Advertising, promotion supplemental aspects of integrated marketing communications

목차 (Table of Contents)

• CONTENTS
• PREFACE = ⅶ
• PART ONE THE CONCEPT, PRACTICE, AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS = 1
• CHAPTER 1 Overview of Integrated Marketing Communications = 2
• Opening Vignette : Branding Energy = 2
• The Nature of Marketing Communications = 3
• Elements of Marketing Communications = 4
• Brands, Brand Equity, and Brand Equity Enhancement = 5
• The Concept of Brand Equity = 6
• Global Focus : Global Brands and a Global Fiasco = 7
• IMC Focus : Gardenburger and the "Seinfeld' Finale = 10
• Enhancing Brand Equity = 10
• Co-Branding and Ingredient Branding = 11
• Managing Brand Concepts = 12
• Integrated Marketing Communications = 17
• A Definition of IMC = 18
• Key Features of IMC = 18
• IMC Focus : A Big Challenge Requires Creative Marketing Communications = 22
• Changes in Marketing Communication Practices = 22
• Obstacles to Implementing IMC = 23
• Summary = 24
• CHAPTER 2 The Marketing Communications Process = 28
• Opening Vignette : A Korean Car Company Aims at College Students = 28
• A Model of the Marketing Communications Decision Process = 29
• Structuring the Organization = 30
• IMC Focus : Brand Management - The Art of Reconciliation = 32
• Monitoring and Managing the Environment = 32
• Enhancing Brand Equity = 34
• Making Brand-Level Marketing Communications Decisions = 34
• IMC Focus : Increasing Efficiency via Micromarketing = 35
• General Choices = 35
• IMC Focus : Veal Ads Targeted to Chefs = 37
• Specific Choices = 38
• Global Focus : Appealing to National Pride in China and Pampering Pets in South Korea = 41
• Summary = 44
• CHAPTER 3 Environmental, Regulatory, and Ethical Issues in Marketing Communications = 48
• Opening Vignette : Trash Bags, Degradability, Ethics, and Regulation = 48
• Overview = 49
• The Physical Environment and Green Marketing Communications = 50
• Responses to Environmental Problems = 50
• IMC Focus : An Alliance with Mr Clean to Enhance Honda's Image = 51
• Guidelines for Green Marketing = 55
• Global Focus : Loblaws' Line of Green Products = 56
• What Does the Future Hold for Green Marketing and Who Is the Green Consumer? = 57
• Regulation of Marketing Communications = 57
• When Is Regulation Justified? = 57
• Global Focus : Ghina's Ban on Direct Sales = 58
• Regulation of Marketing Communications by Federal Agencies = 59
• Regulation of Marketing Communications by State Agencies = 63
• Advertising Self-Regulation = 64
• Ethical Issues in Marketing Communications = 66
• The Ethics of Targeting = 66
• IMC Focus : An Adman's Struggle with Joe Camel and Free Speech = 69
• Ethical Issues in Advertising = 70
• Ethical Issues in Public Relations = 73
• Ethical Issues in Personal Selling and Telemarketing = 73
• IMC Focus : Two Illustrations of Exemplary Ethics Statements = 74
• Ethical Issues in Packaging = 74
• IMC Focus : Excedrin : Two Packages, Same Product = 75
• Ethical Issues in Sales Promotions = 75
• Fostering Ethical Marketing Communications = 75
• Summary = 77
• PART TWO INTEGRATED MARKETING COMMUNICATIONS FROM THE CUSTOMER'S PERSPECTIVE : TARGETING, COMMUNICATING, AND PERSUADING = 84
• CHAPTER 4 Demographic, Psychographic, and Geodemographic Targets of Marketing Communications = 86
• Opening Vignette : Targeting the Extreme Generation = 86
• Overview = 87
• The Importance of Targeting Consumer Groups = 88
• Population Growth and Geographic Dispersion = 88
• The Changing Age Structure = 88
• The Baby-Boom Generation = 89
• Middle-Aged and Mature Consumers = 92
• Children and Teenagers = 94
• Generation X = 97
• IMC Focus : Subsegments of Gen Xers = 98
• The Ever-Changing American Household = 98
• Ethnic Population Developments = 99
• African-Americans = 100
• Hispanic-Americans = 101
• Asian-Americans = 103
• Psychographic Targeting = 104
• Geodemographic Targeting = 108
• Summary = 110
• CHAPTER 5 The Communication Process and Fundamentals of Buyer Behavior = 114
• Opening Vignette : Losing Sales to Bottled Water, the Plight of Diet Soft Drinks = 114
