Marketing Communications, 6th ed.
Brands, Experiences & Participation

Book Title

By: Chris Fill
October 2013
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
ISBN: 9780273770541
820 Pages
$122.50 Paper Original


Description:

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.

Contents:

Guided tour

Guided tour of the web site

Foreword

Preface

Acknowledgements

Part 1 An introduction to marketing communications

1 Introducing marketing communications

Aims and learning objectives

Mini case: LV= a spectacular revival

Introduction

The concept of marketing as an exchange

Marketing communications and the process of exchange

The scope of marketing communications

The role of marketing communications

The tasks of marketing communications

Defining marketing communications

Environmental influences

Internal influences

Market influences

External influences

The marketing communication mix

Advertising

Sales promotion

Personal selling

Public relations

Direct marketing

The key characteristics of the communication tools

Media and the MCs mix

Key differences between conventional and digital media

Messages and the MCs mix

Criteria when selecting the tools for the mix

Control

Financial resources

Dispersion – size and geography

Communication tasks

Communication differences

Message reception

Number of decision-makers

The balance of the communication mix

The constituent tools of the marketing communication mix

Message content

Message origin

Length of purchase decision time

Negative communication

Target marketing and research

Budget allocation

Measurement and evaluation

Key points

Review questions

References

2 Communication: forms and conversations

Aims and learning objectives

Mini case: ‘Up your Viva’

An introduction to the process of communication

A linear model of communication

Source/encoding

Signal

Decoding/receiver

Feedback/response

Noise

Realms of understanding

Factors that influence the communication process

The influence of the media

The influence of people

The influencer model of communication

Interactional model of communication

Word-of-mouth communication

Definition and motives

Opinion leaders

Opinion formers

Opinion followers

Developing brands with word-of-mouth communications

Relational approaches to communications

Network approaches to communications

Process of adoption

Process of diffusion

Key points

Review questions

References

3Audiences: how they process information and behave

Aims and learning objectives

Mini case: Recruiting teachers – nudging the journey

Introduction

Information processing

Perception

Marketing and perception

Cognitive learning

Cognitive response

Attitudes

Decision-making

Consumer purchase decision-making process

Organisational purchase decision making process

Perceived risk

Involvement theory

Two approaches to decision-making

Impact on communications

Alternative approaches

Hedonic consumption

Tribal consumption

Behavioural economics

Key points

Review questions

References

4 How marketing communications might work

Aims and learning objectives

Mini case: Rolex: a range of quality communications

Introduction

The strategic context

Engagement and the role of marketing communications

How does marketing communications work?

Interpretation 1 – Sequential models

Interpretation 2 – Changing attitudes with marketing communications

Using marketing communication to influence attitudes

Interpretation 3 – Shaping relationships

Influencing value exchanges

Interpretation 4 – Developing significant value

Interpretation 5 – Cognitive processing

Conclusion

Key points

Review questions

References

Part 2 Managing marketing communications

5 Marketing communications: strategies and planning

Aims and learning objectives

Mini case: Cravendale – milk matters

Introduction

Understanding strategy

Marketing communications strategy

Strategy approach 1 – Positioning

Strategy approach 2 – Audience

Strategy approach 3 – Platform

Strategy approach 4 – Configuration

Planning marketing communications

The marketing communications planning framework

Elements of the plan

Context analysis

Communication objectives

Marketing communication strategy

Coordinated communication mix

Resources

Scheduling and implementation

Evaluation and control

Feedback

Links and essential points

Key points

Review questions

References

6 Marketing communications: objectives and positioning

Aims and learning objectives

Mini case: Juan Valdez – the face of Colombian Coffee

Introduction

The role of objectives in corporate strategy

The role of brand communication objectives and plans

The sales school

The communication school

Derivation of promotional objectives

Setting realistic marketing communication objectives

The practitioners’ view

Business objectives

Behavioural objectives

Intermediate objectives

SMART objectives

Positioning

The development of the positioning concept

The positioning concept

Managing positions

Perceptual mapping

Positioning strategies

Product features

Price/quality

Product class dissociation

User

Competitor

Benefit

Heritage or cultural symbol

Repositioning

Key points

Review questions

References

7 The communication industry: structure, operations and issues

Aims and learning objectives

Mini case: Diageo – reaching underage drinkers

Introduction

Dimensions of the UK marketing communications industry

Structure and development of the UK marketing communications industry

Agency types and structures

Industry structure

A short history of one-stop shopping

Selecting an agency

Agency operations

Relationships

Client/agency relationships

Agency remuneration

Agency structures and IMC

Key points

Review questions

References

8 Financial resources for marketing communications

Aims and learning objectives

Mini case: Honda

Introduction

Trends in communication expenditure

The role of the communication budget

Benefits of budgeting

Difficulties associated with budgeting for communications

Techniques and approaches

Marginal analysis: the advertising response function

Practical approaches

Quantitative approaches

Competitive parity

Advertising-to-sales ratio

Share of voice

Strategic implications of the SOV concept

Appropriation brand types

The value of brand communications

Which methods are most used?

