SIXTH EDITION. Marketing. Communications. Offline and online Integration, engagement and analytics. PR Smith and Ze Zook

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1 SIXTH EDITION Marketing Communications Offline and online Integration, engagement and analytics PR Smith and Ze Zook 'St KoganPage LONDON PHILADELPHIA NEW DELHI

2 CONTENTS About the authors xv Preface xvi How to use this book xvii Key features of this book xx Acknowledgements xxi PART ONE Communications background and theories 1 01 New marketing communications 3 Learning objectives 3 Introduction to new integrated marketing communications 4 The revolution has started 7 Marketing utopia is here 12 Climb the ladder (of engagement) 17 Analyse, create, integrate and be relevant 21 The race is on 27 Top 10 Tips for world-class marketing 29 Key points from Chapter 1 30 References and further reading 30 Further Information Branding 33 Learning objectives 33 Introduction to branding 34 Brand components 45 The branding process 48 Brand summary and the challenges ahead 62 Conclusion 66 Key points from Chapter 2 66 References and further reading 67

create, integrate and be relevant 21 The race is on 27 Top 10 Tips for world-class marketing 29 Key points from Chapter 1 30 References and further reading 30 Further Information 31 02 Branding 33

3 03 Customer relationship management 69 Learning objectives 69 Introduction to CRM 70 The power of CRM 71 What causes CRM failure? 73 What causes CRM success? 76 CRM components required 77 CRM creation and maintenance 91 Costs and timescales 95 CRM summary and challenges 97 Key points from Chapter 3 97 References and further reading 98 Further Information Buyer behaviour 101 Learning objectives 101 Introduction to understanding customer buying behaviour 102 Models of buyer behaviour 113 Psychological variables 122 Summary and conclusion 135 Key points from Chapter Appendix 4.1: Hofacker's online Information processing 137 Appendix 4.2: The post-pc customer 138 Appendix 4.3: Unilever's five steps to change behaviour 139 References and further reading 139 Further Information Communications theory 143 Learning objectives 143 Introduction to communications theory 144 Communications models 150 Future communications models 157 Key points from Chapter References and further reading 161 Further Information 162

99 04 Buyer behaviour 101 Learning objectives 101 Introduction to understanding customer buying behaviour 102 Models of buyer behaviour 113 Psychological variables 122 Summary and conclusion 135 Key

4 06 Marketing communications research 163 Learning objectives 163 Introduction to market research and decision making 164 Information and competitive advantage 166 The market research process 170 Types and costs of research 173 In conclusion 188 Key points from Chapter References and further reading 189 Further Information Media buying and planning 191 Learning objectives 191 Introduction to the media mix 192 Which media is most populär? 204 Summary 214 Key points from Chapter References and further reading 214 Further Information Marketing communications agencies 217 Learning objectives 217 Agency types 218 Agency structure 220 Agency remuneration 224 Agency relationships - selection and retention 226 Key points from Chapter References and further reading 240 Further Information International marketing communications 243 Learning objectives 243 The globalization of markets 244 International difficulties 248 International mistakes 255 Strategie global options 257

Introduction to the media mix 192 Which media is most populär?

5 Agencies in the international arena 262 In conclusion 264 Key points from Chapter References and further reading The marketing communications plan 267 Learning objectives 267 Introduction to the SOSTAC marketing communications plan 268 Situation analysis 271 Objectives 276 Strategy 278 Tactics 282 Action 284 Control 285 Key points from Chapter References and further reading 290 Further Information The changing communications environment 293 Learning objectives 293 Introduction 294 Politics (regulations and laws) 295 Do consumers need more protection? 296 Self-regulation: codes of practice 301 Code of Advertising Practice 302 Economics 304 Social change 305 Technology 309 Summary 314 Key points from Chapter References and further reading 314 Further Information 316 PART TWO Communications tools Selling, social selling, sales management and key account management 319 Learning objectives 319 Introduction 320

further reading 290 Further Information 291 11 The changing communications environment 293 Learning objectives 293 Introduction 294 Politics (regulations and laws) 295 Do consumers need more

