Integrated marketing communications

second edition “An excellent book, well written and full of good examples The new edition ensures that it remains at the cutting edge of marcoms thinking." Dr A Nicholls, Said Business School, Oxford University “This book is without doubt the most comprehensive and intriguing text in the field of integrated marketing communications It offers an insightful approach to relevant and applicable study in marketing communications, based on current trends and recent research results It has a stimulating empirical focus on European and international cases without compromising theoretical depth and reflectivity I commend the authors for succeeding in truly integrating all that there is to ‘need to know’ about marketing communications!" Professor Suzanne C Beckmann, Copenhagen Business School CD Integrated Marketing Communications Building on the successful, highly acclaimed first edition, the second edition of Integrated Marketing Communications continues to provide a comprehensive coverage of marketing communications in a unique integrated format With a lively European approach, this book is ideal for those studying marketing communications at undergraduate, postgraduate and post-experience levels The comprehensive coverage of material, based on recent, seminal research and applied examples, provides a ‘must have’ text on integrated marketing communications It is also suitable for students taking courses in advertising, public relations, sales promotions, and direct marketing Integrated Marketing Communications second edition David Pickton Amanda Broderick The second edition incorporates: • Unique and innovative CD Packed with additional case study material, questions, weblinks, PowerPoint slides and revision aids, this fabulous resource provides a wealth of interactive materials to enhance, exemplify and consolidate discussion in the text • Integrated real world case studies with questions relating to every chapter gives a practical orientation to the book • Visual ‘route map’ clearly and graphically illustrates the three key models of marketing communications and assists navigation through the book • Unprecedented coverage of all elements of the marketing communications mix with separate chapters covering e-media, ethical issues, international marketing communications, regulation, creative and organisational issues, production and packaging, customer/audience relationship management, and image and brand management Visit the Companion Website at www.booksites.net/pickton to find a wide range of additional valuable teaching and learning materials Pickton Broderick David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School an imprint of CD www.booksites.net/pickton www.pearson-books.com CD www.booksites.net/pickton Integrated Marketing Communications Visit the Integrated Marketing Communications, 2nd ed Companion Website at www.booksites.net/pickton to find valuable learning material including: For students ● ● ● ● ● ● ● ● PowerPoint presentation offering a summary outline of the text Expanded case study material with questions Quiz words: crossword style quiz concerning IMC concepts Revision route map: indicates where principle IMC topics are covered in the text Links to relevant sites on the web List of useful addresses and organisations Internet resource finder An online glossary to explain key terms For lecturers ● ● ● ● ● ● ● ● ● PowerPoint slides that can be downloaded and used as OHTs Expanded case study material from main text with questions Additional case studies Contents comparison of the 1st edition and 2nd edition of the text Additional assessment questions, tutorial assignments and current issues projects Solutions to student quiz words Chapter by chapter overviews Details of CD Topic route map: indicates where principle IMC topics are covered in the text We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk Second Edition Integrated Marketing Communications David Pickton ● Amanda Broderick Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies around the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published 2001 Second edition published 2005 © Pearson Education Limited 2005 The rights of David Pickton and Amanda Broderick to be identified as authors of this work has been asserted by them in accordance with the Copyright, Designs, and Patents Act 1988 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP ISBN 273 67645 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Pickton, David Integrated marketing communications / David Pickton, Amanda Broderick. 2nd ed p cm Includes bibliographical references and index ISBN 0-273-67645-8 Communication in marketing I Broderick, Amanda II Title HF5415.123.P53 2004 658.8'02 dc22 10 09 08 07 06 05 Typeset in 10/12 pt Minion by 30 Printed and bound by Ashford Colour Press, Gosport, Hants The publishers’ policy is to use paper manufactured from sustainable forests 20044047715 Short contents Introduction to integrated marketing communications What is marketing communications? 2 What is integrated marketing communications? 