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1 mnr\ Financial Times Prentice Hall is an imprint of Harlow, England London New York Boston San Francisco Toronto Sydney Singapore Hong Kong Tokyo Seoul Taipei New Delhi Cape Town Madrid Mexico City Amsterdam Munich Paris Milan

Toronto Sydney Singapore Hong Kong Tokyo Seoul Taipei

2 Contents About the authors Preface Authors' acknowledgements Publisher's acknowledgements List of acronyms Guided tour 1 Integrated communications Marketing and the instruments of the marketing mix The communications mix Communication in a business-to-business context Communications across cultures Standardisation or adaptation Integration of marketing communications Integration of corporate communications Factors leading to integrated marketing and corporate communications Levels of integration Barriers to integrated communications Client-agency relations and IMC The integrated communications plan Case 1: How to sell 'don't' to a target audience that hates 'don't'? The 'Help. For a life without tobacco campaign' of the European Union XI xii xiv xv xviii xx Brand equity 64 Benefits of branding 71 Marketing communications and brand equity Case 2: Barco, visibly yours How marketing communications work Hierarchy-of-effects models 86 Attitude formation and change 89 High elaboration likelihood, cognitive attitude formation 95 Low elaboration likelihood, cognitive attitude formation 101 High elaboration likelihood, affective attitude formation 103 Low elaboration likelihood, affective attitude formation 104 High elaboration likelihood, behavioural attitude formation 109 Low elaboration likelihood, behavioural attitude formation 112 Causes and consequences of irritation evoked by advertising 112 Advertising and brand confusion Case 3: Mobistar: always together, never alone Branding Brands Successful brands Brand strategies Brand portfolio ^57 63 i 4 Target groups The segmenting-targeting-positioning framework

communications Factors leading to integrated marketing and corporate communications Levels of integration Barriers to integrated communications Client-agency relations and IMC The integrated

3 Viii CONTENTS Market segmentation Requirements for effective segementation Targeting Positioning Primary and secondary target groups Case 4: Electrolux: taking care of new born babies and their parents Types of advertising Campaign development Message strategy Creative idea Creative appeals Rational appeals Emotional appeals Endorsers Campaign implementation Advertising in a business-to-business context Advertising in a cross-cultural environment Objectives > / Marketing communications objectives Stages in the product life-cycle and marketing communications objectives Consumer choice situations and marketing communications objectives Corporate communications objectives Case 5: Dove - Campaign for real beauty 6 Budgets Case 7: L'Oreal's Biotherm and Biotherm Homme: a global brand of skin care products 8 Media planning The media planning process Media objectives Selecting media Media context Case 8: Relaunching Nizoral in Russia How the communications budget affects sales Communications budgeting methods Factors influencing budgets Budgeting for new brands or products Case 6: Budgeting in the automobile industry 7 Advertising Advertising research Strategic advertising planning and the role of research Strategic advertising research Pre-testing of advertising Post-testing of advertising Advertising campaign evaluation research Case 9: Euro Millions: From outrageously rich to sympathetic

implementation Advertising in a business-to-business context Advertising in a cross-cultural environment 213 215 216 219 223 224 232 239 241 242 244 251 252 5 Objectives > / Marketing communications

4 CONTENTS LJX 10 Public relations Public relations as a communications tool Target groups, objectives and tasks Instruments and channels Budgets Measuring public relations results Communications in times of crisis Case 10: SUEZ: Liquefied natural gas in New England * / Sponsorship 368 Sponsorship: what it is and what it is not How sponsorship works The growing importance of sponsorship Target groups Objectives Types of sponsorship Budgets Measuring sponsorship effectiveness Case 11: Silence-Lotto: Positioning an anti-snoring medicine and a lottery by sponsoring a professional cycling team 12 Sales promotions L The growihg importance of sales promotions Consumer promotions Trade promotions Sales promotions research Case 12: 'The Perfect Size': for everymoment, there is a Mars bar 13 Direct marketing Direct marketing as a marketing communications technique Direct marketing media and tools Database marketing Relationship marketing Measuring direct marketing effectiveness Case 13: Direct marketing at Tesco - 'Join the Club...' ' Point-of-purchase communications The importance of point-of-purchase communications 475 Objectives and tools of point-of-purchase communications 476 The effectiveness of point-of-purchase communications tools 480 Store image 484 Store organisation 486 Product presentation 488 Store atmospherics 488 Packaging Case 14: Carrefour: Setting up convenience stores at music festivals

works The growing importance of sponsorship Target groups Objectives Types of sponsorship Budgets Measuring sponsorship effectiveness Case 11: Silence-Lotto: Positioning an anti-snoring medicine and

5 X j CONTENTS I 15 Exhibitions and trade fairs L_.- Types of exhibitions and trade fairs The role of exhibitions in marketing communications Planning an exhibition Assessing effectiveness Limitations of fairs and exhibitions Online trade shows Case 15: FISA - Batibouw: H*ow to calculate the effectiveness of a trade show The growing importance of e-media E-communications objectives E-marketing tools Mobile marketing Interactive television From Web 1.0 to Web 3.0 and further... Relationship marketing and the internet Tracking the effectiveness of e-communications Case 17: Nokia Concept Lounge: creating online buzz around the brand Ethical issues in marketing communications Personal selling Personal selling as a marketing communications instrument 529 The personal selling process 532 Planning and organising the salesforce 537 Recruiting and selecting the salesforce 540 Training, motivating and compensating the salesforce 541 Performance evaluation Case 16: Tele Atlas - the reference in digital mapping Ethics and marketing communications 608 Ethical decision-making models and rules 611 Unethical marketing communication practices 613 Unethical use of marketing communications instruments 621 Regulation of marketing communication practices 626 Corporate social responsibility Case 18: Pampers and UNICEF: helping protect babies together E-communication Subject index Name index

15: FISA - Batibouw: H*ow to calculate the effectiveness of a trade show 0 0 0 1 1 4 4 511 515 519 519 520 527 The growing importance of e-media E-communications objectives E-marketing tools Mobile

David Jobber University of Bradford

8th edition David Jobber University of Bradford Geoffrey Lancaster London School of Commerce Prentice Hall FINANCIAL TIMES An imprint of Pearson Education Harlow, England London New York Boston San Francisco