Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull

Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull Giáo trình Marketing communication discovery creation and conversations 7h by chris fill turnbull

Anthony Patterson, University of Liverpool ‘The very best fusion of academic intelligence and contemporary commercial communications practice available.’ Rod Radford MBA, FCIM, FCMI, Chartered Marketer & Manager, Marketing Communications Degree Leader, Sheffield Business School, Sheffield Hallam University ‘Chris Fill’s books have been my core recommended texts for years This seventh edition with the addition of Sarah Turnbull takes another leap forward and does not disappoint It strikes the balance between theory and practice, is well structured, and is packed with insight.’ Dr Jonathan A.J Wilson, Programme Director, Postgraduate Marketing degrees, University of Greenwich This seventh edition of Marketing Communications provides both a rich source of theory and an invaluable insight into how brands create communications and engage audiences in brand conversations With contributions from brand owners and their advertising agencies from around the world, the book provides a unique blend of the theory and practice of brand communications ABOUT THE AUTHORS Chris Fill BA, MSc FCIM, is a Director of Fillassociates Chris has authored over 30 textbooks, published papers in many leading academic journals, and is internationally recognised for his contribution to marketing communications He is a Fellow and former Senior Examiner at the Chartered Institute of Marketing Sarah Turnbull PhD, MBA, MSc, FCIM, FHEA is a Principal Lecturer at the University of Portsmouth and a Fellow of The Chartered Institute of Marketing Prior to joining academia she worked in a number of global advertising agencies and spent eight years as Account Director on the Emirates account in Dubai CVR_FILL2614_07_SE_CVR.indd SEVENTH EDITION CHRIS FILL SARAH TURNBULL Sarah Turnbull joins Chris Fill as co-author on the seventh edition and together their passion for marketing communications comes alive in this book as they share their expertise and experience Its strong theoretical underpinning and selection of contemporary case studies makes this the definitive text for undergraduate and postgraduate students in marketing, marketing with psychology, advertising, business studies and other marketing-related programmes It is recognised as the authoritative text for professional courses such as those run by The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising MARKETING COMMUNICATIONS ‘ quite simply the best introduction to Marketing Communications that I have read Chris Fill and Sarah Turnbull have managed to produce a book, now in its seventh edition, that is exceptionally easy to read and thoroughly up-to-date Its viewpoints, scholarly synopses and engaging content will enliven the learning experience of every student who reads it.’ SEVENTH EDITION MARKETING COMMUNICATIONS discovery, creation and conversations CHRIS FILL SARAH TURNBULL www.pearson-books.com 25/04/2016 11:43 Marketing Communications A01_FILL2614_07_SE_FM.indd 4/28/16 6:41 PM A01_FILL2614_07_SE_FM.indd 4/28/16 6:41 PM Seventh edition Marketing Communications discovery, creation and conversations Chris Fill and Sarah Turnbull A01_FILL2614_07_SE_FM.indd 4/28/16 6:41 PM Pearson Education Limited Edinburgh Gate Harlow CM20 2JE United Kingdom Tel: +44 (0)1279 623623 Web: www.pearson.com/uk First published under the Prentice Hall Europe imprint 1995 (print) Fourth edition 2005 (print) Fifth edition 2009 (print) Sixth edition 2013 (print and electronic) Seventh edition published 2016 (print and electronic) © Prentice Hall Europe 1994, 1999 (print) © Pearson Education Limited 2006, 2009 (print) © Pearson Education Limited 2013, 2016 (print and electronic) The rights of Chris Fill and Sarah Turnbull to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 The print publication is protected by copyright Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publisher, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law Any unauthorised distribution or use of this text may be a direct infringement of the authors’ and the publisher’s rights and those responsible may be liable in law accordingly All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners Pearson Education is not responsible for the content of third-party internet sites ISBN: 978–1–292–09261–4 (print) 978–1–292–09383–3 (PDF) 978–1–292–09382–6 (eText) British Library Cataloguing-in-Publication Data A catalogue record for the print edition is available from the British Library Library of Congress Cataloging-in-Publication Data A catalogue record for the print edition is available from the Library of Congress 10 9 8 7 6 5 4 3 2 1 20 19 18 17 16 Print edition typeset in 10/12pt Sabon LT Pro by 71 Printed in Slovakia by Neografia NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION A01_FILL2614_07_SE_FM.indd 4/28/16 6:41 PM Brief contents Preface xix Acknowledgements xxix Publisher’s acknowledgements xxxi Part Introduction to marketing communications 1 Introducing marketing communications Communications: forms and conversations Audience insight: information processing and behaviour How marketing communications might work 37 71 113 Part Managing marketing communications 147 Marketing communications: strategy and planning Marketing communications: objectives and positioning The communications industry: structure, operations and finance Evaluation and metrics Branding and marketing communications 10 Integrated marketing communications 149 180 211 252 287 323 Part The marketing communications mix 353 11 Advertising: role, forms and strategy 355 12 Public relations: principles and practice 388 13 Sponsorship 422 14 Direct marketing and personal selling 450 15 Sales promotion, field marketing and brand experience 485 16 Brand placement, exhibitions, packaging and licensing 517 17 Messages and creativity 546 18 Media – principles and practice 587 19 Social, search and other interactive media 621 20 Media planning: reaching audiences 658 Author index Subject index A01_FILL2614_07_SE_FM.indd 691 703 4/28/16 6:41 PM For Karen thank you for the music (CF) For Simon, Daisy and Bea (ST) A01_FILL2614_07_SE_FM.indd 4/28/16 6:41 PM Contents Preface xix Acknowledgements xxix Publisher’s acknowledgements xxxi Part Introduction to marketing communications 1 Introducing marketing communications 3 Aims and learning objectives Case: Sensodyne Pronamel Introduction 7 The concept of marketing as an exchange Marketing communications and the process of exchange The scope of marketing communications 10 The role of marketing communications 13 The tasks of marketing communications 16 Defining marketing communications 19 Environmental influences 22 Internal influences 22 Market influences 23 External influences 23 The marketing communications mix 25 Criteria when devising a mix 27 Control 28 Financial resources 29 Audience size and geographic dispersion 29 Media behaviour and preferences 29 Communications tasks 29 Communications differences 30 Message reception 30 Number of decision-makers 30 The balance of the communications mix 31 Specificity and integration 31 Variety of media 31 Content 31 Message origin 31 Length of purchase decision time 31 Negative communications 32 Target marketing and research 32 Measurement and evaluation 32 Marketing communications goals 32 A01_FILL2614_07_SE_FM.indd 4/28/16 6:41 PM viii Contents Key points 33 Review questions 34 References 35 Communications: forms and conversations 37 Aims and learning objectives 37 Case: British Heart Foundation: Vinnie – stayin’ alive! 