Guided tour
Guided tour of the web site
Foreword
Preface
Acknowledgements
Part 1 An introduction to marketing communications
1 Introducing marketing communications
Aims and learning objectives
Mini case: LV= a spectacular revival
Introduction
The concept of marketing as an exchange
Marketing communications and the process of exchange
The scope of marketing communications
The role of marketing communications
The tasks of marketing communications
Defining marketing communications
Environmental influences
Internal influences
Market influences
External influences
The marketing communication mix
Advertising
Sales promotion
Personal selling
Public relations
Direct marketing
The key characteristics of the communication tools
Media and the MCs mix
Key differences between conventional and digital media
Messages and the MCs mix
Criteria when selecting the tools for the mix
Control
Financial resources
Dispersion - size and geography
Communication tasks
Communication differences
Message reception
Number of decision-makers
The balance of the communication mix
The constituent tools of the marketing communication mix
Message content
Message origin
Length of purchase decision time
Negative communication
Target marketing and research
Budget allocation
Measurement and evaluation
Key points
Review questions
References
2 Communication: forms and conversations
Aims and learning objectives
Mini case: 'Up your Viva'
An introduction to the process of communication
A linear model of communication
Source/encoding
Signal
Decoding/receiver
Feedback/response
Noise
Realms of understanding
Factors that influence the communication process
The influence of the media
The influence of people
The influencer model of communication
Interactional model of communication
Word-of-mouth communication
Definition and motives
Opinion leaders
Opinion formers
Opinion followers
Developing brands with word-of-mouth communications
Relational approaches to communications
Network approaches to communications
Process of adoption
Process of diffusion
Key points
Review questions
References
3 Audiences: how they process information and behave
Aims and learning objectives
Mini case: Recruiting teachers - nudging the journey
Introduction
Information processing
Perception
Marketing and perception
Cognitive learning
Cognitive response
Attitudes
Decision-making
Consumer purchase decision-making process
Organisational purchase decision making process
Perceived risk
Involvement theory
Two approaches to decision-making
Impact on communications
Alternative approaches
Hedonic consumption
Tribal consumption
Behavioural economics
Key points
Review questions
References
4 How marketing communications might work
Aims and learning objectives
Mini case: Rolex: a range of quality communications
Introduction
The strategic context
Engagement and the role of marketing communications
How does marketing communications work?
Interpretation 1 - Sequential models
Interpretation 2 - Changing attitudes with marketing communications
Using marketing communication to influence attitudes
Interpretation 3 - Shaping relationships
Influencing value exchanges
Interpretation 4 - Developing significant value
Interpretation 5 - Cognitive processing
Conclusion
Key points
Review questions
References
Part 2 Managing marketing communications
5 Marketing communications: strategies and planning
Aims and learning objectives
Mini case: Cravendale - milk matters
Introduction
Understanding strategy
Marketing communications strategy
Strategy approach 1 - Positioning
Strategy approach 2 - Audience
Strategy approach 3 - Platform
Strategy approach 4 - Configuration
Planning marketing communications
The marketing communications planning framework
Elements of the plan
Context analysis
Communication objectives
Marketing communication strategy
Coordinated communication mix
Resources
Scheduling and implementation
Evaluation and control
Feedback
Links and essential points
Key points
Review questions
References
6 Marketing communications: objectives and positioning
Aims and learning objectives
Mini case: Juan Valdez - the face of Colombian Coffee
Introduction
The role of objectives in corporate strategy
The role of brand communication objectives and plans
The sales school
The communication school
Derivation of promotional objectives
Setting realistic marketing communication objectives
The practitioners' view
Business objectives
Behavioural objectives
Intermediate objectives
SMART objectives
Positioning
The development of the positioning concept
The positioning concept
Managing positions
Perceptual mapping
Positioning strategies
Product features
Price/quality
Product class dissociation
User
Competitor
Benefit
Heritage or cultural symbol
Repositioning
Key points
Review questions
References
7 The communication industry: structure, operations and issues
Aims and learning objectives
Mini case: Diageo - reaching underage drinkers
Introduction
Dimensions of the UK marketing communications industry
Structure and development of the UK marketing communications industry
Agency types and structures
Industry structure
A short history of one-stop shopping
Selecting an agency
Agency operations
Relationships
Client/agency relationships
Agency remuneration
Agency structures and IMC
Key points
Review questions
References
8 Financial resources for marketing communications
Aims and learning objectives
Mini case: Honda
Introduction
Trends in communication expenditure
The role of the communication budget
Benefits of budgeting
Difficulties associated with budgeting for communications
Techniques and approaches
Marginal analysis: the advertising response function
Practical approaches
Quantitative approaches
Competitive parity
Advertising-to-sales ratio
Share of voice
Strategic implications of the SOV concept
Appropriation brand types
The value of brand communications
Which methods are most used?
