Integrated Advertising, Promotion, and Marketing Communications, Global Edition, 9th Edition
- Length: 471 pages
- Edition: 9
- Language: English
- Publisher: Pearson
- Publication Date: 2021-07-28
- ISBN-10: 129241121X
- ISBN-13: 9781292411217
- Sales Rank: #2994799 (See Top 100 Books)
For courses in advertising. A study of integrated marketing communications taught through real-life application Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-life situations, students will understand the vital links marketers use to connect and interact with customers.
Cover Half Title Title Page Copyright Dedication Brief Contents Contents Preface Part 1: The IMC Foundation Chapter 1: Integrated Marketing Communications The Nature of Communication Integrated Marketing Communications An Integrated Marketing Communications Plan Emerging Trends in Marketing Communications Emphasis on Accountability and Measurable Results Mobile Marketing Integration of Media Platforms Changes in Channel Power Increases in Global Competition Increases in Brand Parity Emphasis on Customer Engagement Focus on Convenience Cause-related Marketing and Advertising The Role of Integrated Marketing Communications IMC Components and the Design of this Text IMC Foundation Advertising Digital, Mobile, and Alternative Selling Components Integration International Implications Your Career Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 KFC Changes Spokespersons Case 2 Mike’s Old-Time Ice Cream and Chocolate Shop Chapter 2: Brand Management Corporate and Brand Image Components of Brand Image The Role of Brand Image—Consumer Perspective The Role of Brand Image—Company Perspective Brand Names and Brand Types Family Brands Brand Extensions Flanker Brands Co-Branding Brand Logos Identifying the Desired Brand Image Creating the Right Brand Image Rejuvenating a Brand’s Image Changing a Brand’s Image Developing and Building Powerful Brands Brand Loyalty Brand Equity Private Brands Advantages to Retailers Responses from Manufacturers Packaging Labels Ethical Issues in Brand Management International Implications Your Career: A Personal Brand Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Creating a Company Name Case 2 Brand Alliances and Brand Resurrections Chapter 3: Buyer Behaviors Information Searches and the Consumer Purchasing Process Internal Search External Search Consumer Attitudes Consumer Values Cognitive Mapping Evaluation of Alternatives The Evoked Set Method The Multiattribute Approach Affect Referral Trends in the Consumer Buying Environment Age Complexity Gender Complexity Active, Busy Lifestyles Diverse Lifestyles Communication Revolution Experience Pursuits Health Emphasis Business-to-Business Buyer Behaviors and Influences Organizational Influences Individual Factors Types of Business-to-Business Sales The Business-to-Business Buying Process Identification of Needs Establishment of Specifications Identification of Vendors Vendor Evaluation Vendor Selection Negotiation of Terms Postpurchase Evaluation Dual Channel Marketing Spin-Off Sales Marketing Decisions International Implications Your Career: Buyer Behaviors and Career Choices Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Electric, Hybrid, or Fossil Fuel? Case 2 Choosing A Life Insurance Policy Chapter 4: The IMC Planning Process Communications Research Market Segmentation by Consumer Groups Segments Based on Demographics Psychographics Based on Generations Segmentation by Geographic Area Geodemographic Segmentation Benefit Segmentation Usage Segmentation Business-to-Business Market Segmentation Segmentation by Industry Segmentation by Size Segmentation by Geographic Location Segmentation by Product Usage Segmentation by Customer Value Product Positioning Approaches to Positioning Other Elements of Positioning Marketing Communications Objectives Types of Budgets Percentage of Sales Meet the Competition “What We Can Afford” Objective and Task Payout Planning Quantitative Models Communications Schedules IMC Components International Implications Your Career: Planning Process Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Landscape Designs and Moore Case 2 Phase 2 Fitness Center Part 2: IMC Advertising Tools Chapter 5: Advertising Campaign Management Advertising Theory Hierarchy of Effects Means–End Theory Verbal and Visual Images The Impact of Advertising Expenditures Threshold Effects Diminishing Returns Carryover Effects Wear-Out Effects Decay Effects In-House versus External Advertising Agencies Budget Allocation Considerations