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PART 1 THE IMC FOUNDATION 1

1 Integrated Marketing Communications 2

Ron Jon Surf Shop:IMC and Brand Building Go to the Beach 2

Overview 4

Communication and IMC Programs 6

Integrated Marketing Communications 8

An Integrated Marketing Communications Plan 9

IMC Components and the Design of this Book 10

The IMC Foundation 10

Advertising Tools 11

IMC Media Tools 11

Promotional Tools 11

Integration Tools 12

Refining the IMC Program 12

The Value of IMC Plans 13

Information Technology 13

Changes in Channel Power 14

Increases in Competition 15

Brand Parity 16

Integration of Information 16

Decline in the Effectiveness of Television Advertising 17

International Implications 17

2 Corporate Image and Brand Management 24

Gucci:One Strong Brand Works with Others 24

Overview 25

Corporate Image 26

Components of a Corporate Image 26

The Role of a Corporate Image—Consumer Perspective 27

The Role of a Corporate Image—Business-to-Business Perspective 28

The Role of a Corporate Image—Company Perspective 29

Promoting the Desired Image 30

Creating the Right Image 30

Rejuvenating an Image 31

Changing an Image 31

Corporate Name 32

Corporate Logos 33

Branding 34

Developing a Strong Brand Name 34

Brand Equity 35

Steps to Building Brand Equity 36

Measuring Brand Equity 37

Brand Extensions and Flanker Brands 38

Co-Branding 40

Private Brands 41

Packaging 43

New Trends in Packaging 44

Labels 45

Positioning 45

Other Elements of Positioning 47

Ethical Issues in Brand Management 48

International Implications 49

3 Buyer Behaviors 56

Apple's iPhone:Dialing Up New Customers 56

Overview 58

Consumer Purchasing Process 58

Information Search 59

Internal Search 59

External Search 59

Consumer Attitudes 61

Consumer Values 63

Cognitive Mapping 64

Evaluation of Alternatives 66

The Evoked Set Method 66

The Multiattribute Approach 67

Affect Referral 68

Trends in the Consumer Buying Environment 69

Age Complexity 69

Gender Complexity 69

Individualism 69

Active,Busy Lifestyles 70

Cocooning 70

Changes in Family Units 71

Pleasure Pursuits 71

Health Emphasis 71

Business-to-Business Buyer Behavior 72

Factors Affecting Members of Business Buying Centers 73

Organizational Influences 73

Individual Factors 73

Types of Business-to-Business Sales 75

The Business-to-Business Buying Process 76

Identification of Needs 76

Establishment of Specifications 77

Identification of Vendors 77

Vendor Evaluation 77

Vendor Selection 78

Negotiation of Terms 78

Postpurchase Evaluation 78

Dual Channel Marketing 78

International Implications 80

4 Promotions Opportunity Analysis 88

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

Overview 90

Promotions Opportunity Analysis 90

Communication Market Analysis 91

Competitors 91

Opportunities 91

Target Markets 92

Customers 92

Product Positioning 93

Establishing Marketing Communications Objectives 93

Establishing a Communications Budget 94

Types of Budgets 96

The Percentage of Sales Method 96

The Meet-the-Competition Method 97

The"What We Can Afford"Method 97

The Objective and Task Method 97

Payout Planning 97

Quantitative Models 98

Budgeting Expenditures 98

Preparing Promotional Strategies 99

Matching Tactics with Strategies 100

Market Segmentation 101

Market Segmentation by Consumer Groups 101

Segments Based on Demographics 102

Psychographics 104

Segments Based on Generations 105

Segmentation by Geographic Area 106

Geodemographic Segmentation 106

Benefit Segmentation 107

Usage Segmentation 107

Business-to-Business Segmentation 108

Segmentation by Industry 108

Segmentation by Size 109

Segmentation by Geographic Location 109

Segmentation by Product Usage 109

Segmentation by Customer Value 110

International Implications 110

PART 2 IMC ADVERTISING TOOLS 117

5 Advertising Management 118

The Anatomy of a Perfect Pushup 118

Overview 119

Overview of Advertising Management 121

Advertising and the IMC Process 121

Choosing an Advertising Agency 122

Decision Variables 123

External Advertising Agencies 124

Choosing an Agency 125

Goal Setting 125

Selection Criteria 125

Reference Requests 127

Creative Pitch 127

Agency Selection 128

Advertising Planning and Research 129

The Roles of Advertising Account Executives 130

The Roles of Creatives 130

Advertising Campaign Management 131

Communication Market Analysis 131

Advertising Goals 132

Building Brand Image 132

Providing Information 133

Persuasion 133

Supporting Marketing Efforts 133

Encouraging Action 134