• Communication Objectives = 116
• Objective 1 : Building Category Wants = 116
• Objectives 2 and 3 : Creating Brand Awareness, Enhancing Attitudes, and Influencing Purchase Intentions = 116
• Objective 4 : Facilitating Purchase = 116
• The Communication Process = 117
• Elements in the Communication Process = 117
• Marketing Communications and Meaning = 119
• The Nature of Signs = 119
• The Meaning or Meaning = 120
• Meaning Transfer : From Culture, to Object, to Consumer = 120
• The Use of Signs and Symbols in Marketing Communications = 123
• Global Focus : Japlish - Meaning Transfer in Japanese Commerce = 124
• Summary of Meaning within Marketing Communications = 128
• Behavioral Foundations of Marketing Communications : The Consumer Processing Model(CPM) = 129
• Exposure to Information = 131
• Selective Attention = 131
• Comprehension of What Is Attended = 137
• Agreement with What Is Comprehended = 141
• Retention and Search／Retrieval of Stored Information = 142
• Deciding among Alternatives = 150
• Acting on the Basis of the Decision = 151
• A CPM Wrap-Up = 152
• Behavioral Foundations of Marketing Communications : The HEM Perspective = 152
• Summary = 156
• CHAPTER 6 Persuasion in Marketing Communications = 162
• Opening Vignette : Selling Calcium = 162
• The Nature and Role of Attitudes = 164
• What Is an Attitude? = 164
• Persuasion in Marketing Communications = 165
• The Ethics of Persuasion = 165
• Multiple Forms of Persuasion = 166
• Tools of Influence : The Persuader's Perspective = 166
• Reciprocation = 167
• Commitment and Consistency = 167
• Social Proof = 168
• Liking = 168
• Authority = 168
• Scarcity = 168
• The Influence Process : The Persuadee's Perspective = 169
• Global Focus : The Kiasu Syndrome in Singapore = 170
• Message Arguments = 170
• Peripheral Cues = 170
• Receiver Involvement = 171
• Receiver's initial Position = 172
• An Integrated Model of Persuasion = 173
• The Central Route = 174
• IMC Focus : Can a Coinpedtive Advantage Be Gained from Advertising "Freshness"? = 177
• The Peripheral Route = 179
• Dual Routes = 180
• Practical Implications : Enhancing Consumers' Processing Motivation, Opportunity, and Ability = 181
• Enhancing Motivation to Attend and Process Messages = 181
• Enhancing Opportunity to Encode Information and Reduce Processing Time = 184
• Enhancing Ability to Access and Create Knowledge Structures = 185
• Summary = 190
• PART THREE NEW PRODUCTS, BRAND NAMES, LOGOS, PACKAGES, AND POINT-OF-PURCHASE MATERIALS = 194
• CHAPTER 7 Marketing Communications and New Product Adoption = 196
• Opening Vignette : Steve Jobs Does a Job with the iMac = 196
• New Products and Marketing Communications = 198
• Relative Advantage = 199
• Compatibility = 199
• Complexity = 202
• Global Focus : The Big Hoopla Surrounding the Introduction of Window 95 = 203
• Trialability = 203
• Observability = 204
• The Diffusion Process = 205
• IMC Focus : The Globalization ot the Swiffer = 206
• Adopter Categories = 206
• Managing the Diffusion Process = 208
• Stimulating Word-of-Mouth Influence = 210
• Opinion Leaders = 210
• Global Focus : Japanese Teenage Girls and Kuchikomi = 211
• Summary = 212
• CHAPTER 8 Brand Names, Logos, Packages, and Point-of-Purchase Materials = 216
• Opening Vignette : Transforming Bell Labs into Lucent Technologies = 216
• Introduction = 217
• Brand Naming = 217
• What Constitutes a Good Brand Name? = 218
• Global Focus : Global Brands High in Stature and Vitality = 219
• The Brand Naming Process = 221
• The Role of Logos = 222
• Packaging = 223
• Packaging Structure = 224
• IMC Focus : Package Deign for Whipper Snapple = 226
• Evaluating the Package : The VIEW Model = 226
• Designing a Package = 230
• Point-of-Purchase Advertising = 232
• The Spectrum of P-O-P Materials = 233
• What Does P-O-P Accomplish? = 233
• Functions Performed by P-O-P Materials = 236
• Interactive Displays = 242
• One Result of P-O-P : Increased In-Store Decision Making = 243
• The Impact of Displays on Brand Sales = 246
• The Use and Nonuse of P-O-P Materials = 249
