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Marketing Communications: brands, experiences and participation 6th edition [Minkštas viršelis]

(Naujas leidimas: 9781292092614)
3.94/5 (63 ratings by Goodreads)
  • Formatas: Paperback / softback, 864 pages, aukštis x plotis x storis: 257x196x32 mm, weight: 1520 g, Illustrations
  • Išleidimo metai: 25-Apr-2013
  • Leidėjas: Pearson Education Limited
  • ISBN-10: 0273770543
  • ISBN-13: 9780273770541 (Naujas leidimas: 9781292092614)
Kitos knygos pagal šią temą:
Marketing Communications: brands, experiences and participation 6th editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 864 pages, aukštis x plotis x storis: 257x196x32 mm, weight: 1520 g, Illustrations
  • Išleidimo metai: 25-Apr-2013
  • Leidėjas: Pearson Education Limited
  • ISBN-10: 0273770543
  • ISBN-13: 9780273770541 (Naujas leidimas: 9781292092614)
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780273770541.html
Raktažodžiai:
In addition to an extensive theoretical foundation, the sixth edition of Marketing Communications provides readers with a strongly applied perspective of this rapidly changing and fascinating discipline. Using case studies and examples of brands from around the world, plus invaluable support from the Institute of Practitioners in Advertising, this book provides a unique blend of the theory and practice of brand communications. Chris Fill's book continues to be the definitive text for undergraduate and postgraduate students in marketing, business studies and other marketing-related programmes. It is also recognised as an invaluable complement for professional students, including those studying with the Chartered Institute of Marketing.

Daugiau informacijos

Combining breadth of coverage with a student-friendly style, this is the most complete and accessible introduction to marketing communications on the market.
Guided tour xxiv
Foreword xxvii
Preface xxix
Acknowledgements xxxix
Publisher's acknowledgements xl
Part 1 Introduction to marketing communications
1(138)
1 Introducing marketing communications
3(37)
Aims and learning objectives
3(1)
Minicase: LV= a spectacular revival
4(3)
Introduction
7(1)
The concept of marketing as an exchange
8(1)
Marketing communications and the process of exchange
9(1)
The scope of marketing communications
10(2)
The role of marketing communications
12(2)
The tasks of marketing communications
14(3)
Defining marketing communications
17(3)
Environmental influences
20(2)
Internal influences
20(1)
Market influences
21(1)
External influences
21(1)
The marketing communication mix
22(5)
Advertising
24(1)
Sales promotion
24(1)
Personal selling
24(1)
Public relations
24(1)
Direct marketing
25(2)
The key characteristics of the communication tools
27(1)
Media and the MCs mix
27(1)
Key differences between conventional and digital media
28(1)
Messages and the MCs mix
29(2)
Criteria when selecting the tools for the mix
31(1)
Control
31(1)
Financial resources
31(1)
Credibility
32(1)
Dispersion - size and geography
32(1)
Communication tasks
32(1)
Communication differences
32(4)
Message reception
33(1)
Number of decision-makers
33(1)
The balance of the communications mix
33(1)
The constituent tools of the marketing communications mix
34(1)
Message content
34(1)
Message origin
35(1)
Length of purchase decision time
35(1)
Negative communications
35(1)
Target marketing and research
35(1)
Budget allocation
35(1)
Measurement and evaluation
35(1)
Key points
36(1)
Review questions
37(1)
References
38(2)
2 Communication: forms and conversations
40(31)
Aims and learning objectives
40(1)
Minicase: `Up your Viva'
41(2)
An introduction to the process of communication
43(1)
A linear model of communication
43(5)
Source/encoding
44(1)
Signal
45(1)
Decoding/receiver
46(1)
Feedback/response
46(1)
Noise
47(1)
Realms of understanding
48(1)
Factors that influence the communication process
48(1)
The influence of the media
48(1)
The influence of people
49(1)
The influencer model of communication
49(2)
Interactional model of communication
51(2)
Word-of-mouth communication
53(8)
Definition and motives
53(3)
Opinion leaders
56(1)
Opinion formers
57(1)
Opinion followers
58(1)
Developing brands with word-of-mouth communication
58(3)
Relational approaches to communications
61(2)
Network approaches to communications
63(1)
Process of adoption
63(2)
Process of diffusion
65(2)
Key points
67(1)
Review questions
68(1)
References
68(3)
3 Audiences: how they process information and behave
71(37)
Aims and learning objectives
71(1)
Minicase: Recruiting teachers - nudging the journey
72(1)
Introduction
73(1)
Information processing
73(6)
Perception
74(3)
Marketing and perception
77(2)
Learning
79(9)
Cognitive learning
81(2)
Cognitive response
83(2)
Attitudes
85(3)
Decision-making
88(10)
Consumer purchase decision-making process
88(1)
Organisational decision-making process
89(4)
Perceived risk
93(2)
Involvement theory
95(1)
Two approaches to decision-making
95(2)
Impact on communications
97(1)
Alternative approaches
98(5)
Hedonic consumption
99(1)
Tribal consumption
99(2)
Behavioural economics
101(2)
Key points
103(2)
Review questions
105(1)
References
105(3)
4 How marketing communications might work
108(31)
Aims and learning objectives
108(1)
Minicase: Rolex: a range of quality communications
109(2)
Introduction
111(1)
The strategic context
111(1)
Engagement and the role of marketing communications
111(2)
How does marketing communications work?