The Advertising Budget 134

Media Selection 135

The Creative Brief 135

The Objective 135

The Target Audience 136

The Message Theme 137

The Support 137

The Constraints 137

International Implications 138

6 Advertising Design:Theoretical Frameworks and Types of Appeals 146

Ecko Enterprises:Dressing the Hip Hop World and Beyond 146

Overview 148

The Creative Brief 148

Advertising Theory 149

Hierarchy of Effects 149

Means-End Theory 150

Leverage Points 151

Verbal and Visual Images 152

Types of Advertising Appeals 153

Fear 154

Humor 155

Sex 157

Musical Appeals 162

Rational Appeals 164

Emotional Appeals 165

Scarcity Appeals 167

The Structure of an Advertisement 167

International Implications 169

7 Advertising Design:Message Strategies and Executional Frameworks 176

Dove's Social and Fashion Advertising 176

Overview 177

Message Strategies 178

Cognitive Strategies 178

Affective Strategies 181

Conative Strategies 182

Executional Frameworks 183

Animation 183

Slice-of-Life 184

Dramatization 185

Testimonials 185

Authoritative 186

Demonstration 186

Fantasy 187

Informative 188

Sources and Spokespersons 188

Source Characteristics 190

Matching Source Types and Characteristics 192

Creating an Advertisement 194

Advertising Effectiveness 195

Beating Ad Clutter 197

International Implications 198

PART 3 IMC MEDIA TOOLS 207

8 Traditional Media Channels 208

M＆M's:The Sweet Task of Media Selection 208

Overview 210

Media Strategy 210

Media Planning 211

Media Planners 212

Media Buyers 213

Advertising Objectives 213

Achieving Advertising Objectives 216

Recency Theory 217

Media Selection 219

Television 219

Radio 222

Outdoor Advertising 224

Magazines 226

Newspapers 228

Media Mix 230

Media Selection in Business-to-Business Markets 231

International Implications 233

9 E-active Marketing 242

How Google Has Changed Our Language 242

Overview 243

E-Commerce 244

E-Commerce Components 245

E-Commerce Incentives 246

Financial Incentives 246

Convenience Incentives 247

Value-Added Incentives 248

Consumer Concerns with E-Commerce 249

Seller Opportunism 249

Security Issues 249

Privacy Issues 250

Purchasing Habits 250

Business-to-Business E-Commerce 251

Interactive Marketing 251

Online Advertising 253

Forms of Online Advertising 253

The Impact of Online Advertising 253

Brand Spiraling 253

Blogs 254

Reactions to Negative Comments 254

Company-Sponsored Blogging 255

Online Social Networks 255

Developing a Social Network Presence 256

Consumer-Generated Advertising 256

Consumer-Generated Reviews 257

E-Mail 258

Integration with Other Channels 258

Web Analytics 258

Monitoring Future Actions 259

E-Mail Newsletters 259

Advertising on Other Newsletters 259

Search Engine Optimization 260

Viral Marketing 260

Web Site Design Issues 262

International Implications 262

Shipping Issues 262

Payment Methods 263

Communication Issues 263

Technology Issues 263

10 Alternative Marketing 270

Red Bull's Buzz 270

Overview 271

Alternative Media Programs 272

Buzz Marketing 272

Consumers Who Like a Brand 273

Sponsored Consumers 273

Company Employees 273

Buzz Marketing Stages 274

Buzz Marketing Preconditions 274

Guerilla Marketing 274

Product Placements and Branded Entertainment 276

Product Placements 276

Branded Entertainment 276

Achieving Success with Individual Consumers 277

Company Tactics 277

The Media's Perspective 278

Lifestyle Marketing 278

Alternative Media Venues 279

Video Game Advertising 279

Benefits of Video Game Advertising 280

Disadvantages of Video Game Advertising 280

Cinema Advertising 280

In-Tunnel Subway Advertising 280

Parking Lot Advertising 281

Escalator Advertising 281

Airline In-Flight Advertising 281

Leaflets and Brochures 281

Carry-Home Menus 281

Carry-Home Bag Advertising 282

Advertising on Clothing 282

Mall Signs 282

Kiosks 282

In-Store Marketing 282

New In-Store Marketing Tactics 283

Point-of-Purchase Tactics 284

Designing Effective POP 284

Measuring POP Effectiveness 285

Combination Approaches 286

Brand Communities 286

International Implications 288

PART 4 IMC PROMOTIONAL TOOLS 295

11 Database and Direct Response Marketing 296

Levi Strauss＆Co.:Using Quality Information to Build Relationships 296

Overview 298

Database Marketing 298

Building a Data Warehouse 299

E-Mail and Internet Data 300

Purchase and Communication Histories 300

Personal Preference Profiles 300

Customer Information Companies 301

Geocoding 301

Database Coding and Analysis 301

Lifetime Value Analysis 301