38 An introduction to the process of communications 40 A linear model of communications 41 Source/encoding 42 Signal 42 Decoding/receiver 44 Feedback/response 44 Noise 45 Realms of understanding 45 Factors that influence the communications process 46 The influence of the media 46 The influence of people 47 The influencer model of communications 47 Interactional model of communications 48 Word-of-mouth communications 50 Definition and motives 51 Opinion leaders 54 Opinion formers 55 Opinion followers 56 Developing brands with word-of-mouth communications 56 Amplification 60 Relational approaches to communications 60 Network approaches to communications 62 Process of adoption 62 Process of diffusion 65 Key points 66 Review questions 67 References 68 Audience insight: information processing and behaviour 71 Aims and learning objectives 71 Case: The intellectual Alibi – or how the Dacia challenged conventional perceptions of value 72 Introduction 74 Information processing 77 Perception 77 Marketing and perception 80 Learning 83 Attitudes 88 Decision-making 90 Consumer purchase decision-making process 90 Organisational decision-making process 91 Fear and perceived risk 94 Involvement theory 96 Impact on communications 99 A01_FILL2614_07_SE_FM.indd 4/28/16 6:41 PM www.downloadslide.com Contents Other approaches Hedonic consumption Tribal consumption Behavioural economics ix 101 101 102 104 Key points 108 Review questions 109 References 110 How marketing communications might work 113 Aims and learning objectives 113 Case: McCain – Ready Baked Jackets 114 Introduction 116 The strategic context 116 Engagement and the role of marketing communications 117 How does marketing communications work? 119 HMCW Interpretation 1: Sequential models 120 HMCW Interpretation 2: Changing attitudes 122 HMCW Interpretation 3: Shaping relationships 125 HMCW Interpretation 4: Developing significant value 133 HMCW Interpretation 5: Cognitive processing 137 Conclusion 140 Key points 141 Review questions 142 References 143 Part Managing marketing communications 147 Marketing communications: strategy and planning 149 Aims and learning objectives 149 150 Case: The London Olympics – a strategic success Introduction 152 Marketing communications strategies 153 MC strategy interpretation 1: Positioning strategies 154 MC strategy interpretation 2: Audience strategies 159 MC strategy interpretation 3: Platform strategies 164 MC strategy interpretation 4: Configuration strategies 166 Planning marketing communications 168 The marketing communications planning framework 169 Elements of the plan 172 Context analysis 172 Communications objectives 173 Marketing communications strategy 174 Coordinated communications mix 174 Resources 175 Scheduling and implementation 175 175 Evaluation and control Feedback 175 176 Links and essential points A01_FILL2614_07_SE_FM.indd 4/28/16 6:41 PM www.downloadslide.com 710 Subject index direct response media 460–7, 615 carelines 464 direct mail 460–1 door-to-door 466 inserts 464–5 interactive media 467 print 465 radio and television 466, 615 telemarketing 462–4 direction of public relations 398 of word-of-mouth communications 52 disciplines in open planning IMC 341 discount pricing in sales promotions 490 discovery in interactive media 614 disintegrating KAM 479 Disney Channel 428 display advertising 626 divergence in creativity 570 DMA 217 dogs, medication for 161–2 Dole 335 door-to-door as direct response media 466 door-to-door calls in field marketing 508 Doritos 165–6, 381 double jeopardy in sales promotions 493.498 Dove cosmetics 17, 58, 86, 187, 204 Draper Fisher Juvertson 644 Dreams furniture 27 dress codes 402 DRIP elements 16–17 drivers for word-of-mouth communications 51, 59 Dulux Paints 26–7 dummy vehicles in pre-testing finished ads 260 duplicated reach in media planning 674 DuPont 306 Duracell 164 early adopters in diffusion of new products 65 early majority in diffusion of new products 66 EasyJet 200, 309–10, 632 eclectic models in advertising 373–5 Eco-labels 537 economic conditions and organisational buying behaviour 94 economic crises 411 effective frequency of media planning 673–4 efficiency in recency media planning 677–9 Egg 561 elaboration in creativity 570 elaboration likelihood model (ELM) of advertising 370–3 in information-based appeals 557 in sales promotions 494–5 electro-encephalographs in physiological evaluation 263 email marketing 649–50 eMarketeer 615 embedded advertising 46 Emirates 439 Emirates Lions (case study) 423–4 emotion in advertising 364–6 Z02_FILL2614_07_SE_SIDX.indd 710 emotional aspects of branding 314–15 emotional associations of brands 295–8 emotional content as significant value 135–7 emotional intensity in sponsorship 433 emotional loyalty 501 emotional selling proposition (ESP) of brands 301 emotional stages in positioning strategies 156–7 emotions-based appeals 559–65 animation 562–3 fantasy and surrealism 563–5 fear 559 humour 560 music 563 shock 561–2 emotive dimension in CGA 382 empathy in dialogue interaction 131 employee relations 402 employees in branding 311–15 as brand ambassadors 311 external communications 311–12 intellectual and emotional aspects 314–15 internal communications 312–14 goals 313–14 and IMC 333 in sales promotions 506 as stakeholders in public relations 392 encoding in linear model of communications 42 in memory 85 engagement 13–16, 20 confusion in 16 of employees with brands 314–15 in interactive media 614 in marketing communications 117–19 in television advertising 593 English National Opera 436 entertainment marketing 523 pattern of decision making 100 enthusiasts on advertising 676 environmental awareness 402 ethical lobbying 407 ethics 21 perceived 402 of public relations 398 e-tribes 104 evaluation of advertising 257–62 pre-testing downsides to 262 finished ads 260–2 unfinished ads 257–60 brand promises, fulfilment of 276–7 consumer and business differences 30 and control in MCPF 175 of financial analysis 268–9 likeability 269 of marketing mix modelling 269 of mobile communications 279 neuroscience techniques for 264 4/26/16 5:06 PM www.downloadslide.com Subject index of online communications 277–9 attribution models 278 physiological measures for 263–4 post-testing 264–8 inquiry tests 265 readership scores 266 recall tests 265–6 recognition tests 266–7 sales tests 267–8 simulated market tests 267 single-source data 267–8 public relations in 271–6 corporate image 274 crisis management 275 evaluation of 276 macro model of 273 metrics used 272 recruitment 274–5 role of 256–7 