Advertising and promotion : an integrated marketing communications perspective . -2001

목차 (Table of Contents)

• CONTENTS
• Part One The Role of IMC in Marketing
• Chapter One An Introduction to Integrated Marketing Communications = 2
• The Growth of Advertising and Promotion = 5
• CAREER PROFILE : Mike Morisette, Vice President, Management Supervisor at Doner Advertising = 6
• What is Marketing? = 8
• Marketing Focuses on Exchange = 8
• Relationship Marketing = 9
• The Marketing Mix = 10
• Integrated Marketing Communications = 10
• The Evolution of IMC = 10
• Reasons for the Growing Importance of IMC = 12
• The Role of Promotion = 14
• The Promotional Mix : The Tools for IMC = 15
• Advertising = 15
• Direct Marketing = 17
• Interactive／Internet Marketing = 19
• Sales Promotion = 21
• Publicity／Public Relations = 22
• Personal Selling = 24
• Promotional Management = 24
• The Promotional Planning Process = 25
• Review of the Marketing Plan = 25
• Promotional Program Situation Analysis = 28
• Analysis of the Communications Process = 30
• Budget Determination = 30
• Developing the Integrated Marketing Communications Program = 31
• Monitoring, Evaluation, and Control = 31
• Perspective and Organization of This Text = 32
• Chapter Two The Role of IMC in the Marketing Process = 36
• Marketing Strategy and Analysis = 40
• Opportunity Analysis = 40
• Competitive Analysis = 41
• Target Market Selection = 42
• The Target Marketing Process = 42
• Identifying Markets = 42
• Market Segmentation = 45
• Selecting a Target Market = 50
• Market Positioning = 52
• Developing the Marketing Planning Program = 59
• Product Decisions = 59
• Price Decisions = 61
• Distribution Channel Decisions = 63
• Developing Promotional Strategies : Push or Pull? = 64
• The Role of Advertising and Promotion = 64
• Part Two Integrated Marketing Program Situation Analysis
• Chapter Three Organizing for Advertising and Promotion : The Role of Ad Agencies and Other Marketing Communication Organizations = 66
• Participants in the Integrated Marketing Communications Process : An Overview = 69
• Organizing for Advertising and Promotion in the Firm : The Client's Role = 70
• The Centralized System = 71
• The Decentralized System = 72
• In-House Agencies = 76
• Advertising Agencies = 78
• The Ad Agency's Role = 79
• Types of Ad Agencies = 80
• CAREER PROFILE : Jana Clayton, Assistant Account Executive at Doner Advertising = 81
• Other Types of Agencies and Services = 85
• Agency Compensation = 86
• Commissions from Media = 86
• Fee, Cost, and Incentive-Based Systems = 88
• Percentage Charges = 89
• The Future of Agency Compensation = 89
• Evaluating Agencies = 89
• Gaining and Losing Clients = 91
• Specialized Services = 94
• Direct-Response Agencies = 94
• Sales Promotion Agencies = 95
• Public Relations Firms = 95
• Interactive Agencies = 97
• Collateral Services = 98
• Marketing Research Companies = 98
• Integrated Marketing Communications Services = 99
• Pros and Cons of Integrated Services = 99
• Responsibility for IMC : Agency versus Client = 100
• Chapter Four Perspectives on Consumer Behavior = 104
• An Overview of Consumer Behavior = 107
• The Consumer Decision-Making Process = 108
• Problem Recognition = 108
• Examining Consumer Motivations = 109
• Information Search = 113
• Perception = 114
• Alternative Evaluation = 116
• Attitudes = 118
• Integration Processes and Decision Rules = 121
• Purchase Decision = 121
• Postpurchase Evaluation = 123
• Variations in Consumer Decision Making = 123
• The Consumer Learning Process = 125
• Behavioral Learning Theory = 125
• Cognitive Learning Theory = 129
• Environmental Influences on Consumer Behavior = 129
• Culture = 129
• Subcultures = 130
• Social Class = 130
• Reference Groups = 132
• Situational Determinants = 133
• Alternative Approaches to Consumer Behavior = 134
• Part Three Analyzing the Communication Process
• Chapter Five The Communication Process = 136
• The Nature of Communication = 139
• A Basic Model of Communication = 139
• Source Encoding = 141
• Message = 142
• Channel = 143
• Receiver／Decoding = 144
• Noise = 144
• Response／Feedback = 146
• Analyzing the Receiver = 146
• Identifying the Target Audience = 147
• The Response Process = 148
• Traditional Response Hierarchy Models = 148
• Alternative Response Hierarchies = 151
• The Integrated Information Response Model = 154
• Understanding Involvement = 157
• The FCB Planning Model = 158
• Cognitive Processing of Communications = 160
• The Cognitive Response Approach = 160
