Integrated advertising, promotion, and marketing communications / Kenneth E. Clow and Donald Baack

Includes indexes

Preface xix
PART 1 THE IMC FOUNDATION
1 (116)
Integrated Marketing Communications
2 (22)
Ron Jon Surf Shop: IMC and Brand Building Go to the Beach
2 (2)
Overview
4 (2)
Communication and IMC Programs
6 (2)
Integrated Marketing Communications
8 (1)
An Integrated Marketing Communications Plan
9 (1)
IMC Components and the Design of this Book
10 (1)
The IMC Foundation
10 (3)
Advertising Tools
11 (1)
IMC Media Tools
11 (1)
Promotional Tools
11 (1)
Integration Tools
12 (1)
Refining the IMC Program
12 (1)
The Value of IMC Plans
13 (4)
Information Technology
13 (1)
Changes in Channel Power
14 (1)
Increases in Competition
15 (1)
Brand Parity
16 (1)
Integration of Information
16 (1)
Decline in the Effectiveness of Television Advertising
17 (1)
International Implications
17 (7)
Corporate Image and Brand Management
24 (32)
Gucci: One Strong Brand Works with Others
24 (1)
Overview
25 (1)
Corporate Image
26 (4)
Components of a Corporate Image
26 (1)
The Role of a Corporate Image---Consumer Perspective
27 (1)
The Role of a Corporate Image--- Business-to-Business Perspective
28 (1)
The Role of a Corporate Image---Company Perspective
29 (1)
Promoting the Desired Image
30 (2)
Creating the Right Image
30 (1)
Rejuvenating an Image
31 (1)
Changing an Image
31 (1)
Corporate Name
32 (1)
Corporate Logos
33 (1)
Branding
34 (1)
Developing a Strong Brand Name
34 (1)
Brand Equity
35 (3)
Steps to Building Brand Equity
36 (1)
Measuring Brand Equity
37 (1)
Brand Extensions and Flanker Brands
38 (2)
Co-Branding
40 (1)
Private Brands
41 (2)
Packaging
43 (2)
New Trends in Packaging
44 (1)
Labels
45 (1)
Positioning
45 (3)
Other Elements of Positioning
47 (1)
Ethical Issues in Brand Management
48 (1)
International Implications
49 (7)
Buyer Behaviors
56 (32)
Apple's iPhone: Dialing Up New Customers
56 (2)
Overview
58 (1)
Consumer Purchasing Process
58 (1)
Information Search
59 (7)
Internal Search
59 (1)
External Search
59 (2)
Consumer Attitudes
61 (2)
Consumer Values
63 (1)
Cognitive Mapping
64 (2)
Evaluation of Alternatives
66 (3)
The Evoked Set Method
66 (1)
The Multiattribute Approach
67 (1)
Affect Referral
68 (1)
Trends in the Consumer Buying Environment
69 (3)
Age Complexity
69 (1)
Gender Complexity
69 (1)
Individualism
69 (1)
Active, Busy Lifestyles
70 (1)
Cocooning
70 (1)
Changes in Family Units
71 (1)
Pleasure Pursuits
71 (1)
Health Emphasis
71 (1)
Business-to-Business Buyer Behavior
72 (1)
Factors Affecting Members of Business Buying Centers
73 (2)
Organizational Influences
73 (1)
Individual Factors
73 (2)
Types of Business-to-Business Sales
75 (1)
The Business-to-Business Buying Process
76 (2)
Identification of Needs
76 (1)
Establishment of Specifications
77 (1)
Identification of Vendors
77 (1)
Vendor Evaluation
77 (1)
Vendor Selection
78 (1)
Negotiation of Terms
78 (1)
Postpurchase Evaluation
78 (1)
Dual Channel Marketing
78 (2)
International Implications
80 (8)
Promotions Opportunity Analysis
88 (29)
PETsMART: It's a Dog's Life (which ain't half bad)
88 (2)
Overview
90 (1)
Promotions Opportunity Analysis
90 (1)
Communication Market Analysis
91 (26)
Competitors
91 (1)
Opportunities
91 (1)
Target Markets
92 (1)
Customers
92 (1)
Product Positioning
93 (1)
Establishing Marketing Communications Objectives
93 (1)
Establishing a Communications Budget
94 (2)
Types of Budgets
96 (1)
The Percentage of Sales Method
96 (1)
The Meet-the-Competition Method
97 (1)
The ``What We Can Afford'' Method
97 (1)
The Objective and Task Method
97 (1)
Payout Planning
97 (1)
Quantitative Models
98 (1)
Budgeting Expenditures
98 (1)
Preparing Promotional Strategies
99 (1)
Matching Tactics with Strategies
100 (1)
Market Segmentation
101 (1)
Market Segmentation by Consumer Groups
101 (1)
Segments Based on Demographics