social media 279–82 tracking studies 268 evasion as image restoration approach 415 Evening Standard 390 event management 402 event marketing in field marketing 508 events 404 events in sales promotions 510–13 Everest Windows (case study) 451–3, 454 exhibitions 402, 527–34 characteristics of 529–31 strengths 530 weaknesses 530 community events 534 corporate events 533 costs of 530 as form of marketing communications 531–2 hospitality and events 533 marketing management of 532–3 product events 533 reasons to use 528 Exodus.co.uk 97–8 expansive strategies in investor relations 409 expenditure trends in budgeting 237 experience in marketing communications 19 experiential marketing agencies 223 in field marketing 511 expert in establishing credibility 552 explicit brand placements 526 exploratory KAM 479 Express 390 expressive (symbolic) positioning 199 extended problem solving in consumer purchase process 90 external context analysis in MCPF 173 extrinsic attributes of brands 293 eye tracking in physiological evaluation 263 Facebook 13–14, 270–1, 360, 638, 640 factual information-based appeals 557 Fairtrade 17 fantasy and surrealism in emotions-based appeals 563–5 Z02_FILL2614_07_SE_SIDX.indd 711 711 fast moving consumer goods (FMCG) advertising budgets 598 brand delivery in 302 DRTV in 615 market share and advertising expenditure 241 packaging 534 as POP sales 135 promotions 498 routinised behaviour/involvement 91, 96–7, 98–9 shelf-positioning 507 television advertising 31 trade shows and exhibitions for 522 Fausto Puglisi 207 FCB matrix in advertising 377–8 F*ck Cancer 131–2 fear and perceived risk in decision making 94–6 fear in emotions-based appeals 559 FedEx 306, 345 feedback in MCPF 175–6 feeling in FCB Matrix 378 fees as remuneration 233, 234 female consumers and 81 Fiat 653 field marketing 507 activities 507–10 of music 512 Field Marketing Council 507 figure-ground in organisation of perception 78–80 financial analysis in evaluation 268–9 financial groups as stakeholders in public relations 392 Financial Services Authority 86 Financial Times 438 First Choice 339 First Direct 118 Fisher Price Toys 541 flame archetype in CGA 382 flexibility in creativity 570 Flickr 579 flighting patterns in media planning 686 Flora 204 flyposting 591, 603 FMCG see fast moving consumer goods focus groups in pre-testing unfinished ads 260 Ford Motors 234, 524, 653 formality in relationship marketing 131 Fortitude 134 Fosters (case study) 588–9 fraud in advertising 277 free-trial offers 499 French Connection 561 frequency in media planning 671 and costs 677 setting levels, issues 677 frequency in relationship marketing 131 frequency-of-reading 266 friendsourcing 581 Fujifilm 293 full-service agencies 221 functional positioning 199 functionalism in historical views of public relations 393 funnel metaphor of decision making 75 4/26/16 5:06 PM www.downloadslide.com 712 Subject index galvanic skin response in physiological evaluation 263–4 Game of Thrones 134 Gantt charts 175 gatekeepers, organisational buyers as 93 gender-driven advertising 80 generic advertising 368 gift coupons in sales promotions 490 Gilbert Baker 401 Glasses Direct 652 GlaxoSmithKline 55, 215 global account management 480–1 global brands 560 golf sponsorship 434–5 Google 303, 361, 577, 631–2, 634, 640 Google Analytics 281 Google Authorship 632 Google Plus 632 Grass Root Goals 439, 506 GreenHopping 53 Grey Advertising 231 gross rating point (GRP) in media planning 671–3, 674 group buying in sales promotions 490 group communications 60 grouping in organisation of perception 78–80 Groupon 504 groups in social media 636 guarantees in sales promotions 490 Guardian 390, 594 Gucci 563 guerilla media tactics 603 Guinness 564 habit formation decision making 378 Halifax 23 hard-sell appeal 565 Harley-Davidson 103, 540, 577 harmonisation of IMC 338–9 Harrods 609, 203594 Harvey’s 27 Havas 219 Head of Content 230 healthcare agencies 223 hedonic consumption 21, 101–2 Heineken 608, 681 Heinz Foods 540 heroes in storytelling 577 Hershey 523 Hertz 205 hierarchy of effects models in marketing communications 120 of objectives in brand communications 190 high attention processing 140 high involvement decision making 96, 97–8 Hiscox 86 hits in PR evaluation 272 H&K strategies 234 Hollyoaks 428 Honda 165, 571, 577 Hootsuite Analytics 281 horizontal service model agencies 221–2, 223–4 Z02_FILL2614_07_SE_SIDX.indd 712 hospitality at trade shows 533 Hotmail 303, 361 House of Cards 134 Hovis 165, 365 how marketing communications work 119–40 attitudes, changing 122–5 cognitive processing 137–40 interpretations of 119 relationships, shaping 125–33 sequential models 120–1 significant value, developing 133–7 HP 187, 329–30, 577 HSBC 234, 435, 438 Human Resource Management 438 Human Rights Act 360 humour in emotions-based appeals 560 Hunter boots 438–9 Hyundai 106 ’I am Stella’ 55 Ibis 77 IBM 465 Ice Bucket Challenge 645–6 iconic rote learning 85–6 idealised self 156 ideas business, agencies as 234 identity in social media 635 iET 522 IFAM 551–2 I’m a Celebrity. . . 429 imagination in loyalty programmes 502 IMC see integrated marketing communications implementation stage in adoption of new products 64 implicit brand placements 526 impressions in PR evaluation 272 InBev UK 231 individuality in relationship marketing 131 industry regulations on organisational buying behaviour 94 inertia budgeting 240 inflight magazines 595–6 influencer model of communications 47–8, 55 influencers, organisational buyers as 93 information gathering in personal selling 468 information in marketing communication 16–17, 19 information processing 77–90 attitudes 88–90 components 88–9 behavioural economics 104–7 driving action 106–7 elements of 105 decision making 90–100 consumer purchase process 90–1 fear and perceived risk 94–6 involvement theory 96–9 organisational purchase process 91–4 hedonic consumption 101–2 learning 83–8 behavioural 83 classical conditioning 83–4 cognitive 85–6 4/26/16 5:06 PM www.downloadslide.com Subject index cognitive response 87–8 decay 86–7 marketing and perception 80–3 models of marketing communications 120–1 perception 77–80 changing 82–3 organisation 78–80 selection 77–8 tribal consumption 102–4 informational content as significant value 134 informational motives 379 informational motives in advertising 566 information-based appeals 557–9 comparative advertising 559 demonstration 557–9 factual 557 slice of life 557 informative decision making 378 in-game advertising (IGA) 630 in-house marketing communications 214 Ink Global 595–6 in-mail gifts in sales promotions 490 innovation in diffusion of new products 65 in-pack gifts in sales promotions 490 inquiry archetype in CGA 382 inquiry tests in evaluation 265 inserts as direct response media 464–5 insider segment in virtual communities 648 Institute of Practitioners in Advertising (IPA) 32, 106, 165, 186, 196, 221, 225.227, 237, 269, 278–9, 333, 344 Institute of Promotional Marketing (IPM) 217 Institute of Public Relations 390, 611 institutional advertising 367 institutionalism in public relations 393 in-store media 601 