Budgeting for the other elements of the communication mix

Key points

Review questions

References

9 Evaluation and metrics

Aims and learning objectives

Mini case: ‘Still killing Jill?’

Introduction

The role of evaluation in planned communications

Advertising

Pre-testing

Pre-testing unfinished advertisements

Focus groups

Consumer juries

Pre-testing finished advertisements

Dummy vehicles

Readability tests

Projective techniques

Theatre tests

Physiological measures

Post-testing

Inquiry tests

Recall tests

Recognition tests

Sales tests

Simulated market tests

Other tests

Tracking studies

Financial analysis

Public relations

Corporate image

Recruitment

Crisis management

Other PR measuring techniques

Measuring the fulfilment of brand promises

Online communications

Social media

Key points

Review questions

References

10 Integrated marketing communications

Aims and learning objectives

Mini case: Authentic Caribbean rum

Introduction

The development of IMC

Reasons for the developing interest in IMC

What is to be integrated?

Communication tools

Messages

Marketing mix

Branding

Strategy

Employees

Technology

Agencies

Definitions of IMC

Interpretations of IMC

Interpretation 1 – Harmonisation-based IMC

Interpretation 2 – Planning-based IMC

Interpretation 3 – Perspective-based IMC

Interpretation 4 – Portfolio-based IMC

Interpretation 5 – Relational-based IMC

IMC and transactional marketing

IMC and relationship marketing

Structuring for IMC

Key points

Review questions

References

Part 3 Branding

11 Brand communications

Aims and learning objectives

Mini case: The Domino Effect – honesty’s the best policy

Introduction

Brand characteristics

Benefits of branding

Brand portfolios: architecture and forms

Brand architecture

Brand forms

The strategic role of branding

Integration

Differentiation

Added value

The role of marketing communications in branding

Associations and personalities

Brand building

Above-the-line

Through-the-line

Below-the-line

Around-the-line

Business-to-business branding

Online branding

Virtual brand communities

Brand equity

Key points

Review questions

References

12 Corporate branding and communication

Aims and learning objectives

Mini case: The BBC’s ‘Sachsgate’

Introduction

Corporate identity or corporate branding?

The building blocks of corporate reputation

Corporate personality

Corporate identity

Corporate image

Dimensions of corporate image

Corporate reputation

Mind the gaps

Corporate communication

Corporate communication mix

Symbolic communication

Management communications

Marketing communications

Organisational communications

Behavioural communications

A framework for managing corporate brands

Key points

Review questions

References

13 Employee branding

Aims and learning objectives

Mini case: Torbay Council

Introduction

Member/non-member boundaries

Internal communication

Organisational identity

Organisational culture

Levels of organisational culture

Culture and communication

Brand engagement

Intellectual and emotional aspects

Advertising and the impact on employees

Strategic credibility

Strategic capability

Past performance

Corporate communications

The credibility of the CEO

Internal communications: auditing and planning

Procedures associated with a communications audit

Functional capability

Financial capability

Manufacturing capability

Marketing capability

Key points

Review questions

References

Part 4 The marketing communication mix

14 Advertising: role, forms and strategy

Aims and learning objectives

Mini case: Apple – ‘Think different’

Introduction

The role of advertising

Defining advertising

Selling propositions

The use of emotion in advertising

Types of advertising

Advertising models and concepts

The elaboration likelihood model

Eclectic models of advertising

The strong and the weak theories of advertising

Using advertising strategically

The FCB matrix

The Rossiter–Percy grid

Consumer-generated advertising

Key points

Review questions

References

15 Public relations

Aims and learning objectives

Mini case: BP – crisis response

Introduction

Characteristics of public relations

Media catching

Which publics?

