Bí kíp Quảng cáo và PR

TẤT TẦN TẬT VỀ NGHỆ THUẬT QUẢNG CÁO VÀ TIẾP THỊ. Đã bao giờ bạn tự hỏi vì sao các chiến dịch quảng cáo của Coca Cola hay Nike lại thành công đến như vậy ? Vì sao nhiều người người lại biết tới các sản phẩm đó đến như vậy ? Thực tế là các Marketers ở đó đã vận dụng rất nhuần nhuyễn và sáng tạo các công thức Quảng cáo và PR vốn chúng ta đã được học trên trường lớp. Vấn đề đó là vận dụng sao cho hiệu quả Cuốn sách Adverting and Promotion của nhà xuất bản McHill sẽ giúp bạn học tập và tiếp thu những tinh hoa của nghệ thuật Marketing: Quảng cáo và tiếp thị. Ở đây bạn sẽ không chỉ học về những định nghĩa, công thức mà còn được trải nghiệm những chiến dịch quảng cáo từ thành công đến thất bại của các công ty nổi tiếng trên thế giới. Cuốn sách là tài liệu nguyên gốc hoàn toàn bằng tiếng Anh. Sau khi có cuốn sách này, chắc chắn rằng không sớm thì muốn bạn sẽ trở thành một Marketers tài năng

Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion These changes are being driven by advances in technology and developments that have led to the rapid growth of communications through interactive media, particularly the Internet For decades the advertising business was dominated by large, full-service Madison Avenue–type agencies The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and some sales promotion support such as coupons or premium offers However, in today’s world there are a myriad of media outlets—print, radio, cable and satellite TV, and the Internet—competing for consumers’ attention Marketers are looking beyond the traditional media to find new and better ways to communicate with their customers They no longer accept on faith the value of conventional advertising placed in traditional media The large agencies are recognizing that they must change if they hope to survive in the 21st century Keith Reinhard, chairman and CEO of DDB Worldwide, notes that the large agencies “have vi finally begun to acknowledge that this isn’t a recession we’re in, and that we’re not going back to the good old days.” In addition to redefining the role and nature of their advertising agencies, marketers are changing the way they communicate with consumers They know they are operating in an environment where advertising messages are everywhere, consumers channel-surf past most commercials, and brands promoted in traditional ways often fail New-age advertisers are redefining the notion of what an ad is and where it runs Stealth messages are being woven into the culture and embedded into movies and TV shows or made into their own form of entertainment Many experts argue that “branded content” is the wave of the future, and there is a growing movement to reinvent advertising and other forms of marketing communication to be more akin to entertainment Companies such as BMW, Levi Straus & Co., Nike, and Skyy Spirits are among the marketers using “advertainment” as a way of reaching consumers: They create short films or commercials that are shown on their websites Marketers are also changing the ways they allocate their promotional dollars Spending on sales promotion activities targeted at both consumers and the trade has surpassed advertising media expenditures for years and continues to rise In his book The End of Marketing as We Know It, Sergio Zyman, the former head of marketing for Coca-Cola, declares traditional marketing is “not dying, but dead.” He argues that advertising in general is overrated as part of the marketing mix and notes that all elements of the marketing mix communicate, such as brand names, packaging, pricing, and the way a product is distributed The information revolution is exposing consumers to all types of communications, and marketers need to better understand this process A number of factors are impacting the way marketers communicate with consumers The audiences that marketers seek, along with the media and methods for reaching them, have become increasingly fragmented Advertising and promotional efforts have become more regionalized and targeted to specific audiences Retailers have become larger and more powerful, forcing marketers to shift money from advertising budgets to sales promotion Marketers expect their promotional dollars to generate immediate sales and are demanding more accountability from their agencies The Internet revolution is well under way and the online audience is growing rapidly, not only in the United States and Western Europe but in many other countries as well Many companies are coordinating all their communications efforts so that they can send cohesive messages to their customers Some companies are building brands with little or no use of traditional media advertising Many Belch: Advertising and Promotion, Sixth Edition Front Matter Preface advertising agencies have acquired, started, or become affiliated with sales promotion, direct-marketing, interactive agencies, and public relations companies to better serve their clients’ marketing communications needs Their clients have become “media-neutral” and are asking that they consider whatever form of marketing communication works best to target market segments and build long-term reputations and short-term sales This text will introduce students to this fast-changing field of advertising and promotion While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising The changes discussed above are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions To understand the role of advertising and promotion in today’s business world, one must recognize how a firm can use all the promotional tools to communicate with its customers To the Student: Preparing You for the New World of Advertising and Promotion Some of you are taking this course to learn more about this fascinating field; many of you hope to work in advertising or some other promotional area The changes in the industry have profound implications for the way today’s student is trained and educated You will not be working for the same kind of communication agencies that existed or 10 years ago If you work on the client side of the business, you will find that the way they approach advertising and promotion is changing dramatically Today’s student is expected to understand all the major marketing communication functions: advertising, direct marketing, the Internet, interactive media, sales promotion, public relations, and personal selling You will also be expected to know how to research and evaluate a company’s marketing and promotional situation and how to use these various functions in developing effective communication strategies and programs This book will help prepare you for these challenges As professors we were, of course, once students ourselves In many ways we are perpetual students in that we are constantly striving to learn about and explain how advertising and promotion work We share many of your interests and concerns and are often excited (and bored) by the same things Having taught in the advertising and promotion area for a combined 50-plus years, we have developed an understanding of what makes a book in this field interesting to students In writing this book, we have tried to remember how we felt about the various texts we used throughout the years and to incorporate the good things and minimize those we felt were of little © The McGraw−Hill Companies, 2003 use We have tried not to overburden you with definitions, although we call out those that are especially important to your understanding of the material We also remember that as students we were not really excited about theory But to fully understand how integrated marketing communications works, it is necessary to establish some theoretical basis The more you understand about how things are supposed to work, the easier it will be for you to understand why they or not turn out as planned Perhaps the question students ask most often is, “How I use this in the real world?” In response, we provide numerous examples of how the various theories and concepts in the text can be used in practice A particular strength of this text is the integration of theory with practical application Nearly every day an example of advertising and promotion in practice is reported in the media We have used many sources, such as Advertising Age, Adweek, Brandweek, The Wall Street Journal, BusinessWeek, Fortune, Forbes, Sales & Marketing Management, Business 2.0, eMarketer, The Internet Advertising Report, Promo, and many others, to find practical examples that are integrated throughout the text We have spoken with hundreds of people about the strategies and rationale behind the ads and other types of promotions we use as examples Each chapter begins with a vignette that presents an example of an advertising or promotional campaign or other interesting insights Every chapter also contains several IMC Perspectives that present in-depth discussions of particular issues related to the chapter material and show how companies are using integrated marketing communications Global Perspectives are presented throughout the text in recognition of the increasing importance of international marketing and the challenges of advertising and promotion and the role they play in the marketing programs of multinational marketers Ethical Perspectives focus attention on important social issues and show how advertisers must take ethical considerations into account when planning and implementing advertising and promotional programs Diversity Perspectives discuss the opportunities, as well as the challenges, associated with marketers’ efforts to reach culturally and ethnically diverse target markets There are also a number of Career Profiles, which highlight successful individuals working in various areas of the field of advertising and promotion Each chapter features beautiful four-color illustrations showing examples from many of the most current and best-integrated marketing communication campaigns being used around the world We have included more than 350 advertisements and examples of numerous other types of promotion, all of which were carefully chosen to illustrate a particular idea, theory, or practical application Please take time to read the opening vignettes to each chapter, the IMC, Global, Ethical, and Diversity Perspectives, and the Career Profiles and study the diverse ads and illustrations We think they will stimulate vii Belch: Advertising and Promotion, Sixth Edition Front Matter Preface your interest and relate to your daily life as a consumer and a target of advertising and promotion To the Instructor: A Text That Reflects the Changes in the World of Advertising and Promotion Our major goal in writing the sixth edition of Advertising and Promotion was to continue to provide you with the most comprehensive and current text on the market for teaching advertising and promotion from an IMC perspective This sixth edition focuses on the many changes that are occurring in areas of marketing communications and how they influence advertising and promotional strategies and tactics We have done this by continuing with the integrated marketing communications perspective we introduced in the second edition More and more companies are approaching advertising and promotion from an IMC perspective, coordinating the various promotional mix elements with other marketing activities that communicate with a firm’s customers Many advertising agencies are also developing expertise in direct marketing, sales promotion, event sponsorship, the Internet, and other areas so that they can meet all their clients’ integrated marketing communication needs— and, of course, survive The text is built around an integrated marketing communications planning model and recognizes the importance of coordinating all of the promotional mix elements to develop an effective communications program Although media advertising is often the most visible part of a firm’s promotional program, attention must also be given to direct marketing, sales promotion, public relations, interactive media, and personal selling This text integrates theory with planning, management, and strategy To effectively plan, implement, and evaluate IMC programs, one must understand the overall marketing process, consumer behavior, and communications theory We draw from the extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies While this is an introductory text, we treat each topic in some depth We believe the marketing and advertising student of today needs a text that provides more than just an introduction to terms and topics The book is positioned primarily for the introductory advertising, marketing communications, or promotions course as taught in the business/marketing curriculum It can also be used in journalism/communications courses that take an integrated marketing communications perspective Many schools also use the text at the graduate level In addition to its thorough coverage of advertising, this text has chapters on sales promotion, direct marketing and marketing on the Internet, personal selling, and pubviii © The McGraw−Hill Companies, 2003 licity/public relations These chapters stress the integration of advertising with other promotional mix elements and the need to understand their role in the overall marketing program Organization of This Text This book is divided into seven major parts In Part One we examine the role of advertising and promotion in marketing and introduce the concept of integrated marketing communications Chapter provides an overview of advertising and promotion and its role in modern marketing The concept of IMC and the factors that have led to its growth are discussed Each of the promotional mix elements is defined, and an IMC planning model shows the various steps in the promotional planning process This model provides a framework for developing the integrated marketing communications program and is followed throughout the text Chapter examines the role of advertising and promotion in the overall marketing program, with attention to the various elements of the marketing mix and how they interact with advertising and promotional strategy We have also included coverage of market segmentation and positioning in this chapter so that students can understand how these concepts fit into the overall marketing programs as well as their role in the development of an advertising and promotional program In Part Two we cover the promotional program situation analysis Chapter describes how firms organize for advertising and promotion and examines the role of ad agencies and other firms that provide marketing and promotional services We discuss how ad agencies are selected, evaluated, and compensated as well as the changes occurring in the agency business Attention is also given to other types of marketing communication organizations such as direct marketing, sales promotion, and interactive agencies as well as public relations firms We also consider whether responsibility for integrating the various communication functions lies with the client or the agency Chapter covers the stages of the consumer decision-making process and both the internal psychological factors and the external factors that influence consumer behavior The focus of this chapter is on how advertisers can use an understanding of buyer behavior to develop effective advertising and other forms of promotion Part Three analyzes the communications process Chapter examines various communication theories and models of how consumers respond to advertising messages and other forms of marketing communications Chapter provides a detailed discussion of source, message, and channel factors In Part Four we consider how firms develop goals and objectives for their integrated marketing communications programs and determine how much money to spend trying to achieve them Chapter stresses the importance of knowing what to expect from advertising and promotion, Belch: Advertising and Promotion, Sixth Edition Front Matter Preface the