point-of-purchase 601–2 retail media centres 602 integrated KAM 479 integrated marketing communications (IMC) 21, 256 advantages of 330 branding as part of 304–5 employees in 312 consumer and business differences 30 definitions 336–7 development of 326–7, 329 drivers 328 reasons for 328–30 dimensions of 257 disadvantages of 330 evaluation of 257 interpretations of 337–48 harmonisation 338–9 open planning 340–1 as a perspective 341–3 as a plan 339–41 as a portfolio 343–6 relational IMC 346–8 relational view of communications 348 and relationship marketing 347–8 restructuring 349 Z02_FILL2614_07_SE_SIDX.indd 713 713 strengths 337 structuring for 348–9 and transactional marketing 346–7 ways 344 what to be integrated 331–6 agencies 334–6 branding 332–3 communication tools 331 employees 333 marketing mix 332 messages 332 strategy 333 technology 333 integration in marketing communications 19, 31 of mobile marketing communications 607 Intel 187, 306 intellectual aspects of branding 314–15 interaction in relationship marketing 131 interactional model of communications 48–50 interactive environment, branding on 308–10 interactive media 591, 603–16 advertising in 625–30 advergaming 630 banner ads 626–7 behavioural targeting 627 in-game 630 microsites 629 native advertising 628 online gaming 629–30 online video 629 pop-ups 628–9 rich media ads 629 affiliate marketing 651–2 apps 651 characteristics 604–11, 663 core technologies 604 defined 604 direct response media 467, 615 efficiency of 605 email marketing 649–50 as enabler 614–15 enhanced relationships in 610–11 independence of 606–9 interactivity of 605–6, 607 and linear media 615–16 multichannel campaigns 611–12 personalisation of 609–10 retailing in 612–13 short message services (SMS) 650–1 speed of 605 what it is 603–4 interdependent KAM 479 intermediate objectives in brand communications 199 internal context analysis in MCPF 173 internal marketing communications employees’ roles 312 matrix of 313 sponsorship in 445 International Events Group (IEG) 217, 247, 424–5, 430, 444–5 4/26/16 5:06 PM www.downloadslide.com 714 Subject index internet advertising expenditure in 216 branding on 302, 308–10 interactive media on 604 internet-based marketing communications 616 interpersonal communications 51, 60 Interpublic 219 interviews 404 intrinsic attributes of brands 293 intrinsic enjoyment in CGA 382 investor relations 407–9 involvement framework in advertising 374 involvement in FCB Matrix 378 involvement theory in decision making 96–9 and communications 99–100 and decision making 97–9 high and low involvement 96–7 ISBA 225, 231, 233 island thinking 33 IT companies and sponsorship 429 J Walter Thompson 234 Jack Daniels 131, 132 Jaguar 239 JK Imaging 540 John Lewis 361, 364, 562, 594 case study 547–9 Johnson & Johnson 234 Journal of Advertising 443 Journal of Advertising Research 438 JUST-EAT 441–2 KAM see key account management Karcher (case study) 659–61 Kasiisi project (case study) 212–14 Kellogg’s 86, 204, 297, 339 key account management (KAM) 476–80 final aspects 479–80 managing 478 relationship cycles 478–9 uncertainties 477 keywords in searches 631, 634 KFC 80, 489 Kia Motors 164, 436, 439 Kimberly-Clark 234 Kingdom of Sports 454 Kit Kat 541 KLM 512 knowledge stage in adoption of new products 63 Kodak 540 Kraft Foods 17 Kraft Television Theatre 522 Kronenbourg 1664 205 La Liga (Spain) 434 LAD Bible 439, 506 laggards in diffusion of new products 66 Land Rover 525, 653 Lara Croft 538 late majority in diffusion of new products 66 laudation archetype in CGA 382 Z02_FILL2614_07_SE_SIDX.indd 714 LBC 390 learning 83–8 behavioural 83 classical conditioning 83–4 cognitive 85–6 cognitive response 87–8 decay 86–7 Leeds Castle 187 legislation and organisational buying behaviour 94 Levi’s 77, 231, 244–5 Lexus 563 Li Ning sportswear 155–6 licensing 538–41 as brand alliance 539 as brand extension 538, 540–1 as remuneration 233 Lidl 164, 401 likeability in evaluation 269 limited problem solving in consumer purchase process 91 linear media 594–603, 680 broadcast 597–8 and interactive media 615–16 outdoor 598–601 billboards 599 street furniture 599 in transit 599–601 print 594–7 linear model of communications 41–6 decoding/receiver 44 feedback/response 44–5 noise 45 realms of understanding 45–6 signal 42–3 source/encoding 42 LinkedIn 640 LivingSocial 504 lobbying 406–7 The London Eye 439 London Olympic 23 London Transport cable car 439 London Underground 599 London’s West End LIVE 436 L’Oreal 49 lorries, ads on 599 Louis Vuitton 436–7 low attention processing 139–40, 191 characteristics 139 low involvement decision making 96–7, 98–9 Lowe London 581 Lowe Worldwide 231 low-value items see fast moving consumer goods (FMCG) loyalty, generating in sales promotions 502–3 loyalty programmes 490, 499–501 loyalty pyramid in sales promotions 501 Lucozade 486–8, 538 Lynx 509 M4C 234 McCain’s 599 baked jackets (case study) 114–16 4/26/16 5:06 PM www.downloadslide.com Subject index McDonald’s 23, 608 macro model of public relations evaluation 273 McVities 562 Made in Chelsea 436 Madonna 519 Maersk Line 637–8 magazines characteristics 663 recognition tests in 266 Magners 13–14 Mail Online 594 managed WoM 57 managerial crises 411 Manchester United 434 Mannesman 434 marginal analysis of budgeting 239, 240 market segmentation in positioning strategies 154 market share and advertising expenditure 241 market uncertainty in key account management 477 market-based drivers for IMC 328 marketing as an exchange 8–9 and perception 80–3 Marketing 227 marketing communications see also how marketing communications work; integrated marketing communications agencies in see agencies as audience-centred activity 20 best practice standards 217–18 budgeting 234–6 benefits of 238 difficulties 239 expenditure trends 237 role of 238–47 techniques 239–45 defining 19–21 dimensions of industry 216–18 size of 217 engagement in 117–19 environmental influences on 22–4 external 23–4 internal 22–3 market 23 evaluation see evaluation internet-based 616 introduction 7–8 mix see communications mix networks in 18 orientation of 19–21 as process of exchange 9–10 management of 9–10 role of 13–16 scope of 10–12 strategic context 116–17 strategies 153–68 audience 159–64 configuration 166–8 platform 164–6 positioning 154–9 Z02_FILL2614_07_SE_SIDX.indd 715 715 structure and development, UK 218–20 tasks of 16–18 marketing communications planning framework (MCPF) 168–77 elements 172–6 communications mix 174–5 context analysis 172–3 evaluation and control 175 feedback 175–6 objectives 173–4 resources 175 scheduling and implementation 175 strategy 174 framework for 169–70 linkages 176–7 SOSTAC 171–2 marketing mix and IMC 332, 347 modelling (MMM) 269 in mobile communications 279 sponsorship in 431 marketing objectives of MCPF 173–4 Marketing Week 227 Marks & Spencer 237, 565, 571 Marmite 55, 304 mass communications 44, 60 Mastercard 436, 439, 444 Masthead programming 435 Matalan 565 Mattell 541 Mazda 234 MCPF see marketing communications planning framework Meat pack 607 media in advertising 368–9 ambient media 591, 602–3 characteristics 663 cinema 