Crowdsourcing Choosing an Agency Goal Setting Selection Criteria Creative Pitch Agency Selection Roles of Advertising Personnel Account Executives Creatives Traffic Managers Account Planners Data Scientists Digital and Social Media Managers and Consultants Specialist Positions Advertising Campaign Parameters Advertising Goals Media Selection Taglines Consistency Positioning Campaign Duration The Creative Brief The Objective The Target Audience The Message Theme The Support The Constraints International Implications Your Career: Advertising Theory and a Job Search Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 YouWearz Case 2 Jake’s Trophy Shop Chapter 6: Advertising Design Message Strategies Cognitive Message Strategies Affective Message Strategies Conative Message Strategy Types of Advertising Appeals Fear Appeals Humor Appeals Sex Appeals Music Appeals Rational Appeals Emotional Appeals Scarcity Appeals Executional Frameworks Animation Executions Slice-of-Life Executions Storytelling Executions Testimonial Executions Authoritative Executions Demonstration Executions Fantasy Executions Informative Executions Sources and Spokespersons Celebrity Spokespersons CEO Spokespersons Experts Typical Persons Source Characteristics Matching Source Types and Characteristics International Implications Your Career: Resume and Application Letter Design Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Home Security Marketing Case 2 Felicity’s Fine Formalwear Chapter 7: Traditional Media Channels The Media Strategy Media Planning Media Planners Media Buyers Small versus Large Markets Advertising Terminology Frequency Opportunities to See Gross Rating Points Cost Ratings and Cost per Rating Point Continuity Impressions Achieving Advertising Objectives The Three-Exposure Hypothesis Recency Theory Effective Reach and Frequency Brand Recognition Brand Recall Media Selection Television Radio Out-of-Home Advertising Print Media Magazines Newspapers Media Mix Media Selection in Business-to-Business Markets International Implications Your Career: Your First Job Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 RadinPlay Case 2 Cindy’s Auto Body Repair Shop Part 3: Digital, Mobile, and Alternative Marketing Chapter 8: Digital and Mobile Marketing Digital Marketing Consumer Shopping Patterns E-Commerce Mobile Marketing Digital Strategies Interactive Marketing Content Marketing and Native Advertising Location-Based Advertising Remarketing Behavioral Targeting Blogs, Podcasts, and Newsletters Email Marketing Web Advertising Programmatic Advertising Impact of Online Advertising Offline Advertising Search Engine Optimization (SEO) International Implications Your Career: Digital Marketing Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Koro to Majin Case 2 The Hyena’s Den Chapter 9: Social Media Social Networks Social Media Sites Facebook YouTube Instagram Twitter Pinterest Snapchat TikTok Social Media Marketing Social Media Marketing Strategies Building a Social Media Presence Content Seeding Behavioral Targeting Real Time Marketing Video Marketing Influencer Marketing Interactive Blogs Consumer-Generated Reviews Viral Marketing International Implications Your Career: Social Media Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Shelby’s Stables Case 2 L’Oréal Chapter 10: Alternative Marketing Alternative Marketing Programs Buzz Marketing Consumers Who Like a Brand Sponsored Consumers Company Employees Buzz Marketing Stages Buzz Marketing Preconditions Buzz Marketing and Fund Raising Stealth Marketing Guerrilla Marketing Lifestyle Marketing Experiential Marketing Product Placements and Branded Entertainment Product Placements Branded Entertainment Achieving Success Alternative Media Venues Video Game Advertising Cinema Advertising Other Alternative Media In-Store Marketing In-Store Marketing Tactics Point-of-Purchase Marketing Designing Effective Point-of-Purchase Displays Measuring Point-of-Purchase Effectiveness Brand Communities International Implications Your Career: Alternative Marketing Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Alternative Marketing: Ethnic Holidays Case 2 Matt and Jerry’s Disc Golf Course Part 4: IMC Promotional Tools Chapter 11: Database and Direct Response Marketing and Personal Selling Database Marketing Building a Data Warehouse Email, Mobile, and Internet Data Purchase and Communication Histories Personal Preference Profiles Customer Information Companies Geocoding Database Coding and Analysis Lifetime Value Analysis Customer Clusters Location