Advertising and Promotion : An Integrated Marketing Communications Perspective

by Belch, George E.; Belch, Michael A. (COL)

Edition: 8th

ISBN13: 9780073381091

ISBN10: 0073381098

Format: Hardcover

Pub. Date: 2008-07-01

Publisher(s): McGraw-Hill/Irwin

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Summary

Belch/Belch 8th editioncontinues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Introduction to Integrated Marketing Communications	p. 2
An Introduction to Integrated Marketing Communications	p. 2
The Growth of Advertising and Promotion	p. 6
What Is Marketing?	p. 8
Marketing Focuses on Relationships and Value	p. 8
The Marketing Mix	p. 10
Integrated Marketing Communications	p. 10
The Evolution of IMC	p. 10
A Contemporary Perspective of IMC	p. 12
Reasons for the Growing Importance of IMC	p. 12
The Role of IMC in Branding	p. 16
The Promotional Mix: The Tools for IMC	p. 18
Advertising	p. 18
Direct Marketing	p. 20
Interactive/Internet Marketing	p. 22
Sales Promotion	p. 23
Publicity/Public Relations	p. 24
Personal Selling	p. 25
IMC Involves Audience Contacts	p. 26
The IMC Planning Process	p. 26
Review of the Marketing Plan	p. 28
Promotional Program Situation Analysis	p. 29
Analysis of the Communications Process	p. 33
Budget Determination	p. 33
Developing the Integrated Marketing Communications Program	p. 34
Monitoring, Evaluation, and Control	p. 34
Perspective and Organization of This Text	p. 35
The Role of IMC in the Marketing Process	p. 38
Marketing Strategy and Analysis	p. 42
Opportunity Analysis	p. 42
Competitive Analysis	p. 43
Target Market Selection	p. 45
The Target Marketing Process	p. 46
Identifying Marketings	p. 46
Market Segmentation	p. 47
Selecting a Target Market	p. 55
Market Positioning	p. 56
Developing the Marketing Planning Program	p. 61
Product Decisions	p. 61
Price Decisions	p. 64
Distribution Channel Decisions	p. 65
Developing Promotional Strategies: Push or Pull?	p. 66
The Role of Advertising and Promotion	p. 67
Integrated Marketing Program Situation Analysis	p. 70
Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations	p. 70
Participants in the Integrated Marketing Communications Process: An Overview	p. 73
Organizing for Advertising and Promotion in the Firm: The Client's Role	p. 74
The Centralized System	p. 75
The Decentralized System	p. 76
In-House Agencies	p. 79
Advertising Agencies	p. 81
The Ad Agency's Role	p. 83
Types of Ad Agencies	p. 84
Other Types of Agencies and Services	p. 89
Agency Compensation	p. 91
Commissions from Media	p. 91
Fee, Cost, and Incentive-Based Systems	p. 92
Percentage Charges	p. 93
The Future of Agency Compensation	p. 93
Evaluating Agencies	p. 94
Gaining and Losing Clients	p. 94
Specialized Services	p. 101
Direct-Marketing Agencies	p. 101
Sales Promotion Agencies	p. 102
Public Relations Firms	p. 102
Interactive Agencies	p. 103
Collateral Services	p. 104
Marketing Research Companies	p. 104
Integrated Marketing Communications Services	p. 104
Pros and Cons of Integrated Services	p. 104
Responsibility for IMC: Agency versus Client	p. 105
Perspectives on Consumer Behavior	p. 108
An Overview of Consumer Behavior	p. 111
The Consumer Decision-Making Process	p. 113
Problem Recognition	p. 113
Examining Consumer Motivations	p. 115
Information Search	p. 118
Perception	p. 119
Alternative Evaluation	p. 122
Attitudes	p. 125
Integration Processes and Decision Rules	p. 126
Purchase Decision	p. 127
Postpurchase Evaluation	p. 127
Variations in Consumer Decision Making	p. 129
The Consumer Learning Process	p. 130
Behavioral Learning Theory	p. 130
Cognitive Learning Theory	p. 133
Environmental Influences on Consumer Behavior	p. 134
Culture	p. 134
Subcultures	p. 134
Reference Groups	p. 135
Situational Determinants	p. 137
Alternative Approaches to Consumer Behavior	p. 137
New Methodologies	p. 137
New Insights	p. 139
Analyzing the Communication Process	p. 142
The Communication Process	p. 142
The Nature of Communication	p. 145
A Basic Model of Communication	p. 146
Source Encoding	p. 146
Message	p. 148
Channel	p. 149
Receiver/Decoding	p. 152
Noise	p. 152
Response/Feedback	p. 154
Analyzing the Receiver	p. 154
Identifying the Target Audience	p. 154
The Response Process	p. 156
Traditional Response Hierarchy Models	p. 156
Alternative Response Hierarchies	p. 159
