iv Preface x PART ONE UNDERSTAND INTEGRATED MARKETING COMMUNICATIONS CHAPTER Integrated - PDF document

v PARTARTICULATE THE MESSAGEObjectives for the IMC Plan92Objective Setting 94alue of Objectives 94ypes of Objectives 95Communication Objectives 100Defining Advertising Goals for Measured Results 100Characteristics of Objectives 101Assessment of DAGMAR 102Comprehensive Response Model Applications 103A New IMC Approach 105Setting IMC Objectives 106Options for Behavioural Objectives 107Options for Communication Objectives 110Decision Stages114Brand Positioning Decisions118Market Positioning Strategy 120Market Analysis 120Competitive Analysis 121Market Positioning Strategy Definition 121Market Position Definition 122Brand Positioning Strategy 123Brand Positioning Strategy Definition 123Brand Positioning Strategy via Brand Attitude 125Brand Positioning Strategy Options 127Options via Consumer and Competition 127Options via Consumer Motives 130Brand Positioning Strategy Decision Process 132Advertising Creativity 135Definition of Advertising Creativity 135Importance of Advertising Creativity 136Planning Creative Strategy 137Creative Challenge 137Creative Process 138Copy Platform 141Creative Strategy Decisions146Creative Theme 148Origin of Creative Theme 149Creative Consistency 152Canadian Creative Themes 156Message Appeals 159Rational Appeals160Emotional Appeals162Fear Appeals163Humour Appeals165Combined Rational and Emotional Appeals165Source Characteristics 169Source Credibility 170Source Attractiveness 172Source Power 177Creative Tactics Decisions180Creative Execution Style 182Straight Sell or Factual Message182Scientific/Technical Evidence183Demonstration183Comparison183estimonial183Slice of Life185Animation185Personality Symbol186Fantasy186Dramatization186Humour187Message Structure 187Order of Presentation 187Conclusion Drawing 188Message Sidedness 189erbal versus Visual Messages 189Design Elements for IMC Tools 191Creative Tactics for Print Advertising 191 vi Creative Tactics for Television 194Frameworks for Creative Tactics 199The FCB Planning Model 199The R&P Planning Model 201Evaluating Creative Designs 205Process of Evaluation 206Guidelines for Evaluation 206Promotional Program210The Measuring Advertising Effectiveness Debate 212Reasons for Measuring Advertising Effectiveness 212Decisions for Measuring Advertising Effectiveness 214What to Test 214When to Test 215Where to Test 217Methods of Measuring Advertising Effectiveness 217Concept Generation and Testing 218Rough Art, Copy, and Commercial Testing 220Pretesting of Finished Ads 222Market Testing of Ads 226Problems with Current Research Methods 233Essentials of Effective Testing 236PARTMedia Strategy, Tactics, and Budget Decisions240Media Planning 242Media Plan 242Media Planning Challenges 246Media Strategy Decisions 247The Media Mix 248rget Audience Coverage 251Geographic Coverage 252Reach versus Frequency 256Media Tactics Decisions 260Media Vehicle 260Budget Adjustments 262Blocking Chart 264Media Budget 265Theoretical Approaches in Budget Setting 266Managerial Approaches in Budget Setting 269Broadcast Media282Strengths of Television 284Limitations of Television 286Buying Television Advertising Time 289Network, Spot, Sponsorship 290ime Periods and Programs 295Specialty Television Advertising 295Measuring the TV Audience 298Radio 303Strengths of Radio 303Limitations of Radio 306Buying Radio Time 307ime Classifications 307Measuring the Radio Audience 308Print Media312Evaluation of Magazines 314Classifications of Magazines 314Strengths of Magazines 317Limitations of Magazines 322Buying Magazine Advertising Space 323Magazine Circulation and Readership 323Magazine Audience Measurement„PMB 324Magazine Advertising Rates 325 vii The Future for Magazines 326Evaluation of Newspapers 328ypes of Newspapers 328ypes of Newspaper Advertising 329Strengths of Newspapers 330Limitations of Newspapers 332Buying Newspaper Advertising Space 333Newspaper Circulation and Readership 333Newspaper Audience Measurement 335Newspaper Advertising Rates 337The Future for Newspapers 339Out-of-Home and Support Media342Outdoor Media 344Outdoor Media Options 344Audience Measurement for Outdoor Media 347Strengths of Outdoor Media 348Limitations of Outdoor Media 348ransit Media 349Commuter Transit Options 349Strengths of Transit Advertising 350Limitations of Transit Media 351Airline Transit Options 353Strengths of In-Flight Advertising 353Limitations of In-Flight Advertising 353Place-Based Media 354Place-Based Media Options 354Strengths of Place-Based Media 354Limitations of Place-Based Media 355Place-Based Media at the Movies 356Strengths of Movie Theatres as a Media 356Limitations of Movie Theatres as a Media 357Point-of-Purchase Media 357Strengths of Point-of-Purchase Media 358Limitations of Point-of-Purchase Media 358Promotional Products 359Strengths of Promotional Products 359Limitations of Promotional Products 361Promotional Products Marketing 361ellow Pages Media 362Strengths of Yellow Pages