6 mm Managing the sales force 325 Extending the sales force 329 Advantages and disadvantages 333 Summary 334 Key points from Chapter References and further reading 334 Further Information Advertising 335 Learning objectives 335 From Mad Men to Maths Men - the changing nature of advertising 336 Data-driven ad campaigns 340 New data-driven targeting tools for advertising 342 New forms of advertising 348 Managing a 'traditionap TV ad campaign 352 Managing a location-based ad campaign 362 Case study 13.1: Pay-per-click ads boost sales: Haifords Autocentres 367 Case study 13.2: Pay-per-click ads boost ROI by optimizing: Cover my Cab 370 Case study 13.3: Shock tactics: viral TV ad reduces road deaths 372 Advantages and disadvantages 373 Key points from Chapter References and further reading 374 Further Information Publicity and public relations 377 Learning objectives 377 Introduction 378 New and old PR tools 382 Advantages and disadvantages of PR 392 Case study 14.1: The gnome Störy that went viral 398 Case study 14.2: The Snack Dash viral game 401 Case study 14.3: Virgin Mobile's new tariff 402 Advantages and disadvantages summary 404 Key points from Chapter References and further reading 404 Further Information Sponsorship 407 Learning objectives 407 Introduction 408

of advertising 348 Managing a 'traditionap TV ad campaign 352 Managing a location-based ad campaign 362 Case study 13.1: Pay-per-click ads boost sales: Haifords Autocentres 367 Case study 13.

7 New and old sponsorship tools 410 Managing a sponsorship programme 412 Advantages and disadvantages of sponsorship 417 Gase study 15.1: Liberty Insurance and GAA 419 Gase Study 15.2: Citroen and beauty 422 Key points from Chapter References and further reading 425 Further Information Sales promotions, gaming and content marketing 427 Learning objectives 427 Introduction 428 Gamification 433 Virtual promotions 435 Managing sales promotions 437 Content marketing 442 Gase study 16.1: Content marketing delivers competitive advantage - Kelly HR 444 Gase study 16.2: Topline's advertising boosts Christmas promotion 448 Gase study 16.3: V&A activate young tech-savvys in collaborative digital art 453 Gase study 16.4: Muzu.TV film Soundtrack adds value and boosts engagement 454 Advantages and disadvantages 456 Key points from Chapter References and further reading 456 Further information Direct mail (including ) 459 Learning objectives 459 Introduction to direct mail (and ) 460 Opt-in and mobile messaging 463 Managing a direct mail campaign 467 Gase study 17.1: PayPal - helping Britain's online retailers to go mobile 471 Gase study 17.2: Acronis automated marketing campaign 473 Advantages and disadvantages 479 Key points from Chapter References and further reading 480 Further information 480

Introduction 428 Gamification 433 Virtual promotions 435 Managing sales promotions 437 Content marketing 442 Gase study 16.

8 18 Exhibitions, conferences and events 481 Learning objectives 481 Introduction 482 Managing exhibitions reasons for poor Performance 492 Case study 18.1: Sedgwick at RIMS Monte Carlo 493 Advantages and disadvantages 494 Key points from Chapter References and further reading 495 Further information Merchandising and point of sale 497 Learning objectives 497 Introduction 498 New digital challenges and opportunities 498 Case study 19.1: Useful Shopping apps can help 500 Retailer empathy 501 Retail strategy 502 Merchandising tactical tools 504 Measuring merchandising effectiveness 506 Case study 19.2 Campbell's Soup: where packaging and point-of-sale form a foundation for an integrated campaign 507 Case study 19.3: Thomson Tours 509 Advantages and disadvantages 510 Key points from Chapter References and further reading 510 Further information Packaging 513 Learning objectives 513 Introduction 514 The designer's tools 518 The packaging design process 524 Case study 20.1: Brand ränge development in India 527 Advantages and disadvantages 530 Key points from Chapter References and further reading 530 Further information 531

Learning objectives 497 Introduction 498 New digital challenges and opportunities 498 Case study 19.

9 21 Owned media - Websites and social media 533 Learning objectives 533 Owned media 534 Successful Websites 534 Successful social media 547 Gase study 21.1: Brazilian football club creates immortal fans via social media 553 Gase study 21.2: The Damned United, Brian Clough microsite 555 Gase study 21.3: American Greetings e-cards optimized landing pages 557 Gase study 21.4: Social media helps stop smoking 559 Advantages and disadvantages of permanent media 562 Conclusion 562 Key points from Chapter References and further reading 563 Further information 564 Index 565 All lecturers who use this sixth edition can obtain instructor support materials from Kogan Page - visit

3: American Greetings e-cards optimized landing pages 557 Gase study 21.

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