591, 602 classification by form 591 by function 593–4 by source 591–3 digital marketing budget for 246 guerilla tactics 603 influence on communications process 46 in-store 591, 601 point-of-purchase 591, 601–2 retail media centres 602 interactive media 591, 603–16 characteristics 604–11 core technologies 604 direct response media 615 as enabler 614–15 and linear media 615–16 multichannel campaigns 611–12 retailing in 612–13 what it is 603–4 linear media 594–603 broadcast 591, 597–8 and interactive media 615–16 4/26/16 5:06 PM www.downloadslide.com 716 Subject index media (continued) outdoor 591, 598–601 billboards 591, 599 street furniture 591, 599 in transit 591, 599–601 print 591, 594–7 in open planning IMC 341 relations 402 events 404 interviews 404 media catching 404–5 press conferences 404 press releases 403–4 publicity 404 as stakeholders 215 variety: consumer and business differences 30 media agencies 221–2 media buying 679–84 automatic - programmatic 680–2 block plan 679–80 cross-media mix 682–4 media catching 404–5 media mix 662–8 cross-media mix 682–4 synergies 684 in public relations 402 selection, factors 667, 668 70/20/10 mix 682 switching behaviour 666–7, 668–9 vehicle selection 669–70 media multiplier budgeting 240 media planning 661–2 choice richer or leaner 668 technology and 667 understanding 667 clutter in 662 concepts 670–4 effective frequency 673–4 frequency 671 gross rating point 671–3 reach and coverage 670 costs of 677, 678 and media mix 662–8 selection, factors 667, 668 switching behaviour 666–7, 668–9 vehicle selection 669–70 media richness grid 666 recency planning 675–9 efficiency 677–9 usage and attitudes 676–7 source effects 684–5 placement timing 684–5 scheduling 684, 685 media richness theory (MRT) 666–7 grid for 666 media selection, factors in media mix 667, 668 MediaCom 222 media-neutral planning (MNP) 339–41 Media Week 215 Z02_FILL2614_07_SE_SIDX.indd 716 Meerkat Movies 439, 506 memory functions 85 long- and short-term 85 Mercedes 613 merchandising in field marketing 508 message involvement in word-of-mouth communications 52 message-execution thoughts in cognitive processing 138 messages in advertising 367 advertising tactics 565–9 motives 566–9 informational 566 transformational 566–9 appeals 556–65 emotions-based 559–65 animation 562–3 fantasy and surrealism 563–5 fear 559 humour 560 music 563 shock 561–2 information-based 557–9 comparative advertising 559 demonstration 557–9 factual 557 slice of life 557 consumer and business differences 30 content and style 176 copycat 565 creativity, framing 574–6 credibility establishing 550–4 by initiator 551–2 sleeper effects 554 by a spokesperson 552–4 source of 550 in IMC 332 structural elements 554–6 balance 554–5 conclusions, drawing 555–6 one- and two-sided 556 order of presentation 556 metrics used in evaluation 272 Metro 390, 401 microblogging 642–4 microsites 629 Milky Way 86, 204 Millward Brown 316, 553 case study 253–5 mingler segment in virtual communities 648 minifilms 629 Minute Maid 187 Missing People 369–70 MMA 279, 362, 628 Mobile Marketing Association (MMA) 628 mobile marketing communications evaluation of 279 interactive media on 604, 607, 608 4/26/16 5:06 PM www.downloadslide.com Subject index mobile posters as ambient media 603 modelling approach to learning 86 Molly Maid 466 Mondelez International 339 money-off coupons in sales promotions 490 More4 429 Morrison’s 206, 236 mortification as image restoration approach 415 MTV 297 Mulberry’s 438 Muller Rice 562 multi-buys in sales promotions 490 multichannel campaigns in interactive media 611–12 multi-channel management in telemarketing 464 multimedia trade shows 532 music in emotions-based appeals 563 field marketing of 512 media mix in 664–5 mutuality in dialogue interaction 131 mystery shopping 508, 510–11 myths in storytelling 577 National Health Service 17, 365 National Portrait Gallery 436 National Trust 82–3, 454 Nationwide 86, 359 native advertising 628 near field communications (NFC) 609 Nectar points 84, 499 need uncertainty in key account management 477 Nestlé 239 Net Promoter Score (NPS) 276 Netflix 134, 499, 523 network approach to sponsorship 432 network approaches to word-of-mouth communications 61, 62 networks in marketing communications 18 The Newspaper Marketing Agency 258 newspapers 597 characteristics of 663 Next Top Model 428 Nielsen 236 Nike 164, 539 Nissan UK 359 no integration in IMC 344 Norbert Dentressangle 193–4 Now TV 523 NS&I 342–3 the nudge in advertising 376 nuisance calls 462–3 Nutrasweet 306–7 O2 401, 562, 571, 681 objective budgeting 240, 243 objectives in brand communications 186–94 behavioural objectives 198–9 business objectives 198 Z02_FILL2614_07_SE_SIDX.indd 717 717 communications school 189–94 accountability, short-term 192–3 action 191–2 awareness 189–91 comprehension 191 conviction 191 creativity, restrictions on 192 Dagmar 189 sales orientation 192 derivation of 194–5 hierarchy of 190 intermediate objectives 199 realistic, setting 195–8 sales school 188 SMART objectives 199–200 streams of 195 in corporate strategy 185–6 of MCPF 173–4, 176 of public relations 399 OfCom 12, 428 Ogilvy & Mather 231 Ohio State University (OSU) 539 Olivier awards 436 Olympiakos football club 434 Olympic Games 23, 43, 444 Omnicom 219, 316 118 118 directory service 165, 560 online communications attribution models 278 evaluation of 277–9 online communities 646–9 online gaming 629–30 online video 629 on-the-line delivery of brands 300–1, 303, 304 OOH 600 open planning IMC 340–1 action areas 341 open-source materials 580 operant conditioning 84 opinion followers 56 opinion formers 55–6 opinion leaders 54–5 ’opportunities to see’ (OTS) in media planning 671 opportunities to see in PR evaluation 272 Orange 439 Oreo Cookies (case study) 324–5 organic search 631 organisational buyers 92–4 characteristics 92 roles 93 organisational communications 60 organisational purchase process 91–4 organisational relationship and organisational buying behaviour 94 organisational-based drivers for IMC 328 organisations as stakeholders 392 orientation of WOM communications 61 originality in creativity 570 other involvement in word-of-mouth communications 52 outdoor agencies 223 4/26/16 5:06 PM www.downloadslide.com 718 Subject index outdoor media 591, 598–601 advertising expenditure 216 billboards 599 brand recognition of 600 characteristics 664 street furniture 599 in transit 599–601 output as remuneration 233 Oxo 365 Pacific Coffee 503 packaging 534–8 colour, use of 535 communication dimensions of 535–8 in FMCG markets 534 innovation in 535–6 messages in 537 size of 536–7 and sponsorship 538 Paddy Power 400–1 paid for, owned and earned media (POEM) 591–2 Palm Pilot 579 Panlogic 107 Pantene 372 participation platforms in marketing strategies 165 participation-led integration in IMC 344 passion pattern of decision making 100 payment by results 232, 233 payment terms in sales promotions 490 pay-per-click searches 222, 631, 634 Pearl and Dean 359 Pearl Drops 524 Peperami 381 Peppa Pig 310 Pepsi Cola 554 perceived risk in decision making 94–6 types 95 percentage of