• Summary = 251
• PART FOUR ADVERTISING MANAGEMENT = 256
• CHAPTER 9 Overview ot Advertising Management = 258
• Opening Vignette : With Soaring Sales. Why Advertise? = 258
• Overview = 260
• Investment in the Brand Equity Bank = 260
• The Magnitude of Advertising = 261
• Advertising Functions = 261
• The Advertising Management Process = 265
• Global Focus : The Case of Advertising in China and Russia = 266
• Advertising Strategy = 266
• Strategy Implementation = 266
• Assessing Advertising Effectiveness = 267
• Setting Advertising Objectives = 267
• Who, What, Where, When, and How Often? = 268
• The Hierarchy of Effects = 270
• Requirements for Setting Good Advertising Objectives = 276
• Using Direct versus Indirect Advertising Objectives = 277
• IMC Focus : Advertising Expenditures Increasing at a Faster Rate Than Sales Revenue = 281
• Should Sales Represent the Advertising Objective? = 281
• Budgeting for Advertising = 283
• Advertising Budgeting in Theory = 284
• Budgeting Considerations in Practice = 284
• Budgeting Methods = 287
• Ad Budgeting and Competitive Interference = 290
• Summary = 292
• CHAPTER 10 Creative Advertising Strategy = 296
• Opening Vignette : Two of the Greatest Ads in the History of Advertising = 296
• The Relationship between Client and Advertising Agency = 298
• The Role of an Advertising Agency = 298
• Advertising Agency Organization = 300
• Agency Compensation = 301
• What Makes Effective Advertising? = 302
• Being Creative = 302
• Advertising Plans and Strategy = 305
• A Five-Step Program = 305
• IMC Focus : Absolutely Brilliant! = 306
• Constructing a Creative Brief = 308
• Means-End Chains and Advertising Strategy = 310
• The Nature of Values = 310
• Advertising Applications of Means-End Chains = 311
• The Laddering Method = 317
• Alternative Creative Strategies = 317
• Generic Strategy = 317
• Preemptive Strategy = 319
• Unique Selling-Proposition Strategy = 319
• Brand-Image Strategy = 321
• Positioning Strategy = 321
• Global Focus : Not Necessarily a Better TV, but a Better TV Commercial = 322
• Resonance Strategy = 322
• Emotional Strategy = 323
• In Sum = 324
• Corporate Image and Issue Advertising = 325
• Corporate Image Advertising = 325
• Corporate Issue(Advocacy) Advertising = 325
• Summary = 328
• CHAPTER 11 Message Appeals and Endorsers in Advertising = 332
• Opening Vignette : Dead Is Alive … in Celebrity Endorsements = 332
• The Role of Endorsers in Advertising = 334
• Celebrity Endorsers = 335
• Typical-Person Endorsers = 339
• Endorsers Attributes = 341
• Global Focus : Japan's Most Popular Celebrity, George Tokoro = 343
• The Role of Humor in Advertising = 344
• The Use of Fear Appeals = 346
• Fear-Appeal Logic = 346
• Appropriate Intensity = 346
• The Use of Guilt Appeals = 349
• Global Focus : Is the Use of Sex Appeal Greater in French or American Advertising? = 350
• The Use of Sex in Advertising = 350
• What Role Does Sex Play in Advertising? = 351
• The Downside of Sex Appeals in Advertising = 353
• Subliminal Messages and Symbolic Embeds = 353
• Global Focus : Worldwide Concern about Sex and Decency in Advertising = 354
• A Challenge = 355
• The Functions of Music in Advertising = 356
• Music's Role at the Point of Purchase = 356
• The Role of Comparative Advertising = 357
• Is Comparative Advertising More Effective? = 357
• Considerations Dictating the Use of Comparative Advertising = 360
• Summary = 361
• CHAPTER 12 Analysis of Advertising Media = 368
• Opening Vignette : Revamping Miller Lite's Image Required a Media Overhaul = 368
• Overview of Major Media = 369
• Media versus Vehicles = 369
• Characteristics of Traditional Major Advertising Media = 370
• A Forewarning = 371
• Out-of-Home Advertising = 372
• Billboard Advertising = 372
• IMC Focus : Blimps as an Advertising Medium = 373
• Buying Out-of Home Advertising = 374
• Outdoor Advertising Strengths and Limitations = 375
• Newspapers = 376
• Buying Newspaper Space = 376
• Newspaper Advertising Strengths and Limitations = 377
• Magazines = 379
• Buying Magazine Space = 379