Media 362Limitations of Yellow Pages Media 362Product Placement 363Product Placement Decisions 363Strengths of Product Placement 364Limitations of Product Placement 365Audience Measurement for Product Placement 365PARTSales Promotion368Sales Promotion Planning 370Characteristics and Types of Sales Promotion 370Growth of Sales Promotion 372Sales Promotion versus Advertising 376Sales Promotion Plan 376Objectives of Consumer Sales Promotion 377Consumer Sales Promotion Strategy Decisions 378Consumer Sales Promotion Tactics Decisions 382Consumer Sales Promotion Strategy Options 383Contests and Sweepstakes 393Refunds and Rebates 395Bonus Packs 396Price-Off Deals 397Frequency Programs 397Event Marketing 398rade Sales Promotion 399Objectives of Trade Sales Promotion 399rade Sales Promotion Strategy Options 400IMC Issues Related to Sales Promotion Decisions 405Budget Allocation 406Creative Themes 407Media Support 407Strategic Role 408Measuring Sales Promotion Effectiveness 411Public Relations414Public Relations 416The Traditional Definition of PR 416The New Role of PR 416Publicity: One Effect of Public Relations 417 viii Strengths of Public Relations 418Limitations of Public Relations 419Public Relations Plan 420Situation Analysis 420Determine Relevant Target Audiences 421Behavioural Objectives 423Communication Objectives 423Public Relations Effectiveness 425Public Relations 426News Media Options 426Strengths of News Media 429Limitations of News Media 431Corporate Advertising 431Corporate Reputation 432Image Advertising 433Cause-Related Advertising 435Strengths of Corporate Advertising 440Limitations of Corporate Advertising 440Direct Marketing442Direct Marketing 444Defining Direct Marketing 444The Growth of Direct Marketing 444The Role of Direct Marketing in the IMC Program 446Direct-Marketing Program Plan 447Direct-Marketing Objectives 447Developing a Database 447Direct-Marketing Media Strategy 451Direct-Marketing Effectiveness 458Evaluation of Direct Marketing 458Strengths of Direct Marketing 458Limitations of Direct Marketing 459Internet and Interactive Media462Defining the Internet 464Internet Marketing 466Internet Marketing Communication 466Internet Participants 466Internet Communication 468ebsite Communication Objectives 468ebsite Strategy 471Internet and IMC 472Personal Selling on the Internet 474Public Relations on the Internet 474Direct Marketing on the Internet 475Measuring Internet Effectiveness 477Audience Measures 477Effects Measures479Sources of Measurement Data479Evaluation of Internet Marketing 480Strengths of Internet Marketing 480Limitations of Internet Marketing 482Additional Interactive Media 483 ix PARTOrganizing for Integrated Marketing Communications486Organizing for Advertising and Promotion in the Firm 488The Centralized System 488The Decentralized System 490Advertising Agencies 492Advertising Agency Decision 492Full-Service Advertising Agencies 495Other Types of Agencies and Services 498Agency Compensation 499Commissions from Media 499Other Compensation Systems 502Evaluation of Agencies 503Reasons for Agencies Losing Clients 505Specialized Services 506Sales Promotion Agencies 506Public Relations Firms 507Direct-Response Agencies 507Interactive Agencies 507Integrated Marketing Communications Services 508Pros and Cons of Integrated Services 508Responsibility for IMC: Agency versus Client 509Agency…Client Relationships with IMC 510Regulatory, Ethical, and Social Issues for IntegratedMarketing Communications514Advertising Regulation in Canada 517elecommunications Commission (CRTC) 517Regulation of Tobacco Advertising 518Quebec Regulations on Advertising to Children 519Advertising Standards Council (ASC) 519Ethical Effects of Advertising 524Advertising as Untruthful or Deceptive 525Advertising as Offensive or in Bad Taste 526Advertising and Children 529Social Effects of Advertising 530Advertising Encourages Materialism 531Dont Need 532Advertising and Stereotyping 534Advertising and the Media 536Summarizing Social Effects 538Economic Effects of Advertising 538Effects on Consumer Choice 539Effects on Competition 539Effects on Product Costs and Prices 540Summarizing Economic Effects 541www.mcgrawhill.ca/college/belchEndnotes546Credits and Acknowledgments560Name and Company Index563Subject Index568 iv PrefacexPARTUNDERSTAND INTEGRATED MARKETING COMMUNICATIONSIntegrated Marketing Communications2Marketing Communications 4Sales Promotion 8Public Relations 8Direct Marketing 9Internet Marketing 10Personal Selling 11Participants in the Promotional Process 11Integrated Marketing Communications 12The Evolution of IMC 13Reasons for the Growth of IMC 14Importance of IMC16A Broader View of IMC 19Planning for Integrated Marketing Communications 23Review the Marketing Plan 24Assess the Marketing Communications Situation 25Determine IMC Plan Objectives 29Develop IMC Programs 29Implement and Control the IMC Plan 30Perspective and Organization of This Text 30PARTConsumer Behaviour and Target Audience Decisions34 Contents