• The Elaboration Likelihood Model = 162
• Summarizing the Response Process and the Effects of Advertising = 164
• Chapter Six Source, Message, and Channel Factors = 168
• Promotional Planning through the Persuasion Matrix = 170
• Source Factors = 172
• Source Credibility = 173
• Source Attractiveness = 175
• Source Power = 182
• Message Factors = 184
• Message Structure = 184
• Message Appeals = 188
• Channel Factors = 192
• Personal versus Nonpersonal Channels = 193
• Effects of Alternative Mass Media = 194
• Effects of Context and Environment = 194
• Clutter = 195
• Part Four Objectives and Budgeting for Integrated Marketing Communications Programs
• Chapter Seven Establishing Objectives and Budgeting for the Promotional Program = 198
• The Value of Objectives = 201
• Communications = 201
• Planning and Decision Making = 202
• Measurement and Evaluation of Results = 202
• Determining Promotional Objectives = 202
• Marketing versus Communications Objectives = 202
• Sales versus Communications Objectives = 204
• Sales-Oriented Objectives = 204
• Communications Objectives = 208
• DAGMAR : An Approach to Setting Objectives = 213
• Characteristics of Objectives = 213
• Assessment of DAGMAR = 214
• Problems in Setting Objectives = 216
• Improving Promotional Planners' Use of Objectives = 217
• Setting Objectives for the IMC Program = 217
• Establishing and Allocating the Promotional Budget = 218
• Establishing the Budget = 219
• Budgeting Approaches = 225
• Allocating the Budget = 236
• Part Five Developing the Integrated Marketing Communications Program
• Chapter Eight Creative Strategy : Planning and Development = 242
• The Importance of Creativity in Advertising = 245
• Advertising Creativity = 247
• What Is Creativity? = 247
• Different Perspectives on Advertising Creativity = 247
• Planning Creative Strategy = 251
• The Creative Challenge = 251
• Taking Creative Risks = 251
• Creative Personnel = 253
• The Creative Process = 253
• Accont Planning = 254
• Inputs to the Creative Process : Preparation, Incubation. Illumination = 255
• Inputs to the Creative Process : Verification, Revision = 257
• Creative Strategy Development = 259
• Advertising Campaigns = 259
• Copy Platform = 252
• The Search for the Major Selling Idea = 264
• Chapter Nine Creative Strategy : Implementation and Evaluation = 272
• Appeals and Execution Styles = 275
• Advertising Appeals = 275
• Advertising Execution = 282
• Creative Tactics = 290
• Creative Tactics for Print Advertising = 290
• Creative Tactics for Television = 293
• Client Evaluation and Approval of Creative Work = 296
• Guidelines for Evaluating Creative Output = 298
• Chapter Ten Media Planning and Strategy = 302
• An Overview of Media Planning = 304
• Some Basic Terms and Concepts = 305
• The Media Plan = 306
• Problems in Media Planning = 306
• Developing the Media Plan = 309
• Market Analysis and Target Market Identification = 309
• To Whom Shall We Advertise? = 310
• What Internal and External Factors Are Operating? = 311
• Where to Promote? = 313
• Establishing Media Objectives = 316
• Developing and Implementing Media Strategies = 316
• The Media Mix = 316
• Target Market Coverage = 316
• Geographic Coverage = 318
• Scheduling = 318
• Reach versus Frequency = 319
• Creative Aspects and Mood = 324
• Flexibility = 326
• Budget Considerations = 326
• Evaluation and Follow-Up = 329
• Computers in Media Planning = 329
• Computers in Market Analysis = 331
• Computers in Media Strategy Development = 331
• Characteristics of Media = 334
• APPENDIX A Sources of Media Information = 337
• APPENDIX B Media Plan for Bumble Bee Tuna = 338
• Chapter Eleven Evaluation of Broadcast Media = 352
• Television = 355
• Advantages of Television = 355
• Limitations of Television = 358
• Buying Television Time = 363
• Network versus Spot = 363
• Methods of Buying Time = 367
• Selecting Time Periods and Programs = 369
• Cable Television = 369
• CAREER PROFILE : Kristin Longley, Research Specialist at Cox CableRep Gulf Coast = 372
• Measuring the TV Audience = 376
• Radio = 382
• Advantages of Radio = 382
• Limitations of Radio = 386
• Buying Radio Time = 387
• Time Classifications = 389
• Audience Information = 389
• Chapter Twelve Evaluation of Print Media = 394
• The Role of Magazines and Newspapers = 397
• Magazines = 397
• Classifications of Magazines = 397
• Advantages of Magazines = 400
• Disadvantages of Magazines = 407
• Magazine Circulation and Readership = 409
• CAREER PROFILE : Mary Beth Gaik, Sales Representative at Newsweek Magazine = 411