• Magazine Advertising Strengths and Limitations = 383
• Radio = 385
• Buying Radio Time = 385
• Radio Advertising Strengths and Limitations = 386
• Television = 388
• Television Programming Segments = 388
• Network, Spot, Syndicated. Cable, and Local Advertising = 388
• Television Advertising Strengths and Limitations = 392
• Infomercials = 393
• IMC Focus : Kodak's Infomercial = 394
• Interactive Advertising Media = 395
• The Concept of Interactive Media = 395
• The CD-ROM and Virtual Reality = 395
• The Internet = 396
• Alternative Advertising Media = 398
• Yellow Pages Advertising = 398
• Video Advertising = 398
• Product Placements in Movies = 399
• Virtual Signage = 399
• Potpourri of Alternative Media = 399
• Global Focus : Alternative Advertising Media Around the World = 401
• Summary = 402
• CHAPTER 13 Direct Advertising and Database Marketing = 406
• Opening Vignette : An Effective Direct-Mail and Telemarketing Campaign for the Saab 9-5 = 406
• Direct Marketing = 407
• Direct Marketing's Phenomenal Growth = 409
• Direct-Response Advertising = 410
• Direct Mail = 411
• The Role of Databases = 414
• Catalog Marketing = 419
• Global Focus : International Expansion by Catalogers = 420
• Outbound and Incoming Telemarketing = 420
• Outbound Telemarketing = 420
• Incoming Telemarketing = 421
• Telephone Marketing under Attack = 424
• IMC Focus : The Phone Rings but Nobody Answers = 425
• Summary = 426
• CHAPTER 14 Media Strategy = 430
• Opening Vignette : The Introductory Media Campaign for the Saab 9-5 = 430
• The Media-Planning Process = 432
• Selecting the Target Audience = 433
• Specifying Media Objectives = 434
• Reach = 434
• Frequency = 434
• Weight = 436
• Global Focus : GRPs in the United States and Mexico = 438
• Continuity = 442
• IMC Focus : Is Super Bowl Advertising Worth the Expense? = 443
• IMC Focus : The STAS Measure of Advertising Effectiveness = 447
• Cost Considerations = 449
• Tradeoffs, Tradeoffs, Tradeoffs = 450
• Media Planning Software = 451
• Hypothetical Illustration = 452
• The SAAB 9-5 Media Campaign = 455
• The Diet Dr Pepper Campaign = 456
• Marketing Situation and Campaign Objectives = 457
• Creative Strategy and Supportive Promotions = 458
• Media Strategy = 459
• Results = 459
• Summary = 462
• CHAPTER 15 Assessing Advertising Effectiveness = 466
• Opening Vignette : Two Illustrations of Potentially Risky Ad Campaigns = 466
• Overview of Advertising Research = 468
• What Does Advertising Research Involve? = 468
• Idealism Meets Reality in Advertising Research = 468
• Advertising Research Methods = 469
• Media Research Methods = 469
• Magazine Audience Measurement = 470
• Radio Audience Measurement = 473
• Television Audience Measurement = 473
• Message Research Methods = 475
• Industry Standards for Advertising Research = 475
• Assessing Advertising Effectiveness = 477
• Measures of Recognition and Recall = 477
• IMC Focus : More Emotion, More Effect = 485
• Measures of Emotions = 485
• Measures of Physiological Arousal = 486
• Measures of Persuasion(Pre／Post Preference Testing) = 489
• Global Focus : Relation between ARS Persuasion Scores and Market-Share Gains in Six Countries = 491
• Measures of Sales Response(Single-Source Systems) = 495
• IMC Focus : Split-Panel Testing at Frito-Lay = 497
• Measuring Web Ads = 498
• Summary = 499
• PART FIVE SALES PROMOTION MANAGEMENT = 504
• CHAPTER 16 Overview of Sales Promotion Management = 506
• Opening Vignette : Three Exemplary Cases of Using Promotions Effectively = 506
• Introduction to Sales Promotion = 507
• What Exactly Is Sales Promotion? = 508
• Promotion Targets = 509
• IMC Focus : Gaining Better Effort from a Manufacturers Sales Force and from Retail Salespeople = 510
• Increased Budgetary Allocations to Promotions = 510
• Factors Accounting for the Shift = 511
• Sales Promotion Capabilities and Limitations = 514
• What Promotions Can Accomplish = 514
• Global Focus : Offsetting the Competition and Reviving Sales of Bazooka Bubble Gum in Argentina = 516
• What Promotions Cannot Accomplish = 518
