review questions
- References
- 13. Finalizing and implementing the IMC plan
- Finalizing the plan
- Identifying where IMC can have an impact
- Identifying communication tasks and media options
- Communication tasks
- Media options
- IMC planning worksheet
- Implementing the plan
- Selecting the best media options
- Media for advertising
- Media for promotion
- Coupons
- Sampling
- Refunds and rebates
- Loyalty and reward programs and loading devices
- Premiums
- Sweepstakes, games and contests
- Selecting primary and secondary media
- Consumer advertising
- Retail advertising
- B2B advertising
- Corporate image advertising
- Allocating the media budget
- Setting the IMC budget
- Tracking IMC campaigns
- Tracking measures
- Processing measures
- Communication effects measures
- Target audience action measures
- Managing the campaign with tracking
- Attention wearout
- Learning or interference wearout
- Overexposure wearout
- Summary
- Review questions
- References
- Glossary
- Index.
