Higher Education
Author(s): J. Craig Andrews | Terence A. Shimp
ISBN: 9781337385817
Edition: 10th
© Year : 2018
Binding: eBook
Imprint : South Western
Pages:
Help students explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. Readers focus on emerging topics, such as the popularity of apps, social media outlets, online and digital practices, and viral communications, and their impact on traditional marketing. Revisions make this edition the most current IMC text on the market with must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing; and memorable advertising campaigns.
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Part 1 The Practice and Environment of Integrated Marketing Communications (IMC)
Chapter 1 An Overview of Integrated Marketing Communications
Marcom Insight: Checking in with Mobile Apps: The Creative Use of Geo-Fencing and Geo-Conquesting
1.1 Introduction
1.2 Marketing Communications Objectives and Terminology
1.3 Promotional Mix Elements
1.4 The Primary Tools of Marketing Communications
1.5 The Integration of Marketing Communications
1.6 Key IMC Features
1.7 The Marketing Communications Decision-Making Process
Summary
Appendix
Discussion Questions
Chapter 2 Enhancing Brand Equity and Accountability
Marcom Insight: Are There Too Many Social Media Brands?
2.1 Introduction
2.2 Brand Equity
2.3 Affecting Behavior and Achieving Marcom Accountability
Summary
Discussion Questions
Chapter 3 Brand Adoption, Brand Naming, and Intellectual Property Issues
Marcom Insight: Goodwill Boutiques: Thrifty Brand Takes Off
3.1 Introduction
3.2 Marcom and Brand Adoption
3.3 Brand Naming
3.4 Intellectual Property
Summary
Discussion Questions
Chapter 4 Environmental, Regulatory, and Ethical Issues
Marcom Insight: Graphic Visual Tobacco Warnings in the United States
4.1 Introduction
4.2 Environmental Marketing Communications 61
4.3 Regulation of Marketing Communications
4.4 Ethical Issues in Marketing Communications
Summary
Discussion Questions
Part 2 Fundamental IMC Planning and Decisions
Chapter 5 Segmentation, Targeting, and Positioning
Marcom Insight: Positioning and “McBucks”: Should McDonald’s Try to Become Starbucks?
5.1 Introduction
5.2 Segments and the Market Segmentation Process
5.3 Segmentation Bases: Behavioral Segmentation
5.4 Psychographic Segmentation
5.5 Geodemographic Segmentation
5.6 Demographic Segmentation
5.7 Market Targeting
5.8 Market Positioning in Practice: The Fundamentals
Summary
Discussion Questions
Chapter 6 The Communications Process and Consumer Behavior
Marcom Insight: Everyday Consumer Habits Helping the World
6.1 The Communications Process
6.2 Marketing Communication and Meaning
6.3 Behavioral Foundations of Marketing Communications
Summary
Discussion Questions
Chapter 7 The Role of Persuasion in Integrated Marketing Communications
Marcom Insight: Can We Be Persuaded to Overcome Bad Habits? The Cell-Free Club
7.1 The Nature and Role of Attitudes
7.2 Persuasion in Marketing Communications
7.3 Tools of Influence: The Persuader’s Perspective
7.4 The Influence Process: The Persuadee’s Perspective
7.5 An Integrated Model of Persuasion
7.6 Enhancing Consumers’ Motivation, Ability, and Opportunity to Process Advertisements
7.7 The Theory of Reasoned Action (Tora)
7.8 Changing Preferences and Behavioral Modification Strategies
Summary
Discussion Questions
Chapter 8 Objective Setting and Budgeting
Marcom Insight: The Gecko, Flo, Mayhem, Magic Jingles, and the Insurance Industry Ad Brawl
8.1 Introduction
8.2 Marcom Budgeting
Summary
Discussion Questions
Part 3 Advertising Management and Media Choices
Chapter 9 Overview of Advertising Management
Marcom Insight: The Story of “Mad Man,” the “Elvis of Advertising”