21 Part The integrated marketing communications process Case study 1: Concern 44 Creating shared meaning in marketing communications – from sender to receiver 46 Marketing communications psychology 67 Media – the carriers of the message 102 E-media 125 The changing marketing communications environment 148 The international context of marketing communications 167 Regulation and legal controls 189 10 Marketing communications ethics 222 11 Image and brand management 240 12 Customer/audience relationship management 265 Part Managing integrated marketing communications planning ˘ Case study 2: Skoda 286 13 Marketing communications planning and plans 288 14 Organisational implications of integrated marketing communications 310 15 Agency operations 325 16 Research and analysis for integrated marketing communications decision-making 351 17 Identifying target audiences and profiling target markets 371 18 Setting budgets and allocating resources 399 19 Setting objectives, determining strategy and tactics 413 v Short contents 20 Creative implementation 443 21 Media implementation 462 22 Production implementation 492 23 Evaluation and control of integrated marketing communications 513 Part The integrated marketing communications mix vi Case study 3: Pampers 544 24 Public relations 545 25 Sponsorship 571 26 Advertising 591 27 Direct marketing communications 619 28 Sales promotion, merchandising and point of sale 634 29 Packaging 658 30 Exhibitions and trade shows 672 31 Personal selling and sales management 687 Contents Preface About the authors Acknowledgements xvii xix xx An introduction to integrated marketing communications Chapter What is marketing communications? The Integrated Marketing Communications Framework What is marketing communications? The marketing communications process and the IMC Process Model The marketing communications planning process and the IMC RABOSTIC Planning Model The marketing communications mix and the IMC Mix Model Summary Self-review questions Project References Selected further reading Chapter What is integrated marketing communications? What is integrated marketing communications? Definition and key features of integrated marketing communications Benefits of integrated marketing communications The 4Es and 4Cs of integrated marketing communications Impetus for integrated marketing communications Barriers to integrated marketing communications Summary Self-review questions Project References Selected further reading 14 15 18 19 19 19 20 21 22 25 27 28 29 35 39 39 40 40 41 Part The integrated marketing communications process Case study 1: Concern Chapter Creating shared meaning in marketing communications – from sender to receiver An introduction to the communications loop The use of signs in encoding and decoding 44 46 48 51 vii Contents How meaning is created Sender credibility Likeability of a communication Modelling in marketing communications Summary Self-review questions Project References Selected further reading Chapter Marketing communications psychology Alternative paradigms of buyer behaviour Stages in decision-making Pre-purchase and purchase Post-purchase evaluation Product disposal The role of marketing communications in buyer behaviour Theories of marketing communication Psychological influences on buyer behaviour Experience, learning and the role of memory Attitude formation, change and its effects on behaviour Summary Self-review questions Project References Selected further reading Chapter Media – the carriers of the message Media – what is it? Extending the popular view Central role of the media The media and the promotional mix A few words about ‘word of mouth’ Media classes and media vehicles The marketing mix as marketing communications Characteristics of the media Media growth Media effect – the media as relationship builders Integration of the media Summary Self-review questions Projects References Selected further reading Chapter E-media What are e-media? Cybermarketing The use of multimedia in marketing communications The Internet and the World Wide Web Marketing communications on the Internet and the World Wide Web viii 54 56 60 61 63 64 64 65 66 67 70 75 75 82 84 84 86 87 91 94 97 98 99 99 101 102 104 106 107 109 110 112 112 117 118 122 122 123 123 124 124 125 127 127 128 132 136 Contents Digital and interactive television CD-ROM/DVD Permission marketing Summary Self-review questions Project References Selected further reading Chapter The changing marketing communications environment The macro- and micro-environment – the context of marketing communications Analysis of the macro-environment Overview of selected macro-environmental changes affecting marketing communications Players in the marketing communications industry The marketing communications micro-environment – the media context Summary Self-review questions Project References Selected further reading Chapter The international context of marketing communications The importance of international marketing The international dimensions of the marketing communications environment Standardisation versus adaptation of marketing communications Strategic responses to the standardisation question The impact of the international context on marketing communications Summary Self-review questions Project References Selected further reading Chapter Regulation and legal controls Need for regulation and control Forms of regulation and control Legal regulation and control Self-regulation and control An international comparison of approaches to self-regulation Summary Self-review questions Project References Selected further reading Appendix 9.1 Statutes affecting marketing communications Appendix 9.2 Terms of reference for the British Codes of Advertising and Sales Promotion 142 144 144 145 145 146 146 147 148 150 151 154 161 162 165 165 166 166 166 167 169 169 176 179 181 185 186 186 186 188 189 191 194 197 198 212 216 216 217 217 217 218 219 ix ... introduction to integrated marketing communications Chapter What is marketing communications? The Integrated Marketing Communications Framework What is marketing communications? The marketing communications. .. What is integrated marketing communications? What is integrated marketing communications? Definition and key features of integrated marketing communications Benefits of integrated marketing communications. .. the marketing communications planning process Levels of integrated marketing communications Continuum of integrated marketing communications Dimensions of integrated marketing communications Marketing