113(22)
Interpretation 1 - Sequential models
114(2)
Interpretation 2 - Changing attitudes with marketing communications
116(2)
Using marketing communication to influence attitudes
118(3)
Interpretation 3 - Shaping relationships
121(4)
Influencing value exchanges
125(5)
Interpretation 4 - Developing significant value
130(2)
Interpretation 5 - Cognitive processing
132(3)
Conclusion
135(1)
Key points
135(1)
Review questions
136(1)
References
137(2)
Part 2 Managing marketing communications
139(182)
5 Marketing communications: strategies and planning
141(32)
Aims and learning objectives
141(1)
Minicase: Cravendale - milk matters
142(2)
Introduction
144(1)
Understanding strategy
144(3)
Marketing communications strategy
147(13)
Strategy approach 1 - Positioning
147(4)
Strategy approach 2 - Audience
151(4)
Strategy approach 3 - Platform
155(3)
Strategy approach 4 - Configuration
158(2)
Planning marketing communications
160(1)
The marketing communications planning framework
161(3)
Elements of the plan
164(4)
Context analysis
164(2)
Communication objectives
166(1)
Marketing communication strategy
167(1)
Coordinated communication mix
167(1)
Resources
168(1)
Scheduling and implementation
168(1)
Evaluation and control
168(1)
Feedback
168(1)
Links and essential points
168(2)
Key points
170(1)
Review questions
170(1)
References
171(2)
6 Marketing communications: objectives and positioning
173(30)
Aims and learning objectives
173(1)
Minicase: Juan Valdez - the face of Colombian Coffee
174(2)
Introduction
176(1)
The role of objectives in corporate strategy
176(2)
The role of brand communication objectives and plans
178(6)
The sales school
179(1)
The communications school
180(4)
Derivation of campaign objectives
184(1)
Setting realistic marketing communication objectives
185(1)
The practitioners' view
186(3)
Business objectives
186(1)
Behavioural objectives
187(1)
Intermediate objectives
187(2)
SMART objectives
189(1)
Positioning
189(2)
The development of the positioning concept
191(1)
The positioning concept
192(2)
Managing positions
194(2)
Perceptual mapping
194(2)
Positioning strategies
196(3)
Product features
196(1)
Price/quality
196(1)
Use
197(1)
Product class dissociation
197(1)
User
197(1)
Competitor
197(1)
Benefit
198(1)
Heritage or cultural symbol
198(1)
Repositioning
199(1)
Key points
199(2)
Review questions
201(1)
References
201(2)
7 The communication industry: structure, operations and issues
203(29)
Aims and learning objectives
203(1)
Minicase: Diageo - reaching underage drinkers
204(2)
Introduction
206(2)
Dimensions of the UK marketing communications industry
208(1)
Structure and development of the marketing communications industry
209(4)
Agency types and structures
209(4)
Industry structure
213(1)
A short history of one-stop shopping
213(2)
Selecting an agency
215(3)
Agency operations
218(2)
Relationships
220(2)
Client/agency relationships
220(2)
Agency remuneration
222(2)
Agency structures and IMC
224(5)
Key points
229(1)
Review questions
229(1)
References
230(2)
8 Financial resources for marketing communications
232(28)
Aims and learning objectives
232(1)
Minicase: Honda
233(2)
Introduction
235(2)
Trends in communication expenditure
237(2)
The role of the communication budget
239(1)
Benefits of budgeting
239(1)
Difficulties associated with budgeting for communications
240(1)
Techniques and approaches
240(6)
Marginal analysis: the advertising response function
240(2)
Practical approaches
242(3)
Quantitative approaches
245(1)
Competitive parity
246(1)
Advertising-to-sales ratio
246(1)
Share of voice
247(4)
Strategic implications of the SOV concept
248(3)
Appropriation brand types
251(1)
The value of brand communications
251(2)
Which methods are most used?