differences between advertising and communication objectives, characteristics of good objectives, and problems in setting objectives We have also integrated the discussion of various methods for determining and allocating the promotional budget into this chapter These first four sections of the text provide students with a solid background in the areas of marketing, consumer behavior, communications, planning, objective setting, and budgeting This background lays the foundation for the next section, where we discuss the development of the integrated marketing communications program Part Five examines the various promotional mix elements that form the basis of the integrated marketing communications program Chapter discusses the planning and development of the creative strategy and advertising campaign and examines the creative process In Chapter we turn our attention to ways to execute the creative strategy and some criteria for evaluating creative work Chapters 10 through 13 cover media strategy and planning and the various advertising media Chapter 10 introduces the key principles of media planning and strategy and examines how a media plan is developed Chapter 11 discusses the advantages and disadvantages of the broadcast media (TV and radio) as well as issues regarding the purchase of radio and TV time and audience measurement Chapter 12 considers the same issues for the print media (magazines and newspapers) Chapter 13 examines the role of support media such as outdoor and transit advertising and some of the many new media alternatives In Chapters 14 through 17 we continue the IMC emphasis by examining other promotional tools that are used in the integrated marketing communications process Chapter 14 looks at the rapidly growing areas of direct marketing This chapter examines database marketing and the way by which companies communicate directly with target customers through various media Chapter 15 provides a detailed discussion of interactive media and marketing on the Internet and how companies are using the World Wide Web as a medium for communicating with customers We discuss how this medium is being used for a variety of marketing activities including advertising, sales promotion and even the selling of products and services Chapter 16 examines the area of sales promotion including both consumer-oriented promotions and programs targeted to the trade (retailers, wholesalers and other middlemen) Chapter 17 covers the role of publicity and public relations in IMC as well as corporate advertising Basic issues regarding personal selling and its role in promotional strategy are presented in Chapter 18 Part Six of the text consists of Chapter 19, where we discuss ways to measure the effectiveness of various elements of the integrated marketing communications program, including methods for pretesting and posttesting advertising messages and campaigns In Part Seven we turn our attention to special markets, topics, and perspectives that are becoming increasingly important in contemporary marketing In Chapter 20 we examine the © The McGraw−Hill Companies, 2003 global marketplace and the role of advertising and other promotional mix variables such as sales promotion, public relations, and the Internet in international marketing The text concludes with a discussion of the regulatory, social, and economic environments in which advertising and promotion operate Chapter 21 examines industry self-regulation and regulation of advertising by governmental agencies such as the Federal Trade Commission, as well as rules and regulations governing sales promotion, direct marketing, and marketing on the Internet Because advertising’s role in society is constantly changing, our discussion would not be complete without a look at the criticisms frequently levied, so in Chapter 22 we consider the social, ethical, and economic aspects of advertising and promotion Chapter Features The following features in each chapter enhance students’ understanding of the material as well as their reading enjoyment Chapter Objectives Objectives are provided at the beginning of each chapter to identify the major areas and points covered in the chapter and guide the learning effort Chapter Opening Vignettes Each chapter begins with a vignette that shows the effective use of integrated marketing communications by a company or ad agency or discusses an interesting issue that is relevant to the chapter These opening vignettes are designed to draw the students into the chapter by presenting an interesting example, development, or issue that relates to the material covered in the chapter Some of the companies, brands, and organizations profiled in the opening vignettes include the U.S Army, BMW, Samsung, TiVo, Red Bull, Nike, Skyy Spirits, and Rolling Stone magazine In addition, some of the chapter openers discuss current topics and issues such as branding, convergence, the role of advertising versus public relations, and the controversy over the advertising of hard liquor on network television IMC Perspectives These boxed items feature in-depth discussions of interesting issues related to the chapter material and the practical application of integrated marketing communications Each chapter contains several of these insights into the world of integrated marketing communications Some of the companies/brands whose IMC programs are discussed in these perspectives include Jet Blue, Dell Computer, Jupiter Media Matrix, BMW Mini-Cooper, Intel, USA Today, PT-Cruiser, and Dunkin’ Donuts Issues such as the use of music to enhance the effectiveness of commercials, the value of stadium naming rights, ix Belch: Advertising and Promotion, Sixth Edition Front Matter Preface public relations blunders, and problems that companies have encountered when using contests and sweepstakes are also discussed in the IMC Perspectives Global Perspectives These boxed sidebars provide information similar to that in the IMC Perspectives, with a focus on international aspects of advertising and promotion Some of the companies/brands whose international advertising programs are covered in the Global Perspectives include MTV, Microsoft, Sony, McDonald’s, and Nike Topics such as the Cannes international advertising awards, celebrities who appear in commercials in Japan while protecting their image in the United States, advertising in China, and the challenges of communicating with consumers in Third World countries are also discussed Ethical Perspectives These boxed items discuss the moral and/or ethical issues regarding practices engaged in by marketers and are also tied to the material presented in the particular chapter Issues covered in the Ethical Perspectives include subliminal advertising, the battle between television networks and advertisers over tasteful advertising, and controversies arising from the increase in direct-toconsumer advertising of prescription drugs and the commercialization of schools Diversity Perspectives These boxed items discuss topics related to the opportunities and challenges facing companies as they develop integrated marketing communications programs for markets that are becoming more ethnically diverse The Diversity Perspectives include the rapid growth of the Hispanic market and issues involved in communicating with this important segment, the emergence of Spanishlanguage television stations in the United States, and the use of sales promotion to target the African-American market Career Profiles Also included are Career Profiles of successful individuals working in the communications industry The individuals featured in Career Profiles include an account executive for the Leo Burnett advertising agency, a director of corporate communications for JetBlue airlines, the vice president of the iDeutsch interactive agency, the manager of Corporate Communications and Creative Services for Savin Corporation, a media salesperson for Rolling Stone magazine, the vice president of marketing and communication for Cox Target Media, a marketing and sales promotion analyst for Chicken of the Sea International, the president of eMarketer, and the president of the Ipsos-ASI, Inc., global marketing and advertising research firm x © The McGraw−Hill Companies, 2003 Key Terms Important terms are highlighted in boldface throughout the text and listed at the end of each chapter with a page reference These terms help call students’ attention to important ideas, concepts, and definitions and help them review their learning progress Chapter Summaries These synopses serve as a quick review of important topics covered and a very helpful study guide Discussion Questions Questions at the end of each chapter give students an opportunity to test their understanding of the material and to apply it These questions can also serve as a basis for class discussion or assignments Four-Color Visuals Print ads, photoboards, and other examples appear throughout the book More than 400 ads, charts, graphs, and other types of illustrations are included in the text Changes in the Sixth Edition We have made a number of changes in the sixth edition to make it as relevant and current as possible, as well as more interesting to students: • Updated Coverage of the Emerging Field of Integrated Marketing Communications The sixth edition continues to place a strong emphasis on studying advertising and promotion from an integrated marketing communications perspective We examine developments that are impacting the way marketers communicate with their customers, such as the movement toward “branded content,” whereby marketers and agencies are becoming more involved in creating an entertainment product and integrating their messages into it New technologies such as personal video recorders and the convergence of television, computers, and the Internet are changing the way companies are using advertising along with other marketing tools to communicate with their customers In this new edition we examine how these cutting-edge developments are impacting the IMC program of marketers • Updated Chapter on the Internet and Interactive Media The sixth edition includes upto-date information on the Internet and other forms of interactive media and how they are being used by marketers We also discuss developments such as wireless communications as well as regulations affecting the use of the Internet and important issues such as privacy This chapter also discusses the latest developments in areas such as audience Belch: Advertising and Promotion, Sixth Edition Front Matter Preface measurement and methods for determining the effectiveness of Internet advertising Discussion of the emerging role of the Internet as an important integrated marketing communications tool and of the ways it is being used by marketers is integrated throughout the sixth edition • Diversity Perspectives—New to This Edition In this edition we introduce a new feature called Diversity Perspectives These boxed items are designed to focus attention on the increase in the diversity of the consumer market in the United States The 2000 census showed that the Hispanic market grew by 58 percent over the past decade, and another 35 percent increase is forecast over the next 10 years Marketers are recognizing the importance of being able to communicate with a diverse market that includes Hispanics, African-Americans, Asian-Americans, and other ethnic groups This new feature focuses on the opportunities and challenges facing companies as they develop integrated marketing communications programs for markets that are becoming more ethnically diverse • Online Cases Six short cases written to correspond to various sections of the text are available online and can be downloaded for classroom use and assignments These cases are designed to build on the material presented in the text and provide students with the opportunity to apply various IMC tools and concepts The cases include companies and organizations such as Gateway, the U.S Armed Forces, Chicken of the Sea International, the Partnership for a Drug Free America, and the U.S Office of National Drug Control Policy The online cases include information beyond that provided in the text and require that students evaluate an advertising and promotional issue and make a decision and recommendation • New Chapter Opening Vignettes All of the chapter opening vignettes in the sixth edition are new and were chosen for their currency and relevance to students They demonstrate how various companies and advertising agencies use advertising and other IMC tools They also provide interesting insights into some of the current trends and developments that are taking place in the advertising world • New and Updated IMC Perspectives All of the boxed items focusing on specific examples of how companies and their communications agencies are using integrated marketing communications are new or updated, and they provide insight into many of the most current and popular advertising and promotional campaigns being used by marketers The IMC Perspectives also address interesting issues related to advertising, sales promotion, direct marketing, marketing on the Internet, and personal selling © The McGraw−Hill Companies, 2003 • New and Updated Global and Ethical Perspectives Nearly all of the boxed items focusing on global and ethical issues of advertising and promotion are new; those retained from the fifth edition have been updated The Global Perspectives examine the role of advertising and other promotional areas in international markets The Ethical Perspectives discuss specific issues, developments, and problems that call into question the ethics of marketers and their decisions as they develop and implement their advertising and promotional programs • New Career Profiles The sixth edition has all new Career Profiles that discuss the career path of successful individuals working in various areas of advertising and promotion, including clients, advertising agencies, and the media These profiles provide students with insight into various types of careers that are available in the area of advertising and promotion on the client and agency side as well as in media They discuss the educational backgrounds of the individuals profiled, some of the responsibilities and requirements of their positions, and their career paths This feature has been very popular among students and in this edition we provide eight new profiles These profiles have been written by the individuals themselves and provide students with insight into the educational background of the persons profiled, how they got started in the field of advertising and promotion, their current responsibilities, and interesting aspects of their jobs as well as experiences • Contemporary Examples The field of advertising and promotion changes very rapidly, and we continue to keep pace with it Wherever possible we updated the statistical information presented in tables, charts, and figures throughout the text We reviewed the most current academic and trade literature to ensure that this text reflects the most current perspectives and theories on advertising, promotion, and the rapidly evolving area of integrated marketing communications We also updated most of the examples and ads throughout the book Advertising and Promotion continues to be the most contemporary text on the market, offering students as timely a perspective as possible Support Material A high-quality package of instructional supplements supports the sixth edition Nearly all of the supplements have been developed by the authors to ensure their coordination with the text We offer instructors a support package that facilitates the use of our text and enhances the learning experience of the student xi Belch: Advertising and Promotion, Sixth Edition Front Matter Preface Instructor’s Manual The instructor’s manual is a valuable teaching resource that includes learning objectives, chapter and lecture outlines, answers to all end-of-chapter discussion questions, transparency