Implications of the Alternative Response Models	p. 163
The FCB Planning Model	p. 164
Cognitive Processing of Communications	p. 165
The Cognitive Response Approach	p. 165
The Elaboration Likelihood Model	p. 167
Summarizing the Response Process and the Effects of Advertising	p. 170
Source, Message, and Channel Factors	p. 174
Promotional Planning through the Persuasion Matrix	p. 177
Source Factors	p. 178
Source Credibility	p. 178
Source Attractiveness	p. 182
Choosing a Celebrity Endorser	p. 189
Source Power	p. 191
Message Factors	p. 192
Message Structure	p. 192
Message Appeals	p. 195
Channel Factors	p. 201
Personal versus Nonpersonal Channels	p. 201
Effects of Alternative Mass Media	p. 201
Effects of Context and Environment	p. 201
Clutter	p. 202
Objectives and Budgeting for Integrated Marketing Communications Programs	p. 206
Establishing Objectives and Budgeting for the Promotional Program	p. 206
The Value of Objectives	p. 209
Communications	p. 210
Planning and Decision Making	p. 210
Measurement and Evaluation of Results	p. 210
Determining Integrated Marketing Communications Objectives	p. 210
Marketing versus Communications Objectives	p. 210
Sales versus Communications Objectives	p. 211
Sales-Oriented Objectives	p. 211
Communications Objectives	p. 215
Dagmar: An Approach to Setting Objectives	p. 220
Characteristics of Objectives	p. 220
Assessment of Dagmar	p. 222
Problems in Setting Objectives	p. 223
Improving Promotional Planners' Use of Objectives	p. 223
Setting Objectives for the IMC Program	p. 224
Establishing and Allocating the Promotional Budget	p. 226
Establishing the Budget	p. 226
Budgeting Approaches	p. 230
Allocating the Budget	p. 242
Developing the Integrated Marketing Communications Program	p. 248
Creative Strategy: Planning and Development	p. 248
The Importance of Creativity in Advertising	p. 252
Advertising Creativity	p. 254
What Is Creativity?	p. 254
Different Perspectives on Advertising Creativity	p. 254
Planning Creative Strategy	p. 258
The Creative Challenge	p. 258
Taking Creative Risks	p. 258
The Perpetual Debate: Creative versus Hard-Sell Advertising	p. 259
Creative Personnel	p. 260
The Creative Process	p. 260
Account Planning	p. 261
Inputs to the Creative Process: Preparation, Incubation, Illumination	p. 262
Inputs to the Creative Process: Verification, Revision	p. 267
Creative Strategy Development	p. 268
Advertising Campaigns	p. 268
Copy Platform	p. 268
The Search for the Major Selling Idea	p. 270
Contemporary Approaches to the Big Idea	p. 276
Creative Strategy: Implementation and Evaluation	p. 280
Appeals and Execution Styles	p. 283
Advertising Appeals	p. 283
Advertising Execution	p. 290
Creative Tactics	p. 299
Creative Tactics for Print Advertising	p. 299
Creative Tactics for Television	p. 302
Client Evaluation and Approval of Creative Work	p. 307
Guidelines for Evaluating Creative Output	p. 308
Media Planning and Strategy	p. 314
An Overview of Media Planning	p. 316
Some Basic Terms and Concepts	p. 317
The Media Plan	p. 319
Problems in Media Planning	p. 319
Developing the Media Plan	p. 321
Market Analysis and Target Market Identification	p. 321
To Whom Shall We Advertise?	p. 323
What Internal and External Factors Are Operating?	p. 325
Where to Promote?	p. 326
Establishing Media Objectives	p. 328
Developing and Implementing Media Strategies	p. 329
The Media Mix	p. 329
Target Market Coverage	p. 329
Geographic Coverage	p. 330
Scheduling	p. 330
Reach versus Frequency	p. 332
Creative Aspects and Mood	p. 337
Flexibility	p. 339
Budget Considerations	p. 339
Evaluation and Follow-Up	p. 342
Characteristics of Media	p. 342
Sources of Media Information	p. 346
Evaluation of Broadcast Media	p. 348
Television	p. 351
Advantages of Television	p. 351
Limitations of Television	p. 354
Buying Television Time	p. 358
Network versus Spot	p. 358
Methods of Buying Time	p. 363
Selecting Time Periods and Programs	p. 364
Cable Television	p. 365
Measuring the TV Audience	p. 371
Radio	p. 375
Advantages of Radio	p. 376
Limitations of Radio	p. 379
Buying Radio Time	p. 381
Time Classifications	p. 382
Audience Information	p. 383
Evaluation of Print Media	p. 388
The Role of Magazines and Newspapers	p. 391
Magazines	p. 391
Classifications of Magazines	p. 392
Advantages of Magazines	p. 393
Disadvantages of Magazines	p. 400