Data Tracking Data Mining Database-Driven Marketing Communications Identification Codes Personalized Communications Customized Content Inbound Telemarketing Trawling Database-Driven Marketing Programs Permission Marketing Frequency Programs Customer Relationship Management Direct Response Marketing Mobile Marketing Direct Mail Catalogs Traditional Media Search Engines and Email Direct Sales Telemarketing Personal Selling Generating Leads Qualifying Prospects Knowledge Acquisition The Sales Presentation Handling Objections Closing the Sale Follow-Up International Implications Your Career: Selling Yourself Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Salon Sensational Case 2 Turkbit Chapter 12: Sales Promotions Consumer Promotions Coupons Coupon Distribution Disadvantages of Coupons Premiums Types of Premiums Keys to Successful Premium Programs Contests and Sweepstakes Contests Sweepstakes Perceived Value The Internet and Social Media Goals of Contests and Sweepstakes Refunds and Rebates Sampling Sample Distribution Benefits of Sampling Successful Sampling Programs Bonus Packs Types of Bonus Packs Keys to Successful Bonus Packs Price-Offs Benefits of Price-Offs Problems with Price-Offs Overlays and Tie-Ins Planning for Consumer Promotions Trade Promotions Trade Allowances Trade Contests Trade Incentives Trade Shows Concerns with Trade Promotions International Implications Your Career: Sales Promotions Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Marketing Sports Equipment Case 2 Razor Wars and Sales Promotion Tactics Chapter 13: Public Relations and Sponsorship Programs Public Relations Internal versus External Public Relations Public Relations Tools Public Relations Functions Identifying Stakeholders Internal Stakeholders External Stakeholders Assessing Corporate Reputation Corporate Social Responsibility Creating Positive Image-Building Activities Cause-Related Marketing Green Marketing and Pro-Environmental Activities Preventing or Reducing Image Damage Proactive Prevention Strategies Reactive Damage-Control Strategies The Coronavirus Challenge Sponsorships Forms of Sponsorships Sponsorship Objectives Event Marketing Selecting Sponsorships and Events Determining Objectives Matching the Audience to the Company’s Target Market Promoting the Event Advertising at the Event Tracking Results Cross-Promotions International Implications Your Career: Public Relations Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 Esports: Creating New Sponsorship Opportunities Case 2 Coconuts: A Picking Problem Part 5: IMC Ethics, Regulation, and Evaluation Chapter 14: Regulations and Ethical Concerns Marketing Communications Regulations Governmental Regulatory Agencies The Federal Trade Commission Unfair and Deceptive Marketing Practices Deception Versus Puffery Substantiation of Marketing Claims How Investigations Begin FTC Settlements Consent Order Administrative Complaints Courts and Legal Channels Corrective Advertising Trade Regulation Rulings Industry Oversight of Marketing Practices Council of Better Business Bureaus IMC and Ethics Ethics and Advertising Perpetuating Stereotypes Advertising Unsafe Products Offensive Advertisements Advertising to Children Marketing and Ethics Brand Infringement Marketing of Professional Services Gifts and Bribery in Business-to-Business Marketing Programs Spam and Cookies Ambush Marketing Stealth Marketing Responding to Ethical Challenges Ethics Programs Ethics Training Programs Codes of Ethics Ethics Consulting Systems International Implications Your Career: Ethics and Social Responsibility Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 FanDuel, DraftKings, and Legalized Sports Gambling Case 2 Herbal Remedies, Oils, and Alternative Medicine Chapter 15: Evaluating an Integrated Marketing Program Evaluation Metrics Matching Methods with IMC Objectives Message Evaluations Advertising Tracking Research Copytesting Emotional Reaction Tests Cognitive Neuroscience Evaluation Criteria Online Evaluation Metrics Behavioral Evaluations Test Markets Purchase Simulation Tests International Implications Your Career: Evaluating a Job Search Process Summary Key Terms Review Questions Critical Thinking Exercises Integrated Learning Exercises Blog Exercises Student Project Case 1 The Vaseline Healing Project Case 2 Home Repair Referrals: Two Levels of Evaluation Endnotes Name Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Subject Index A B C D E F G H I J K L M N O P Q R S T U V W Y
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