sales budgeting 240, 243 perception 77–80 changing 82–3 and marketing 80–3 organisation of 78–80 selection 77–8 perception change in CGA 382 perceptual mapping in positioning strategies 201–3 permission marketing 459–60 Persil 164 personal selling 467–76 in communications mix 471–3 buyer significance 472 channel network factors 473 communications effectiveness 472–3 relationship complexity 472 costs of 469–70 role of 469–71 social media in 473–6 process evolution 474 role in 474–5 tasks 467–9 Z02_FILL2614_07_SE_SIDX.indd 718 personalisation of interactive media 609–10 of mobile marketing communications 607 personalities with brands 294, 295–8 perspective, IMC as 341–3 persuading in marketing communication 16–17 persuasion framework in advertising 374 persuasion stage in adoption of new products 63 Pestaurant 389–90 Petplan 14 case study 181–4, 205 Philips Lighting 470–1 photoblogs 641 physiological measures for evaluation 263–4 physique of brands 294 piggy back gifts in sales promotions 490 Pinterest 579–80 pirate radio 665 pitching 225–6 place advertising 369 placement timing in media planning 684–5 plan, IMC as 339–41 planning model of crisis management 413 platform strategies in marketing communications 164–6 brand concept platforms 165 creative platforms 165 participation platforms 165 play in interactive media 614 P&O Ferries 165 podcasting 640, 646 point-of-purchase media 601–2 point-of-sale (POS) in field marketing 508–9 political crises 411 popular gimmick-based apps 651 pop-ups 628–9 portfolio, IMC as 343–6 Porto football club 434 positioning strategies in marketing communications 154–9 developing 203–5 benefits 205 competitors 205 price and quality 203 process class dissociation 204 product features 203 symbolic features 205 use 204 users 204–5 emotional stages 156–7 managing 201–3 and repositioning 205–7 in target marketing 198–207 as concept 199–201 key role of 198 perceptual mapping 201–3 preference maps 202 process 201 posters as ambient media 603 post-testing as evaluation 264–8 inquiry tests 265 4/26/16 5:06 PM www.downloadslide.com Subject index readership scores 266 recall tests 265–6 recognition tests 266–7 sales tests 267–8 simulated market tests 267 single-source data 267–8 Powwownow 600 PPI scandal 462 preference maps in positioning strategies 202 Premier Inn 401 Premier League Football 12, 434 premiums in sales promotions 505 presence in social media 636 presentations 402 press, advertising expenditure in 216 press clippings in PR evaluation 272 press conferences 404 press releases 403–4 pre-testing downsides to 262 finished ads 260–2 dummy vehicles 260 projective techniques 261 readability tests 261 theartre tests 261–2 unfinished ads 257–60 concept 258–9 in consumer juries 260 in focus groups 260 preventable cluster in crisis communications 416 price offs in sales promotions 505 primacy effect of message’s order 556 Prince2 175 Pringles snacks 170–1 print media 591 characteristics 663 as direct response media 465 linear media 594–7 process class dissociation in positioning strategies 204 process in open planning IMC 341 process of communications 40 factors influencing 46–7 media, influence of 46 people, influence of 47 process perspective in IMC 342 Procter & Gamble 215, 220, 234, 235, 236, 300, 339, 361, 365 product events 533 product features in positioning strategies 203 product involvement in word-of-mouth communications 52 product knowledge in message framing 575 product quality 402 production companies as stakeholders 215 product/message thoughts in cognitive processing 138 profile strategies in marketing communications 159–60, 163–4 for corporate communications 163 stakeholders for 163 Profit Impact on Market Strategy (PIMS) 237 programmatic media buying 680–2 Z02_FILL2614_07_SE_SIDX.indd 719 719 project fees as remuneration 233 projective techniques in pre-testing finished ads 261 Promise Index 276 promotions on fast moving consumer goods 498 in marketing communications mix 10, 19 tools and media for 176 prompted WoM 57 propinquity in dialogue interaction 131 public information model of public relations 396–7 public relations 391–2 in budgeting 245 and cause-related marketing 399–401 characteristics of 393–4 cost of 394 digital technology in 394 dimensions of 398 in evaluation 271–6 corporate image 274 crisis management 275 macro model of 273 metrics used 272 recruitment 274–5 evaluation of 276 forms of 406–17 corporate advertising 409–10 crisis communications 410–17 investor relations 407–9 lobbying 406–7 framework for 396–8 public information model 396–7 publicity model 396–7 two-way asymmetric model 396–7 two-way symmetric model 396–7 historical views of 393 media relations 402–6 events 404 interviews 404 media catching 404–5 press conferences 404 press releases 403–4 publicity 404 methods and techniques 402 objectives of 399 and relationship management 398–9, 401 roles 391–2 sponsorship in 445 which publics 392–6 Publicis Groupe 219 publicity 402, 404 publicity model of public relations 396–7 pull strategies in marketing communications 159, 160 pull (positioning) strategies in marketing communications 159, 160 pupil dilation in physiological evaluation 263 purpose of public relations 398 push strategies in marketing communications 159, 161–2 Qatar Airways 434 quantity increases in sales promotions 490 4/26/16 5:06 PM www.downloadslide.com 720 Subject index quick response (QR) codes 457, 609, 682 Quidco Inc 600 Qzone 640 Radiant 558–9 radio advertising expenditure in 216 brand placement on 524 characteristics 664 as direct response media 466 pirate radio 665 Ralph Lauren 609 ’random acts of kindness’ 511 rational approaches to word-of-mouth communications 60–2 reach in media planning 670, 677 reach in PR evaluation 272 reactionary model of crisis management 413 readability tests in pre-testing finished ads 261 readership scores in evaluation 266 realistic objectives, setting 195–8 reasoning approach to learning 86 reassuring in marketing communication 16–17 rebuild strategies as response to crisis 416 recall tests in evaluation 265–6 recency effect of message’s order 556 recency media planning 675–9 efficiency 677–9 usage and attitudes 676–7 recency reading 266 recipient of advertising 368 Reckitt Benckiser 55, 215 recognition in social media 636 recognition tests in evaluation 266–7 recruitment in evaluation 274–5 Red Bull 164, 594 reducing offensiveness as image restoration approach 415 refunds and rebates in sales promotions 505 in sales promotions 490, 505 rehearsal in memory 85 reinforcing in marketing communication 16–17 rejection of message-execution thoughts 138 relational IMC 346–8 relationship complexity in personal selling 472 relationship management in public relations 398–9, 401 relationship marketing in IMC 347–8 sponsorship and 432 relationships in brand building 306 with brands 294, 297 in open planning IMC 341 in social media 636 through sponsorship 429 trade shows and exhibitions in 531–2 relationships in marketing communications 19, 125–33 customer relationship lifecycle 125–8 acquisition 126 decline 127–8 Z02_FILL2614_07_SE_SIDX.indd 720 development 