masters, and further insights and teaching suggestions Additional discussion questions are also presented for each chapter These questions can be used for class discussion or as short-answer essay questions for exams Manual of Tests A test bank of more than 1,500 multiple-choice questions has been developed to accompany the text The questions provide thorough coverage of the chapter material, including opening vignettes and IMC, Global, Diversity, and Ethical Perspectives Computerized Test Bank A computerized version of the test bank is available to adopters of the text Instructor CD-ROM This exciting presentation CD-ROM allows the professor to customize a multimedia lecture with original material from the supplements package It includes video clips, commercials, ads and art from the text, electronic slides and acetates, the computerized test bank, and the print supplements Electronic Slides A disk containing nearly 300 PowerPoint® slides is available to adopters of the sixth edition for electronic presentations These slides contain lecture notes, charts, graphs, and other instructional materials Home Page A home page on the Internet can be found at www.mhhe.business/marketing/ It contains Web Exploration Links (hot links to other websites) as well as various other items of interest For instructors, the home page will offer updates of examples, chapter opener vignettes and IMC, Global, and Ethical Perspectives; additional sources of advertising and promotion information; and downloads of key supplements Adopters will be able to communicate directly with the authors through the site (contact your McGrawHill/ Irwin representative for your password) Four-Color Transparencies Each adopter may request a set of over 100 four-color acetate transparencies that present print ads, photoboards, sales promotion offers, and other materials that not appear in the text A number of important models xii © The McGraw−Hill Companies, 2003 or charts appearing in the text are also provided as color transparencies Slip sheets are included with each transparency to give the instructor useful background information about the illustration and how it can be integrated into the lecture Video Supplements A video supplement package has been developed specifically for classroom use with this text The first set of videos contains nearly 200 television and radio commercials that are examples of creative advertising It can be used to help the instructor explain a particular concept or principle or give more insight into how a company executes its advertising strategy Most of the commercials are tied to the chapter openings, IMC and Global Perspectives, or specific examples cited in the text Insights and/or background information about each commercial are provided in the instructor’s manual written specifically for the videos The second set of videos contains longer segments on the advertising and promotional strategies of various companies and industries Included on this video are three segments showing campaigns chosen as Ogilvy Award Winners by the Advertising Research Foundation Each segment shows how research was used to guide the development of an effective advertising campaign Other segments include highlights of promotions that won Reggie Awards (given each year to the best sales promotion campaigns) and case studies of the integrated marketing communications programs used by the U.S Army, Skyy Spirits, Mazda, and Chicken of the Sea International Acknowledgments While this sixth edition represents a tremendous amount of work on our part, it would not have become a reality without the assistance and support of many other people Authors tend to think they have the best ideas, approach, examples, and organization for writing a great book But we quickly learned that there is always room for our ideas to be improved on by others A number of colleagues provided detailed, thoughtful reviews that were immensely helpful in making this a better book We are very grateful to the following individuals who worked with us on earlier editions They include Lauranne Buchanan, University of Illinois Roy Busby, University of North Texas Lindell Chew, University of Missouri–St Louis Catherine Cole, University of Iowa John Faier, Miami University Raymond Fisk, Oklahoma State University Geoff Gordon, University of Kentucky Donald Grambois, Indiana University Stephen Grove, Clemson University Ron Hill, University of Portland Paul Jackson, Ferris State College Belch: Advertising and Promotion, Sixth Edition Front Matter Preface Don Kirchner, California State University–Northridge Clark Leavitt, Ohio State University Charles Overstreet, Oklahoma State University Paul Prabhaker, Depaul University, Chicago Scott Roberts, Old Dominion University Harlan Spotts, Northeastern University Mary Ann Stutts, Southwest Texas State University Terrence Witkowski, California State University– Long Beach Robert Young, Northeastern University Terry Bristol, Oklahoma State University Roberta Ellins, Fashion Institute of Technology Robert Erffmeyer, University of Wisconsin– Eau Claire Alan Fletcher, Louisiana State University Jon B Freiden, Florida State University Patricia Kennedy, University of Nebraska Susan Kleine, Arizona State University Tina Lowry, Rider University Elizabeth Moore-Shay, University of Illinois Notis Pagiavlas, University of Texas–Arlington William Pride, Texas A&M University Joel Reedy, University of South Florida Denise D Schoenbachler, Northern Illinois University James Swartz, California State University–Pomona Robert H Ducoffe, Baruch College Robert Gulonsen, Washington University Craig Andrews, Marquette University Subir Bandyopadhyay, University of Ottawa Beverly Brockman, University of Alabama John H Murphy II, University of Texas–Austin Glen Reicken, East Tennessee State University Michelle Rodriquez, University of Central Florida Elaine Scott, Bluefield State College We are particularly grateful to the individuals who provided constructive comments on how to make this edition better: Craig Andrews, Marquette University; Christopher Cakebread, Boston University; Robert Cutter, Cleveland State University; Don Dickinson, Portland State University; Karen James, Louisiana State University–Shreveport; Robert Kent, University of Delaware; Herbert Jack Rotfield, Auburn University; Lisa Sciulli, Indiana University of Pennsylvania; Janice © The McGraw−Hill Companies, 2003 Taylor, Miami University, and Richard Wingerson, Florida Atlantic University A very special thank-you goes to Roberta Elins and the faculty at the Fashion Institute of Technology, who provided many useful insights and interesting examples We would also like to acknowledge the cooperation we received from many people in the business, advertising, and media communities This book contains several hundred ads, illustrations, charts, and tables that have been provided by advertisers and/or their agencies, various publications, and other advertising and industry organizations Many individuals took time from their busy schedules to provide us with requested materials and gave us permission to use them A special thanks to all of you A manuscript does not become a book without a great deal of work on the part of a publisher Various individuals at Irwin/McGraw-Hill have been involved with this project over the past several years Our sponsoring editor on the sixth edition, Barrett Koger, provided valuable guidance and was instrumental in making sure this was much more than just a token revision A special thanks goes to Nancy Barbour, our developmental editor, for all of her efforts and for being so great to work with Thanks also to Natalie Ruffatto for doing a superb job of managing the production process We also want to acknowledge the outstanding work of Charlotte Goldman for her help in obtaining permissions for most of the ads that appear throughout the book Thanks to the other members of the product team, Keith McPherson, Judy Kausal, Joyce Chappetto, Debra Sylvester, and Craig Atkins, for all their hard work on this edition We would like to acknowledge the support we have received from the College of Business at San Diego State University As always, a great deal of thanks goes to our families for putting up with us while we were revising this book Once again we look forward to returning to normal Finally, we would like to acknowledge each other for making it through this ordeal again Our mother to whom we dedicate this edition, will be happy to know that we still get along after all this— though it is definitely getting tougher and tougher George E Belch Michael A Belch xiii Belch: Advertising and Promotion, Sixth Edition I Introduction to Integrated Marketing Communications An Introduction to Integrated Marketing Communications © The McGraw−Hill Companies, 2003 An Introduction to Integrated Marketing Communications 1 Part Five Developing the Integrated Marketing Communications Program ChapterObjectives To examine the promotional function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies To introduce the concept of integrated marketing communications (IMC) and consider how it has evolved To examine reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs To introduce the various elements of the promotional mix and consider their roles in an IMC program To examine how various marketing and promotional elements must be coordinated to communicate effectively To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program Belch: Advertising and Promotion, Sixth Edition Back Matter Qassim, Ali, 813 Quaker Oats, 41, 268, 271 Quaker State, 259, 260 Qualcomm, 589 Quarles, Rebecca C., 796 Quelch, John, 691, 692, 808, 814 Quick, Rebecca, 817 Quicksilver Inc., 106 QVC, 376, 477, 501 Qwest, 586 R RADAR (Radio’s All-Dimension Audience Research), 386 Radio Advertising Bureau, 378, 379 Radio Shack, 470 Rogers, Martha, 115, 602, 795 Rolex, 141 Rolling Stone, 55, 57, 266, 315, 391–392, 407, 410, 736 Rolling Stones, 288, 691 Rolls-Royce, 764 Romer, Daniel, 803 Roper ASW, 675, 766 Roper Starch Worldwide, 408, 641 Rose, Frank, 814 Rose, Josh, 97 Rose, Matthew, 806, 813 Rose, Pete, 165, 166 Rose, Randall L., 815 Rosie, 403 Roslow Research Group, 140 Ross, Chuck, 801, 804, 805, 813, 815 Rossi, Dom, 805 Rossignol, 394 Rossiter, John R., 817 Rotfeld, Herbert, 185, 801, 815 Rothschild, Michael L., 126, 797, 804 Rotzell, Kim B., 811, 815 Rowlands, Penelope, 813 Royal Crown Cola, 51 Rubel, Chad, 807 Rudelius, William, 44, 795, 796, 797, 816 Ruelle, Russell, 811 Ruido Group, 45 Ruskin, Gary, 452, 750, 763–764 Russell, Cristel, 377, 805 Russo, J Edward, 817 Rutigliano, Anthony, 813 Ryan, Meg, 170 Ryan, Nolan, 175, 178 Ryan, Tom K., 92 Ryan Partnership, 521 Ryans, John K., 812 S Saatchi & Saatchi, 77, 78, 112, 240, 713–714 Sachs, William S., 807 Saegart, Joel, 115 Safeguard, 59 Saks Fifth Avenue, 62, 475 Sale, Richard, 764, 808, 809, 815 Saleforce.com, 615 Sales & Marketing Management, 230, 310, 311, 334, 598, 603, 605, 607 Salmon, Caryn C., 797 Salmon, Charles, 796 Salomon, 394 Salveson, Melvin, 218, 802 Sampras, Pete, 235 Samsonite, 132 Samsung, 37–38, 62, 432 Samuel Adams Boston Lager, 757 San Augustine, 224 San Diego Gas & Electric, 571 San Diego Padres, 457 San Diego Union-Tribune, 416, 419 San Diego Zoological Society, 211, 212 San Francisco Examiner, 416 San Francisco Giants, 457 San Jose Mercury News, 770 Sandage, Charles H., 811 Sandaralingham, Avu, 804 Sandler, Dennis, 795 Santelmann, Neal, 797 Sanyo, 37, 436 SAP, 602 Satellite Television Asian Region (STAR TV), 689 Saturn Corp., 90 Saunders, Christopher, 38, 482, 815 Saurwein, Kristina, 179 Savin Corp., 183, 292, 293–294 Savvis Communications, 589 IN9 IN9 Chapter Number Chapter Title Q Rado, 59 Rae, Stephen, 170, 800 Raghubir, Priya, 557, 809 Ragu, 739 Raho, Louis E., 814 Ralph Lauren, 257 Ralston Purina, 738 Ramos, Roberto, 45 Ransdell, Joseph, 798 Rapaille, G Clotaire, 132 Raphaelson, Joel, 272, 803 Rapp, Stan, 462, 807 Rapp Collins Worldwide, 94 Ray, Michael, 150–151, 152, 273, 795, 798, 801 Ray-Ban, 451 Razorfish, 137 RC Cola, 543 RCA, 283 R.D Percy & Co., 317 Reader’s Digest, 45, 167, 322, 393, 394, 396, 401, 402, 403, 475, 672, 687, 719 Real Networks, 300 Reckitt, 645 Recupero, Linda, 563 Red Bull, 103–104 Redbook, 315, 403, 532 Redken Laboratories, 76 Redstone, Sumner, 688–689 Reebok, 13, 40, 165, 166, 175, 363, 574, 589 Reed, J.D., 806 Reese’s Pieces, 450, 452 Reeves, Dan, 737 Reeves, Rosser, 256–257, 260, 276, 803 Regal Cinema, 449 Reibstein, David J., 615, 796, 819 Reid, Leonard N., 800 Reidenback, Erick, 799 Reinhard, Keith, 750, 813 Renault, 660 Reputation Institute, 587 Research Systems Corp., 186 Resnik, Allan S., 818 Restaurant Business, 395 Restoration Hardware, 463 Retail Alliance, 574 Retsky, Maxine Lans, 815, 816 Revlon, 24, 75, 177, 257, 431 Reyes, Sonia, 613 Reynolds, Thomas J., 811 R/GA, 95, 96 RHI Entertainment Inc., 363 Rice, Faye, 795 Rice, Jerry, 178 Richard Manville Research, 446 Richards, Jeff I., 818 Richardson, Jack, 804 Ricoh Corp., 105, 293 Ries, Al, 52, 54, 258–259, 553, 563, 565, 796, 803 Ries, Laura, 563, 565 Rigg, Cynthia, 809 Riney, Hal, 259 Ripken, Cal, Jr., 178, 417 Ripley, M Louise, 76, 796 Ritchie, Guy, 68 R.J Reynolds, 89, 281, 659 RJR Nabisco, 399, 537, 588 Road & Track, 112–113, 314, 315 Robb Report, 455 Robert Wood Johnson Foundation, 622 Robertson, Thomas S., 798, 817 Robinson, William A., 809 Rockport, 76, 567 Rodale Inc., 397 Rodman, Dennis, 165, 175 Rodman, Yank, 800 Rogaine, 107 Rogers, Everett M., 798 © The McGraw−Hill Companies, 2003 Name and Company Index Pontiac, 498, 576 Pony, 166 Popular Science, 407 Porsche, 41, 274–275, 351, 473, 495, 598 Porter, Eduardo, 360 Porter Novelli, 63 Post Cereal, 199 Pottery Barn, 452, 474 Potts, Leanne, 817 Powder, 394 Power Rangers, 434 Powerade, 51, 54 PowerBar, 173, 176 PR Data Systems, 453 Prabhaker, Parul R., 805 Prego, 739 Premiere Radio Network, 383 Prentice, R.M., 808 President, 686 Preston, Ivan, 725, 815 Prevention, 403 Priceline.com, 276 Prime Image Co., 382 Princess Cruises, 63 Princeton Video Image, 457 Printers Ink, 740 Procter & Gamble, 17, 46, 72, 73, 74, 75, 88, 103, 132, 198, 211, 230, 237, 241, 257, 278–279, 291, 301, 302, 310, 352, 363, 376, 393, 425, 431, 485, 511, 513, 529, 530, 534, 535, 549–550, 568, 585, 588, 592, 637, 645, 650, 657, 660, 661, 663, 666, 679, 688, 716, 770, 775 Profile Bread, 732 Progressive Farmer, 394 Progressive Grocer, 395 Progresso, 119 Promedia, 456 Promo, 588 Promotion Decisions, Inc., 516, 649 Provident Bank, 574 Providian Financial, 586 Proximity Worldwide, 94 Pruzman, Todd, 818 PS Productions, 651 PSA Peugeot Citroen, 661 PSINet, 589 Psychic Readers Network, Inc., 482 Public Citizen’s Health Research Group, 737 Public Relations News, 564 Publicis Groupe, 78, 156, 694–695 Publicis U.S.A., 77 Publishers Clearing House, 411, 475, 741 Puck, Wolfgang, 437 Pulley, Brett, 689 Purex, 621 Purina, 470 Pursell, Chris, 805 Puto, Christopher, 270, 803 Index Belch: Advertising and Promotion, Sixth Edition IN10 Back Matter Name and Company Index Sawyer, Alan, 557, 800, 809 SBC Communications, 384 Scarborough Reports, 328, 439 Schenker, Jonathan, 573 Schibsted, Evantheia, 462 Schiffer, Claudia, 265 Schiffman, Betsy, 764 Schiffman, Leon G., 797 Schmuckler, Eric, 327, 803, 809 Schnatter, John, 727 Schnucks, 649 Schnuer, Jenna, 806 Schram, Wilbur, 798 Schreiber and Associates, 446 Schroer, James, 231, 802 Schultz, Don, 9, 210, 795, 796, 797, 801, 802, 812 Schultz, J., 814 Schumann, David W., 799, 811 Schwab, Charles, 171 Schwartz, John, 495 Schwarzenegger, Arnold, 170 SCI FI Channel, 365 Scient, 137 Scientific American, 315 Scientific International, 490 Sciglimpaglia, Don, 450, 806 Scope, 51 Scorsese, Martin, 179 Scott, Linda, 286, 804 Screen Actors Guild, 78 Screen Vision, 450 Seagram, 645, 647, 709 Sean John, 493 Searle, 572 Sears, Roebuck & Co., 17, 45, 51, 55, 89, 106, 117, 360, 363, 446, 448, 494, 517, 602, 645, 753 Sears, Warren, 463 Seattle Mariners, 457 