102 (2)
Psychographics
104 (1)
Segments Based on Generations
105 (1)
Segmentation by Geographic Area
106 (1)
Geodemographic Segmentation
106 (1)
Benefit Segmentation
107 (1)
Usage Segmentation
107 (1)
Business-to-Business Segmentation
108 (1)
Segmentation by Industry
108 (1)
Segmentation by Size
109 (1)
Segmentation by Geographic Location
109 (1)
Segmentation by Product Usage
109 (1)
Segmentation by Customer Value
110 (1)
International Implications
110 (7)
PART 2 IMC ADVERTISING TOOLS
117 (90)
Advertising Management
118 (1)
The Anatomy of a Perfect Pushup
118 (1)
Overview
119 (2)
Overview of Advertising Management
121 (1)
Advertising and the IMC Process
121 (1)
Choosing an Advertising Agency
122 (1)
Decision Variables
123 (1)
External Advertising Agencies
124 (1)
Choosing an Agency
125 (1)
Goal Setting
125 (1)
Selection Criteria
125 (2)
Reference Requests
127 (1)
Creative Pitch
127 (1)
Agency Selection
128 (1)
Advertising Planning and Research
129 (1)
The Roles of Advertising Account Executives
130 (1)
The Roles of Creatives
130 (1)
Advertising Campaign Management
131 (1)
Communication Market Analysis
131 (1)
Advertising Goals
132 (1)
Building Brand Image
132 (1)
Providing Information
133 (1)
Persuasion
133 (1)
Supporting Marketing Efforts
133 (1)
Encouraging Action
134 (1)
The Advertising Budget
134 (1)
Media Selection
135 (1)
The Creative Brief
135 (1)
The Objective
135 (1)
The Target Audience
136 (1)
The Message Theme
137 (1)
The Support
137 (1)
The Constraints
137 (1)
International Implications
138 (8)
Advertising Design: Theoretical Frameworks and Types of Appeals
146 (30)
Ecko Enterprises: Dressing the Hip Hop World and Beyond
146 (2)
Overview
148 (1)
The Creative Brief
148 (1)
Advertising Theory
149 (4)
Hierarchy of Effects
149 (1)
Means-End Theory
150 (1)
Leverage Points
151 (1)
Verbal and Visual Images
152 (1)
Types of Advertising Appeals
153 (14)
Fear
154 (1)
Humor
155 (2)
Sex
157 (5)
Musical Appeals
162 (2)
Rational Appeals
164 (1)
Emotional Appeals
165 (2)
Scarcity Appeals
167 (1)
The Structure of an Advertisement
167 (2)
International Implications
169 (7)
Advertising Design: Message Strategies and Executional Frameworks
176 (31)
Dove's Social and Fashion Advertising
176 (1)
Overview
177 (1)
Message Strategies
178 (5)
Cognitive Strategies
178 (3)
Affective Strategies
181 (1)
Conative Strategies
182 (1)
Executional Frameworks
183 (5)
Animation
183 (1)
Slice-of-Life
184 (1)
Dramatization
185 (1)
Testimonials
185 (1)
Authoritative
186 (1)
Demonstration
186 (1)
Fantasy
187 (1)
Informative
188 (1)
Sources and Spokespersons
188 (6)
Source Characteristics
190 (2)
Matching Source Types and Characteristics
192 (2)
Creating an Advertisement
194 (1)
Advertising Effectiveness
195 (3)
Beating Ad Clutter
197 (1)
International Implications
198 (9)
PART 3 IMC MEDIA TOOLS
207 (88)
Traditional Media Channels
208 (34)
M&M's: The Sweet Task of Media Selection
208 (2)
Overview
210 (1)
Media Strategy
210 (1)
Media Planning
211 (2)
Media Planners
212 (1)
Media Buyers
213 (1)
Advertising Objectives
213 (3)
Achieving Advertising Objectives
216 (3)
Recency Theory
217 (2)
Media Selection
219 (11)
Television
219 (3)
Radio
222 (2)
Outdoor Advertising
224 (2)
Magazines
226 (2)
Newspapers
228 (2)
Media Mix
230 (1)
Media Selection in Business-to-Business Markets
231 (2)
International Implications
233 (9)
E-active Marketing
242 (28)
How Google Has Changed Our Language
242 (1)
Overview
243 (1)
E-Commerce
244 (2)
E-Commerce Components
245 (1)
E-Commerce Incentives
246 (3)
Financial Incentives
246 (1)
Convenience Incentives
247 (1)
Value-Added Incentives
248 (1)
Consumer Concerns with E-Commerce
249 (2)
Seller Opportunism
249 (1)
Security Issues
249 (1)
Privacy Issues
250 (1)
Purchasing Habits
250 (1)
Biusiness-to-Business E-Commerce
251 (1)
Interactive Marketing
251 (2)
Online Advertising