253(2)
Budgeting for the other elements of the communication mix
255(2)
Key points
257(1)
Review questions
258(1)
References
259(1)
9 Evaluation and metrics
260(30)
Aims and learning objectives
260(1)
Minicase: Still killing Jill?
261(2)
Introduction
263(1)
The role of evaluation in planned communications
264(3)
Advertising
265(1)
Pre-testing
265(1)
Pre-testing unfinished advertisements
266(1)
Focus groups
266(1)
Consumer juries
267(1)
Pre-testing finished advertisements
267(3)
Dummy vehicles
267(1)
Readability tests
267(1)
Projective techniques
268(1)
Theatre tests
269(1)
Physiological measures
270(2)
Post-testing
272(5)
Inquiry tests
272(1)
Recall tests
272(3)
Recognition tests
275(1)
Sales tests
276(1)
Other tests
277(2)
Tracking studies
277(1)
Financial analysis
278(1)
Likeability
278(1)
Public relations
279(3)
Corporate image
280(1)
Recruitment
281(1)
Crisis management
281(1)
Other PR measuring techniques
282(1)
Measuring the fulfilment of brand promises
282(1)
Online communications
283(2)
Social media
285(1)
Key points
286(2)
Review questions
288(1)
References
288(2)
10 Integrated marketing communications
290(31)
Aims and learning objectives
290(1)
Minicase: Authentic Caribbean rum
291(3)
Introduction
294(1)
The development of IMC
294(1)
Reasons for the developing interest in IMC
295(4)
What is to be integrated?
299(5)
Communication tools
299(1)
Messages
300(1)
Marketing mix
300(1)
Branding
300(1)
Strategy
301(1)
Employees
301(1)
Technology
301(1)
Agencies
302(2)
Definitions of IMC
304(1)
Interpretations of IMC
305(12)
Interpretation 1 Harmonisation-based IMC
306(1)
Interpretation 2 Planning-based IMC
306(3)
Interpretation 3 Perspective-based IMC
309(4)
Interpretation 4 Portfolio-based IMC
313(2)
Interpretation 5 Relational-based IMC
315(2)
Structuring for IMC
317(1)
Key points
318(1)
Review questions
318(1)
References
319(2)
Part 3 Branding
321(90)
11 Brand communications
323(32)
Aims and learning objectives
323(1)
Minicase: The Domino Effect - honesty's the best policy
324(2)
Introduction
326(2)
Brand characteristics
328(2)
Benefits of branding
330(1)
Brand portfolios: architecture and forms
331(1)
Brand architecture
332(3)
Brand forms
334(1)
The strategic role of branding
335(3)
Integration
336(1)
Differentiation
337(1)
Added value
337(1)
The task of marketing communications in branding
338(1)
Associations and personalities
338(3)
Brand building
341(5)
Above-the-line
341(2)
Through-the-line
343(1)
Below-the-line
343(1)
Around-the-line
344(2)
Business-to-business branding
346(1)
Online branding
347(1)
Virtual brand communities
348(1)
Brand equity
349(1)
Key points
350(2)
Review questions
352(1)
References
352(3)
12 Corporate branding and communication
355(28)
Aims and learning objectives
355(1)
Minicase: The BBC's `Sachsgate'
356(2)
Introduction
358(1)
Corporate identity or corporate branding?