Budgeting for the other elements of the communication mix
Key points
Review questions
References
9 Evaluation and metrics
Aims and learning objectives
Mini case: 'Still killing Jill?'
Introduction
The role of evaluation in planned communications
Advertising
Pre-testing
Pre-testing unfinished advertisements
Focus groups
Consumer juries
Pre-testing finished advertisements
Dummy vehicles
Readability tests
Projective techniques
Theatre tests
Physiological measures
Post-testing
Inquiry tests
Recall tests
Recognition tests
Sales tests
Simulated market tests
Other tests
Tracking studies
Financial analysis
Public relations
Corporate image
Recruitment
Crisis management
Other PR measuring techniques
Measuring the fulfilment of brand promises
Online communications
Social media
Key points
Review questions
References
10 Integrated marketing communications
Aims and learning objectives
Mini case: Authentic Caribbean rum
Introduction
The development of IMC
Reasons for the developing interest in IMC
What is to be integrated?
Communication tools
Messages
Marketing mix
Branding
Strategy
Employees
Technology
Agencies
Definitions of IMC
Interpretations of IMC
Interpretation 1 - Harmonisation-based IMC
Interpretation 2 - Planning-based IMC
Interpretation 3 - Perspective-based IMC
Interpretation 4 - Portfolio-based IMC
Interpretation 5 - Relational-based IMC
IMC and transactional marketing
IMC and relationship marketing
Structuring for IMC
Key points
Review questions
References
Part 3 Branding
11 Brand communications
Aims and learning objectives
Mini case: The Domino Effect - honesty's the best policy
Introduction
Brand characteristics
Benefits of branding
Brand portfolios: architecture and forms
Brand architecture
Brand forms
The strategic role of branding
Integration
Differentiation
Added value
The role of marketing communications in branding
Associations and personalities
Brand building
Above-the-line
Through-the-line
Below-the-line
Around-the-line
Business-to-business branding
Online branding
Virtual brand communities
Brand equity
Key points
Review questions
References
12 Corporate branding and communication
Aims and learning objectives
Mini case: The BBC's 'Sachsgate'
Introduction
Corporate identity or corporate branding?
The building blocks of corporate reputation
Corporate personality
Corporate identity
Corporate image
Dimensions of corporate image
Corporate reputation
Mind the gaps
Corporate communication
Corporate communication mix
Symbolic communication
Management communications
Marketing communications
Organisational communications
Behavioural communications
A framework for managing corporate brands
Key points
Review questions
References
13 Employee branding
Aims and learning objectives
Mini case: Torbay Council
Introduction
Member/non-member boundaries
Internal communication
Organisational identity
Organisational culture
Levels of organisational culture
Culture and communication
Brand engagement
Intellectual and emotional aspects
Advertising and the impact on employees
Strategic credibility
Strategic capability
Past performance
Corporate communications
The credibility of the CEO
Internal communications: auditing and planning
Procedures associated with a communications audit
Functional capability
Financial capability
Manufacturing capability
Marketing capability
Key points
Review questions
References
Part 4 The marketing communication mix
14 Advertising: role, forms and strategy
Aims and learning objectives
Mini case: Apple - 'Think different'
Introduction
The role of advertising
Defining advertising
Selling propositions
The use of emotion in advertising
Types of advertising
Advertising models and concepts
The elaboration likelihood model
Eclectic models of advertising
The strong and the weak theories of advertising
Using advertising strategically
The FCB matrix
The Rossiter-Percy grid
Consumer-generated advertising
Key points
Review questions
References
15 Public relations
Aims and learning objectives
Mini case: BP - crisis response
Introduction
Characteristics of public relations
Media catching
Which publics?