Sebastian, Pamela, 819 Secunda, Eugene, 795 Seeter, Bob, 810 Sega, 197, 247, 448 Seger, Bob, 288 Seglin, Jeffrey L., 811 Seguin, Sharon, 811 Segunda Juventud, 46, 48 Segway, 563, 567, 568 Seibel Systems, 602 Seiko, 128, 437, 586 Seiler, Christine A., 115 Seinfeld, Jerry, 176 Self, 314, 315, 396, 404 Sellers, Patricia, 796, 814 Sensormatic, 586 Sentara Health Systems Inc., 466 Sequeria, Ian K., 809 Serafin, Raymond, 810, 814 Sethi, Prakash, 810 Settle, Robert E., 800, 802, 811 Seventeen, 106, 315, 397, 403 Shakira, 574 Shanahan, Laura, 452 Shansby, J Gary, 52, 796 Shape, 314, 315, 403, 407 Shapiro, Benson P., 809 Sharma, Subhash, 812 Sharp Electronics, 493 Sharper Image, 455, 475, 486 Shatner, William, 276 Shavitt, Sharon, 816 Shaw, David, 818 Shaw-Garlock, Glenda, 767, 818 Sheehan, Kim Bartel, 808 Sheen, Martin, 597 Shell, 130 Sherman, Howard, 801 Sherry, John F., Jr., 812 Index Sheth, Jagdish N., 797, 798, 807 Shields, Todd, 327 Shimp, Terence A., 800, 809, 812 Shin, Jeongshin, 812 Shirer, Michael, 807, 808 Shiver, Jube, Jr., 382 Shoenberger, Chana R., 807 Showtime, 451 Siebel Systems, 615, 616 Siegel, Michael, 815 Siemens, 660 Sierra Club, 480 Siklos, Richard, 806 Silk, Alvin J., 798, 799 Silk Soymilk, 181 Siltanen/Keehn, 91 Silverglade, Bruce, 815 Silverstein, Rich, 259, 260, 759 Simmons Market Research Bureau, 305, 306–309, 310, 314, 315, 328, 329, 334, 408, 422, 437, 448, 471, 472, 504, 650 Simon, Julian, 214, 802, 810 Simon, Mark, 818 Simon, Raymond, 579, 809, 810 Simon Marketing, 539 Simpson, Edwin K., 810 Simpson, O.J., 175 Sims Snowboards, 285, 286 Sirius Satellite Radio, 382 Skechers, 407, 642 Ski Magazine, 315 Skiing, 322 Skin Diver, 393 Sky Magazine, 455 Sky Television, 689 SkyTel, 201 SKY-TV, 454, 456 Skyy vodka, 68, 265–266, 277 Slack, Steve, 806 Slate, Jeremy, 812 Slatky, Tom, 97 Sloan, Pat, 805 Smirnoff, 710 Smith, Anna Nicole, 371 Smith, Greg, 495 Smith, Jane, 795 Smith, Kerry J., 809 Smith, Robert, 153, 798 Smith, Scott, 816 Smithsonian, 315, 403 Smitty’s, 649 Snapple, 95, 104, 492, 725 Sneiden, Hank, 243, 802 Snoop Dog, 197, 381 Snowboarding, 394 Snyder, Adam, 449, 806 Snyder, Wally, 223, 779 Soap Opera Digest, 315, 612 Soley, Lawrence, 770, 800, 818 Solomon, Michael, 142, 796, 798, 800, 818 Song, Sora, 806 SONICblue, Inc., 349–350 Sony, 17, 37, 49, 51, 197, 507, 602, 679 Sony Ericsson, 431 Sony Pictures Entertainment, 300 Sorenson, Ralph Z., 813 SOUP (Students Opposed to Unfair Practices), 732 South African Breweries, 659 Southern California Edison, 589 Southern Living, 315, 396, 403 Southwest Airlines, 56, 63, 72, 118, 587 space, 402–403 SPAR Marketing Force, 438 Spears, Britney, 175, 197, 271, 495, 625, 675 Speck, Paul Surgi, 801 Speer, Lawrence, 697, 813 Spencer, Dale R., 817 Spethmann, Betsy, 452, 539, 797, 808, 809, 816 © The McGraw−Hill Companies, 2003 Spic and Span, 59 Spin, 266, 391, 736, 752 Spinner, 97 Sport, 314 Sporting Goods Dealer, 407 Sporting News, 315 Sports Afield, 188, 314, 315 Sports Channel America, 366 Sports Illustrated, 315, 326, 396, 397, 403, 736, 752 Sports Illustrated for Women, 404 Spotts, Harlan E., 795 Sprewell, Lattrell, 165–166 Springer, Jerry, 770 Sprit Corp., 17, 38 Srinivasan, Kalpana, 116, 815 St Paul Cos., 588 Stabler, Ken, 165, 166 Staelin, Richard, 800 Stafford, James, 798 Stagg Chili, 279–280 Stamler, Bernard, 462 Stanaland, Andrea J.S., 800 Stance, 397 Standard Rate & Data Service, 334, 384, 393, 394, 395, 398, 405, 406, 408, 421, 422, 438, 471 Stanford Research Institute, 49 Stanley, T.L., 452 Stapel, Jan, 811 Star, 315, 394 Starbucks, 38, 249, 450, 563, 659, 660 Starch INRA Hooper, 334, 520 Starcom Media Vest Group, 78, 80 StarKist, 271, 280 State Farm Insurance, 195, 384 Statistical Research Inc (SRI), 300, 376, 448 Stearns, James, 818 Steel, Jon, 247, 803 Stein, Nicholas, 415 Steiner, Gary, 148, 202, 206, 798 Steiner, Robert, 213, 777, 802, 819 Steinhagen, Tom, 809 Steortz, Eva, 453 Stephens, Debra, 817 Stereo Review, 395 Sterling Group, 354 Stern, 224 Stern, Barbara B., 803, 818 Stern, Bruce L., 818 Sternthal, Brian, 799, 800, 801 Stevens, Carl G., 810 Stevenson, Thomas H., 818 Stewart, David W., 62, 796, 800, 801 Stewart, Martha, 581 Stimler, Mike, 450 Sting, 288, 289 Stix, Louise, 294, 295 Stolberg, Sheryl, 815 Stolichnaya Vodka, 265, 266 Stoltman, Jeffrey J., 814 Stoughton, Susie, 810 STP Corp., 732 Strang, Roger A., 809 Strata Marketing, Inc., 329 Strategic Planning Institute, 61 Stratmar Systems, 438 Streep, Meryl, 427, 806 Street, Picabo, 141 Stroh Brewing Co., 756 Strong, E.K., 798 Strout, Erin, 223, 616, 810 Stuff, 391, 397, 409 Suave, 257 Subaru, 207 Successful Farming, 394 Sugarman, Margo, 813 Sultan, Ralph G.M., 819 Sumner, David F., 818 Belch: Advertising and Promotion, Sixth Edition Back Matter Sun Microsystems, 582, 615 Sunflower Group, 528 Sunkist, 222 Sunset, 315, 396 Sunsplash Amusement Park, 435 Suntory Ltd., 660 Super Valu, 649 Supermarket Communications Systems, 438 Surmanek, Jim, 321, 804, 805 Survey of Buying Power, 230 Susan G Komen Breast Cancer Foundation, 586 Suzuki, 538 SW Airlines Spirit, 455 Swan, John E., 796 Swasy, Alecia, 803 Symantec, 407 Szybillo, George J., 800 Szynal, Deborah, 816 T U U-Haul, 446 Um, Nam-Hyun, 801 Underhill, Paco, 133 Underwood, Elaine, 807 Unger, Lynette S., 818 UNICEF, 586 Unilever, 17, 88, 198, 310, 431, 452, 563, 619, 659, 660, 661, 663, 674, 679 Unisys, 592 United Airlines, 454, 456, 477, 490, 536, 586, 589, 769 United Artists Theatres, 449 United Negro College Fund, 518 U.S Gymnastics Foundation, 586 U.S News & World Report, 45, 403, 409 United Technologies Corp., 256 United Way, 58 Universal McCann, 80 Universal Pictures, 495 Universal Studios, 106 Univision, 358, 359–360 Univision Online, 359 UniWorld Group, Inc., 238 Unnava, H Rao, 800 Unser, Al, Jr., 462 UPN (United Paramount Network), 358 Urbanski, Al, 808 Urschel, Joe, 289 US Airways, 407, 454 US Weekly, 315, 652, 653 USA Network, 365, 366 USA Today, 174, 305, 413, 414, 415, 454, 687, 779 USA Weekend, 305, 315, 414–416 USX, 585, 592 U2, 355 UUNET, 122 Uzzi, Don, 137–138 V Vagnoni, Anthony, 68, 84, 246, 259, 796, 803 Vakratsas, Demetrios, 161, 799 Valencia, Humberto, 818 Valvoline, 54, 485 Van Den Bergh Foods, 739 van der Pool, Lisa, 714 van Meurs, Lex, 357, 804 van Raaij, W Fred, 812 van Tubergen, G Norman, 812 Vanity Fair, 56, 314, 326, 410 Vans, 456 Vaseline Research, 277 Vaughn, Richard, 154–155, 798 Velocity, 84 Vence, Deborah L., 817 Venesision, 359 Verified Audit Circulation Corp., 334 Verizon Communications, 17, 585 Verizon Wireless, 384 Vernors, 46 Versace, 58 Vert, Inc., 441 VFW Magazine, 403 VH1, 327, 365, 370, 371, 381 Via Magazine, 403 Viacom, 17, 371, 688–689 Viagra, 50 Viant, 137 Vibe, 391, 752 Vicary, James, 110, 115 Victoria’s Secret, 463, 465, 468, 475, 566–567, 652, 653 Video Storyboard Tests, 186, 625 Virgin Atlantic Airways, 56, 775 Virgin Mobile, 299–300 Virginia Slims, 46 Visa, 463, 586, 591, 690–691 Vogt, Christine A., 798 Vogue, 13, 266, 410, 473, 567 Voight, Joan, 760, 814, 816, 817 Voli, Patricia Kramer, 812 IN11 IN11 Chapter Number Chapter Title Tillamook Cheese, 45 Time, 301, 324, 325, 326, 393, 394, 396, 401–402, 403, 408, 411, 477, 687 Time, Inc., 645, 647 Time In-Store, 438 Time Warner, 358, 528 Times Mirror, 305 Timex, 67 Titleist, 61, 62 TiVo Inc., 300, 349–350, 376, 452, 750 T.J Maxx, 450 TLC (The Learning Channel), 365, 370 TMP Worldwide, 77 TNN, 365 TNT, 365, 411 Toffler, Van, 371 Tolan, Mary, 810 Tommy Hilfiger, 762 Tortorici, Anthony J., 795 Toscani, Oliviero, 752–753 Total Research Corp., 193 Touchstone, 97 Tower Records, 664 Toy, Daniel R., 798 Toyota Motor Co., 17, 57, 195, 310, 407, 448, 457, 458, 495, 508, 645, 661 Tracik, Maureen, 800 Trade Show Bureau, 551 Traffic Audit Bureau (TAB), 437, 439, 650 Tragos, Bill, 243 TransWorld Media, 397 Travel, 322 Travel & Leisure, 188, 189, 315 Travel Channel, 365 Tree Top, 581 Trevino, Lee, 590 Triandis, H.C., 799 Tribal DDB (Omnicom Group), 96 TriStar, 498 Trivedi, Minakshi, 649, 811 Tropicana Products Inc., 114, 684 Trout, Jack, 52, 54, 99, 258–259, 553, 563, 796, 803 Trusdell, Brian, 810 TRW, 466 Tse, Alan, 357 Tse, Biu, 805 Tsingato, 679 Tubergen, G Norman van, 812 Tucciarone, Joel, 636, 811 Tucker, Chris, 382 Tull, Donald S., 801 Tully, Shawn, 813 Tupperware, 20, 62, 478, 479 Turlington, Christy, 673 Turner, Derek, 812 Turner, Kathleen, 749 Turner Broadcasting System (TBS), 365, 370, 411, 458 Turner Cartoon Network, 767 TV Guide, 167, 291, 315, 393, 394, 401, 403, 612, 645 TV Guide Channel, 327 TV3, 574 TWA, 589 20th Century Fox Studio, 532 212 Men, 112 Ty, 566 Tybout, Alice M., 800 Tyco, 585 Tylenol, 60, 577, 579–580 Tyme ATMs, 456 Tyson, Mike, 175 © The McGraw−Hill Companies, 2003 Name and Company Index Taco Bell, 450 Tagg, Stephen, 800 Tahmincioglu, Eve, 806 Takahashi, Dean, 807 Tannenbaum, Stanley I., 796 Tanner, John F., Jr., 801 Tanzer, Andrew, 689, 814 TAPSCAN, 439 Target, 84, 448 Tat, Peter, 809 Tatum, Jack, 165, 166 Tauber, Edward M., 796 Taylor, Cathy, 802 Taylor, Charles R., 812, 818 Taylor, Thayer C., 810 Taylor-Made Golf Co., 674 TBWA, 78, 243 TBWA Worldwide, 77, 78 TBWA/Chiat/Day, 90, 91, 142, 241, 245, 259, 495; see also Chiat/Day Ted Bates Agency, 256, 260 Teen, 397 Teen People, 106, 397, 403, 404, 652, 653 Teenage Research Unlimited, 397 Tegel, Simon, 812 Teinowitz, Ira, 415, 774, 806, 807, 809, 814, 815, 816, 817 Telefutura, 359–360 Tele-Lawyer, 478 Telemundo, 358, 359–360 Televisia, 359, 457 Television Production Partners, 363 Telmar, 328–329, 334, 439 Telser, Lester, 775, 819 Tennis, 315, 402 10-10-220 long distance, 271 Terhune, Chad, 525 Terpstra, Vern, 812 Territory Ahead, 486 Terwilliger, Cate, 818 Texaco, 586 Texas Instruments, 38 Texas Monthly, 396 Texas Pacific Group, 238 Thales Navigation, 525 Theus, Kathryn, 115, 116 Third Space, 236 Thomas, Blake, 449 Thomas, Dave, 171 Thomas, Jackie, 236 Thompson, Robert, 271 Thompson, Stephanie, 801, 802, 804, 813 Thorson, Esther, 796 3Com, 216 3M, 258–259, 437, 467 Tide, 513, 535, 621 Tiffany & Co., 60 Till, Brian D., 800 Index Belch: Advertising and Promotion, Sixth Edition Back Matter Volkswagen, 51, 103, 289–290, 310, 410, 436, 566, 661 Volvo, 118, 418, 476, 494, 495, 508, 518, 716, 717, 740 Vons, 649 Vranica, Suzanne, 138, 174, 277, 355, 796, 797, 802, 815 W IN12 Name and Company Index Wackman, Daniel B., 796, 817 Wagner, Lindsay, 173 Wagner, Mary, 486 Waitt, Ted, 91, 171 The Wall Street Journal, 137, 138, 174, 248, 256, 305, 327, 413, 414, 415, 455, 456, 495, 578, 687, 779 Wallace, David J., 805 Wallas, Graham, 246 Wallendorf, Melanie, 803 Wal-Mart, 28, 37, 62, 106, 249, 519, 574, 587 Walsh, Ann, 816, 817 Walsh, David, 764 Walt Disney Co., 15, 17, 83, 97, 173, 302, 352, 360, 368, 369, 448, 449, 456, 508, 536 Walt Disney Pictures, 97 Walters, Barbara, 574 Walters, John P., 773 Wansink, Brian, 798 Ward, Montgomery, 463 Ward, Scott, 15, 817 Warner, Fara, 236, 813 Warner Communications, 688 Warner-Lambert, 733 Warren, Irwin, 803 Wartella, Ellen, 817 Wartzman, Rick, 140 Warwick, Dione, 461 Washington, Denzel, 178, 772 The Washington Post, 416, 426, 427 Wasseman, Todd, 804 Wasserman, Tom, 138 Water Bearer Films, 450 Waterford Crystal, 193 Watson, Paul, 636, 811 WB Network, 358, 411 WD-40 Co., 399, 521–522, 555, 660, 690 Weather Channel, 365 Webb, Don R., 817 Webb, Peter H., 801 Webex, 611 Weiden & Kennedy, 21 Weider Publications, 396 Weidlich, Thom, 495, 808 Weilbacher, William, 161–162, 266–267, 799, 801, 802, 803 Weinberger, Marc G., 801 Weingarten, Marc, 808 Weis, Michael J., 375 Weitzen, Jeff, 91 Index Welch, Jack, 615 Welch, Mary, 802 Weldon, Fay, 452 Wells, William, 270, 797, 803, 808 Wells Fargo, 384, 457, 602 Wendy’s, 171, 252, 256, 363, 591 Wenner, Jan, 391 Wentz, Laurel, 240, 676, 796, 809, 812, 813 Werner, Ray O., 815 West, 224 Westin Hotels & Resorts, 248 Westways, 403 Westwood One, 383 WGN, 365, 366 Wheaties, 252 Whelan, Elizabeth M., 818 Whipple, Thomas W., 818 Whirlpool, 89, 155–156, 310, 645 White, Erin, 397, 813 White, Gordon E., 804 White Rabbit, 680 Whitlow, S Scott, 812 Whittle, Chris, 763 Whittle Communications, 456 Wicks, Jan LeBlanc, 814 Wiechmann, Ulrich E., 813 Wieden, Dan, 259 Wieden & Kennedy, 84, 240, 243, 259 Wilke, Mike, 818 Wilkes, Robert E., 818 Wilkie, William L., 797, 800, 801, 809, 815, 816 Wilkinson, Amanda, 808 Wilkinson Sword, 738–739 Williams, Jerome D., 809 Wilsion, Joy Johnson, 815 Wilson, David T., 799 Wilson Sporting Goods Co., 551 Windigo, 496 Wine Institute, 714 Winski, Joseph M., 813 Winston, 287, 588 Winters, Rebecca, 166 Wirthlin Worldwide, 622 The Wiseguys, 289 W.K Buckley Limited, 181, 182 Wolf, Michael J., 602, 795, 810 Woman’s Day, 394, 403, 532, 668 Woman’s World, 393, 394, 403 Women’s National Basketball Association (WNBA), 359 Women’s Wear Daily, 395 Wonderbra, 567 Wong, Edward, 236 Wood, Andy, 801 Wood, Douglas J., 814 Woodruff, David, 697 Woods, Bob, 809 Woods, Tiger, 117, 168, 173, 178, 235, 625, 675 © The McGraw−Hill Companies, 2003 Woodside, Arch G., 799 Woodward, Keith, 194 Woodward, Nancy Hatch, 807 Working Woman, 409, 767 World Bank, 683 Wotruba, Thomas, 600–601, 810 WPP Group, 78, 98, 663 Wright, Peter L., 797, 798 Wright, Richard A., 814 Wrigley, 153, 243–244, 287, 291, 470 Wrigley, Bill, Jr., 291 Wunderman, 94 Wynter, Leon E., 818 X Xerox, 151, 183, 293, 501, 612, 669, 673, 697 XM Satellite Radio, 380, 381–382 Y Yahoo!, 174, 249, 457 Yahoo! Internet Life, 409 Yalch, Richard, 125 Yang, Catherine, 806 Yankee, 396 Yankelovich Skelly & White, 593 Yates, Karen, 813 Yee-Lin, Tze, 813 YM, 106, 397, 403, 652, 653 Yoon, Sung-Joon, 620 York, 586 Young, Doug, 805 Young, James Webb, 244–246, 803 Young & Rubicam, 3, 90, 249, 318, 612, 680 Youth AIDS, 500 Y&R Advertising, 77 Z Zachary, G Pascal, 812 Zacson Corp., 610 Zagat, 56 Zaichkowsky, Judith, 154, 798 Zajonc, Robert B., 797 Zanot, Eric J., 814 ZapMe Corp., 763 Zelwegger, Renee, 286 Zenith, 37, 144, 149, 713 Zepeda, Teresa, 266 Zerex, 282 Zero One Design, 170 Zhang, Yong, 801 Zielske, Hubert A., 811 Zimmerman, Eilene, 616 Zoglin, Richard, 817 Zotti, Ed, 810 Zucker, Jeff, 300 Zufryden, Fred S., 804 Zyman, Sergio, 795 Belch: Advertising and Promotion, Sixth Edition Back Matter Index © The McGraw−Hill Companies, 2003 Subject Index A Ability, 159 Absolute cost, 323 Account executive, 79–80 Account planning, 246–247 Account-specific marketing, 519–520 Actual state, 107 Ad agency review consultants, 93 Ad click rate, 487 Ad clicks, 487 Ad execution-related thoughts, 158 Ad views (impressions), 487, 502 Adjacencies, 364 “Admazines,” 402–403, 404 Advertainment, 68, 749–750 Advertiser-supported syndication, 362 Advertising, 16–18 business-to-business, 19 classifications of, 19 cooperative, 552–554 corporate; see Corporate advertising corrective, 730–733 creative strategy; see Creative strategy creativity in; see Advertising creativity criticisms of, 753–772 deception/untruthfulness, 754 offensiveness/bad taste, 754–756 sexual appeals, 756–757 social/cultural impact; see Social/ cultural impact, of advertising deceptive; see Deceptive advertising decline in, 12 direct marketing combined with, 465 direct-response, 20, 201, 475 economic effects of, 772–779 economies of scale in, 231–232, 775 effectiveness of, 193–194 global; see Global advertising growth of, 5–7 image, 257, 265–266, 585–588 IMC program development, 27 international; see International advertising/promotion local, 19, 361, 383 national, 19 organizing for, 71–76 personal selling combined with, 606–609 primary-demand, 19 product pricing and, 61–62 professional, 19, 714–715 promotional products combined with, 445 public relations combined with, 609 retail, 19 sales promotion combined with, 554–556 selective-demand, 19 subliminal, 115–116 teaser, 274–275 trade, 19, 64 youth bias in, 143–144 Advertising agencies, 69–70, 75–93 account services, 79–80 accountability of, 14, 87 art department, 82 billings, 77 clients, gaining and losing, 90–93 compensation systems, 85–88 copywriters, 82 creative boutiques, 83, 84 creative services, 82 departmental system, 82 