Magazine Circulation and Readership	p. 402
Audience Information and Research for Magazines	p. 404
Purchasing Magazine Advertising Space	p. 405
The Future for Magazines	p. 406
Newspapers	p. 409
Types of Newspapers	p. 409
Types of Newspapers Advertising	p. 412
Advantages of Newspapers	p. 413
Limitations of Newspapers	p. 414
The Newspaper Audience	p. 415
Purchasing Newspaper Space	p. 417
Newspaper Rates	p. 418
The Future for Newspapers	p. 418
Online Delivery	p. 421
Support Media	p. 424
The Scope of the Support Media Industry	p. 427
Traditional Support Media	p. 427
Outdoor Advertising	p. 427
Alternative Out-of-Home Media	p. 429
In-Store Media	p. 431
Miscellaneous Outdoor Media	p. 432
Transit Advertising	p. 432
Measurement in Out-of-Home Media	p. 436
Promotional Products Marketing	p. 436
Advantages and Disadvantages of Promotional Products Marketing	p. 437
Measurement in Promotional Products Marketing	p. 439
Yellow Pages Advertising	p. 439
Other Traditional Support Media	p. 441
Advertising in Movie Theaters	p. 441
In-Flight Advertising	p. 443
Nontraditional Support Media	p. 445
Branded Entertainment	p. 445
Guerrilla marketing	p. 449
Miscellaneous Other Media	p. 449
Direct Marketing	p. 456
Direct Marketing	p. 458
Defining Direct Marketing	p. 458
The Growth of Direct Marketing	p. 460
The Role of Direct Marketing in the IMC Program	p. 460
Direct-Marketing Objectives	p. 462
Developing a Database	p. 462
Direct-Marketing Strategies and Media	p. 466
Direct Selling	p. 473
Evaluating the Effectiveness of Direct Marketing	p. 475
Advantages and Disadvantages of Direct Marketing	p. 475
The Internet and Interactive Media	p. 480
A Brief History of the Internet	p. 483
Why the Rapid Adoption of the Internet?	p. 483
Web Objectives	p. 484
Developing and Maintaining a Web Site	p. 485
Communications Objectives	p. 486
E-Commerce	p. 488
The Internet and Integrated Marketing Communications	p. 488
Advertising on the Internet	p. 490
Sales Promotion on the Internet	p. 494
Personal Selling on the Internet	p. 495
Public Relations on the Internet	p. 495
Direct Marketing on the Internet	p. 496
Measuring Effectiveness of the Internet	p. 498
Audience Measures and Measures of Effectiveness	p. 498
Sources of Measurement Data	p. 500
Advantages and Disadvantages of the Internet	p. 500
Additional Interactive Media	p. 503
Wireless	p. 504
Sales Promotion	p. 506
The Scope and Role of Sales Promotion	p. 509
The Growth of Sales Promotion	p. 510
Reasons for the Increase in Sales Promotion	p. 511
Concerns about the Increased Role of Sales Promotion	p. 516
Consumer Franchise-Building versus Nonfranchise-Building Promotions	p. 517
Consumer-Oriented Sales Promotion	p. 518
Objectives of Consumer-Oriented Sales Promotion	p. 518
Consumer-Oriented Sales Promotion Techniques	p. 522
Sampling	p. 522
Couponing	p. 524
Premiums	p. 530
Contests and Sweepstakes	p. 532
Refunds and Rebates	p. 533
Bonus Packs	p. 535
Price-Off Deals	p. 535
Loyalty Programs	p. 537
Event Marketing	p. 538
Summary of Consumer-Oriented Promotions and Marketer Objectives	p. 539
Trade-Oriented Sales Promotion Objectives of Trade-Oriented Sales Promotion	p. 540
Types of Trade-Oriented Promotions	p. 542
Coordinating Sales Promotions with Advertising and Other IMC Tools	p. 549
Budget Allocation	p. 549
Coordination of Ad and Promotion Themes	p. 549
Media Support and Timing	p. 550
Sales Promotion Abuse	p. 551
Public Relations, Publicity, and Corporate Advertising	p. 556
Public Relations	p. 559
The Traditional Definition of PR	p. 559
The New Role of PR	p. 560
Integrating PR into the Promotional Mix	p. 561
Marketing Public Relations Functions	p. 561
The Process of Public Relations	p. 564
Determining and Evaluating Public Attitudes	p. 564
Establishing a PR Plan	p. 565
Developing and Executing the PR Program	p. 566
Advantages and Disadvantages of PR	p. 571
Measuring the Effectiveness of PR	p. 573
Publicity	p. 574
The Power of Publicity	p. 575
The Control and Dissemination of Publicity	p. 575
Advantages and Disadvantages of Publicity	p. 577
Measuring the Effectiveness of Publicity	p. 577
Corporate Advertising	p. 577
Objectives of Corporate Advertising	p. 579
Types of Corporate Advertising	p. 579
Advantages and Disadvantages of Corporate Advertising	p. 586
Measuring the Effectiveness of Corporate Advertising	p. 586