359(2)
The building blocks of corporate reputation
361(1)
Corporate personality
361(3)
Corporate identity
364(1)
Corporate image
364(2)
Dimensions of corporate image
365(1)
Corporate reputation
366(1)
Mind the gaps
367(2)
Corporate communication
369(2)
Corporate communication mix
371(5)
Symbolic communication
371(3)
Management communications
374(1)
Marketing communications
375(1)
Organisational communications
375(1)
Behavioural communications
376(1)
A framework for managing corporate brands
376(3)
Key points
379(1)
Review questions
380(1)
References
380(3)
13 Employee branding
383(28)
Aims and learning objectives
383(1)
Minicase: Torbay Council
384(1)
Introduction
385(1)
Member/non-member boundaries
386(1)
Internal communication
387(5)
Organisational identity
392(2)
Organisational culture
394(3)
Levels of organisational culture
394(1)
Culture and communication
394(3)
Brand engagement
397(1)
Intellectual and emotional aspects
397(1)
Advertising and the impact on employees
398(2)
Strategic credibility
400(3)
Strategic capability
400(1)
Past performance
401(1)
Corporate communications
401(1)
The credibility of the CEO
401(2)
Internal communications: auditing and planning
403(4)
Procedures associated with a communications audit
405(1)
Functional capability
406(1)
Financial capability
406(1)
Manufacturing capability
406(1)
Marketing capability
406(1)
Key points
407(1)
Review questions
408(1)
References
408(3)
Part 4 The marketing communication mix
411(379)
14 Advertising: role, forms and strategy
413(28)
Aims and learning objectives
413(1)
Minicase: Apple - `Think different'
414(2)
Introduction
416(1)
The role of advertising
416(2)
Defining advertising
418(1)
Selling propositions
419(1)
The use of emotion in advertising
420(1)
Types of advertising
421(2)
Advertising models and concepts
423(8)
The elaboration likelihood model
423(3)
Eclectic models of advertising
426(2)
The strong and the weak theories of advertising
428(3)
Using advertising strategically
431(4)
The FCB matrix
431(1)
The Rossiter-Percy grid
431(4)
Consumer-generated advertising
435(2)
Key points
437(1)
Review questions
438(1)
References
439(2)
15 Public relations
441(34)
Aims and learning objectives
441(1)
Minicase: BP - crisis response
442(1)
Introduction
443(1)
Characteristics of public relations
444(4)
Media catching
447(1)
Which publics?
448(1)
A framework of public relations
448(3)
The press agency/publicity model
449(1)
The public information model
449(1)
The two-way asymmetric model
449(1)
The two-way symmetric model
450(1)
Public relations and relationship management
451(1)
Objectives and public relations
452(1)
Cause-related marketing
452(1)
Public relations: methods and techniques
453(3)
Media relations
456(2)
Press releases
456(1)
Press conferences
456(1)
Interviews
456(1)
Publicity and events
456(2)
Lobbying
458(1)
Corporate advertising
459(3)
Reasons for the use of corporate advertising
460(2)
Investor relations
462(2)
Defensive or crisis communications
464(7)
Crisis phases
466(2)
Framing for crisis communication
468(3)
Integrating public relations in the communications mix
471(1)
Key points
471(1)
Review questions
472(1)
References
473(2)
16 Sponsorship
475(24)
Aims and learning objectives
475(1)
Minicase: The London Olympics
476(2)
Introduction
478(2)
The growth and development of sponsorship
480(2)
Sponsorship objectives
482(2)
How sponsorship might work
484(1)
Theoretical aspects of sponsorship
485(1)
Types of sponsorship
486(7)
Sports sponsorship
487(1)
Programme sponsorship
487(1)
Arts sponsorship
488(2)
Other forms of sponsorship
490(3)
The role of sponsorship in the communication mix
493(2)
Key points
495(1)
Review questions
496(1)
References
497(2)
17 Direct marketing and personal selling
499(35)
Aims and learning objectives
499(1)
Minicase: Office for National Statistics - The 2011 Census