253 (1)
Forms of Online Advertising
253 (1)
The Impact of Online Advertising
253 (1)
Brand Spiraling
253 (1)
Blogs
254 (1)
Reactions to Negative Comments
254 (1)
Company-Sponsored Blogging
255 (1)
Online Social Networks
255 (1)
Developing a Social Network Presence
256 (1)
Consumer-Generated Advertising
256 (1)
Consumer-Generated Reviews
257 (1)
E-Mail
258 (2)
Integration with Other Channels
258 (1)
Web Analytics
258 (1)
Monitoring Future Actions
259 (1)
E-Mail Newsletters
259 (1)
Advertising on Other Newsletters
259 (1)
Search Engine Optimization
260 (1)
Viral Marketing
260 (2)
Web Site Design Issues
262 (1)
International Implications
262 (8)
Shipping Issues
262 (1)
Payment Methods
263 (1)
Communication Issues
263 (1)
Technology Issues
263 (7)
Alternative Marketing
270 (25)
Red Bull's Buzz
270 (1)
Overview
271 (1)
Alternative Media Programs
272 (1)
Buzz Marketing
272 (2)
Consumers Who Like a Brand
273 (1)
Sponsored Consumers
273 (1)
Company Employees
273 (1)
Buzz Marketing Stages
274 (1)
Buzz Marketing Preconditions
274 (1)
Guerilla Marketing
274 (2)
Product Placements and Branded Entertainment
276 (2)
Product Placements
276 (1)
Branded Entertainment
276 (1)
Achieving Success with Individual Consumers
277 (1)
Company Tactics
277 (1)
The Media's Perspective
278 (1)
Lifestyle Marketing
278 (1)
Alternative Media Venues
279 (3)
Video Game Advertising
279 (1)
Benefits of Video Game Advertising
280 (1)
Disadvantages of Video Game Advertising
280 (1)
Cinema Advertising
280 (1)
In-Tunnel Subway Advertising
280 (1)
Parking Lot Advertising
281 (1)
Escalator Advertising
281 (1)
Airline In-Flight Advertising
281 (1)
Leaflets and Brochures
281 (1)
Carry-Home Menus
281 (1)
Carry-Home Bag Advertising
282 (1)
Advertising on Clothing
282 (1)
Mall Signs
282 (1)
Kiosks
282 (1)
In-Store Marketing
282 (2)
New In-Store Marketing Tactics
283 (1)
Point-of-Purchase Tactics
284 (2)
Designing Effective POP
284 (1)
Measuring POP Effectiveness
285 (1)
Combination Approaches
286 (1)
Brand Communities
286 (2)
International Implications
288 (7)
PART 4 IMC PROMOTIONAL TOOLS
295 (86)
Database and Direct Response Marketing
296 (28)
Levi Strauss & Co.: Using Quality Information to Build Relationships
296 (2)
Overview
298 (1)
Database Marketing
298 (1)
Building a Data Warehouse
299 (2)
E-Mail and Internet Data
300 (1)
Purchase and Communication Histories
300 (1)
Personal Preference Profiles
300 (1)
Customer Information Companies
301 (1)
Geocoding
301 (1)
Database Coding and Analysis
301 (2)
Lifetime Value Analysis
301 (1)
RFM Analysis
302 (1)
Data Mining
303 (1)
Database-Driven Marketing Communications
304 (3)
Identification Codes
305 (1)
Customer Profile Information
305 (1)
In-Bound Telemarketing
305 (1)
Trawling
306 (1)
Lifetime Value Segments
306 (1)
Database-Driven Marketing Programs
307 (5)
Permission Marketing
307 (2)
Frequency Programs
309 (2)
Customer Relationship Management
311 (1)
Direct Response Marketing
312 (1)
Direct Mail
313 (1)
Types of Lists
313 (1)
Advantages of Direct Mail
314 (1)
Disadvantages of Direct Mail
314 (1)
Catalogs
314 (1)
Direct Response Media
315 (1)
Internet
315 (1)
Alternative Media
315 (1)
Telemarketing
316 (1)
International Implications
316 (8)
Sales Promotions
324 (30)
Sales Promotions and More Hook Fans
324 (2)
Overview
326 (1)
Consumer Promotions
326 (1)
Coupons
327 (3)
Coupon Distribution
328 (1)
Types of Coupons
328 (1)
Problems with Coupons
329 (1)
Premiums
330 (1)
Types of Premiums
330 (1)
Keys to Successful Premium Programs
331 (1)
Contests and Sweepstakes
331 (2)
Contests
332 (1)
Sweepstakes
332 (1)
Components of Prizes
332 (1)
Goals of Contests and Sweepstakes
333 (1)
Refunds and Rebates
333 (1)
Sampling
334 (2)
Types of Samples
335 (1)
Benefits of Sampling
335 (1)
Problems with Sampling
335 (1)
Successful Sampling Programs
336 (1)
Bonus Packs
336 (1)