Personal Selling	p. 590
The Scope of Personal Selling	p. 592
The Role of Personal Selling in the IMC Program	p. 593
Determining the Role of Personal Selling	p. 593
The Nature of Personal Selling	p. 594
Advantages and Disadvantages of Personal Selling	p. 600
Combining Personal Selling with Other Promotional Tools	p. 602
Combining Personal Selling and Advertising	p. 602
Combining Personal Selling and Public Relations	p. 603
Combining Personal Selling and Direct Marketing	p. 604
Combining Personal Selling and Sales Promotion	p. 605
Combining Personal Selling with the Internet	p. 605
Evaluating the Personal Selling Effort	p. 607
Criteria for Evaluating Personal Selling	p. 607
Monitoring, Evaluation, and Control	p. 612
Measuring the Effectiveness of the Promotional Program	p. 612
Arguments For and Against Measuring Effectiveness	p. 615
Reasons to Measure Effectiveness	p. 615
Reasons Not to Measure Effectiveness	p. 617
Conducting Research to Measure Advertising Effectiveness	p. 619
What to Test	p. 619
When to Test	p. 620
Where to Test	p. 622
How to Test	p. 622
The Testing Process	p. 623
Concept Generation and Testing	p. 623
Rough Art, Copy, and Commercial Testing	p. 624
Pretesting of Finished Ads	p. 627
Market Testing of Ads	p. 632
Establishing a Program for Measuring Advertising Effects	p. 640
Problems with Current Research Methods	p. 640
Essentials of Effective Testing	p. 641
Measuring the Effectiveness of Other Program Elements	p. 641
Measuring the Effectiveness of Sales Promotions	p. 641
Measuring the Effectiveness of Nontraditional Media	p. 643
Measuring the Effectiveness of Sponsorships	p. 643
Measuring the Effectiveness of Other IMC Program Elements	p. 644
Special Topics and Perspectives	p. 650
International Advertising and Promotion	p. 650
The Importance of International Markets	p. 653
The Role of International Advertising and Promotion	p. 655
The International Environment	p. 656
The Economic Environment	p. 656
The Demographic Environment	p. 657
The Cultural Environment	p. 659
The Political/Legal Environment	p. 663
Global versus Localized Advertising	p. 664
Advantages of Global Marketing and Advertising	p. 665
Problems with Global Advertising	p. 665
When Is Globalization Appropriate?	p. 667
Global Products, Local Messages	p. 670
Decision Areas in International Advertising	p. 672
Organizing for International Advertising	p. 672
Agency Selection	p. 673
Advertising Research	p. 675
Creative Decisions	p. 677
Media Selection	p. 678
The Roles of Other Promotional Mix Elements in International Marketing	p. 681
Sales Promotion	p. 681
Personal Selling	p. 684
Public Relations	p. 685
The Internet	p. 686
Regulation of Advertising and Promotion	p. 690
Self-Regulation	p. 694
Self-Regulation by Advertisers and Agencies	p. 694
Self-Regulation by Trade Associations	p. 694
Self-Regulation by Businesses	p. 697
The National Advertising Review Council and the NAD/NARB	p. 697
Self-Regulation by Media	p. 700
Appraising Self-Regulation	p. 704
Federal Regulation of Advertising	p. 704
Advertising and the First Amendment	p. 705
Background on Federal Regulation of Advertising	p. 705
The Federal Trade Commission	p. 707
The Concept of Unfairness	p. 708
Deceptive Advertising	p. 708
The FTC's Handling of Deceptive Advertising Cases	p. 713
Current Status of Federal Regulation by the FTC	p. 716
Additional Federal Regulatory Agencies	p. 717
The Lanham Act	p. 722
State Regulation	p. 723
Regulation of Other Promotional Areas	p. 724
Sales Promotion	p. 724
Marketing on the Internet	p. 728
Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion	p. 734
Advertising and Promotion Ethics	p. 738
Social and Ethical Criticisms of Advertising	p. 740
Advertising as Untruthful or Deceptive	p. 740
Advertising as Offensive or in Bad Taste	p. 741
Advertising and Children	p. 745
Social and Cultural Consequences	p. 749
Summarizing Social Effects	p. 759
Economic Effects of Advertising	p. 760
Effects on Consumer Choice	p. 760
Effects on Competition	p. 762
Effects on Product Costs and Prices	p. 763
Summarizing Economic Effects	p. 764
Glossary of Advertising and Promotion Terms	p. 769
Endnotes	p. 783
Credits and Acknowledgments	p. 814
Name and Company Index	p. 817
Subject Index	p. 828
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