• Audience Research for Magazines = 412
• Purchasing Magazine Advertising Space = 413
• The Future for Magazines = 414
• Newspapers = 418
• Types of Newspapers = 418
• Types of Newspaper Advertising = 420
• Advantages of Newspapers = 421
• Limitations of Newspapers = 424
• The Newspaper Audience = 425
• Purchasing Newspaper Space = 426
• Newspaper Rates = 427
• The Future for Newspapers = 428
• Chapter Thirteen Support Media = 436
• The Scope of the Support Media Industry = 439
• Out-of-Home Media = 439
• Outdoor Advertising = 439
• Additional Out-of-Home Media = 442
• In-Store Media = 443
• Miscellaneous Outdoor Media = 445
• Audience Measurement in Out-of-Home Media = 445
• Transit Advertising = 446
• Promotional Products Marketing = 450
• Advantages and Disadvantages of Promotional Products Marketing = 452
• Audience Measurement in Promotional Products Marketing = 454
• Yellow Pages Advertising = 454
• Other Media = 456
• Advertising in Movie Theaters and Videos = 456
• Product Placements in Movies and TV = 458
• In-Flight Advertising = 462
• Miscellaneous Other Media = 464
• Chapter Fourteen Direct Marketing = 468
• Direct Marketing = 470
• Defining Direct Marketing = 471
• The Growth of Direct Marketing = 471
• The Role of Direct Marketing in the IMC Program = 473
• Direct-Marketing Objectives = 475
• Developing a Database = 475
• Direct-Marketing Strategies and Media = 477
• Direct Selling = 486
• Evaluating the Effectiveness of Direct Marketing = 487
• Advantages and Disadvantages of Direct Marketing = 487
• Chapter Fifteen The Internet and Interactive Media = 492
• Defining the Internet = 495
• Developing an Internet Program = 495
• Web Participants = 495
• Web Objectives = 500
• Developing and Maintaining a Website = 500
• Communications Objectives = 502
• E-Commerce = 505
• The Internet and Integrated Marketing Communications = 505
• Advertising = 505
• Sales Promotion on the Internet = 508
• Personal Selling on the Internet = 508
• Public Relations on the Internet = 510
• Direct Marketing on the Internet = 511
• Measuring Effectiveness of the Internet = 512
• Measures of Effectiveness = 514
• Sources of Measurement Data = 515
• Advantages and Disadvantages of the Internet = 516
• Additional Interactive Media = 518
• Chapter Sixteen Sales Promotion = 522
• The Scope and Role of Sales Promotion = 524
• The Growth of Sales Promotion = 526
• Reasons for the Increase in Sales Promotion = 527
• Concerns about the Increased Role of Sales Promotion = 532
• Consumer Franchise-Building versus Nonfranchise-Building Promotions = 533
• Consumer-Oriented Sales Promotion = 535
• Objectives of Consumer-Oriented Sales Promotion = 535
• CAREER PROFILE : Stephanie Murrin, Executive Vice President, Chief Creative Officer at DVC = 538
• Consumer-Oriented Sales Promotion Techniques = 539
• Sampling = 539
• Couponing = 541
• Premiums = 548
• Contests and Sweepstakes = 549
• Refunds and Rebates = 551
• Bonus Packs = 553
• Price-Off Deals = 553
• Frequency Programs = 554
• Event Marketing = 555
• Summary of Consumer-Oriented Promotions and Marketer Objectives = 556
• Trade-Oriented Sales Promotion = 557
• Objectives of Trade-Oriented Sales Promotion = 557
• Types of Trade-Oriented Promotions = 558
• Coordinating Sales Promotion and Advertising = 566
• Budget Allocation = 567
• Coordination of Ad and Promotion Themes = 567
• Media Support and Timing = 568
• Sales Promotion Abuse = 569
• Chapter Seventeen Public Relations, Publicity, and Corporate Advertising = 574
• Public Relations = 576
• The Traditional Definition of PR = 577
• The New Role of PR = 577
• Integrating PR into the Promotional Mix = 578
• Marketing Public Relations(MPR) Functions = 578
• The Process of Public Relations = 580
• Determining and Evaluating Public Attitudes = 580
• Establishing a PR Plan = 581
• Developing and Executing the PR Program = 581
• Advantages and Disadvantages of PR = 589
• Measuring the Effectiveness of PR = 592
• Publicity = 593
• The Power of Publicity = 593
• The Control and Dissemination of Publicity = 594
• CAREER PROFILE : Graham Hueber, Vice President and Director of Research at Ketchum Public Relations = 595
• Advantages and Disadvantages of Publicity = 598
• Measuring the Effectiveness of Publicity = 598
• Corporate Advertising = 598
• Objectives of Corporate Advertising = 600
• Types of Corporate Advertising = 600
• Advantages and Disadvantages of Corporate Advertising = 608
• Measuring the Effectiveness of Corporate Advertising = 610