Types of Bonus Packs
336 (1)
Benefits of Bonus Packs
336 (1)
Problems with Bonus Packs
337 (1)
Price-Offs
337 (1)
Benefits of Price-Offs
337 (1)
Problems with Price-Offs
338 (1)
Overlays and Tie-Ins
338 (1)
Planning for Consumer Promotions
338 (2)
Trade Promotions
340 (7)
Trade Allowances
340 (2)
Trade Contests
342 (1)
Trade Incentives
343 (2)
Trade Shows
345 (2)
Concerns with Trade Promotions
347 (1)
International Implications
348 (6)
Public Relations and Sponsorship Programs
354 (27)
Everyone's Wild About Harry
354 (1)
Overview
355 (1)
Public Relations
356 (1)
Internal Versus External Public Relations
356 (1)
Public Relations Tools
356 (1)
Public Relations Functions
357 (1)
Identifying Stakeholders
357 (2)
Internal Stakeholders
358 (1)
External Stakeholders
358 (1)
Assessing Corporate Reputation
359 (1)
Auditing Corporate Social Responsibility
360 (1)
Creating Positive Image-Building Activities
360 (4)
Cause-Related Marketing
361 (2)
Green Marketing and Pro-Environmental Activities
363 (1)
Preventing or Reducing Image Damage
364 (4)
Proactive Prevention Strategies
365 (1)
Reactive Damage-Control Strategies
365 (3)
Sponsorships
368 (2)
Forms of Sponsorships
368 (1)
Choosing Sponsorships
369 (1)
Sponsorship Objectives
370 (1)
Event Marketing
370 (3)
Determining Objectives
371 (1)
Matching the Event to Publics
371 (1)
Promoting the Event
371 (1)
Advertising at the Event
371 (1)
Tracking Results
372 (1)
Cross-Promotions
372 (1)
International Implications
373 (8)
PART 5 IMC ETHICS, REGULATION, AND EVALUATION
381 (57)
Regulations and Ethical Concerns
382 (26)
A Salty Situation
382 (1)
Overview
383 (1)
Marketing Communications Regulations
384 (6)
Governmental Regulatory Agencies
384 (1)
The Federal Trade Commission
385 (1)
Unfair and Deceptive Marketing Practices
385 (1)
Deception Versus Puffery
385 (1)
Substantiation of Marketing Claims
386 (1)
How Investigations Begin
387 (1)
Consent Orders
388 (1)
Administrative Complaints
388 (1)
Courts and Legal Channels
388 (1)
Corrective Advertising
389 (1)
Trade Regulation Rulings
389 (1)
Industry Oversight of Marketing Practices
390 (2)
Council of Better Business Bureaus
390 (1)
National Advertising Division
390 (1)
National Advertising Review Board
391 (1)
Children's Advertising Review Unit
391 (1)
Ethics and Social Responsibility
392 (3)
Ethics and Advertising
393 (1)
Perpetuating Stereotypes
393 (1)
Advertising Unsafe Products
394 (1)
Offensive Advertisements
394 (1)
Advertising to Children
395 (1)
Marketing and Ethics
395 (2)
Brand Infringement
395 (1)
Medical Marketing and Advertising
396 (1)
Gifts and Bribery in Business-to-Business Marketing Programs
396 (1)
Internet Marketing: Spamming and Cookies
397 (1)
Responding to Ethical Challenges
397 (2)
Ethical Frameworks
398 (1)
Social Responsibility
399 (1)
Social Responsibility Perspectives
399 (1)
Ethics Programs
400 (1)
Ethics Training Programs
400 (1)
Codes of Ethics
400 (1)
Ethics Consulting Systems
401 (1)
International Implications
401 (7)
Evaluating an Integrated Marketing Program
408 (30)
Pretesting for Effectiveness: The New High-Tech World of Advertising Design
408 (1)
Overview
409 (1)
Matching Methods with IMC Objectives
410 (1)
Message Evaluations
411 (10)
Concept Testing
412 (1)
Copytesting
413 (1)
Recall Tests
414 (2)
Recognition Tests
416 (1)
Attitude and Opinion Tests
417 (1)
Emotional Reaction Tests
418 (1)
Physiological Arousal Tests
419 (1)
Persuasion Analysis
420 (1)
Evaluation Criteria
421 (2)
Behavioral Evaluations
423 (5)
Sales and Response Rates
423 (2)
Online Metrics
425 (1)
Test Markets
426 (2)
Purchase Simulation Tests
428 (1)
Evaluating Public Relations Activities
428 (2)
Evaluating the Overall IMC Program
430 (1)
International Implications
431 (7)
Name/Organization Index 438 (8)
Subject Index 446

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