9.1 Introduction
9.2 The Magnitude of Advertising
9.3 Advertising’s Effect on the Economy
9.4 Advertising Functions
9.5 The Advertising Management Process
9.6 Ad-Investment Considerations
Summary
Discussion Questions 199
Chapter 10 Effective and Creative Ad Messages
Marcom Insight: Perhaps the Greatest TV Commercial of All Time
10.1 Introduction
10.2 Suggestions for Creating Effective Advertising
10.3 Qualities of Successful Advertising
10.4 What Exactly Does Being “Creative” and “Effective” Mean?
10.5 Making an Impression
10.6 Advertising Plans and Strategy
10.7 Constructing a Creative Brief
10.8 Means-End Chaining and Laddering
10.9 Alternative Styles of Creative Advertising
10.10 Corporate Image and Corporate Issue Advertising
Summary
Discussion Questions
Chapter 11 Endorsers and Message Appeals in Advertising
Marcom Insight: When Celebrity Endorsers Go Bad
11.1 Introduction
11.2 The Role of Celebrity Endorsers in Advertising
11.3 Source Attributes and Receiver Processing Modes
11.4 The Role of Humor in Advertising
11.5 Appeals to Consumer Fears
11.6 Appeals to Consumer Guilt
11.7 The Use of Sex in Advertising
11.8 Subliminal Messages and Symbolic Embeds
11.9 The Functions of Music In Advertising
11.10 The Role of Comparative Advertising
Summary
Discussion Questions
Chapter 12 Traditional Advertising Media
Marcom Insight: Has Traditional Advertising Media Lost Its Effectiveness? The Rise of Cord Cutting, Ad Blocking, and the Video Streaming Revolution
12.1 Introduction
12.2 Newspapers
12.3 Magazines
12.4 Radio
12.5 Television
Summary
Discussion Questions
Chapter 13 Digital Media: Online, Mobile, and App Advertising
Marcom Insight: Mobile Headache? The Excitement and Challenges of Mobile Advertising
13.1 Introduction
13.2 Search Engine Advertising
13.3 Display Advertising
13.4 Rich Media: Pop-Ups, Interstitials, Superstitials, and Online Video Ads
13.5 Websites and Sponsored Sites
13.6 Blogs and Podcasts
13.7 E-Mail Advertising
13.8 Behavioral Targeting, Programmatic Advertising, and Privacy Issues
13.9 Measuring Online Ad Effectiveness
Summary
Discussion Questions
Chapter 14 Social Media
Marcom Insight: Is Facebook Becoming Passé? Or Are We Hopelessly Addicted?
14.1 Introduction
14.2 Social Media Background and Landscape
14.3 Social Media Advantages and Disadvantages
14.4 Social Media Categories and Brands
14.5 Social Networking
14.6 Successful Social Media Campaigns
14.7 Organizing Social Media Efforts
14.8 How to Advertise on Social Networks
14.9 Privacy and Other Concerns
14.10 Measurement of Social Media Campaigns
Summary
Discussion Questions
Chapter 15 Direct Marketing, CRM, and Other Media
Marcom Insight: During Tough Times, Flex Seal and ShamWow March On
15.1 Introduction
15.2 Direct Marketing
15.3 Direct-Response Advertising
15.4 Direct Mail
15.5 Outbound and Inbound Telemarketing
15.6 Other Media
15.7 Brand Placements
15.8 Yellow-Pages Advertising
15.9 Video-Game Advertising
15.10 Cinema Advertising
15.11 Alternative Advertising Media
Summary
Discussion Questions
Chapter 16 Media Planning and Analysis
Marcom Insight: Is Super Bowl Advertising Worth the Expense?
16.1 Introduction
16.2 The Media-Planning Process
16.3 Selecting the Target Audience
16.4 Specifying Media Objectives
16.5 Media-Scheduling Software
16.6 Review of Media Plans
Summary
Discussion Questions
Chapter 17 Measuring Ad Message Effectiveness
Marcom Insight: Lessons in Ad Copy Testing and Tracking: The National Youth Anti-Drug Media Campaign