financial audits, 88 full-service, 79 group system, 82–83 IMC capabilities, 81, 98–99 in-house, 75–76 for international marketing, 678–682 management and finance, 82 marketing services, 80–81 media buying services, 83–85 media department, 80 organization and structure of, 79, 82–83 performance evaluation, 88–93 production department, 82 qualitative audits, 88 reasons for using, 78–79 research department, 80 self-regulation by, 712–714 superagencies, 77–78 traffic department, 82 types of, 79–85 Advertising appeals, 183–187, 266–275; see also Creative execution styles combining, 272–273 comparative; see Comparative advertising competitive advantage, 268 emotional, 269–273 favorable price, 268 fear, 184–185 feature, 268 humor, 185–187, 282 informational/rational, 267–269, 272–273 news, 268 nostalgic, 271 product/service popularity, 268–269 refutation, 181 reminder advertising, 274 sexual, 756–757 teaser advertising, 274–275 transformational ads, 270–272 Advertising campaign, 251–254 Advertising creativity, 237–243; see also Creative strategy defined, 241 hard-sell advertising vs., 245–246 importance of, 237–239 perspectives on, 239–243 standards for, 242 Advertising Digital Identification (Ad-Id), 503 Advertising manager, 71–72 Advertising Research Foundation, 93, 250, 550 Advertising substantiation, 729–730 Advertorials, 477, 507 Advocacy advertising, 590 Aerial advertising, 436 Affect referral decision rule, 120 Affective stage, 150 Affiliates, 358 Affirmative disclosure, 726–728 Affordable method, 218 African-Americans sales promotion aimed at, 517–518 stereotyping of, 768 Agency compensation, 85–88 commission system, 85–87 cost-plus system, 87 fee-commission combination, 87 fixed-fee method, 87 future of, 88 incentive-based system, 87–88 negotiated commission, 86–87 percentage charges, 88 AIDA model, 147–148 Alcoholic beverage advertising, 709–710 to college/underage drinkers, 752 sexual appeals, 756–757 Allocation models, 329 Alpha activity, 638 Alternative media, 432 Ambush marketing, 431 American Advertising Federation (AAF), 716 advertising principles, 755 Great Brands campaign, 16, 223 value of advertising promotion, 779 American Association of Advertising Agencies (AAAA), 93, 716 Ad-Id system, 503 background research and, 248 client-agency relationships, 90 comparative advertising guidelines, 718 IMC definition, responses to critics, 765, 766, 775, 776 self-regulation by, 716, 718 sweeps, 375 value of advertising promotion, 113, 778, 779 American Association of Retired Persons (AARP), 45 American Bar Association (ABA), 714, 715, 724, 733, 740 American Family Association, 770 American Marketing Association (AMA), 466 marketing definition, American Medical Association (AMA), 585, 709, 710 American Red Cross, 7, 500 American Trucking Association, 437 Animatic, 251 Animation, 279–280 Arbitrary allocation, 218 Archetype research, 132–133 Art department, 82 Asian-Americans, 768–769 Aspirational reference groups, 129 Association of National Advertisers (ANA), 86, 88, 206, 503, 716 Association of Talent Agents, 78 Association tests, 111 Associative process, 123–124 Attitude toward the ad, 158 Attitudes, 117–119 Attractiveness, 172–177 Audimeter, 373 Audiotex, 446, 477–478 Average frequency, 321 Average quarter-hour (AQH), 385 Average quarter-hour rating (AQH RTG), 386 Average quarter-hour share (AQH SHR), 386 Awards, 240 for media planning, 327 Ogilvy Award, 622–623, 627, 648, 651 IN13 Belch: Advertising and Promotion, Sixth Edition Back Matter B IN14 Subject Index Balance-of-trade deficit, 660 Banner ads, 487, 496 Barrier to entry, 775 Barter syndication, 362 Behavioral stage, 150 Behavioristic segmentation, 49 Benchmark measures, 207–208 Benefit segmentation, 49 Better Business Bureau (BBB), 715 Big idea, 237, 255; see also Major selling idea Billboards; see Outdoor advertising Billings, 77 Bleed pages, 398–399 Body copy, 285 Bonus packs, 541 Boomerang, 160 Bounce-back coupon, 533 Brand development index (BDI), 310–312 Brand equity, 59, 520, 524–525 Brand identity, 14 Brand loyalty, 120, 121, 516 Brand manager, 72–75 Branding, 59–60 brand strength research, 249–250 emotional bonding, 273 global, 657–658 image advertising, 257, 265–266 IMC role in, 14–16 Internet and, 492–494 power of, 15 promotional perspective, 59 sales promotion and, 516–517 Broadcast media, 348–389 direct marketing and, 475 radio; see Radio television; see Television Budgeting, 211–232 advertising-to-sales ratios by industry, 220–221 affordable method, 218 allocating budget, 229–232 approaches to, 217–229 arbitrary allocation, 218 build-up approaches, 225–228 client/agency policies and, 230 competitive parity, 222–224 computer simulation models, 228 cutting budgets, 223 economies of scale and, 231–232 effectiveness measurement, 626 establishing budget, 211–229 factors influencing, 215–217 IMC elements, 229–230 marginal analysis, 213–214 market potential and, 230 market share goals and, 230–231 market size and, 230 media strategy, 323–326 methods compared, 224 methods summarized, 228–229 objective and task method, 225–226 organizational characteristics and, 232 payout planning, 226–227 percentage of sales, 218–222 promotional planning process, 27, 31 quantitative models, 228 ROI method, 224 sales promotion, 554–555 sales response models, 214–215 theoretical issues, 213–215 top-down approaches, 217–225 Build-up budgeting approaches, 225–228 Bureau of Alcohol, Tobacco, and Firearms (BATF), 738 Business/Professional Advertising Association (B/PAA), 334 Index Business-to-business advertising, 19 database contents, 468 problem/solution approach, 279 Button, 487 Buying allowances, 547 Buzz marketing, 13 C Cable television, 364–370 advantages of, 367–369 advertising on, 366–367 future of, 369–370 growth of, 364–366 limitations of, 369 major networks, 365 Campaign theme, 251–254 Cannes Lion Awards, 240 Carryover effect, 199–200 Cash system, 382–383 Catalogs, 474–475 Category development index (CDI), 311–312 Category management system, 73–75 Cause-related marketing, 590–592 Cease-and-desist order, 730 Celebrity endorsement audience receptivity, 173–175, 625 controversial, 165–166 Fame Index, 178–179 involvement and, 160–161 in Japan, 170 meaning transfer model, 175–177 overexposure, 173 product overshadowing, 173 Q ratings, 178–179 risk in using, 175 testimonials, 278 Center for Science in the Public Interest, 710, 716, 761 Center on Alcohol Marketing and Youth, 752 Centers for Disease Control and Prevention (CDC), 756 Central Hudson Test, 722 Central Intelligence Agency (CIA), 683 Central route to persuasion, 159–160 Centralized system, 71–72, 76, 677–678 Channel, 143, 167 Children; see also Teenagers advertising regulation, 717 ethical issues, 758–762 in-school marketing, 763–764 online privacy, 746 premium regulations, 742 TV networks’ guidelines, 720 tweens (7-14 yr-olds), 106 Children’s Advertising Review Unit (CARU), 716–718, 761 Children’s Online Privacy Protection Act (COPPA), 746 Children’s Television Act, 761 Circulation, magazine, 403, 405 City zone, 421 Classical conditioning, 123–125 Classified advertising, 416 Click, 502 Click-through, 502 Client server, 487 Clients, 69 creative output evaluation/approval by, 291–296 gaining and losing, 90–93 organizing for advertising/promotion, 71–76 Clio Award, 240 Clipping service, 222 Close, 604–605 Clutter, 188–189, 356 magazines, 402–403, 404 newspapers, 421 online, 505 © The McGraw−Hill Companies, 2003 public relations and, 577 radio, 382–383 sales promotion, 520 television, 188–189, 356 Cognitive dissonance, 121–122 Cognitive learning theory, 126–127 Cognitive orientation, 123 Cognitive responses, 157–158 Cognitive stage, 150 Collateral services, 70–71, 96–98 Comarketing, 519 Combination rates, 425 Commercial speech, 722 Commission system, 85–87 Common ground, 143 Communication, 136–163 analysis of, 27 audience aggregation, 146–147 channel; see Communication channels cognitive processing of, 157–161 decoding, 143–145 dyadic, 599 encoding, 141 feedback, 145 message, 141–143 model of, 139–145 nature of, 139 noise, 145 receiver, 143–147 response, 145; see also Response process semiotics, 142–143 source; see Source Communication channels, 146, 167 clutter, 188–189 context/environment effects, 188 information processing differences, 188 media effects, 187–188 personal vs nonpersonal, 187 Communication objectives, 31, 202–206 Communications effect pyramid, 203–204 Communications situation, 130 Communications task, 206 Comparative advertising, 183–184, 277 AAAA guidelines, 718 in foreign markets, 667–668 lawsuits arising from, 738–739 Competitive advantage, 41, 257 Competitive advantage appeals, 268 Competitive analysis, 29, 41–42 Competitive parity method, 222–224 Compliance, 177 Comprehension and reaction tests, 631 Computer simulation models, 228 Computers budget simulation models, 228 in media planning, 326–331 in media strategy development, 328–331 optimizer software, 330–331 Conative stage, 150 Concave-downward function model, 214–215 Concentrated marketing, 51 Concept testing, 629–631 Conditioned response, 123–124 Conditioned stimulus, 123 Consent orders, 730 Consumer, family decision making, 129 Consumer behavior, 102–134 alternative approaches, 131–133 archetype research, 132–133 attitudes, 117–119 attribution theory, 557 behavioral learning theory, 123–126 classical conditioning, 123–125 cognitive learning theory, 126–127 culture and, 127–128 decision-making; see Decision-making process environmental influences on, 127–131 hypnosis, 132–133 Belch: Advertising and Promotion, Sixth Edition Back Matter D DAGMAR model, 206–209 Daily inch rate, 323–324 Daily newspapers, 413 Database, 467 business-to-business, 468 consumer, 468–469 effectiveness measurement, 471 functions of, 468–469 information sources for, 469–471 Database marketing, 12–14, 411, 467–471 Day-after recall tests, 636, 643–644 Dayparts, 364, 384 Decentralized system, 72–75, 76, 678 Deception, 726 Deceptive advertising, 725–733, 754 advertising substantiation, 729–730 affirmative disclosure, 726–728 cease-and-desist orders, 730 complaint procedure, 731 consent orders, 730 corrective advertising, 730–733 defined, 726 FTC remedies for, 730–733 on the Internet, 507 puffery, 725–728 Decision maker, family decision making, 129 Decision-making process, 107–123 alternative evaluation, 114–117 attitudes and, 117–119 decision rules, 119–120 evaluative criteria, 116–117 evoked set, 116 family roles in, 129–130 information search, 112–114 integration processes, 119–120 model of, 105 perception, 113–114 postpurchase evaluation, 120–122 problem recognition, 107–109 purchase decision, 120 variations in, 122–123 Decoding, 143–145 Demographic segmentation, 46–47 Demographic selectivity, 396 Demonstration advertising, 277 Departmental system, ad agency, 82 Dependent variables, 166–167 Designated market areas (DMAs), 374 Differentiated marketing, 50–51 Differentiation, 774 Digital video recorders, 349–350 Direct broadcast satellite (DBS) services, 370, 689 Direct channels, 62 Direct headlines, 283–284 Direct mail, 471–474 characteristics of, 330 coupon delivery by, 531–533 Internet and, 474, 500–501 regulation of, 743 Direct marketing, 18–20, 460–483 advantages/disadvantages, 480–481 advertorials, 477, 507 broadcast media and, 475 catalogs, 474–475 database development, 467–471 defined, 463 direct mail; see Direct mail direct selling, 478–480, 743–744 effectiveness measurement, 480 electronic teleshopping, 478 flowchart, 464 growth of, 463–465 infomercials, 11, 461–462, 475–477 Internet and, 478, 500–501 objectives, 467 one-step approach, 471 personal selling combined with, 610–611 print media and, 477 promotional products combined with, 445 regulation of, 742–744 role in IMC program, 27, 465–467 scam artists, 482 strategies/media, 471–480 telemarketing, 477–478, 610, 743 IN15 IN15 Chapter Number Chapter Title online, 535 trends in, 534–535 Coverage, 301–303 Creative boutiques, 83, 84 Creative execution styles, 266, 275–283; see also Advertising appeals animation, 279–280 combinations, 282–283 comparison, 277 demonstration, 277 dramatization, 281–282 evaluation/approval of, 291–296 fantasy, 281 humor, 282 print advertising tactics, 283–286 scientific/technical evidence, 277 slice-of-life, 278–279 straight sell/factual message, 275–277 television advertising tactics, 286–290 testimonials, 277–278 Creative selling, 603 Creative space buys, 399 Creative strategy, 31, 234–297 account planning, 246–247 advertising appeals; see Advertising appeals advertising campaign, 251–254 background research, 247–248 brand image creation, 257, 265–266 campaign theme, 251–254 challenges, 243 copy platform, 254–255 creative process, 244–251 development of, 251–260 evaluation/approval of, 291–296 execution styles; see Creative execution styles general preplanning input, 247–248 inherent drama, 258 international advertising, 683–684 for low involvement products, 152–153 major selling idea, 255–260 personnel considerations, 244 planning, 243–251 positioning; see Positioning problem detection, 248 product/service-specific preplanning input, 248–250 qualitative research input, 250–251 risk taking, 243–244 slogans, top ten, 252 unique selling proposition, 256–257 verification/revision, 251 Creative tactics, 237; see also Creative execution styles Creativity; see Advertising creativity; Creative strategy Credibility, 168–172 Cross-media advertising, 411, 426 Cross-ruff coupon, 533 Cross-selling, 468, 470, 605 Cultural symbols, 54 Cultural values, 665 Culture, consumer behavior and, 127–128 Cume, 385–386 Custom publications, 402–403, 404 Custom Publishing Council, 404 Customer analysis, 29 Customer relationship management (CRM), 468–469, 602 Customers, lifetime value of, © The McGraw−Hill Companies, 2003 Subject Index learning process, 123–127 motives, 109–112 operant conditioning, 125–126 overview, 105–107 reference groups, 129 response process; see Response process situational determinants, 130–131 social class and, 128–129 subcultures and, 128–129 Consumer franchise building (CFB) promotions, 520–522 Consumer juries, 631–633 Consumer magazines, 393–394 Consumer socialization process, 760 Consumer-oriented sales promotion, 22, 513, 514, 522–544 bonus packs, 541 building brand equity with, 524–525 contests, 525, 537–540, 740–742 coupons; see Coupons defending current customers with, 524 event marketing, 543 frequency programs, 541–542 IMC enhancement with, 524–526 increasing consumption with, 523–524 objectives, 522–525, 543–544 obtaining trial/repurchase with, 522–523 premiums, 535–537 price-off deals, 541 problems with, 539 refunds/rebates, 540–541 sales promotion trap, 557–558 sampling, 526–529 sweepstakes, 537–540, 740–742 target marketing with, 524 techniques for, 526–544 Content sponsorship, 496 Contests, 537–540 building brand equity with, 525 regulation of, 740–742 trade-oriented, 546–547 Continuity, 314, 316 Continuity programs, 541–542 Continuous reinforcement schedule, 125 Contribution margin, 213 Controlled-circulation basis, 405 Convergence, 299–300 Cookie, 502 Cooperative advertising, 552–554 Copy, 285 Copy platform, 254–255 Copywriters, 82 Corporate advertising, 583–593 advantages/disadvantages, 592 advocacy advertising, 590 cause-related marketing, 590–592 effectiveness measurement, 593 event sponsorship, 588–590 financial support generation, 587–588 image advertising, 585–588 objectives, 585 recruiting, 586–587 sponsorship, 586 stadium naming, 589 types of, 585–592 Corrective advertising, 730–733 Cost per click (CPC), 487 Cost per order (CPO), 480 Cost per ratings point (CPRP), 323 Cost per thousand (CPM), 323–326, 487 Cost-plus system, 87 Council of Better Business Bureaus, 711, 715–716, 727 Counterarguments, 157–158 Coupons, 529–535 advantages/limitations, 529–530 cost calculations, 530 distribution methods, 531–534 in foreign markets, 691 Index Belch: Advertising and Promotion, Sixth Edition Back Matter Direct marketing—Cont teleshopping, 477, 501 two-step approach, 471 Direct Marketing