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Integrated Advertising, Promotion, and Marketing Communications, Third Edition

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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

Publisher: Prentice Hall

Copyright Year: 2007

Publishing Date: 2006/03/22

eText ISBN-10: 0-13-186631-1

eText ISBN-13: 978-0-13-186631-7

Print ISBN-10: 0-13-186622-2

Print ISBN-13: 978-0-13-186622-5

Course: Marketing Channels, Advertising/Promotion

Pages: 544

eTextbook $77.00

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Table of Contents | Description

Instructor Resources | Student Resources

ABOUT THIS TITLE - TABLE OF CONTENTS

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

Review Questions, 22

Critical Thinking Exercises, 23

Integrated Learning Exercises, 23

Student Project, 23

2. Corporate Image and Brand Management, 28

Corporate Image, 30

Promoting the Desired Image, 34

Corporate Name, 37

Corporate Logos, 38

Brand Equity, 41

Brand Extensions and Flanker Brands, 44

Co-Branding, 45

Private Brands, 47

Positioning, 51

Review Questions, 55

Critical Thinking Exercises, 56

Integrated Learning Exercises, 56

Student Project, 56

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

Review Questions, 87

Critical Thinking Exercises, 88

Integrated Learning Exercises, 88

Student Project, 89

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

Review Questions, 122

Critical Thinking Exercises, 123

Integrated Learning Exercises, 123

Student Project, 124

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

Review Questions, 155

Critical Thinking Exercises, 156

Integrated Learning Exercises, 157

Student Project, 158

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

Review Questions, 189

Critical Thinking Exercises, 190

Integrated Learning Exercises, 191

Student Project, 191

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

Review Questions, 222

Critical Thinking Exercises, 223

Integrated Learning Exercises, 224

Student Project, 225

8. Advertising Media Selection, 230

Media Strategy, 232

Media Planning, 233

Advertising Objectives, 237

Achieving Advertising Objectives, 240

Media Selection, 242

Media Selection in Business-to-Business Markets, 260

Media Selection in International Markets, 262

Review Questions, 265

Critical Thinking Exercises, 266

Integrated Learning Exercises, 266

Student Project, 268

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

Review Questions, 299

Critical Thinking Exercises, 300

Integrated Learning Exercises, 300

Student Project, 301

10. Consumer Promotions, 306

Contests and Sweepstakes, 315

Refunds and Rebates, 318

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

Review Questions, 329

Critical Thinking Exercises, 330

Integrated Learning Exercises, 331

Student Project, 331

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

Review Questions, 363

Critical Thinking Exercises, 364

Integrated Learning Exercises, 364

Student Project, 365

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

Review Questions, 398

Critical Thinking Exercises, 399

Integrated Learning Exercises, 400

Student Project, 401

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

Review Questions, 431

Critical Thinking Exercises, 431

Integrated Learning Exercises, 432

Student Project, 432

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

Review Questions, 452

Critical Thinking Exercises, 453

Integrated Learning Exercises, 453

Student Project, 454

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

Review Questions, 484

Critical Thinking Exercises, 485

Integrated Learning Exercises, 485

Student Project, 486

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ABOUT THIS TITLE - DESCRIPTION

For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions. Integrated Advertising, Promotion, and Marketing Communications is a pure IMC text by providing a truly integrated approach to teaching IMC.

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