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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 1 1 2 2 4 7 9 12 17 21 29 35 36 37 38 39 39 40 40 48 Brand equity 64 Benefits of branding 71 Marketing communications and brand equity 72 75 76 76 Case 2: Barco, visibly yours 76 83 3 How marketing communications work 85 85. 85 86 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 115 117 117 118 Case 3: Mobistar: always together, never alone 118 127 Branding Brands Successful brands Brand strategies Brand portfolio 51 51 55 ^57 63 i 4 Target groups The segmenting-targeting-positioning framework 131 131 13-1 132 132
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 133 146 148 1 155 156 156 157 157 161 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 213 215 216 219 223 224 232 239 241 242 244 251 252 5 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 164 164 178 182 184 187 191 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 252 253 258 265 265 266 278 291 296 305 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 193 193 196 203 205 207 211 213 9 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 309 309 310 312 321 324 330 330 331 331 337
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 * / 339 339 344 351 356 357 358 361 361 362 362 366 11 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 368 368 369 369 371 372 375 376 379 390 391 394 395 395 396 403 407 407 409 412 423 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...' 427 431 436 439 439 441 447 '457 462 464 468 472 14 Point-of-purchase communications 474 474 474 475 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 491 493 493 494 Case 14: Carrefour: Setting up convenience stores at music festivals 494 497
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 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 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 554 554 561 562 578 582 585 591 592 598 599 600 600 604 18 Ethical issues in marketing communications 607 16 Personal selling 528 528 528 529 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 543 544 545 545 Case 16: Tele Atlas - the reference in digital mapping 546 551 607 607 608 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 629 633 634 634 Case 18: Pampers and UNICEF: helping protect babies together 635 640 17 E-communication Subject index Name index 645 659