Association (DMA), 469, 471, 572, 743, 744 Direct selling, 478–480, 743–744 Direct Selling Association, 743–744 Direct source, 168 Directional medium, 446–447 Direct-response advertising, 20, 201, 475 Direct-response agencies, 94 Direct-response media, 463 Disassociative reference groups, 129 Display advertising, 416 Dissatisfaction postpurchase, 121, 151 problem recognition and, 107 Dissonance/attribution model, 150, 151–152 Distribution channels, 62 Diverting, 549 Domain name, 487 Door-to-door sampling, 527 Dramatization, 281–282 Duplicated reach, 318 Dyadic communication, 599 E IN16 Subject Index E-commerce, 494, 501 Economic censorship, 769–771 Economic impact, of advertising, 772–779 competition, 775–776 consumer choice, 774–775 information, 777, 778 market power, 777–778 product costs/prices, 776–777 Economic infrastructure, 662 Economies of scale, 231–232, 775 Edward Davis Educational Foundation, 518 Effective reach, 320–321 Effectiveness measurement, 618–654 advertising, 193–194 arguments against, 623–625 arguments in favor of, 621–623 of budgeting decisions, 626 comprehensive measures, 644 concept testing, 629–631 consumer juries, 631–633 corporate advertising, 593 current methods, problems with, 647–648 database, 471 day-after recall tests, 643–644 diagnostics, 644 direct marketing, 480 dummy advertising vehicles, 634 effective testing essentials, 648 eye tracking, 638, 639 field tests, 626, 628 Flesch formula, 634 focus groups, 629–631 how to test, 628–629 IMC impact, 619–620, 651–653 inquiry tests, 640–641 Internet, 501–504, 619–620 laboratory tests, 626, 627–628 market testing, 638–647 media planning and, 305 media strategies, 625–626 message, 625 nontraditional media, 650 objectives and, 196 on-air tests, 636 PACT principles, 628, 647–648 personal selling, 613–616 persuasive measures, 644 physiological measures, 636–638 portfolio tests, 633 posttests, 626, 627 of broadcast commercials, 643–647 of print ads, 638–643 Index pretests, 626–627, 633–638 of broadcast ads, 634–638 of print ads, 633–634 public relations, 577–579, 584 publicity, 583, 584 readability tests, 634 recall tests, 642–643 recognition tests, 641–642 rough testing, 631–633 sales promotion, 648–650 single-source tracking studies, 645–646 of source factors, 625 sponsorships, 650–651 Starch readership studies, 641–642 television advertising, 619–620 test marketing, 644–645 testing bias, 627–628 theater tests, 635 tracking studies, 646–647 what to test, 625–626 when to test, 626–627 where to test, 627–628 Effies, 240 Eight-Sheet Outdoor Advertising Association, 438 80-20 rule, 49 Elaboration likelihood model (ELM), 158–161 Electrodermal response, 636 Electroencephalographic (EEG) measures, 638 Electronic mail (e-mail), 487 Electronic teleshopping, 478 Emotional appeals, 269–273 bases for, 269 rational appeals combined with, 272–273 transformational ads, 270–272 Emotional bonding, 273 Emotional integration, 270 Encoding, 141 Endorsement, 278; see also Celebrity endorsement Environmental analysis, 29 Environmental Protection Agency, 728 Esteem needs, 109–110 Ethics, 751–753; see also Social/cultural impact, of advertising AAF advertising principles, 755 advertising to children, 758–764 alcoholic beverage advertising, 709–710, 752, 756–757 deceptive Internet practices, 507 deceptive/untruthful advertising, 754 direct selling code of ethics, 744 in-school marketing, 763–764 network censors, 759–760 offensive advertising, 754–756 online privacy issues, 744–746 sexual appeals, 756–757 shock advertising, 757–758 stealth marketing, 431–432, 749–750 subliminal advertising, 115–116 Ethnocentrism, 665 Ethnographic research, 250 Evaluation models, 329 Evaluative criteria, 116–117 Event marketing, 543 Event sampling, 528 Event sponsorship, 543 corporate advertising, 588–590 effectiveness measurement, 650–651 Everyday low pricing (EDLP), 549–550 Evoked set, 116 Exchange, Exclusive, 574 External analysis, 27, 28–29 External audiences, 569 External audits, 579 External search, 112–113 Externally paced information, 188 Eye tracking, 638, 639 © The McGraw−Hill Companies, 2003 F Factual message advertising, 275–277 Failure fees, 549 Fame Index, 178–179 Family decision making, 129–130 Fantasy appeals, 281 Favorable price appeals, 268 FCB planning model, 154–155 Fear appeals, 184–185 Feature appeals, 268 Federal Bureau of Investigation (FBI), 440, 539 Federal Communications Commission (FCC), 115, 361, 382, 711, 734–735 Federal regulation background on, 723 Bureau of Alcohol, Tobacco, and Firearms (BATF), 738 current status of, 733–734 Fairness Doctrine, 734 FCC; see Federal Communications Commission (FCC) FDA (Food and Drug Administration), 268, 711, 735–738 First Amendment and, 722–723, 732–733 FTC; see Federal Trade Commission (FTC) Lanham Act, 738–739 Postal Service; see U.S Postal Service prescription drug advertising, 737–738 Supreme Court; see U.S Supreme Court Federal Trade Commission Act, 723 Federal Trade Commission (FTC), 711, 722–734 advertising to children, 760–761 alcohol advertising to youth, 752 Bureau of Competition, 723 Bureau of Consumer Protection, 723–724, 740 Bureau of Economics, 723 comparative advertising, 183 complaint procedure, 731 country of origin claims, 728 current regulatory status of, 733–734 deceptive advertising; see Deceptive advertising direct marketing, 482, 742–744 FTC Improvements Act, 724, 725, 733 Internet marketing, 744–746 900-Number Rule, 743 Pay-Per-Call Rule, 743 product placements, 453 professional advertising, 714 sales promotion regulation, 740–742 slotting fees, 549, 742 trade regulation rules, 724 unfairness interpretation, 724–725 uniqueness claims, 257 Wheeler-Lea Amendment, 723, 724 Federation Internationale de Football Association (FIFA), 432, 458 Fee-commission combination, 87 Feedback, 145 Field of experience, 143 Field tests, 626, 628 File transfer protocol (ftp), 487 Financial audits, 88 First-run syndication, 362 Fixed-fee method, 87 Flat rates, 424 Flesch formula, 634 Flighting, 314, 316 Florists’ Transworld Delivery Association, 301 Focus groups, 111, 250, 629–631 Food and Drug Administration (FDA), 268, 711, 735–738 Forward buying, 549 Freestanding inserts, 531 Belch: Advertising and Promotion, Sixth Edition Back Matter Frequency, 303 average, 321 computer analysis of, 328–329 determining factors, 322 effective reach and, 320–321 effects of, 320 gross ratings points and, 318–320 level needed, 317–318 magazines and, 402 objectives, 318 Frequency programs, 541–542 Full-service agencies, 79 Functional consequences, 117 G Galvanic skin response, 636 Game, 537 Gatefolds, 398 Gay consumers, 769 General advertising rates, 422–423 General preplanning input, 247–248 Generation Y, 13 Geographic segmentation, 46, 47 Geographic selectivity, 396 Global advertising, 668–677 advantages, 669 appropriate use of, 672–674 localization of, 674–677, 684, 688–689 problems with, 670–672 Global marketing, 669; see also Global advertising Goodwill, 571 Gopher, 487 Gross ratings points (GRPs), 318–320 Group system, ad agency, 82–83 Guaranteed circulation, 405 Guerilla marketing, 431 H Ideal state, 107 Identification, 172 Image advertising, 257, 265–266, 585–588 Image transfer, 378 Incentive-based system, 87–88 Independent variables, 166–167 In-depth interviews, 111 Index number, 306–308 Indirect channels, 62 Indirect headlines, 284 Indirect source, 168 Industrial markets, segmentation variables for, 47 In-flight advertising, 453–456 tobacco advertising, 667 top ten companies, by expenditure, 661 International marketing advertising; see International advertising/promotion anti-American sentiments, 696–697 in China, 663, 666, 679–680 cultural environment, 662, 664–666 demographic environment, 662, 664 in developing countries, 663–664 economic environment, 661–664, 691 Internet used in, 695–697 in Japan, 665 legal restrictions by country, 700–707 legal/political environment, 662, 666–668 personal selling, 693–694 public relations, 694–695 sales promotion, 690–693 International Trade Administration (ITA), 683 Internet, 484–509 advantages, 504–505 advertising on; see Internet advertising business-to-business users, 489–490 catalogs, 475 characteristics of, 330 Children’s Online Privacy Protection Act, 746 consumer market users, 488–489 cookies, 502 coupons on, 535 deceptive practices on, 507 defined, 486 direct mail, 474, 500–501 direct marketing and, 478, 500–501 disadvantages, 505–506 e-commerce, 494, 501 effectiveness measurement, 501–504, 619–620 audience measures, 501–502 data sources, 504 IAB guidelines for, 502 online measuring, 502–503 problems with, 505 features of, 487 growth of, worldwide, 695 IMC programs and, 496–501 infomercials, 501 international marketing and, 695–697 magazines on, 412–413 as marketing tool, 20–21 newspapers on, 428 objectives awareness creation, 492 brand strengthening, 493–494 communications, 492–494 image creation, 493 information dissemination, 492–493 interest generation, 492 product trial, 494 website, 490–492 personal selling on, 498–499, 611 privacy issues, 744–746 program development, 488–494 public relations on, 499–500, 575 regulatory issues, 744–746 sales promotion on, 498 sampling via, 528 shopping channels on, 501 SPAM, 500–501, 507, 746 terminology, 487 users of, 488–489 website development/maintenance, 490–492 Internet advertising, 276–277, 496–498 advertainment, 67–68 advertorials, 507 banner ads, 496 effectiveness measurement, 639 “The Hire” campaign, 67–68 interactive agencies, 95–96 interstitials, 498 IN17 IN17 Chapter Number Chapter Title I Influencer, family decision making, 129 Infomercials, 11, 461–462, 475–477, 501 Information processing model, 147–148 Information provider, family decision making, 129 Information search, 112–114 Informational/rational appeals, 267–269, 272–273 Informative strategy, 155 Ingredient-sponsored cooperative advertising, 552 Inherent drama, 258 In-house agencies, 75–76 Initiator, family decision making, 129 Ink-jet imaging, 412 Innovation adoption model, 147–148 Inquiry tests, 640–641 Inserts, magazine, 399 Inside cards, 441 Inside-out planning, 210 Instant coupon, 533–534 In-store couponing, 534 In-store media, 437 In-store sampling, 527 Instrumental conditioning; see Operant conditioning Integrated marketing communications (IMC), 4–5, 9–16 ad agencies shifting to, 9, 81, 98–99 agency compensation and, 88 in branding, 14–16 defined, evolution of, 9–11 importance of, 11–14 objectives for, 198, 210–211 participants in process, 69–71 planning process; see Promotional planning process promotional management, 24–25 promotional mix; see Promotional mix pros and cons of, 98–99 responsibility for, 99 Integration processes, 119–120 Interaction models, 329 Interactive agencies, 95–96 Interactive marketing, 20–21; see also Internet IMC program development, 27 iTV, 299–300, 506–508, 735 Wink-enhanced ads, 506 Interactive media, 20, 299–300 characteristics of, 330 wireless communications, 508 Interactive Services Association, 744 Interactive TV (iTV), 299–300, 506–508, 735 Interconnects, 367 Intermittent reinforcement schedule, 126 Internal analysis, 25–28, 29 Internal audiences, 569 Internal audits, 579 Internal search, 112 Internalization, 169 International Advertising Association (IAA), 771, 778 International advertising/promotion, 656–707; see also International marketing agency selection, 678–682 centralization, 677–678 creative decisions, 683–684 decentralization, 677–678 global approach; see Global advertising international markets, importance of, 659–660 international media, 687–689 legal restrictions by country, 700–707 local media, 686 localized strategy, 674–677, 684, 688–689 media selection, 685–689 organizing for, 677–678 research, 682–683 role of, 660–661 © The McGraw−Hill Companies, 2003 Subject Index Habit formation strategy, 155 Halo effect, 632 Headlines, 283–284 Hemispheric lateralization, 638 Heuristics, 119–120 Hierarchy of effects model, 147–148 Hierarchy of needs, 109–110 High involvement strategies, 155 Highway Beautification Act, 434 Hispanics as market segment, 45–46 sales promotion aimed at, 517 Spanish-language TV networks, 359–360 stereotyping of, 768 teenagers, 140 Hit, 487, 502 Home shopping channels, 477, 478, 501 Horizontal cooperative advertising, 552 Households using television (HUT), 372 Humor appeals, 185–187, 282 Hypertext transfer protocol (http), 487 Hypnosis, 132–133 Index Belch: Advertising and Promotion, Sixth Edition Back Matter Internet advertising—Cont links, 498 online ad formats, 497 pop-ups/pop-unders, 496–498, 507 push (webcasting) technologies, 498 sponsorships, 496 Yellow Pages, 446 Internet Advertising Bureau (IAB), 502, 504, 505, 506, 507 Interstitials, 487, 498 Introductory allowances, 549 In-unit click, 502 Involvement, 123, 153–156, 160–161 magazines and, 400–401 newspapers and, 419 Island ads, 421 J Jingles, 287 K Kelley Awards, 240 Kiosks, 456 L Laboratory tests, 626, 627–628 Lanham Act, 738–739 Layouts, 82, 285–286 Leads, 604 Links, 487, 498 Local advertising, 19, 361, 383 Local advertising rates, 422–423 Localized advertising strategy, 674–677, 684, 688–689 Low involvement hierarchy, 150, 152–153 Low involvement strategies, 155 Loyalty programs, 541–542 IN18 M Subject Index MADD, 710 Magazine advertising; see also Magazines absolute/relative cost of, 401–402 buying space, 408–409 comparative costs, 324–326 creative tactics, 283–286 cross-magazine/media deals, 411 Magazine networks, 408–409 Magazine Publishers of America (MPA), 240, 248, 305, 334, 394, 400, 403, 410, 779 Magazines, 393–413; see also Magazine advertising advantages of, 395–401 advertiser influence on, 769–771 advertising costs, 401–402 advertising regulation by, 719 business publications, 395 characteristics of, 330 circulation, 403, 405 circulation management, 409–411 classifications of, 393–395 clutter in, 402–403, 404 competition among, 402–403 consumer, 393–394 consumer receptivity/involvement, 400–401 coupons via, 533 creative flexibility of, 398–399 custom, 402–403, 404 database marketing, 411 disadvantages of, 401–403 editorial platform strength and, 409 farm publications, 394 future for, 409–413 in-flight, 453 lead time, 402 online delivery methods, 412–413 Index permanence of, 400 prestige of, 400 reach/frequency limitations of, 402 readership, 403, 405–406 reproduction quality of, 398 research, 406–408 role of, 393 sampling via, 528 selectivity of, 395–398 services offered by, 401 technological advances and, 411–412 for teens, 397 Mailing list, 473–474 Major selling idea, 255–260 Marginal analysis, 213–214 Market niches, 146 Market opportunities, 40–41 Market segmentation, 44–50 bases for, 46–49 behavioristic, 49 benefit, 49 demographic, 46–47 80-20 rule, 49 geographic, 46, 47 Hispanics, 45–46 market selection, 49–50 psychographic, 47, 48–49 Market segments, 40, 146 Marketer-induced problem recognition, 108 Marketing, 36–65 buzz, 13 competitive analysis, 41–42 concentrated, 51 database, 12–14, 411, 467–471 described, 7–8 differentiated, 50–51 event, 543 exchange concept and, interactive/Internet, 20–21 opportunity analysis, 40–41 post 9/11, 30 process model, 39 program development/planning; see Marketing planning program relationship, 7–8 revolution in, 12–14 strategy/analysis, 40–42 target marketing; see Target marketing process undifferentiated, 50–51 Marketing channels, 62 Marketing mix, Marketing objectives, 31, 196–198 Marketing plan, 25 Marketing planning program, 58–64 advertising and, 64 branding, 59 distribution channel decisions, 62 packaging, 59–60 price decisions, 60–62 product decisions, 58–60 promotion and, 64 push vs pull strategies, 62–64 Marketing public relations (MPR), 566–567 Marketing research, 110–112, 682–683 Marketing research companies, 98 Mass customization, 7–8 Mass markets, 146–147 Mass media, 143, 146–147 broadcast media; see Broadcast media information processing and, 187–188 print media; see Print media Master recording, 287 Master Settlement Agreement, 735–736 Materialism, 764–765 Media compared, 330 mass; see Mass media