• What Generalizations Can Be Made about Promotions? = 518
• Promotion Dealing Is Not Always Profitable = 520
• Consumer Responsiveness to Promotional Deals = 521
• Profit Implications for Each Sales Promotion Consumer Category = 522
• In Conclusion = 525
• Summary = 526
• CHAPTER 17 Trade-Oriented Sales Promotion = 530
• Opening Vignette : Now You See It, Now You Don't - The Old "Switcharoo" in the Modern Retail Establishment = 530
• Introduction to Trade Promotion = 532
• Types of Trade Promotions = 533
• Trade Allowances = 533
• Major Forms of Trade Allowances = 533
• Forward Buying and Diverting = 536
• Global Focus : Diverting Cigarettes = 539
• Efforts to Rectify Trade Promotion Problems = 539
• Efficient Consumer Response(ECR) = 539
• Category Management = 540
• Everyday Low Pricing(EDLP) = 541
• Pay-for-Performance Programs = 542
• Account-Specific Marketing = 543
• IMC Focus : A Combined Consumer and Trade Promotion for Spam = 544
• Cooperative Advertising and Vendor Support Programs = 544
• Cooperative Advertising = 544
• Vendor Support Programs = 546
• Trade Contests and Incentives = 547
• Specialty Advertising = 548
• Trade Shows = 549
• Summary = 550
• CHAPTER 18 Consumer-Oriented Promotions = 554
• Opening Vignette : Promotional Disasters = 554
• Introduction = 556
• Marketer Objectives and Consumer Rewards = 556
• Classification of Sales Promotion Methods = 557
• Sampling = 558
• Sampling Trends = 562
• How Effective Is Sampling? = 565
• IMC Focus : Sampling Marie Callender Frozen Foods = 566
• When Should Sampling Be Used? = 567
• Sampling Problems = 567
• Couponing = 568
• Couponing Developments = 568
• Global Focus : The Use of Coupons by the Japanese Government = 570
• Point-of-Purchase Couponing = 572
• Mail- and Media-Delivered Coupons = 576
• In- and On-Pack Coupons = 578
• The Coupon Redemption Process and Misredemption = 578
• Premiums = 580
• IMC Focus : Successful Premium Promotions = 581
• Free-in-the-Mail Premiums = 581
• In-, On-, and Near-Pack Premiums = 583
• Self-Liquidating Premiums = 584
• Phone Cards = 584
• Price-Offs = 585
• FTC Price-Off Regulations = 586
• Bonus Packs = 586
• Rebates／Refunds = 586
• Phantom Discounts = 588
• Rebate Fraud = 588
• Contests and Sweepstakes = 588
• IMC Focus : A Repeat-Purchase Building Contest of Glen Ellen Wine = 590
• Continuity Promotions = 591
• Internet Promotions = 592
• Overlay and Tie-In Promotions = 593
• Overlay Programs = 593
• Tie-In Promotion = 594
• Retailer Promotions = 595
• Evaluating Sales Promotion Ideas = 596
• Step 1 Identity the Objectives = 596
• Step 2 Achieve Agreement = 596
• Step 3 Evaluation System = 596
• Summary = 598
• PART SIX PUBLIC RELATIONS, SPONSORSHIP MARKETING, AND PERSONAL SELLING = 604
• CHAPTER 19 Marketing Public Relations and Sponsorship Marketing = 606
• Opening Vignette : Good to the Last Drop - And Good for the Economically Disadvantaged = 606
• Marketing Public Relations = 608
• Proactive MPR = 608
• Reactive MPR = 610
• The Special Case of Rumor and Urban Legends = 611
• IMC Focus : A Bizarre Conspiracy Rumor = 613
• Sponsorship Marketing = 613
• Event Sponsorships = 615
• Cause-Related Marketing = 618
• Global Focus : A Cereal with a Cause = 621
• Summary = 622
• CHAPTER 20 Personal Selling Fundamentals = 626
• Opening Vignette : What Qualities Are Liked and Disliked in a Salesperson? = 626
• Overview = 628
• Personal Selling's Role in the Marketing Communications Mix = 628
• Attractive Features of Personal Selling = 629
• Modern Selling Philosophy = 629
• Global Focus : Selling Japanese Style = 631
• Selling Activities and Types of Personal-Selling Jobs = 631
• Selling Activities = 631
• Types of Sales Jobs = 633
• Team Selling = 635
• Salesperson Performance = 636
• Aptitude = 636
• Skill Level = 637
• Motivational Level = 637
• Role Perceptions = 638
• Personal Characteristics = 639
• Adaptability = 639
• Excellence in Selling = 640
• Specific Characteristics of High Performers = 640
• From Selling to Sales Management = 643
• Summary = 644
• GLOSSARY = 648
• CREDITS = 655
• NAME INDEX = 658
• SUBJECT INDEX = 664