دانلود کتاب Principles of Integrated Marketing Communications [Team-IRA]

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Cover
Half-title
Advance praise
Title page
Copyright information
Dedication
Acknowledgement of Country
Contents
List of Case Studies
About the author
Acknowledgements
Chapter 1 Integrated marketing communications and its synergistic effects
Chapter overview
Learning goals
Is marketing communications the answer?
The challenge: Overcoming communication barriers
Noise and clutter
Consumer apathy
Brand parity
Weak creative ideas or strategies
What is IMC and why do we need it?
What are synergistic effects?
Explanations of synergy
How do you integrate?
1. Select marcoms tools with a clear role and complementary strengths
2. Select communication channels that maximise affordable reach
3. Strive for consistent \'look, feel and voice\' across all channels
4. Develop amazing, shareable content and/or creative assets, centred around a winning campaign idea
5. Synchronise activities to achieve synergy
The IMC planning process
1. Understand the business issues
2. Understand how decisions are made by the target audience
3. Obtain key consumer insight for positioning to unlock growth
4. Decide on the marketing communication objectives
5. Decide on the budget and communication tools
6. Develop the media strategy and plan
7. Develop the creative strategy, synergy and execution customisation
8. Plan the pre-test and campaign evaluation
9. Launch and monitor the progress of the campaign
Managerial application: putting it together
Overlapping exposures
Sequencing exposures
Interlinking creative content
Cross-publicising of products and complements
Timeliness and support
Further thinking: processing effects
A theoretical framework of processing effects
Discussion questions
Notes
Chapter 2 Uncovering insights
Chapter overview
Learning goals
What is insight?
Insight as a route to unlock growth for the brand
Creative development research
Polaroid instant camera
Bodywash for teenage boys
The role of the account planner
Sources of consumer insights
Methods for uncovering insights
Qualitative and quantitative research
Observation-based studies
Deprivation studies
Means-end laddering
Levels of accessibility
Projective techniques
Association
Word and picture association
Thought or speech bubble completion
Metaphor elicitation
Obituary writing
Completion
Construction
Projective questioning
Projective questioning with images (stereotype projection)
Shopping list evaluation
Expression
Psychodrama and role-playing
Choice ordering
Multi-method projective
Establishing the validity and reliability of key insights
Managerial application: putting it together
Integrating research into the search for insights
Further thinking: acquiring key insights
Guided questions to look for key insights
Discussion questions
Notes
Chapter 3 Brand positioning
Chapter overview
Learning goals
Principles of brand positioning
Principle 1: Segment first, then position
Principle 2: Brand positioning is not the same as brand image
Principle 3: Positioning is hard work
Principle 4: If possible, reposition the competition in a way that they cannot counter
Strategic issues of positioning
Profitability of the brand
Deliverable brand positioning
Long-term strategic direction
A virtuous triangle
Market space and mental space
Tactics for positioning the brand in the mental space
Suggestive brand name and logo
Packaging, colour and website or brand home page
Attributes, consequence (benefit or emotions) and values (A-C-V)
Competitor comparison
Brand image, brand personality and celebrities
User imagery
Reputation cues
Country of origin, region and cultural icons
Price, quality and status cues
Occasions, usage and applications
The challenges of repositioning
Point of difference, point of parity and frame of reference
Brand equity
Financial perspective
Sales growth perspective
Price elasticity perspective
Revenue premium perspective
Consumer perspective
Brand strength and brand stature perspective
Brand preference
Managerial application: putting it together
Further thinking: uniqueness
Assessing brand uniqueness
Discussion questions
Notes
Chapter 4 Media planning for growth
Chapter overview
Learning goals
What is advertising supposed to do?
The hierarchy of effects model
The DAGMAR model
The weak versus strong theory of advertising
The importance of assessing communications and sales objectives simultaneously
Objective-and-task budgeting method
The share of voice and share of market budgeting methods
Competitive dynamics of SOV–SOM budgeting
The relationship between opportunity to see, media weight, average frequency and reach
An example of reach and frequency schedules
Advertising-to-sales response function
The s-shape curve
The convex-shape curve
Recent exposure and its implications for recency media planning
Recency media planning
Frequency versus continuous schedules
Experimentation, scale effects and post-buy evaluation
Media strategy
Who is the target audience and what percentage do we want to reach?
Which media should we use to reach the target audience?
How well can the creative concept be portrayed using these media?
Which media will yield the most impact?
How should we schedule the exposures?
Managerial application: putting it together
Programmatic media buying – cost over quality?
Further thinking: linking consumption and revenue
Establish the link between consumption behaviour and revenue
Decide on how best to increase sales
Increase usage amount and repeat rate after trial
Find new uses for the brand
Increase the customer base
Increase price
Discussion questions
Notes
Chapter 5 Integrating digital and non-digital channels
Chapter overview
Learning goals
Developing a strategy to meld digital and non-digital channels
Principle 1: Drive and excite
Principle 2: Strive for a good idea!