A framework of public relations

The press agency/publicity model

The public information model

The two-way asymmetric model

The two-way symmetric model

Public relations and relationship management

Objectives and public relations

Cause-related marketing

Public relations: methods and techniques

Media relations

Press releases

Press conferences

Interviews

Publicity and events

Lobbying

Corporate advertising

Reasons for the use of corporate advertising

Investor relations

Defensive or crisis communications

Crisis phases

Framing for crisis communication

Integrating public relations in the communications mix

Key points

Review questions

References

16 Sponsorship

Aims and learning objectives

Mini case: The London Olympics

Introduction

The growth and development of sponsorship

Sponsorship objectives

How sponsorship might work

Theoretical aspects of sponsorship

Types of sponsorship

Sports sponsorship

Programme sponsorship

Arts sponsorship

Other forms of sponsorship

The role of sponsorship in the communication mix

Key points

Review questions

References

17 Direct marketing and personal selling

Aims and learning objectives

Mini case: Office for National Statistics – The 2011 Census

Introduction

Direct marketing

The role of direct marketing

Types of direct brand

Type 1: complemetary tool

Type 2: primary differentiator

Type 3: sales channel

Type 4: brand vehicle

The growth of direct marketing

Growth driver 1: technology

Growth driver 2: changing market context

Growth driver 3: changing organisational expectations

The role of the database

Permission marketing

Direct response media

Direct mail

Telemarketing

Carelines

Inserts

Print

Door-to-door

Radio and television

Personal selling

The tasks of personal selling

The role of personal selling

Strengths and weaknesses of personal selling

Strengths

Weaknesses

When personal selling should be a major part of the communications mix

Complexity

Buyer significance

Communication effectiveness

Channel network factors

Integration and supporting the sales force

Strategic account management

Key account management

Key account managers

Key account relationship cycles

Some financial aspects of KAM

Global account management

Key points

Review questions

References

18 Sales promotion, field marketing and brand experiences

Aims and learning objectives

Mini case: Orange at the Glastonbury Festival

Introduction

Sales promotions

Understanding the value of sales promotions

The role of sales promotion

Short termism

Managerial accountability

Brand performance

Brand expansion

Competition for shelf space

Sales promotion plans: the objectives

An overview of how sales promotions work

Retention programmes

Sales promotions: methods and techniques

Other sales promotion devices

Field marketing

Range of FM activities

Brand experience and events

Key points

Review questions

References

19 Brand placement, exhibitions, packaging and licensing

Aims and learning objectives

Mini case: Beyoncé

Introduction

Brand placement

Characteristics of brand placement

Strengths

Weaknesses

Placement issues

Trade shows and exhibitions

Reasons to use exhibitions

Characteristics of exhibitions and trade fairs

Strengths

Weaknesses

Exhibitions as a form of marketing communications

Digital media and trade shows

Marketing management of exhibitions

Hospitality and events

Corporate events

Community events

Packaging

The communication dimensions of packaging

Licensing

Key points

Review questions

References

20 Traditional media

Aims and learning objectives

Mini case: Smoke-free South West – ‘Wise-up to roll-ups’

Introduction

Media classification by form

Media classification by source

Evaluative criteria

Costs

Communication richness

Interactive properties

Audience profile

Print media

Newspapers

Magazines

Broadcast media

Television

Radio

Outdoor media

Billboards and street furniture

Transit

In-store media

Point-of-purchase (POP)

Retail media centres

Cinema

Ambient media

Guerilla tactics

Direct response media

Key points

Review questions

References

21 Digital media

Aims and learning objectives

Mini case: Hiscox

Introduction

Key forms of digital media

The Internet

Database technologies

Multimedia

Mobile technologies

Business applications

Interactive television

Video conferencing

Kiosks

What digital media enable users to do

Interactivity

Multichannel marketing

Personalisation

Mobility

Speed

Efficiency

Enhanced relationships

Websites

Strengths

Weaknesses

Website design

Websites – visitor behaviour

Key differences between traditional and digital media

Convergence in marketing communications

Key points

Review questions

References

22 Social, search and interactivity

Aims and learning objectives

Mini case: Inspired by Iceland

Introduction

Social media

Social networks

Viral marketing

Web logs

Microblogging

Podcasting

RSS

Interactive online communities

Search engine marketing

Search engine optimisation

Pay-per-click searches

Email marketing

Short message services (SMS)

Apps

Widgets

Affiliate marketing

Augmented reality

Key points

Review questions

References

23 Multichannel campaigns: media and tools

Aims and learning objectives

Mini case: The Salvation Army

Introduction

Interactivity

Multichannel marketing

Categorising customers

Online advertising

Banner ads

Microsites

Rich media ads

Online video

Online gaming

Online sales promotions

Online public relations

Online personal selling

Online direct marketing

Multi-channel campaigns

Key points

Review questions

References

24 Media planning: delivering the message

Aims and learning objectives

Mini case: Which?

Introduction

Media planning and the media mix

Media switching behaviour

Influential factors for media selection

Switching behaviour

Vehicle selection

Media planning concepts

Reach and coverage

Frequency

Gross rating point

Effective frequency

Recency planning

Media usage and attitudes

Efficiency

Planning, placing and measuring ads online

Media source effects

Vehicle atmosphere

Technical and reproduction characteristics of a vehicle

Audience/product characteristics

Scheduling

Key points

Review questions

References

25 Creativity

Aims and learning objectives

Mini case: Johnnie Walker – 'Keep Walking'

Introduction

What is creativity?

Creativity and attention

The importance of context

Creativity as a signal

The creative process

The creative code

Message framing

Storytelling

User-generated content (UGC)

Sourcing content

Key points

Review questions

References

26 Messages and appeals

Aims and learning objectives

Mini case: Lynx-Jet – fantasy appeals

Introduction

Message source

Establishing credibility

Credibility established by the initiator

Credibility established by a spokesperson

Sleeper effects

Structural elements in a message

Message balance

Conclusion drawing

One- and two-sided messages

Order of presentation

Message appeal

Information-based appeals

Emotions- and feelings-based appeals

Copycat messaging

Advertising tactics

Informational motives

Transformational motives

Key points

Review questions

References

Author index

Subject index