17.1 Introduction to Advertising Research
17.2 Two General Forms of Message Research
17.3 Measures of Recognition and Recall
17.4 Measurement of Emotional Reactions
17.5 Measures of Persuasion
17.6 Measures of Sales Response (Single-Source Systems)
17.7 Some Major Conclusions about Television Advertising
Summary
Discussion Questions
Part 4 Sales Promotion Management
Chapter 18 Sales Promotion Overview and the Role of Trade Promotion
Marcom Insight: The Latest in Trade Promotions: New Thinking and Old Ways
18.1 Introduction
18.2 Increased Budgetary Allocations to Promotions
18.3 What Are Sales Promotions’ Capabilities and Limitations?
18.4 The Role of Trade Promotions
18.5 Trade Allowances
18.6 Efforts to Rectify Trade Allowance Problems
18.7 Generalizations about Promotions
Summary
Discussion Questions
Chapter 19 Consumer Sales Promotion: Sampling and Couponing
Marcom Insight: Groupon: Is the “New” Model for Couponing Still Working?
19.1 Introduction
19.2 Sampling
19.3 Couponing
19.4 The Role of Promotion Agencies
Summary
Discussion Questions
Chapter 20 Consumer Sales Promotion: Premiums and Other Promotions
Marcom Insight: Whopper Sacrifice: is an Online Premium Offer Worth 10 Friends?
20.1 Introduction
20.2 Premiums
20.3 Price-Offs
20.4 Bonus Packs
20.5 Games
20.6 Refunds and Rebates
20.7 Sweepstakes and Contests
20.8 Continuity Promotions
20.9 Overlay and Tie-In Promotions
20.10 Retailer Promotions
20.11 Evaluating Sales Promotion Ideas
Summary
Discussion Questions
Part 5 Other IMC Tools
Chapter 21 Public Relations, Content Marketing, Viral Marketing, and Sponsorships
Marcom Insight: Rats and False Eight-Legged Chicken Rumors: KFC/Taco Bell Restaurants
21.1 Introduction
21.2 Proactive versus Reactive MPR
21.3 The Special Case of Rumors and Urban Legends
21.4 Word-of-Mouth Influence
21.5 Viral Marketing
21.6 Sponsorship Marketing
21.7 Event Sponsorships
21.8 Cause Sponsorships
Summary
Discussion Questions
Chapter 22 Packaging, Point-of-Purchase Communications, and Signage
Marcom Insight: The “Appification” of Grocery Shopping
22.1 Introduction
22.2 Packaging
22.3 Point-of-Purchase (POP) Communications
22.4 On-Premise Business Signage
22.5 Out-of-Home (OOH, Off-Premise) Advertising
Summary
Discussion Questions
Chapter 23 Personal Selling
Marcom Insight: What Qualities Are Liked and Disliked in a Salesperson?
23.1 Introduction
23.2 Personal Selling 532
23.3 Modern Selling Philosophy 533
23.4 Selling Activities and Types of Personal-Selling Jobs 534
23.5 The Basic Steps in Personal Selling 536
23.6 Salesperson Performance and Effectiveness 540
23.7 Excellence in Selling
Summary
Discussion Questions
J. Craig Andrews, Marquette University
J. Craig Andrews is Professor and Charles H. Kellstadt Chair in Marketing at Marquette University, where he has been a faculty member for 32 years. Dr. Andrews recently served as a Social Scientist (Center for Tobacco Products), Senior Scholar (Center for Food Safety and Applied Nutrition), and on the Risk Communication Advisory Committee with U.S. Food & Drug Administration in Washington, DC. Dr. Andrews also has been responsible for ad copy testing efforts on the Behavior Change Expert Panel for the National Youth Anti-Drug Media Campaign, working with Ogilvy & Mather and FCB ad agencies in New York, NY. He also has been Editor of the Journal of Public Policy & Marketing, for which he earned honors as Reviewer of the Year three times and twice won the Kinnear/JPPM Award for article of the year. Dr. Andrews also served as a Consumer Research Specialist in the Division of Advertising Practices with the Federal Trade Commission in Washington, DC, earning the FTC’s Award for Meritorious Service. Through the Advertising Education Foundation, he has held visiting professor positions with Coca-Cola Foods in Houston and with the Fitzgerald & Co. advertising agency in Atlanta. His work has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of International Business Studies, Journal of Retailing, Tobacco Control and the American Journal of Public Health, among others. Dr. Andrews received his Ph.D. in Marketing from the University of South Carolina.
Terence A. Shimp, University of South Carolina
Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.