500(4)
Introduction
504(1)
The role of direct marketing
504(1)
Types of direct brand
505(2)
Type 1: complemetary tool
505(1)
Type 2: primary differentiator
506(1)
Type 3: sales channel
506(1)
Type 4: brand vehicle
506(1)
The growth of direct marketing
507(1)
Growth driver 1: technology
507(1)
Growth driver 2: changing market context
507(1)
Growth driver 3: changing organisational expectations
508(1)
The role of the database
508(1)
Permission marketing
509(1)
Direct response media
510(6)
Direct mail
510(2)
Telemarketing
512(1)
Carelines
513(1)
Inserts
514(1)
Print
514(1)
Door-to-door
515(1)
Radio and television
516(1)
The Internet and digital media
516(1)
Personal selling
516(1)
The tasks of personal selling
517(1)
The role of personal selling
518(2)
Strengths and weaknesses of personal selling
520(1)
Strengths
520(1)
Weaknesses
520(1)
When personal selling should be a major part of the communications mix
521(1)
Complexity
521(1)
Buyer significance
521(1)
Communication effectiveness
522(1)
Channel network factors
522(1)
Integration and supporting the sales force
522(1)
Strategic account management
523(1)
Key account management
523(6)
Key account managers
526(1)
Key account relationship cycles
527(2)
Some final aspects of KAM
529(1)
Global account management
529(1)
Key points
530(1)
Review questions
531(1)
References
532(2)
18 Sales promotion, field marketing and brand experiences
534(32)
Aims and learning objectives
534(1)
Minicase: Orange at the Glastonbury Festival
535(2)
Introduction
537(1)
Understanding the value of sales promotions
538(3)
The role of sales promotion
541(1)
Short termism
541(1)
Managerial accountability
541(1)
Brand performance
541(1)
Brand expansion
541(1)
Competition for shelf space
542(1)
Sales promotion plans: the objectives
542(1)
An overview of how sales promotions work
543(4)
Retention programmes
547(3)
Sales promotions: methods and techniques
550(4)
Other sales promotion devices
554(1)
Field marketing
555(1)
Range of FM activities
556(3)
Brand experience and events
559(3)
Key points
562(1)
Review questions
563(1)
References
563(3)
19 Brand placement, exhibitions, packaging and licensing
566(28)
Aims and learning objectives
566(1)
Minicase: Beyonce - how brand licensing influences popular music acts
567(3)
Introduction
570(1)
Brand placement
570(6)
Characteristics of brand placement
571(4)
Placement issues
575(1)
Trade shows and exhibitions
576(1)
Reasons to use exhibitions
576(2)
Characteristics of exhibitions and trade fairs
578(2)
Strengths
578(1)
Weaknesses
579(1)
Exhibitions as a form of marketing communications
580(1)
Digital media and trade shows
580(1)
Marketing management of exhibitions
581(1)
Hospitality and events
581(2)
Product events
581(1)
Corporate events
582(1)
Community events
582(1)
Packaging
583(1)
The communication dimensions of packaging
583(3)
Licensing
586(3)
Key points
589(1)
Review questions
590(1)
References
591(3)
20 Traditional media
594(26)
Aims and learning objectives
594(1)
Minicase: Smoke-free South West - `Wise-up to Roll-ups'
595(2)
Introduction
597(1)
Media classification by form
597(1)
Media classification by source
597(2)
Evaluative criteria
599(2)
Costs
599(1)
Communication richness
600(1)
Interactive properties
600(1)
Audience profile
600(1)
Print media
601(4)
Newspapers
602(1)
Magazines
603(2)
Broadcast media
605(3)
Television
606(1)
Radio
607(1)
Outdoor media
608(4)
Billboards and street furniture
609(1)
Transit
610(2)
In-store media
612(2)
Point-of-purchase (POP)
612(1)
Retail media centres
613(1)
Cinema
614(2)
Ambient media
616(1)
Guerilla tactics
616(1)
Direct response media
616(1)
Key points
617(1)
Review questions
618(1)
References
618(2)
21 Digital media
620(32)
Aims and learning objectives
620(1)
Minicase: Hiscox
621(1)
Introduction
622(1)
Key forms of digital media
623(8)
The Internet
623(1)
