| About the authors |
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xi | |
| Preface |
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xiii | |
| Authors' acknowledgements |
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xv | |
| Publisher's acknowledgements |
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xvi | |
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Integrated marketing communications |
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1 | (21) |
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1 | (1) |
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1 | (1) |
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2 | (1) |
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Marketing and the instruments of the marketing mix |
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2 | (2) |
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4 | (2) |
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Integration of marketing communications |
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6 | (3) |
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Factors leading to integrated marketing communications |
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9 | (4) |
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Barriers to integrated communications |
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13 | (2) |
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Client-agency relations and IMC |
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15 | (1) |
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The integrated communications plan |
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15 | (1) |
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16 | (6) |
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16 | (1) |
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17 | (1) |
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Case 1: Marie Jo and Prima Donna: when luxury meets quality |
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17 | (4) |
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21 | (1) |
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How marketing communications work |
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22 | (30) |
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22 | (1) |
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22 | (1) |
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23 | (1) |
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Hierarchy-of-effects models |
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23 | (3) |
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Attitude formation and change |
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26 | (5) |
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Multiple attribute models |
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31 | (4) |
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35 | (2) |
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Affect-as-Information model |
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37 | (1) |
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Aad and feelings transfer |
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38 | (3) |
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41 | (3) |
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44 | (8) |
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45 | (1) |
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45 | (1) |
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45 | (4) |
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49 | (3) |
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52 | (20) |
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52 | (1) |
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52 | (1) |
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53 | (1) |
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The segmenting-targeting-positioning framework |
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53 | (1) |
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54 | (8) |
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62 | (2) |
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64 | (2) |
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66 | (6) |
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66 | (1) |
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66 | (1) |
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Case 3: Mercedes' Baby Benz |
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67 | (4) |
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71 | (1) |
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72 | (18) |
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72 | (1) |
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72 | (1) |
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73 | (1) |
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Marketing communications objectives |
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73 | (8) |
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Stages in the product life cycle and marketing communications objectives |
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81 | (4) |
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85 | (5) |
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85 | (1) |
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85 | (1) |
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Case 4: Ben & Jerry's - Vermont's finest and the world's wackiest ice cream |
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86 | (2) |
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88 | (2) |
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90 | (14) |
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90 | (1) |
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90 | (1) |
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91 | (1) |
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How the communications budget affects sales |
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91 | (2) |
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Communications budgeting methods |
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93 | (4) |
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Factors influencing budgets |
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97 | (2) |
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Budgeting for new brands or products |
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99 | (1) |
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99 | (5) |
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100 | (1) |
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100 | (1) |
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Case 5: Budgeting in the automobile industry |
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100 | (3) |
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103 | (1) |
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104 | (24) |
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104 | (1) |
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104 | (1) |
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105 | (1) |
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105 | (1) |
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106 | (1) |
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107 | (3) |
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110 | (2) |
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112 | (1) |
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113 | (2) |
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115 | (3) |
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118 | (2) |
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120 | (1) |
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120 | (8) |
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121 | (1) |
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121 | (1) |
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Case 6: Launching the Citroen Xsara Picasso and relaunching the Volkswagen Sharan |
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121 | (4) |
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125 | (3) |
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128 | (28) |
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128 | (1) |
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128 | (1) |
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129 | (1) |
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The media planning process |
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129 | (1) |
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130 | (8) |
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138 | (6) |
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144 | (3) |
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147 | (9) |
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147 | (1) |
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147 | (1) |
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Case 7: Relaunching Nizoral in Russia |
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148 | (6) |
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154 | (2) |
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156 | (23) |
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156 | (1) |
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156 | (1) |
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157 | (1) |
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Strategic advertising planning and the role of research |
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157 | (1) |
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Strategic advertising research |
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158 | (2) |
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Pre-testing of advertising |
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160 | (7) |
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Post-testing of advertising |
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167 | (3) |
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Advertising campaign evaluation research |
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170 | (4) |
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174 | (5) |
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175 | (1) |
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175 | (1) |
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Case 8: Building added brand value for Smiths and transferring it to Lay's |
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175 | (3) |
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178 | (1) |
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179 | (23) |
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179 | (1) |
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179 | (1) |
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180 | (1) |
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The growing importance of sales promotions |
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180 | (1) |
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Objectives and target groups |
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181 | (4) |
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185 | (8) |
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193 | (2) |
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Measuring sales promotions effectiveness |
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195 | (3) |
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198 | (4) |
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198 | (1) |
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198 | (1) |
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Case 9: Febreze - safely eliminating odours |
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199 | (2) |
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201 | (1) |
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202 | (31) |
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202 | (1) |
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202 | (1) |
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203 | (1) |
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Direct marketing as a marketing communications technique |
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203 | (1) |
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Objectives and target groups |
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204 | (4) |
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Direct marketing media and tools |
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208 | (7) |
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215 | (5) |
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220 | (3) |
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Measuring direct marketing effectiveness |
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223 | (2) |
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225 | (8) |
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226 | (1) |
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226 | (1) |
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Case 10: Direct marketing at Tesco - `Join the Club. . .' |
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227 | (4) |
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231 | (2) |
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233 | (33) |
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233 | (1) |
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233 | (1) |
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234 | (1) |
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The growing importance of the internet |
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234 | (2) |
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Internet communications objectives and tools |
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236 | (12) |
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248 | (2) |
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250 | (1) |
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Relationship marketing and the internet |
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251 | (2) |
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Tracking the effectiveness of e-communications |
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253 | (5) |
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258 | (8) |
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259 | (1) |
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260 | (1) |
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Case 11: Sony® CLIE™ - leading the handheld revolution |
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260 | (4) |
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264 | (2) |
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Point-of-purchase communications |
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266 | (19) |
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266 | (1) |
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266 | (1) |
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267 | (1) |
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The importance of point-of-purchase communications |
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267 | (1) |
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Objectives and tools of point-of-purchase communications |
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268 | (2) |
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The effectiveness of point-of-purchase communications tools |
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270 | (4) |
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Other point-of-purchase factors |
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274 | (5) |
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279 | (6) |
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280 | (1) |
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280 | (1) |
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Case 12: POP in the c-store -- the case of Red Bull |
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280 | (3) |
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283 | (2) |
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Public relations and sponsorship |
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285 | (26) |
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285 | (1) |
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285 | (1) |
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286 | (1) |
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Public relations as a marketing communications tool |
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286 | (2) |
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Target groups, objectives and instruments of marketing PR |
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288 | (3) |
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291 | (1) |
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Measuring public relations results |
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292 | (1) |
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Sponsorship as a marketing communications tool |
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293 | (2) |
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Target groups and objectives of sponsorship |
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295 | (2) |
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297 | (7) |
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304 | (1) |
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Measuring sponsorship effectiveness |
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305 | (1) |
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306 | (5) |
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307 | (1) |
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307 | (1) |
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Case 13: Sponsoring championship football -- France 98 and Euro 2000 |
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307 | (4) |
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311 | |