A framework of public relations
The press agency/publicity model
The public information model
The two-way asymmetric model
The two-way symmetric model
Public relations and relationship management
Objectives and public relations
Cause-related marketing
Public relations: methods and techniques
Media relations
Press releases
Press conferences
Interviews
Publicity and events
Lobbying
Corporate advertising
Reasons for the use of corporate advertising
Investor relations
Defensive or crisis communications
Crisis phases
Framing for crisis communication
Integrating public relations in the communications mix
Key points
Review questions
References
16 Sponsorship
Aims and learning objectives
Mini case: The London Olympics
Introduction
The growth and development of sponsorship
Sponsorship objectives
How sponsorship might work
Theoretical aspects of sponsorship
Types of sponsorship
Sports sponsorship
Programme sponsorship
Arts sponsorship
Other forms of sponsorship
The role of sponsorship in the communication mix
Key points
Review questions
References
17 Direct marketing and personal selling
Aims and learning objectives
Mini case: Office for National Statistics - The 2011 Census
Introduction
Direct marketing
The role of direct marketing
Types of direct brand
Type 1: complemetary tool
Type 2: primary differentiator
Type 3: sales channel
Type 4: brand vehicle
The growth of direct marketing
Growth driver 1: technology
Growth driver 2: changing market context
Growth driver 3: changing organisational expectations
The role of the database
Permission marketing
Direct response media
Direct mail
Telemarketing
Carelines
Inserts
Print
Door-to-door
Radio and television
Personal selling
The tasks of personal selling
The role of personal selling
Strengths and weaknesses of personal selling
Strengths
Weaknesses
When personal selling should be a major part of the communications mix
Complexity
Buyer significance
Communication effectiveness
Channel network factors
Integration and supporting the sales force
Strategic account management
Key account management
Key account managers
Key account relationship cycles
Some financial aspects of KAM
Global account management
Key points
Review questions
References
18 Sales promotion, field marketing and brand experiences
Aims and learning objectives
Mini case: Orange at the Glastonbury Festival
Introduction
Sales promotions
Understanding the value of sales promotions
The role of sales promotion
Short termism
Managerial accountability
Brand performance
Brand expansion
Competition for shelf space
Sales promotion plans: the objectives
An overview of how sales promotions work
Retention programmes
Sales promotions: methods and techniques
Other sales promotion devices
Field marketing
Range of FM activities
Brand experience and events
Key points
Review questions
References
19 Brand placement, exhibitions, packaging and licensing
Aims and learning objectives
Mini case: Beyonce
Introduction
Brand placement
Characteristics of brand placement
Strengths
Weaknesses
Placement issues
Trade shows and exhibitions
Reasons to use exhibitions
Characteristics of exhibitions and trade fairs
Strengths
Weaknesses
Exhibitions as a form of marketing communications
Digital media and trade shows
Marketing management of exhibitions
Hospitality and events
Corporate events
Community events
Packaging
The communication dimensions of packaging
Licensing
Key points
Review questions
References
20 Traditional media
Aims and learning objectives
Mini case: Smoke-free South West - 'Wise-up to roll-ups'
Introduction
Media classification by form
Media classification by source
Evaluative criteria
Costs
Communication richness
Interactive properties
Audience profile
Print media
Newspapers
Magazines
Broadcast media
Television
Radio
Outdoor media
Billboards and street furniture
Transit
In-store media
Point-of-purchase (POP)
Retail media centres
Cinema
Ambient media
Guerilla tactics
Direct response media
Key points
Review questions
References
21 Digital media
Aims and learning objectives
Mini case: Hiscox
Introduction
Key forms of digital media
The Internet
Database technologies
Multimedia
Mobile technologies
Business applications
Interactive television
Video conferencing
Kiosks
What digital media enable users to do
Interactivity
Multichannel marketing
Personalisation
Mobility
Speed
Efficiency
Enhanced relationships
Websites
Strengths
Weaknesses
Website design
Websites - visitor behaviour
Key differences between traditional and digital media
Convergence in marketing communications
Key points
Review questions
References
22 Social, search and interactivity
Aims and learning objectives
Mini case: Inspired by Iceland
Introduction
Social media
Social networks
Viral marketing
Web logs
Microblogging
Podcasting
RSS
Interactive online communities
Search engine marketing
Search engine optimisation
Pay-per-click searches
Email marketing
Short message services (SMS)
Apps
Widgets
Affiliate marketing
Augmented reality
Key points
Review questions
References
23 Multichannel campaigns: media and tools
Aims and learning objectives
Mini case: The Salvation Army
Introduction
Interactivity
Multichannel marketing
Categorising customers
Online advertising
Banner ads
Microsites
Rich media ads
Online video
Online gaming
Online sales promotions
Online public relations
Online personal selling
Online direct marketing
Multi-channel campaigns
Key points
Review questions
References
24 Media planning: delivering the message
Aims and learning objectives
Mini case: Which?
Introduction
Media planning and the media mix
Media switching behaviour
Influential factors for media selection
Switching behaviour
Vehicle selection
Media planning concepts
Reach and coverage
Frequency
Gross rating point
Effective frequency
Recency planning
Media usage and attitudes
Efficiency
Planning, placing and measuring ads online
Media source effects
Vehicle atmosphere
Technical and reproduction characteristics of a vehicle
Audience/product characteristics
Scheduling
Key points
Review questions
References
25 Creativity
Aims and learning objectives
Mini case: Johnnie Walker - 'Keep Walking'
Introduction
What is creativity?
Creativity and attention
The importance of context
Creativity as a signal
The creative process
The creative code
Message framing
Storytelling
User-generated content (UGC)
Sourcing content
Key points
Review questions
References
26 Messages and appeals
Aims and learning objectives
Mini case: Lynx-Jet - fantasy appeals
Introduction
Message source
Establishing credibility
Credibility established by the initiator
Credibility established by a spokesperson
Sleeper effects
Structural elements in a message
Message balance
Conclusion drawing
One- and two-sided messages
Order of presentation
Message appeal
Information-based appeals
Emotions- and feelings-based appeals
Copycat messaging
Advertising tactics
Informational motives
Transformational motives
Key points
Review questions
References
Author index
Subject index
