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Integrated Advertising, Promotion, and Marketing Communications, Third Edition

by Kenneth E. Clow - University of Louisiana at Monroe; Donald Baack - Pittsburg State University

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Copyright, iv
Preface, xv
Acknowledgments, xxii
1. The IMC Foundation, 1
1. Integrated Marketing Communications, 2
Communication and IMC Programs, 5
Integrated Marketing Communications, 8
An Integrated Marketing Communications Plan, 9
IMC Components, 10
The Value of IMC Plans, 15
Globally Integrated Marketing Communications, 20
Summary, 21
Review Questions, 22
Key Terms, 22
Critical Thinking Exercises, 23
Integrated Learning Exercises, 23
Student Project, 23
Endnotes, 27
2. Corporate Image and Brand Management, 28
Corporate Image, 30
Promoting the Desired Image, 34
Corporate Name, 37
Corporate Logos, 38
Branding, 39
Brand Equity, 41
Brand Extensions and Flanker Brands, 44
Co-Branding, 45
Private Brands, 47
Packaging, 49
Labels, 50
Positioning, 51
Summary, 54
Review Questions, 55
Key Terms, 55
Critical Thinking Exercises, 56
Integrated Learning Exercises, 56
Student Project, 56
Endnotes, 59
3. Buyer Behaviors, 60
Consumer Purchasing Process, 63
Information Search, 63
Evaluation of Alternatives, 70
Trends in the Consumer Buying Environment, 72
Business-to-Business Buyer Behavior, 76
Factors Affecting Members of Business Buying Centers, 77
Types of Business-to-Business Sales, 79
The Business-to-Business Buying Process, 80
Trends in the Business-to-Business Buying Environment, 82
Dual Channel Marketing, 84
Summary, 86
Review Questions, 87
Key Terms, 87
Critical Thinking Exercises, 88
Integrated Learning Exercises, 88
Student Project, 89
Endnotes, 92
4. Promotions Opportunity Analysis, 94
Promotions Opportunity Analysis, 96
Communication Market Analysis, 97
Establishing Marketing Communications Objectives, 100
Establishing a Communications Budget, 101
Types of Budgets, 104
Budgeting Expenditures, 106
Preparing Promotional Strategies, 107
Market Segmentation, 109
Market Segmentation by Consumer Groups, 110
Business-to-Business Segmentation, 118
Implications for GIMC Programs, 120
Summary, 121
Review Questions, 122
Key Terms, 122
Critical Thinking Exercises, 123
Integrated Learning Exercises, 123
Student Project, 124
Endnotes, 128
2. IMC Advertising Tools, 130
5. Advertising Management, 130
Overview of Advertising Management, 134
Advertising and the IMC Process, 134
Choosing an Advertising Agency, 135
External Advertising Agencies, 137
Choosing an Agency, 138
Advertising Planning and Research, 142
The Roles of Advertising Account Executives, 143
The Roles of Creatives, 144
Advertising Campaign Management, 144
Communication Market Analysis, 144
Advertising Goals, 147
The Advertising Budget, 150
Media Selection, 151
The Creative Brief, 151
Summary, 155
Review Questions, 155
Key Terms, 156
Critical Thinking Exercises, 156
Integrated Learning Exercises, 157
Student Project, 158
Endnotes, 161
6. Advertising Design: Theoretical Frameworks and Types of Appeals, 162
The Creative Brief, 165
Advertising Theory, 165
Types of Advertising Appeals, 171
The Structure of an Advertisement, 187
Summary, 189
Review Questions, 189
Key Terms, 190
Critical Thinking Exercises, 190
Integrated Learning Exercises, 191
Student Project, 191
Endnotes, 194
7. Advertising Design: Message Strategies and Executional Frameworks, 196
Message Strategies, 198
Executional Frameworks, 205
Sources and Spokespersons, 211
Creating an Advertisement, 218
Advertising Effectiveness, 219
Summary, 222
Review Questions, 222
Key Terms, 223
Critical Thinking Exercises, 223
Integrated Learning Exercises, 224
Student Project, 225
Endnotes, 228
8. Advertising Media Selection, 230
Media Strategy, 232
Media Planning, 233
Advertising Objectives, 237
Achieving Advertising Objectives, 240