• Chapter Eighteen Personal Selling = 612
• The Scope of Personal Selling = 614
• The Role of Personal Selling in the IMC Program = 615
• Determining the Role of Personal Selling = 616
• The Nature of Personal Selling = 617
• Advantages and Disadvantages of Personal Selling = 622
• Combining Personal Selling with Other Promotional Tools = 626
• Combining Personal Selling and Advertising = 626
• Combining Personal Selling and Public Relations = 627
• Combining Personal Selling and Direct Marketing = 627
• Combining Personal Selling and Sales Promotion = 628
• Combining Personal Selling with the Internet = 629
• Evaluating the Personal Selling Effort = 629
• Criteria for Evaluating Personal Selling = 631
• Part Six Monitoring, Evaluation, and Control
• Chapter Nineteen Measuring the Effectiveness of the Promotional Program = 634
• Arguments for and Against Measuring Effectiveness = 637
• Reasons to Measure Effectiveness = 637
• Reasons Not to Measure Effectiveness = 638
• Conducting Research to Measure Advertising Effectiveness = 641
• What to Test = 641
• When to Test = 642
• Where to Test = 644
• How to Test = 644
• The Testing Process = 645
• Concept Generation and Testing = 645
• Rough Art, Copy, and Commercial Testing = 646
• Pretesting of Finished Ads = 648
• Market Testing of Ads = 653
• Establishing a Program for Measuring Advertising Effects = 661
• Problems with Current Research Methods = 661
• Essentials of Effective Testing = 662
• Measuring the Effectiveness of Other Program Elements = 662
• Measuring the Effectiveness of Sales Promotions = 662
• Measuring the Effectiveness of Nontraditional Media = 665
• Measuring the Effectiveness of Sponsorships = 665
• Measuring the Effectiveness of Other IMC Program Elements = 667
• Part Seven Special Topics and Perspectives
• Chapter Twenty International Advertising and Promotion = 670
• The Importance of International Markets = 673
• The Role of International Advertising and Promotion = 674
• The International Environment = 676
• The Economic Environment = 676
• The Demographic Environment = 677
• The Cultural Environment = 678
• The Political／Legal Environment = 681
• Global versus Localized Advertising = 683
• Advantages of Global Marketing and Advertising = 684
• Problems with Global Advertising = 684
• When Is Globalization Appropriate? = 686
• Global Products, Local Messages = 689
• Decision Areas in International Advertising = 691
• Organizing for International Advertising = 691
• Agency Selection = 692
• Advertising Research = 695
• Creative Decisions = 698
• Media Selection = 699
• CAREER PROFILE : Jeffrey Beck, Vice President, Client Service Director at Vickers & Benson Direct and Interactive = 700
• The Roles of Other Promotional Mix Elements in International Marketing = 704
• Sales Promotion = 704
• Personal Selling = 707
• Public Relations = 708
• The Internet = 710
• APPENDIX C Promoting Overseas : What's Legal and What's Not = 714
• Chapter Twenty-one Regulation of Advertising and Promotion = 722
• Self-Regulation = 725
• Self-Regulation by Advertisers and Agencies = 726
• Self-Regulation by Trade Associations = 726
• Self-Regulation by Businesses = 729
• The NAD／NARB = 729
• Self-Regulation by Media = 733
• Appraising Self-Regulation = 734
• Federal Regulation of Advertising = 735
• Advertising and the First Amendment = 735
• Background on Federal Regulation of Advertising = 736
• The Federal Trade Commission = 736
• The Concept of Unfairness = 737
• Deceptive Advertising = 738
• The FTC's Handling of Deceptive Advertising Cases = 742
• Current Status of Federal Regulation by the FTC = 745
• Additional Federal Regulatory Agencies = 745
• The Lanham Act = 748
• State Regulation = 751
• Regulation of Other Promotional Areas = 753
• Sales Promotion = 753
• Marketing on the Internet = 757
• Chapter Twenty-two Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion = 762
• Advertising and Promotion Ethics = 765
• Social and Ethical Criticisms of Advertising = 768
• Advertising as Untruthful or Deceptive = 768
• Advertising as Offensive or in Bad Taste = 769
• Advertising and Children = 772
• Social and Cultural Consequences = 775
• Summarizing Social Effects = 786
• Economic Effects of Advertising = 788
• Effects on Consumer Choice = 788
• Effects on Competition = 789
• Effects on Product Costs and Prices = 790
• Summarizing Economic Effects = 792
• Glossary of Advertising and Promotion Terms = GL
• Endnotes = EN
• Credits and Acknowledgments = CR1
• Name and Company Index = IN
• Subject Index = IN11