126–7 retention 127 value exchanges, influencing 128–33 collaborative 129, 130 dialogical orientation in 130–1 perceived value 129 relationship marketing 129 celebrities in 131 elements 131 transactional 128–9, 130 value-added 128 relative costs of media 677 relevance in creativity 570 Renault Motors 72–4, 177 Rentokil 389–90 repositioning 205–7 through interference 207 reputation in social media 636 resources for MCPF 175 in network approach to sponsorship 432 responses in brand building 306 in marketing communications 21 restructuring IMC 349 results in open planning IMC 341, 343 retail media centres 602 retailing in interactive media 612–13 retainers as remuneration 233 retention programmes in sales promotions 499–503 retrieval from memory 85 Revlon 200, 205 rich media ads 629 risk in dialogue interaction 131 Ritz Carlton Hotel Group 205 Rolex 231, 298–9, 435 Rolls Royce 307 Rossiter-Percy grid in advertising 379–80 routine pattern of decision making 100 routinised problem solving in consumer purchase process 91 Royal Court Theatre 436 Royal Opera House 436 Saab 103, 205 Saatchi & Saatchi 231 sabotage of media 603 Sainsbury’s 18, 237 Sakar International 540 sales executives, assigning in KAM 478 sales in field marketing 508 sales literature 402 sales promotions 217, 245, 488 audiences for 504–5 bonus packs in 505 brand expansion in 493 brand experience 510–13 brand performance in 492 brochures/catalogues in 490 buybacks in 490 competitions in 490 4/26/16 5:06 PM www.downloadslide.com Subject index contests in 505 costs of 498 coupons in 505 discount pricing in 490 double jeopardy in 493.498 elaboration likelihood model (ELM) in 494–5 employees in 506 events 510–13 field marketing 507 activities 507–10 framework in advertising 374 gift coupons in 490 group buying in 490 guarantees in 490 how it works 495–9 in-mail gifts in 490 in-pack gifts in 490 loyalty, generating 502–3 loyalty pyramid 501 managerial accountability of 492 mental adjustments to spending 497 methods and techniques 503–7 money-off coupons in 490 multi-buys in 490 objectives 494 payment terms in 490 piggy back gifts in 490 premiums in 505 price offs in 505 product trial in 490 quantity increases in 490 reasons for use of 490 refunds in 490, 505 retention programmes 499–503 role of 492–4934 shelf space, competition for 493 short termism of 492 sponsorship in 445 stagnation of 491–2 sweepstakes in 505 trade allowances in 504 value of 488–92 value-adding in 490 valued packaging in 490 value-increasing in 490 sales school, objectives in 188 sales tests in evaluation 267–8 salience framework in advertising 374 salience in brand building 305 The Samatitans 465 sample/sampling in field marketing 508 in sales promotions 490, 505 Save the Rhino campaign 551–2 scale fees as remuneration 233 scamps in creative development 259 scanning in social media 637 scheduling and implementation of MCPF 175 scheduling in media planning 684, 685 Schering Plough 540 Schwarzkopf 435 Z02_FILL2614_07_SE_SIDX.indd 721 721 ScribbleLive 16 search agencies 222 search engine marketing 631–4 pay-per-click searches 634 search engine optimisation 222, 631–3 Seedonk Inc 540 Sega Games 629 segment marketing and personalisation of interactive media 610 self-construal message framing 575 self-image of brands 294 self-involvement in word-of-mouth communications 52 selfish lifestyles 457 selfless lifestyles 457 self-oriented lifestyles 457 self-promotion in CGA 382 self-satisfaction decision making 378 selling in personal selling 468 selling propositions in advertising 363–4 seminars 402 Sensodyne Pronamel (case study) 4–7, 335 sensory storage 85 sequential models of marketing communications 120–1 AIDA 120 difficulties with 121 hierarchy of effects models 120 information processing models 120–1 servicing in personal selling 468 sexual attraction in advertising 77, 562–3 Shangri-La Hotels and Resorts 187 shaping in personal selling 468 share of market budgeting 241–2 share of voice budgeting 240, 241–3 in PR evaluation 272 sharing in interactive media 614 sharing in social media 635 Sheila’s Wheels 683 shelf positioning in field marketing 507, 509 shelf space, competition for 493, 509 Shell 231, 234 shock in emotions-based appeals 561–2 short message services (SMS) 650–1 short termism of sales promotions 492 showrooming 612 significant value in marketing communications, developing 133–7 emotional content 135–7 informational content 134 simulated market tests in evaluation 267 Sina 640 Singapore Airlines 202 single-source data in evaluation 267–8 Skittles 564 sleeper effects in establishing credibility 554 slice of life information-based appeals 557 small and medium sized enterprises (SMEs), IMC for 349 SMART objectives in brand communications 199–200 smartphone technology in mobile marketing communications 607 4/26/16 5:06 PM www.downloadslide.com 722 Subject index Smirnoff 401 soap operas 56 social influence theory (SIT) 667 social media 634–49 agencies 222 on brands 311–12 negative effects 311 building blocks 635–6 classification of 635 defined 639 dysfunctional impact 18 elements of 639 evaluation of 279–82 measurement tools 280, 282 as interactive media 611 and marketing communications 28 microblogging 642–4 online communities 646–9 in personal selling 473–6 process evolution 474 role in 474–5 podcasting 640, 646 public relations in 404–6 sponsorship in 443, 444–5 tweets, evaluation of 280–1 viral marketing 644–6 web logs (blogs) 640–2 social networks 635 brand placement in 524 as interactive media 611 social penetration in word-of-mouth communications 61 social processes 635 social values and organisational buying behaviour 94 Society of London Theatre 436 Sodacard 502 soft-sell appeal 565 Sony Entertainment 561 Sony Pictures 440 SOSTAC 171–2 source effects in media planning 684–5 flighting patterns 686 placement timing 684–5 scheduling 684, 685 source factors in advertising 367, 373 source in linear model of communications 42 source-oriented thoughts in cognitive processing 138 specific issue reading 266 Specsavers 214 speeches 402 sponsorship 217, 424–7 of ambient media 603 in branding 307 channels used 445 in communications mix 443–5 impact of 444 congruence with client 426–7 growth and development 428–9 how it works 430–1 increases in 425 in marketing communications mix 431 Z02_FILL2614_07_SE_SIDX.indd 722 network approach to 432 objectives 429–30 importance of 430 opportunities, matching 427 packaging and 538 in public relations 402, 445 and relationship marketing 432 in sales promotions 445 in social media 443, 444–5 spending on 425 supporting/secondary role of 431 theoretical aspects of 431–3 types of 433–42 arts 436–8 broadcast 435–6 festivals, fairs, annual events 438–9 good causes 438 sponsored content 439–41 sports 433–5, 438 value of 425–6 SPORT Bible 439, 506 sports sponsorship 433–5, 438 Spotify 394–5 stable exchange of WOM communications 61 stakeholders in evaluation 255 in IMC 343 in marketing communications 20–1, 214–15 in MCPF 170 in organisational buying 93–4 organisational buying behaviour 94 profile strategies for 163 in public relations 392 Star Trek 103 