Media Selection, 242
Media Mix, 259
Media Selection in Business-to-Business Markets, 260
Media Selection in International Markets, 262
Summary, 264
Review Questions, 265
Key Terms, 265
Critical Thinking Exercises, 266
Integrated Learning Exercises, 266
Student Project, 268
Endnotes, 272
3. IMC Promotional Tools, 274
9. Trade Promotions, 274
The Nature of Trade Promotions, 277
Types of Trade Promotions, 278
Objectives of Trade Promotions, 294
Concerns in Using Trade Promotions, 297
Summary, 298
Review Questions, 299
Key Terms, 299
Critical Thinking Exercises, 300
Integrated Learning Exercises, 300
Student Project, 301
Endnotes, 304
10. Consumer Promotions, 306
Coupons, 309
Premiums, 313
Contests and Sweepstakes, 315
Refunds and Rebates, 318
Sampling, 320
Bonus Packs, 322
Price-Offs, 323
Other Issues in Promotions Programs, 324
Planning for Consumer Promotions, 325
Business-to-Business Programs, 326
International Consumer Promotions Programs, 327
Summary, 329
Review Questions, 329
Key Terms, 330
Critical Thinking Exercises, 330
Integrated Learning Exercises, 331
Student Project, 331
Endnotes, 334
11. Personal Selling, Database Marketing, and Customer Relationship Management, 336
Personal Selling, 338
Retail Sales, 338
Retail Sales Presentations, 340
Business-to-Business Personal Selling, 341
Managing the Business-to-Business Selling Process, 343
New Trends In Business-to-Business Personal Selling, 347
Personal Selling in International Markets, 349
Database Marketing, 349
Direct Marketing, 353
Permission Marketing, 357
Frequency Programs, 359
Customer Relationship Management, 360
Summary, 362
Review Questions, 363
Key Terms, 363
Critical Thinking Exercises, 364
Integrated Learning Exercises, 364
Student Project, 365
Endnotes, 368
12. Public Relations, Sponsorship Programs, and Regulations, 370
Public Relations, 372
Public Relations Functions, 373
Identifying Stakeholders, 373
Assessing Corporate Reputation, 375
Auditing Corporate Social Responsibility, 376
Creating Positive Image-Building Activities, 377
Preventing or Reducing Image Damage, 381
Sponsorships and Event Marketing, 384
Marketing Communications Regulations, 390
The Federal Trade Commission, 392
Industry Regulation of Negative Marketing Practices, 396
Summary, 398
Review Questions, 398
Key Terms, 399
Critical Thinking Exercises, 399
Integrated Learning Exercises, 400
Student Project, 401
Endnotes, 404
4. IMC Integration Tools, 406
13. Internet Marketing, 406
Who Uses the Internet?, 409
Marketing Functions on the Internet, 409
E-commerce, 410
E-Commerce Incentives, 413
Business-to-Business E-Commerce, 416
International E-Commerce, 418
IMC and the Internet, 419
Direct Marketing on the Internet, 427
Viral Marketing on the Internet, 428
Internet Design Issues, 429
Summary, 430
Review Questions, 431
Key Terms, 431
Critical Thinking Exercises, 431
Integrated Learning Exercises, 432
Student Project, 432
Endnotes, 434
14. IMC for Small Businesses and Entrepreneurial Ventures, 436
Types of Ventures, 438
Major Challenges, 439
Starting a Company: The Market Analysis, 439
Finding Customers: A Crucial Element of the IMC Plan, 441
Advertising Small Businesses, 448
Making Customers Advocates, 450
Summary, 452
Review Questions, 452
Key Terms, 453
Critical Thinking Exercises, 453
Integrated Learning Exercises, 453
Student Project, 454
Endnotes, 457
15. Evaluating an Integrated Marketing Program, 458
Matching Methods with IMC Objectives, 460
Message Evaluations, 462
Evaluation Criteria, 471
Behavioral Evaluations, 475
Evaluating Public Relations Activities, 480
Evaluating the Overall IMC Program, 482
Summary, 484
Review Questions, 484
Key Terms, 484
Critical Thinking Exercises, 485
Integrated Learning Exercises, 485
Student Project, 486
Endnotes, 489
Name/Organization Index, I-1-1
Subject Index, I-2-1

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