nontraditional, 432, 650 © The McGraw−Hill Companies, 2003 relative costs of, 323–326 support; see Support media Media buying services, 83–85 Media department, ad agency, 80 Media objectives, 301 Media organizations, 70 Media planning, 298–347 activities involved in, 304 awards for, 327 Bumble Bee Tuna case study, 335–347 computers in, 326–331 convergence, 299–300 creative aspects, 321 defined, 301 effectiveness measurement difficulties and, 305 evaluation/follow-up, 326 geographic considerations, 310–312 inconsistent terminologies and, 303 information sources, 334 insufficient information and, 303 internal/external factors, 309–310 market analysis, 306–312, 328 media buying department organization, 309 media characteristics, 330, 331 media services companies, 305 national advertisers ranked by spending, 302 objectives, 312 overview of, 301–305 problems in, 303–305 strategy development/implementation; see Media strategy target market identification, 306–309 terminology, 301–303 time pressures and, 303 Media services companies, 305 Media strategy, 31, 301, 313–326 budget considerations, 323–326 computers in, 328–331 effectiveness measurement, 625–626 flexibility, 323 geographic coverage, 314 international advertising, 685–689 media mix, 313 mood, 322–323 reach vs frequency, 316–321 scheduling, 314–316 target market coverage, 313–314 Media vehicle, 301 Medium, 301 Message, 141–143, 179–187 appeals; see Advertising appeals conclusion drawing, 180–181 effectiveness measurement, 625 order of presentation, 179–180 persuasion matrix, 167–168 refutation, 181 sidedness of, 181 structure, 179–183 verbal vs visual, 181–183 Missionary sales, 603 Mnemonics, 114 Mobile billboards, 436–437 Motion Picture Association of America, 714 Motivation, 109–112, 159 hierarchy of needs, 109–110 psychoanalytic theory, 110, 111 Motivation research, 110–112 Motives, 109 Mouse-over, 502 Movie theater advertising, 448–450 Multiattribute attitude model, 117–118 Multimagazine deals, 411 Multiplexing, 370 Music, in television advertising, 286–289 Musical composition, 287 Mystery ads, 274–275 Belch: Advertising and Promotion, Sixth Edition Back Matter N sampling via, 528 selectivity, lack of, 420 services offered by, 419 short life span of, 419–420 special audience, 414 supplements, 414–416 types of, 413–416 weekly, 413 Nielsen Television Index, 373 9/11 terrorist attack, marketers’ response to, 30 Noise, 145 Non-franchise building (non-FB) promotions, 522 Nonmeasured media, 432 Nonpersonal channels, 143, 187 Nonprofit organizations, 7, 772–774 Nontraditional media, 432, 650 O Outdoor Advertising Association of America (OAAA), 433, 439 Out-of-home advertising, 432–443 aerial advertising, 436 audience measurement, 437–440 in-store media, 437 miscellaneous, 437, 439 mobile billboards, 436–437 outdoor advertising, 433–436 transit advertising, 440–443 Outside posters, 441 Outside-in planning, 210 P PACT (Positioning Advertising Copy Testing), 628, 647–648 Page views (impressions), 487, 502 Participations, 363 Pass-along rate, 326 Pass-along readership, 405–406 Pattern advertising, 674 Payout plan, 226–227 People meter, 373–374 Perceived concern, 177 Perceived control, 177 Perceived scrutiny, 177 Percentage charges, 88 Percentage-of-sales method, 218–222 Perception, 113–114 information interpretation, 113–114 information selection, 113 selective, 114 sensation and, 113 subliminal, 114, 115–116 Peripheral route to persuasion, 160 Personal channels, 143, 187 Personal relevance, 154 Personal selling, 23–24, 596–617 advantages/disadvantages, 606–608 advertising combined with, 606–609 closing, 604–605 cost of, 600, 602–603 creative selling, 603 cross selling, 605 described, 598 direct marketing combined with, 465, 610–611 effectiveness measurement, 613–616 evaluation criteria, 613–614 fire starting, 602 in foreign markets, 693–694 guiding, 602 IMC program development, 27 Internet and, 498–499, 611 likes/dislikes of buyers, 606 mapmaking, 601 missionary sales, 603 nature of, 600–606 new role of, 601–602 order taking, 603 promotional mix and, 599–600 promotional products combined with, 445 prospecting, 603–604 relationship marketing, 602 responsibilities, 603–606 role in IMC program, 599–606, 612–613 sales force motivation, 597–598 sales promotion combined with, 611 scope of, 598 stages of, 600–601 surveying, 601 top performers, traits of, 605 Personal video recorders (PVRs), 349–350 Personality symbols, 54, 153, 281 Personalization, 498 Persuader stage, 600, 601 IN19 IN19 Chapter Number Chapter Title Objective and task method, 225–226 Objectives, 192–211 benchmark measures, 207–208 campaign coordination and, 195–196 communications, 31, 202–206, 492–494 concrete/measurable, 206–207 DAGMAR model, 206–209 decision making and, 196 direct-marketing, 467 effectiveness measurement and, 196 good, characteristics of, 206–208 IMC, 198, 210–211 improving use of, 209–210 marketing, 31, 196–198 media planning, 312 need for, 195–196 planning and, 196 problems in setting, 209–211 promotional, determining, 196–198 sales-oriented, 198–202 target audience and, 207 time period specification, 208 website, 490–492 Office of National Drug Control Policy, 45 Off-invoice allowance, 547 Off-network syndication, 361 Ogilvy Award, 622–623, 627, 648, 651 On-air test, 636 One-sided message, 181 One-step approach, 471 Online Publishers Association, 619 On-package sampling, 528 Open-rate structure, 424 Operant conditioning, 125–126 Opportunity analysis, 40–41 Optimizers, 330–331 Opt-in-e-mail, 487 Order taking, 603 Organization for advertising/promotion, 71–76 administration and execution, 72 brand management system, 72–75 category management system, 73–75 centralized system, 71–72, 76, 677–678 coordination with other departments, 72 coordination with outside agencies/ services, 72 decentralized system, 72–75, 76, 678 in-house agencies, 75–76 international markets, 677–678 media buying department, 309 planning and budgeting, 72 systems compared, 76 Out of stock, problem recognition, 107 Outdoor advertising, 433–436 advantages/disadvantages, 435–436 billings by category, 433 characteristics of, 330 mobile billboards, 436–437 © The McGraw−Hill Companies, 2003 Subject Index Narrowcasting, 367 National advertising, 19 National Advertising Division (NAD), 716–718, 721, 727 National Advertising Review Board (NARB), 711, 716–718 National Advertising Review Council (NARC), 716–718 National Association of Attorneys General (NAAG), 740 National Association of Black School Educators, 518 National Association of Broadcasters (NAB), 248, 719 National Association of Theatre Owners, 449 National Center on Addiction and Substance Abuse, 710 National Highway Traffic Safety Administration, 518 National Inhalant Prevention Coalition, 582 National newspapers, 413–414, 415 National Organization for Marijuana Legalization, 774 National Organization for Women (NOW), 752, 767 National PTA, 582 National spot advertising, 361, 367 Needledrop, 286 Needs, 107, 109–110 Negotiated commission, 86–87 Network advertising, 358–361, 383 Network Advertising Initiative (NAI), 745 New needs/wants, problem recognition, 107 New products advertising for, 205 problem recognition and, 108–109 New York Marketing Association, 93, 240 News appeals, 268 Newspaper advertising; see also Newspapers buying space, 422–425 classified, 416 comparative costs, 324–326 creative tactics, 283–286 display advertising, 416 general vs local rates, 422–423 local, 416 national/general, 416 preprinted inserts, 416 rate structures, 424–425 units of measure for, 423–424 Newspaper Association of America (NAA), 334, 421, 423, 427 Newspaper Rates and Data, 421 Newspapers, 413–428; see also Newspaper advertising advantages of, 417–419 advertiser influence on, 769–771 advertising regulation by, 719 audience information, 421–422 characteristics of, 330 clutter, 421 competition from other media, 425–426 coupons via, 533 cross-media buys, 426 daily, 413 declining circulation, 426 extensive penetration of, 417 flexibility of, 417–418 future for, 425–428 geographic selectivity of, 418 limitations of, 419–421 national, 413–414, 415 online, 428 poor reproduction quality of, 419 reader attraction/retention, 426–428 reader involvement/acceptance, 419 role of, 393 Index Belch: Advertising and Promotion, Sixth Edition IN20 Back Matter Subject Index Persuasion central route to, 159–160 elaboration likelihood model, 158–161 peripheral route to, 160 Persuasion matrix, 166–168 Pharmaceutical Manufacturers Association, 714 Physiological needs, 109–110 Place-based media, 456 Planograms, 551 Point-of-Purchase Advertising International, 550 Point-of-purchase (POP) displays, 550–551 Political advertising, 184 Pop-unders, 496–498, 507 Pop-ups, 496–498, 507 Portable people meter (PPM), 376 Portfolio tests, 633 Positioning, 51–58 approaches to, 51–52 basic questions for, 52 by competitor, 54 competitor considerations, 55–57 consumer preferences and, 57 corporate image ads, 585–586 as creative strategy, 258–260 by cultural symbols, 54 monitoring, 58 positioning decision, 57–58 by price/quality, 52 by product attributes/benefits, 52 by product class, 53–54 by product user, 54 repositioning, 55 strategy determination, 55–58 strategy development, 52–55 by use or application, 52–53 Postpurchase dissonance, 151 Posttests, 626, 638–647 Preferred position rate, 424–425 Premiums, 535–537, 742 Preprinted inserts, 416 Prescription drug advertising, 737–738 Presentations, gaining clients by, 93 Press conference, 574 Press release, 573 Pretests, 626–627, 633–638 Price, positioning by, 52 Price-off deals, 541 Primacy effect, 179 Primary circulation, 405 Primary-demand advertising, 19 Print advertising body copy, 285 creative tactics for, 283–286 direct/indirect headlines, 283–284 headlines, 283–284 layout, 285–286 posttests of, 638–643 pretests of, 633–634 subheads, 284 tracking studies, 646–647 visual elements, 285 Print media, 390–429 direct marketing and, 477 magazines; see Magazines newspapers; see Newspapers role of, 393 Printaculars, 399 PRIZM, 334 Problem detection, 248 Problem recognition, 107–109 Problem-solver stage, 601 Procreator stage, 601 Product manager, 73 Product placements, 12, 450–453 advantages of, 451 audience measurement, 453 Index disadvantages of, 451–453 virtual, 457–458 Product symbolism, 58 Production department, 82 Products, problem recognition and, 108 Product/service popularity appeals, 268–269 Product/service-specific preplanning input, 248–250 Professional advertising, 19, 714–715 Program rating, 372 Projective techniques, marketing research, 111 Promotion client’s role in organizing for; see Organization for advertising/promotion defined, 16 growth of, 5–7 product pricing and, 61–62 push vs pull strategies, 62–64 Promotion agencies, 556 Promotion Marketing Association (PMA), 68, 527 Promotional allowances, 547 Promotional management, 24–25 Promotional mix, 16–24 advertising; see Advertising direct marketing; see Direct marketing interactive marketing; see Interactive marketing; Internet personal selling; see Personal selling public relations; see Public relations publicity; see Publicity sales promotion; see Sales promotion Promotional plan, 25 Promotional planning process budgeting, 27, 31 communication process analysis, 27, 29–31 external analysis, 27, 28–29 IMC planning model, 26–27 IMC program development, 27, 31–32 integration/implementation, 27 internal analysis, 25–28, 29 marketing plan review, 25, 27 monitoring, evaluation, and control, 27, 32 persuasion matrix and, 166–168 situation analysis, 25–29 Promotional Products Association International (PPAI), 443, 446, 572 Promotional products marketing, 443–446 advantages/disadvantages, 443–445 audience measurement, 446 impact of, 445 product sales by category, 444 Promotional pull strategy, 64 Promotional push strategy, 64 Proprietary Association, 714 Prospecting, 603–604 Prospector stage, 600, 601 Prospects, 604 Protestant ethic, 764 Provider stage, 600, 601 Psychoanalytic theory, 110, 111 Psychographic segmentation, 47, 48–49 Psychosocial consequences, 117 Public relations, 23, 563–579; see also Corporate advertising; Publicity advantages, 576–577 advertising combined with, 609 blunders, 582 clutter avoidance, 577 community involvement, 574 cost of, 576–577 credibility of, 576 disadvantages, 577 effectiveness measurement, 577–579, 584 exclusives, 574 in foreign markets, 694–695 gaining clients by, 93 image building with, 577 © The McGraw−Hill Companies, 2003 IMC program development, 27 in-studio media tours, 573 Internet and, 499–500, 575 interviews, 574 Ketchum Effectiveness Yardstick (KEY), 584 lead generation by, 577 marketing public relations (MPR), 566–567 new role of, 563–564, 565 press conferences, 574 press release, 573 process of, 568–575 plan evaluation, 569 planning, 569 program implementation, 573–575 public attitude evaluation, 568 target audience determination, 569–573 in promotional mix, 566 reaching specific groups with, 577 target audiences, 569–573 civic/business organizations, 572 community members, 570–571 educators, 572 employees, 570 external, 569 financial groups, 572–573 governments, 572 internal, 569 the media, 571–572 stockholders/investors, 570 suppliers/customers, 571 targeted newswire stories, 573 team approach to, 579 technological methods for, 573 telephone press conferences, 573 traditional definition, 564–565 value to marketing program, 567 video news releases (VNR), 573 Public relations firms, 95 Publicity, 22–23, 579–583 accuracy, 583 advantages/disadvantages, 583 control/dissemination of, 581–583 effectiveness measurement, 583, 584 IMC program development, 27 negative, 582 power of, 579–581 timing, 583 Puffery, 725–728 Pulsing, 314, 316 Pupillometrics, 636 Purchase intention, 120 Purchase situation, 130 Purchasing agent, family decision making, 129 Push money, 546–547 Push technologies, 498 Q Q ratings, 178–179 Qualified prospects, 604 Qualitative audits, 88 Qualitative media effect, 188 Quality, positioning by, 52 R RADAR (Radio’s All-Dimension Audience Research), 386 Radio, 377–387 advantages of, 377–380 advertising regulation by, 719 audience information, 385–387 buying procedures, 380, 383–385 characteristics of, 330 clutter, 382–383 cost/efficiency of, 377–378 Belch: Advertising and Promotion, Sixth Edition Back Matter Retail advertising, 19, 201–202 Retail advertising rates, 422–423 Retail trading zone, 421 RFM scoring method, 471 Rich media, 487 ROI budgeting method, 224 Rough testing, 631–633 Run of paper (ROP), 424 S Self-regulation, 712–721 by advertisers/agencies, 712–714 by advertising associations, 718 appraising, 721 by businesses, 715–716 direct marketing, 743–744 by media, 718–721 by trade associations, 714–715 Self-satisfaction strategy, 155 Semiotics, 142–143 Sensation, 113 Sets in use, 372 Sexual appeals, 756–757 Sexual Assault Prevention and Awareness Center, 767 Shaping, 126 Share of audience, 372–373 Shelter Advertising Association, 438 Shock advertising, 757–758 Showing, 435 Side panels, 496 Single-source tracking methods, 645–646 Situational determinants, 130–131 Skyscrapers, 496 Sleeper effect, 172 Slice-of-death advertising, 279 Slice-of-life advertising, 278–279 Slotting allowances, 547–549, 742 Small Business Administration, 549 Smart-TV, 376 Social class, consumer behavior and, 128–129 Social/cultural impact, of advertising, 762–772 anti-drug advertising, 773–774 consumer manipulation, 765–766 economic censorship, 769–771 materialism, 764–765 public service advertising, 772–774 stereotyping, 766–769 Social/love needs, 109–110 Solicitations, gaining clients by, 93 Source, 141, 168–179 attractiveness, 172–177 celebrities as; see Celebrity endorsement corporate leaders as, 171 credibility, 168–172 decorative models, 177 direct, 168 effectiveness measurement, 625 expertise, 169 familiarity, 172 identification, 172 indirect, 168 likability, 172, 173–177 power of, 177–179 similarity, 172–173 trustworthiness, 169–171 Source bolsters, 158 Source derogations, 158 Source power, 