Database technologies
624(1)
Multimedia
625(1)
Mobile technologies
626(2)
Business applications
628(1)
Interactive television
629(1)
Video conferencing
630(1)
Kiosks
631(1)
What digital media enable users to do
631(7)
Interactivity
631(2)
Multichannel marketing
633(1)
Personalisation
634(2)
Mobility
636(1)
Speed
637(1)
Efficiency
637(1)
Enhanced relationships
637(1)
Websites
638(8)
Strengths
638(1)
Weaknesses
639(1)
Website design
640(4)
Websites - visitor behaviour
644(2)
Key differences between traditional and digital media
646(1)
Convergence in marketing communications
647(1)
Key points
648(1)
Review questions
649(1)
References
650(2)
22 Social, search and interactivity
652(27)
Aims and learning objectives
652(1)
Minicase: Inspired by Iceland
653(2)
Introduction
655(1)
Social media
655(3)
Social networks
658(2)
Viral marketing
660(1)
Web logs
661(1)
Microblogging
662(2)
Podcasting
664(1)
RSS
664(1)
Interactive online communities
665(2)
Search engine marketing
667(1)
Search engine optimisation
668(1)
Pay-per-click searches
669(1)
Email marketing
670(1)
Short message services (SMS)
671(1)
Apps
671(2)
Widgets
673(1)
Affiliate marketing
673(1)
Augmented reality
674(1)
Key points
675(1)
Review questions
676(1)
References
676(3)
23 Multichannel campaigns: media and tools
679(30)
Aims and learning objectives
679(1)
Minicase: The Salvation Army
680(3)
Introduction
683(1)
Interactivity
683(1)
Multichannel marketing
684(3)
Categorising customers
685(2)
Online advertising
687(7)
Banner ads
687(2)
Pop-ups
689(1)
Microsites
690(2)
Rich media ads
692(1)
Online video
692(1)
Online gaming
693(1)
Online sales promotions
694(2)
Online public relations
696(2)
Online personal selling
698(2)
Online direct marketing
700(1)
Multichannel campaigns
701(3)
Key points
704(2)
Review questions
706(1)
References
706(3)
24 Media planning: delivering the message
709(30)
Aims and learning objectives
709(1)
Minicase: Which?
710(3)
Introduction
713(1)
Media planning and the media mix
713(2)
Media switching behaviour
715(3)
Influential factors for media selection
716(1)
Switching behaviour
717(1)
Vehicle selection
718(1)
Media planning concepts
719(5)
Reach and coverage
719(1)
Frequency
719(1)
Gross rating point
720(2)
Effective frequency
722(1)
Recency planning
723(1)
Media usage and attitudes
724(4)
Efficiency
726(2)
Planning, placing and measuring ads online
728(2)
Media source effects
730(6)
Vehicle atmosphere
730(1)
Technical and reproduction characteristics of a vehicle
731(2)
Audience/product characteristics
733(1)
Scheduling
733(3)
Key points
736(1)
Review questions
737(1)
References
737(2)
25 Creativity
739(24)
Aims and learning objectives
739(1)
Minicase: Johnnie Walker - `Keep Walking'
740(2)
Introduction
742(1)
What is creativity?
742(1)
Creativity and attention
743(2)
The importance of context
745(2)
Creativity as a signal
747(1)
The creative process
747(1)
The creative code
748(2)
Message framing
750(2)
Storytelling
752(3)
User-generated content (UGC)
755(2)
Sourcing content
757(1)
Key points
758(1)
Review questions
759(1)
References
760(3)
26 Messages and appeals
763(27)
Aims and learning objectives
763(1)
Minicase: Lynx Jet - fantasy appeals
764(2)
Introduction
766(1)
Message source
766(1)
Establishing credibility
767(4)
Credibility established by the initiator
767(2)
Credibility established by a spokesperson
769(1)
Sleeper effects
770(1)
Structural elements in a message
771(2)
Message balance
771(1)
Conclusion drawing
772(1)
One- and two-sided messages
772(1)
Order of presentation
772(1)
Message appeal
773(8)
Information-based appeals
773(2)
Emotions- and feelings-based appeals
775(6)
Copycat messaging
781(1)
Advertising tactics
781(5)
Informational motives
781(1)
Transformational motives
782(4)
Key points
786(1)
Review questions
787(1)
References
787(3)
Author index 790(11)
Subject index 801