ESSENTIALS OF MARKETING COMMUNICATIONS

Transcription

1 ESSENTIALS OF MARKETING COMMUNICATIONS Financial Times Prentice Hall is an imprint of PEARSON

2 Contents Guided tour Guided tour of the companion website Preface Acknowledgements XIV xvi xix xxv t Part One Chapter 1 to marketing communications The scope of marketing communications The scope of marketing communications The role of marketing communications The tasks of marketing communications Environmental influences The marketing communications mix The tools of the MCs mix The key characteristics of the communication tools Media and the MCs mix Messages and the MCs mix Communication differences " Chapter 2 Communication: interactivity and conversations A linear model of communication Realms of understanding Factors that influence the communication process The influencer model of communication Word-of-mouth communications Developing brands with word-of-mouth communication Process of adoption Process of diffusion Chapter 3 Audiences: attitudes, behaviour and decision-making Information processing Changing attitudes with marketing communications Decision-making Types of consumer decision-making : Perceived risk Involvement theory

3 Minicases Two approaches to decision-making Impact on communications Organisational buying decision processes Because it works! Unlocking the secrets of the male shopper Helping Hands Managing marketing communications 88 Chapter 4 Strategies, objectives and positioning Understanding strategy Segmentation, targeting and positioning Marketing communications strategy The 3Ps of marketing communications strategy Strategic balance Marketing communication objectives Positioning Chapter 5 Integration and planning What is it that should be integrated? Content and process perspectives of IMC Managing IMC Implementing IMC Planning to achieve sustainable competitive advantage Planning for marketing communications The marketing communications planning framework Chapter 6 Branding, budgeting and evaluation Brand characteristics The role of marketing communications in branding Marketing communications budgets Evaluation Chapter 7 Agencies: practice, regulation and international communications

4 Agency types and structures Selecting an agency Agency operations Agency remuneration Regulating marketing communications International marketing communications International communication strategy Chapter 8 Shaping relationships with marketing communications Development of the relationship marketing concept Trust, commitment and loyalty The role of marketing communications in relationships Employee relationships and marketing communications Organisational culture Internal engagement Client-agency relationships Minicases 2.1 'Get on your bike!' 2.2 The Thoroughly Delicious Ice Cream Company 2.3 Seaport Communications Part Three The marketing communications mix 220 Chapter 9 Advertising The role of advertising Selling propositions Shock advertising Advertising models and concepts Difficulties with the sequential approach Eclectic models of advertising The strong and weak theories of advertising Cognitive processing Emotion in advertising The elaboration likelihood model Chapter 10 Public relations and sponsorship Characteristics of public relations Who are the audiences? Corporate responsibility A framework of public relations Public relations: methods and techniques S5 256

5 Media relations Lobbying Corporate advertising Crisis communications Sponsorship Types of sponsorship The role of sponsorship in the communications mix Chapter 11 Direct marketing and personal selling The role of direct marketing Types of direct brand The growth of direct marketing The role of the database Permissions marketing Direct response media Personal selling Multichannel selling Chapter 12 Sales promotion, exhibitions and product placement Understanding the value of sales promotions The role of sales promotion Sales promotion plans: the objectives The strategic use of sales promotions Sales promotion methods Trade shows and exhibitions Product placement Chapter 13 Media: conventional and digital Evaluative criteria Conventional media Digital media Key differences between conventional and digital media Media planning Scheduling Chapter 14 Interactive marketing communications Search engine marketing marketing

6 Short message services (SMS) Apps Widgets Affiliate marketing Augmented reality Word-of-mouth communication Viral marketing Social media Social networks Web logs Microblogging Podcasting RSS Interactive online communities Chapter 15 Content: credibility, messages and creative approaches Minicases Message source Establishing credibility User-generated content Message framing Storytelling Message appeal Advertising tactics, 3.1 Tapping into a new Zeitgeist 3.2 EasyPack, EasyComms 3.3 ZipZap Channels 3.4 Jol Yoghurt Index 407