RFM Analysis 302

Data Mining 303

Database-Driven Marketing Communications 304

Identification Codes 305

Customer Profile Information 305

In-Bound Telemarketing 305

Trawling 306

Lifetime Value Segments 306

Database-Driven Marketing Programs 307

Permission Marketing 307

Frequency Programs 309

Customer Relationship Management 311

Direct Response Marketing 312

Direct Mail 313

Types of Lists 313

Advantages of Direct Mail 314

Disadvantages of Direct Mail 314

Catalogs 314

Direct Response Media 315

Internet 315

Alternative Media 315

Telemarketing 316

International Implications 316

12 Sales Promotions 324

Sales Promotions and More Hook Fans 324

Overview 326

Consumer Promotions 326

Coupons 327

Coupon Distribution 328

Types of Coupons 328

Problems with Coupons 329

Premiums 330

Types of Premiums 330

Keys to Successful Premium Programs 331

Contests and Sweepstakes 331

Contests 332

Sweepstakes 332

Components of Prizes 332

Goals of Contests and Sweepstakes 333

Refunds and Rebates 333

Sampling 334

Types of Samples 335

Benefits of Sampling 335

Problems with Sampling 335

Successful Sampling Programs 336

Bonus Packs 336

Types of Bonus Packs 336

Benefits of Bonus Packs 336

Problems with Bonus Packs 337

Price-Offs 337

Benefits of Price-Offs 337

Problems with Price-Offs 338

Overlays and Tie-Ins 338

Planning for Consumer Promotions 338

Trade Promotions 340

Trade Allowances 340

Trade Contests 342

Trade Incentives 343

Trade Shows 345

Concerns with Trade Promotions 347

International Implications 348

13 Public Relations and Sponsorship Programs 354

Everyone's Wild About Harry 354

Overview 355

Public Relations 356

Internal Versus External Public Relations 356

Public Relations Tools 356

Public Relations Functions 357

Identifying Stakeholders 357

Internal Stakeholders 358

External Stakeholders 358

Assessing Corporate Reputation 359

Auditing Corporate Social Responsibility 360

Creating Positive Image-Building Activities 360

Cause-Related Marketing 361

Green Marketing and Pro-Environmental Activities 363

Preventing or Reducing Image Damage 364

Proactive Prevention Strategies 365

Reactive Damage-Control Strategies 365

Sponsorships 368

Forms of Sponsorships 368

Choosing Sponsorships 369

Sponsorship Objectives 370

Event Marketing 370

Determining Objectives 371

Matching the Event to Publics 371

Promoting the Event 371

Advertising at the Event 371

Tracking Results 372

Cross-Promotions 372

International Implications 373

PART 5 IMC ETHICS,REGULATION,AND EVALUATION 381

14 Regulations and Ethical Concerns 382

A Salty Situation 382

Overview 383

Marketing Communications Regulations 384

Governmental Regulatory Agencies 384

The Federal Trade Commission 385

Unfair and Deceptive Marketing Practices 385

Deception Versus Puffery 385

Substantiation of Marketing Claims 386

How Investigations Begin 387

Consent Orders 388

Administrative Complaints 388

Courts and Legal Channels 388

Corrective Advertising 389

Trade Regulation Rulings 389

Industry Oversight of Marketing Practices 390

Council of Better Business Bureaus 390

National Advertising Division 390

National Advertising Review Board 391

Children's Advertising Review Unit 391

Ethics and Social Responsibility 392

Ethics and Advertising 393

Perpetuating Stereotypes 393

Advertising Unsafe Products 394

Offensive Advertisements 394

Advertising to Children 395

Marketing and Ethics 395

Brand Infringement 395

Medical Marketing and Advertising 396

Giffs and Bribery in Business-to-Business Marketing Programs 396

Internet Marketing:Spamming and Cookies 397

Responding to Ethical Challenges 397

Ethical Frameworks 398

Social Responsibility 399

Social Responsibility Perspectives 399

Ethics Programs 400

Ethics Training Programs 400

Codes of Ethics 400

Ethics Consulting Systems 401

International Implications 401

15 Evaluating an Integrated Marketing Program 408

Pretesting for Effectiveness:The New High-Tech World of Advertising Design 408

Overview 409

Matching Methods with IMC Objectives 410

Message Evaluations 411

Concept Testing 412

Copytesting 413

Recall Tests 414

Recognition Tests 416

Attitude and Opinion Tests 417

Emotional Reaction Tests 418

Physiological Arousal Tests 419

Persuasion Analysis 420

Evaluation Criteria 421

Behavioral Evaluations 423

Sales and Response Rates 423

Online Metrics 425

Test Markets 426

Purchase Simulation Tests 428

Evaluating Public Relations Activities 428

Evaluating the Overall IMC Program 430

International Implications 431

Subject Index 439