Starbucks 577 State Street 461 stealomatics in creative development 259 Stella Artois 86 Stonewall 400 storyboards in creative development 259 storytelling 576–8 strategic account management 476–81 global account management 480–1 key account management 476–80 final aspects 479–80 relationship cycles 478–9 strategic performance 402 strategic use of advertising 377–80 FCB matrix 377–8 Rossiter-Percy grid 379–80 strategy for IMC 333 of MCPF 174, 176 street furniture 591, 599 Strictly Come Dancing 226 strong theory of advertising 375 structure in open planning IMC 341 STV 390 Stylecraft 528–9 Stylist 390 4/26/16 5:06 PM www.downloadslide.com Subject index The Sun 390 Super Bowl 165–6, 571 surrealism in emotions-based appeals 563–5 sweepstakes in sales promotions 505 Swiss Air 202 switching behaviour in media planning 666–7, 668–9 symbolic features in positioning strategies 205 symbolic positioning 199 synthesis in creativity 570 tactistoscopes in physiological evaluation 263 Talk Talk 236 TalkSport 439, 506 Tango 293 Tanishq 296 target audience in communication strategy 156 in PR evaluation 272 target marketing, positioning strategies in 198–207 as concept 199–201 consumer and business differences 30 key role of 198 perceptual mapping 201–3 preference maps 202 process 201 task budgeting 240, 243 Tate Modern 437 taxis, ads on 599 technology and growth of direct marketing 456–7 in IMC 333 and organisational buying behaviour 94 technology acceptance model (TAM) 667 technology crises 411 Teflon 306 telemarketing as direct response media 462–4 television ad lengths in 598 advertising costs 597 advertising expenditure in 216 brand placement on 525, 526 characteristics 664 as direct response media 466 engagement in 593 temporary price reductions (TPRs) in sales promotions 496 Terry’s Chocolates 191 Tesco 84, 236, 408, 499, 509 Tetra Pak 535–6 Tetrus Telecoms 462 texting 650 theartre tests in pre-testing finished ads 261–2 theme advertising 367–8 Thinkbox 598 thinking in FCB Matrix 378 third-party endorsement 402 Thomson Holidays 339 Three 361, 364, 562 through-the-line delivery of brands 300, 302 Time Out 390 The Times 360 Z02_FILL2614_07_SE_SIDX.indd 723 723 Toblerone 79 Toni & Guy 58 tools in open planning IMC 341 tourist segment in virtual communities 648 Toyota 435 tracking studies in evaluation 268 trade allowances in sales promotions 504 trade shows 527–34 characteristics of 529–31 strengths 530 weaknesses 530 community events 534 corporate events 533 hospitality and events 533 motivations and perceptions of 534 multimedia in 532 product events 533 visitors, typology of 531 TRAFFIC campaign 551 training and support in B2B promotions 505 transaction uncertainty in key account management 477 transactional exchanges 8–9 influencing 128–9, 130 transactional marketing in IMC 346–7 transformation in pre-testing of advertising 261 transformational communications 62 transformational motives 379 transformational motives in advertising 566–9 transitional online ads (pop-ups) 628–9 transparent personalisation of interactive media 610 Transport for London (TfL) 106 case study 150–2, 454 transported media 599–601 characteristics 664 tribal consumption 102–4 e-tribes 104 Tripadvisor 47 TUI Travel 339 Tumblr 640 Twinings 361, 364, 562 Twitter 303, 395, 401, 579, 638, 642–4 tweets, evaluation of 280–1 two-way asymmetric model of public relations 396–7 two-way symmetric model of public relations 396–7 ubiquity in loyalty programmes 502 of mobile marketing communications 607 UK Investor Relations Society 409 unbundled advertising 46 uncertainties in information processing 95 in key account management 477 uncontrollable criteria in budgeting 243 understanding in brand building 305 Unilever 187, 215, 231, 236, 339, 361, 581 unique selling proposition (USP) in advertising 363–4 of brands 301 US Airways 577 4/26/16 5:06 PM www.downloadslide.com 724 Subject index usage in recency media planning 676–7 user generated content (UGC) in interactive media 606 in messages 579–80 users, organisational buyers as 93 utility-based apps 651 V/Line 569 valence of word-of-mouth communications 52 value exchanges, influencing 128–33 collaborative 129, 130 dialogical orientation in 130–1 perceived value 129 relationship marketing 129 celebrities in 131 elements 131 transactional 128–9, 130 value-added 128 value-added exchanges, influencing 128 value-adding in sales promotions 490 value-based remuneration 232, 233, 234 valued packaging in sales promotions 490 value-increasing in sales promotions 490 variable fees as remuneration 233 vehicle selection in media mix 669–70 victim cluster in crisis communications 416 Victoria’s Secret 14–15 vigilante marketing 579 Vine 579 viral advertising 644 viral marketing 644–6 virals 561–2 Virgin Atlantic 165 Virgin Financial products 554 Virgin Media 236, 334, 553–4, 577 virtual communities 647–8, 649 Visa 444 visibility in public relations 402 Vision-Ease 540 visitors to events, typology of 531 visits in PR evaluation 272 VisitScotland 187 vlogs 641 VO5 58 Vodafone 234, 236, 434 Volkswagen 231 volume of word-of-mouth communications 52 voluntary WoM 57 Volvo 164, 205, 525 Wahanda 504 Waitrose 510 Walkers crisps 371 WARC 24, 170–1, 216–17, 220, 237, 246, 330, 675, 679, 681–2 War Room 573 Wash & Go 86, 204 Z02_FILL2614_07_SE_SIDX.indd 724 Waterstones 612 weak theory of advertising 375–7 web logs (blogs) 640–2 webrooming 612 website effectiveness, assessing 278 Weibo 640 WestendLive 436 Westminster City Council 273–4, 281 Whitney Museum of American Art 437 Wickes 506 WildAid 551–2 Wilderness festival 438 William Grant & Sons 55 Wonderbra 563 word-of-mouth communications 50–66 adoption process 62–5 stages 63 in advertising 361, 383 amplification of message 60 brand development with 56–9 advocacy in 53–4, 55 bloggers 58–9 managed WoM 57 prompted WoM 57 social media in 58 voluntary WoM 57 categories of output 52 changing behaviour with 59 contextual levels 60 credibility of 561 definitions 51–4 diffusion process 65–6 drivers for 51, 59 elements of 52 in interactive media 626 network approaches to 61, 62 opinion followers 56 opinion formers 55–6 opinion leaders 54–5 rational approaches to 60–2 in social media 634, 642, 644 social penetration in 61 transformational communications in 62 World Gold Championships (WGC) 435 World PR Report 217, 247 wow factor in loyalty programmes 502 WPP 219, 222, 223–4, 270–1 Wranglers jeans 77 X Factor 429 X-Files 103 Young and Rubicam 316 YouTube 14, 579, 640 Zoom 612 4/26/16 5:06 PM .. .Marketing Communications A01 _FILL2 614_07_SE_FM.indd 4/28/16 6:41 PM A01 _FILL2 614_07_SE_FM.indd 4/28/16 6:41 PM Seventh edition Marketing Communications discovery, creation and conversations Chris. .. Introduction to marketing communications 1 Introducing marketing communications Communications: forms and conversations Audience insight: information processing and behaviour How marketing communications... Managing marketing communications 147 Marketing communications: strategy and planning Marketing communications: objectives and positioning The communications industry: structure, operations and finance