177–179 SPAM, 500–501, 507, 746 Special audience newspapers, 414 Specialized marketing communications services, 70, 94–96 Specialty advertising, 443 Spiffs, 546–547 Split-run tests, 640 Split-runs, 401 Split-30s, 356 Sponsorship, 363 annual spending by property, 588 corporate advertising, 586 effectiveness measurement, 650–651 event, 543, 588–590 in foreign markets, 690–691 Internet advertising, 487, 496 Spot advertising, 361, 364, 367, 383 IN21 IN21 Chapter Number Chapter Title Safety needs, 109–110 Sales objectives, 198–202, 209 Sales promotion, 21–22, 510–560 abuse of, 557–558 accountability and, 519 account-specific, 519–520 advertising combined with, 554–556 brand equity and, 520, 524–525 brand loyalty and, 516 brand proliferation and, 516–517 budget allocation, 554–555 clutter and, 520 competition and, 519–520 concerns about, 520 consumer franchise building (CFB), 520–522 consumer market fragmentation and, 517–519 consumer-oriented; see Consumer-oriented sales promotion defined, 513 direct marketing combined with, 465 effectiveness measurement, 648–650 in foreign markets, 690–693 growth of, 515–522 history of, 511–512 IMC program development, 27 increased sensitivity to, 516 Internet and, 498 media support/timing, 555–556 non-franchise building (non-FB), 522 overuse of, 557 personal selling combined with, 611 regulation of, 740–742 retailers’ power and, 515–516 scope/role of, 513 short-term focus of, 519 theme coordination, 555 trade-oriented; see Trade-oriented sales promotion Sales promotion agencies, 94–95 Sales promotion trap, 557–558 Sales response models, 214–215 Salient attributes, 52 Salient beliefs, 118 Sampling, 526–529 Satellite radio, 381–382 Satellite television, 370, 689 Satisfaction, customer, 120–121 Scatter market, 358 Schedules of reinforcement, 125–126 Scientific presentation advertising, 277 Script, 289–290 Securities and Exchange Commission (SEC), 581 Selective attention, 114 Selective binding, 411–412 Selective comprehension, 114 Selective exposure, 114 Selective learning, 151 Selective perception, 114 Selective retention, 114 Selective-demand advertising, 19 Selectivity, magazine, 395–398 Self-actualization needs, 109–110 Self-liquidating premiums, 536–537 Self-paced information, 188 © The McGraw−Hill Companies, 2003 Subject Index creative limitations of, 380 flexibility of, 378 fragmentation and, 380 IMC opportunities on, 378–380 limitations of, 380–382 limited research data for, 380–382 listener attention and, 382 mental imagery, 378 satellite, 381–382 selectivity of, 378 time classifications, 383–385 Ratings point, 372 Reach, 301–303 computer analysis of, 328–329 effective, 320–321 effects of, 320 gross ratings points and, 318–320 level needed, 316–317 of magazines, 402 objectives, 318 Readability tests, 634 Readers per copy, 326 Readership, magazine, 405–406 Reality programming, 371 Rebates, 540–541 Recall tests, 642–643 Receiver, 143–147, 167; see also Response process Recency effect, 179 Recognition method, 641–642 Reference groups, 129 Referrals, gaining clients by, 92–93 Refunds, 540–541 Refutational appeal, 181 Regulation, 708–747 alcoholic beverage advertising, 709–710 contests, 740–742 direct marketing, 742–744 federal; see Federal regulation in foreign markets, 666–668, 700–707 Internet marketing, 744–746 premiums, 742 sales promotion, 740–742 self-regulation; see Self-regulation state and local, 740, 741–742 sweepstakes, 740–742 trade allowances, 742 Reinforcement, 125–126 Relationship marketing, 7–8, 468–469, 602 Relative cost, 323 Reminder advertising, 116, 274 Repetition, 124 Repositioning, 55 Republican National Committee, 115 Reputation, gaining clients by, 93 Research department, ad agency, 80 Resellers, 62 Response, 145 Response process, 147–162 advertising and, 161–162 alternative hierarchies, 150–153 dissonance/attribution, 150, 151–152 implications of, 153 low involvement, 150 standard learning, 150–151 cognitive approach, 157–158 elaboration likelihood model, 158–161 FCB planning model, 154–155 feedback methods, 149 involvement, 153–156 stages of, 150 traditional hierarchy models, 147–150 AIDA model, 147–148 evaluating, 150 hierarchy of effects, 147–148 implications of, 149–150 information processing, 147–148 innovation adoption, 147–148 Index Belch: Advertising and Promotion, Sixth Edition IN22 Back Matter Subject Index S-shaped response curve, 214–215 Standard advertising units (SAUs), 423–424 Standard Directory of Advertisers, 334 Standard Directory of Advertising Agencies, 77, 334 Standard learning model, 150–151 State and Metropolitan Area Data Book, 334 Station reps, 361 Stealth marketing, 431–432, 749–750 Stocking allowances, 549 Stopping power, 173 Storyboards, 82, 251 Straight sell advertising, 275–277 Strategic marketing plan, 40 Street money, 549 Study of Media and Markets, 408 Subcultures, consumer behavior and, 128–129 Subheads, 284 Subliminal perception, 114, 115–116 Super Bowl, 354–355 Superagencies, 77–78 Superstations, 365–366 Support advertising, 475 Support arguments, 157–158 Support media, 430–459 direct marketing combined with, 467 in-flight advertising, 453–456 kiosks, 456 miscellaneous, 456–458 movie theater ads, 448–450 out-of-home; see Out-of-home advertising place-based, 456 product placements; see Product placements promotional products marketing, 443–446 scope of, 432 virtual advertising, 457–458 Yellow Pages advertising, 446–448 Survey of buying power index, 310, 311 Sustainable competitive advantage, 257 Sweeps periods, 303, 374, 375 Sweepstakes, 537–540, 740–742 Syndicated programs, 361–362 T Target audience, 146–147, 207 Target CPM, 325 Target marketing process, 43–58 Internet and, 504–505 market identification, 43–44 market segmentation; see Market segmentation market selection, 42, 50–51 media planning and, 306–309, 313–314 positioning; see Positioning Target ratings points (TRPs), 319–320 TargetTV, 376 Team approach, 579 Teaser advertising, 274–275 Technical evidence advertising, 277 Teenagers alcoholic beverage advertising and, 752 bicultural, 140 as global market segment, 675–676 magazines and, 397 Telemarketing, 477–478, 610, 743 Telemedia, 477–478 Teleshopping, 477, 501 Television; see also Television advertising advantages of, 351–353 advertiser influence on, 769–771 advertising regulation by, 719–721 attention and, 352, 356–357 audience measurement, 370–377 developments in, 374–377 households using television (HUT), 372 Index local audience information, 374 network audience information, 373 Nielsen Television Index, 373 people meter, 373–374 program rating, 372 share of audience, 372–373 sweeps ratings, 374, 375 television households, 372 cable, 364–370 captivity of, 352 characteristics of, 330 clutter, 188–189, 356 coverage/cost effectiveness of, 352 creativity/impact of, 351 distrust/negative evaluation of, 357 fleeting message of, 355 flexibility of, 352–353 infomercials, 11, 461–462, 475–477 interactive, 299–300, 506–508, 735 limitations of, 353–357 reality programs, 371 satellite, 370, 689 selectivity of, 352–355 Spanish-language networks, 359–360 Television advertising; see also Television audio component, 286–289 buying time, 357–364 local advertising, 361 methods of, 362–364 network advertising, 358–361 participations, 363 sponsorship, 363 spot advertising, 361, 367 spot announcements, 364 syndicated programs, 361–362 time period/program selection, 364 on cable television, 366–367 clearance departments, 759–760 clutter and, 188–189, 356 comparative costs, 324–326 cost of, 353–355, 360 creative tactics for, 286–290 effectiveness measurement, 619–620; see also Effectiveness measurement international, 685–686 jingles, 287 low involvement products and, 152–153 music, 286–289 needledrop, 286 online, 495 planning, 289–290 posttests of, 643–647 pretests of, 634–638 production of, 290 PVRs and, 349–350 script, 289–290 Super Bowl ads, 354–355 tracking studies, 646–647 video component, 286 zipping/zapping of, 349–350, 356–357 Television households, 372 Television network, 358 Telnet, 487 Terminal posters, 441 Test marketing, 644–645 Testimonials, 277–278 Testing bias, 627–628 Text perspective/organization, 32–33 Theater testing, 635 Tobacco advertising, 667, 735–736 Top-down budgeting approaches, 217–225 Top-of-mind awareness, 116 Total audience, 373 audience information, 406–408 magazine, 405–406 Toy Manufacturers Association, 714 Tracking studies, 646–647 Trade advertising, 19, 64 © The McGraw−Hill Companies, 2003 Trade allowance, 547–550, 742 Trade associations, self-regulation by, 714–715 Trade regulation rules, 724 Trade shows, 445, 551 Trade-oriented sales promotion, 22, 513–514, 544–554 for building retail inventories, 546 buying allowances, 547 contests, 546–547 cooperative advertising, 552–554 displays, 550–551 for established brand retail display, 545–546 for established brand trade support, 545 everyday low pricing (EDLP) and, 549–550 incentives, 546–547 for new product distribution, 544–545 objectives, 544–546 planograms, 551 point-of-purchase materials, 550–551 promotional allowances, 547 slotting allowances, 547–549, 742 targeted to reseller salespeople, 547 trade allowances, 547–550, 742 trade shows, 445, 551 types of, 546–554 Traffic department, 82 Transformational ads, 270–272 Transit advertising, 440–443 advantages/disadvantages, 442 audience measurement, 443 inside cards, 441 outside posters, 441 terminal posters, 441 Two-sided message, 181 Two-step approach, 471 U Unconditioned response, 123–124 Unconditioned stimulus, 123–124 Undifferentiated marketing, 50–51 Unduplicated reach, 318 Unfairness, 725 Unique selling proposition (USP), 256–257 Unique users, 487, 502 United Nations Statistical Yearbook, 683 U.S Air Force, 619 U.S Army, 3–5, 6, 130, 256 U.S Brewers Association, 714 U.S Census Bureau, 469 U.S Commerce Department, 683 U.S Consumer Products Safety Commission, 582 U.S Government, 17 U.S Navy, 622 U.S Office of National Drug Control Policy (ONDCP), 773 U.S Postal Service, 173, 463, 471, 711, 736–738, 743 U.S Supreme Court commercial speech restrictions, 722 corrective advertising, 733 professional advertising, 714 puffery, 726, 727–728 Universal estimate (UE), 372 Up-front market, 358 Usage situation, 130 Usenet, 487 V Valid hits, 487 VALS program, 49 Vehicle option source effect, 626 Vertical cooperative advertising, 552 Belch: Advertising and Promotion, Sixth Edition Back Matter Verticals, 496 Video news release (VNR), 581 Virtual advertising, 457–458 Visits, 487, 502 Visual image personality (VIP), 153 Voice-over, 286 W Want, 107 Waste coverage, 313 Web films, 67–68 Webcasting, 498 Website, 490–492 Index Weekly newspapers, 413 Wheeler-Lea Amendment, 723, 724 Wide Area Information Server (WAIS), 487 Wireless communications, 508 Women, stereotyping of, 766–767 Women Against Pornography, 752 Word-of-mouth communication, 143 World Health Organization, 667 World Trade Organization, 679, 696 World Wide Web (WWW), 486, 487; see also Internet webcast listenership measurement, 386 website development/maintenance, 490–492 © The McGraw−Hill Companies, 2003 Y Yellow Pages, 426, 446–448 advantages/disadvantages, 447–448 audience measurement, 448 forms of, 446 Yellow Pages Publishers Association (YPPA), 448–450, 572 Z Zapping, 349–350, 356–357 Zero-based communications planning, 210 Zipping, 349–350, 356 IN23 IN23 Chapter Number Chapter Title Name and Company Index [...]... influences Analysis of Promotional Program Situation Internal analysis External analysis Promotional department Consumer behavior analysis organization Market segmentation and target Firm’s ability to implement marketing promotional program Market positioning Agency evaluation and selection Review of previous program results Analysis of Communications Process Analyze receiver’s response processes Analyze... Integrate promotional-mix strategies Create and produce ads Purchase media time, space, etc Design and implement direct-marketing programs Design and distribute sales promotion materials Design and implement public relations/publicity programs Design and implement interactive/Internet marketing programs Monitor, Evaluate, and Control Integrated Marketing Communications Program Evaluate promotional program... supportive than primary to the marketing and promotional process However, many firms have begun making PR an integral part of their predetermined marketing and promotional strategies PR firms are increasingly touting public relations as a communications tool that can take over many of the functions of conventional advertising and marketing.33 23 The final element of an organization’s promotional mix... combines the promotional-mix elements, balancing the strengths and weaknesses of each, to produce an effective promotional campaign Promotional management involves coordinating the promotional-mix elements to develop a controlled, integrated program of effective marketing communications The marketer must consider which promotional tools to use and how to combine them to achieve its marketing and promotional... interpret and respond to it Advertising is the best-known and most widely discussed form of promotion, probably because of its pervasiveness It is also a very important promotional tool, particu- Figure 1-1 Elements of the promotional mix The Promotional Mix Advertising Direct marketing Interactive/ Internet marketing Sales promotion Publicity/ public relations Personal selling Belch: Advertising and Promotion,... sales promotion is targeted toward marketing intermediaries such as wholesalers, distributors, and retailers Promotional and merchandising allowances, price deals, sales contests, and trade shows are some of the promotional tools used to encourage the trade to stock and promote a company’s products Among many consumer packaged-goods companies, sales promotion is often 60 to 70 percent of the promotional... the emphasis of their promotional strategy from advertising to sales promotion Reasons for the increased emphasis on sales promotion include declining brand loyalty and increased consumer sensitivity to promotional deals Another major reason is that retailers have become larger and more powerful and are demanding more trade promotion support from companies Promotion and sales promotion are two terms... this book is on one element of the marketing mix: the promotional variable However, the promotional program must be part of a viable marketing strategy and be coordinated with other marketing activities A firm can spend large sums on advertising or sales promotion, but it stands little chance of success if the product is of poor quality, is priced improperly, or does not have adequate distribution to... effectiveness of manufacturers’ promotional programs This is leading many marketers to shift their focus to promotional tools that can produce short-term results, such as sale promotion • The rapid growth and development of database marketing Many companies are building databases containing customer names; geographic, demographic, and psychographic profiles; purchase patterns; media preferences; credit ratings;... distributing the total promotional budget across the promotional-mix elements What percentage of the budget should they allocate to advertising, sales promotion, the Internet, direct marketing, and personal selling? Companies consider many factors in developing their IMC programs, including the type of product, the target market, the buyer’s decision process, the stage of the product life cycle, and ... supportive than primary to the marketing and promotional process However, many firms have begun making PR an integral part of their predetermined marketing and promotional strategies PR firms are... implement marketing promotional program Market positioning Agency evaluation and selection Review of previous program results Analysis of Communications Process Analyze receiver’s response processes Analyze... competitive advantage include having quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, or dominating channels of distribution