Principle 3: Leverage on partnerships for media innovations
Traditional media
Television
Social interactivity and interactive TV ads
Measuring TV audience
Impressions, opportunity to see and time-shifting of the vehicle
People-meter technology
Addressable TV (and ad streaming)
Radio
Measuring radio audiences
Cinema
Print
Newspaper
Measuring newspaper audience
Magazines
Measuring cost-per-thousand impressions
Effective cost-per-thousand impressions
Out-of-home
Billboards
Posters on street furniture and transit
Non-traditional media
Websites, microsites and mobile websites
Search engine optimisation, paid social and paid search
Search engine optimisation
Paid social
Paid search
Banner and display ads
Online classified ads
Online ads and viral campaigns
Blogs and podcasts
Online videos
Email
E-zines or zines
Mobile telephony, applications and location-based advertising
Location-based advertising
Quick response codes
Advergames
Managerial application: putting it together
Further thinking: how to use the consumer decision journey
Discussion questions
Notes
Chapter 6 Advertising creativity
Chapter overview
Learning goals
Do all ads have to be creative?
Why creativity is important
Theoretical perspectives on creativity
Creativity and its many faces
Remote associate thinking and remote associative matching
Using secondary activations to find a match
Matching elements
What is a creative idea?
Creative integration
The creative brief
Show clearly what is required
Communicate the vision with a sense of excitement
Ideation principles
Principle 1: Seek accurate input
Principle 2: Look for amazing facts about the brand or organisation
Principle 3: Go for quantity
Principle 4: Look for human truth and link it to the brand\'s benefit
Principle 5: Comparative juxtaposition
Principle 6: Blend, combine and oppose
Principle 7: Consider analogies, metaphor, personification and puns
Principle 8: Entertain exaggerations
Principle 9: Use instinctive cues
Principle 10: Try a deviant visual twist
Principle 11: Create instinctively deviant cues
A note of caution
Managerial application: putting it together
Further thinking: barriers to creativity
Creativity barrier at the individual level
Creativity barrier at the group level
Creativity barrier at the organisational level
Discussion questions
Notes
Chapter 7 Planning and executing the creative appeal
Chapter overview
Learning goals
What is the difference between a creative idea and its execution?
Executional tactics
Attention
Use evocative cues
Make the ad large and stimulus-rich
Develop a dis-habituation strategy
Change the ad placement or its surrounding context
Use humour
Use sexual imagery
Solve a problem
Demonstrate the product in use
Provide real news
Compare the brand
Tell a story or show an (emotional) slice of life
Publicise endorsements
Create fear
Use music, sound effects and jingles
Use short ads to minimise decay
Rotate executions in turn
Use two-sided arguments
Use pauses and silences
Create the right number of cuts and scenes
Choose an onscreen spokesperson, not a voice-over
Use super (subtitles) and audiovisual synchronisation
Consider brand prominence, especially in opening and ending
Create imagery in the mind
Leverage on what\'s topical or unpredictable (quickly)
Make the headline enticing
Link the headline to the picture
Use simple, concrete words in the headline and in copy
Use high-tech to create a multi-sensory experience
Choosing an executional tactic
1. Is intensive information processing required?
2. Do the executional tactics coherently enhance the creative idea?
3. How can the executions be best customised for the media?
Celebrity endorsements
Theories of celebrity endorsement
1. Source effectiveness theory
2. Transfer of symbolic meaning theory
3. Match-up hypothesis or congruency
Pitfalls of celebrity endorsement
Celebrity endorsement is very expensive
The chosen celebrity may not \'fit\' the brand
Celebrities lose credibility when they endorse too many brands
Celebrities misbehave
Celebrities distract viewers
Benefits of using celebrities
Managerial application: putting it together
Choosing a celebrity or presenter
Further thinking: exploring the models
Hierarchy of effects model
Foote, Cone & Belding model
Rossiter–Percy model
Cognitive processing model
Discussion questions
Notes
Chapter 8 Social influence and social media
Chapter overview
Learning goals
How information flows
Social ties and their influence
Principle 1: We are socially embedded in a small world
Principle 2: The strength of weak ties
Principle 3: We influence and are influenced by each other (some more so than others)
Social media, its contingent usage and integration
Four aspects of social media: connectivity, conversations, content creation and collaboration
Connectivity
Conversations
Content creation
Collaboration
Social influence
Communities versus customers
Word-of-mouth and recommendation
The problem with Net Promoter Score
Buzz marketing
Viral marketing
Viral preconditions
Product-related factors
Environmental triggers
Communication assets
Surprise and joy
Arousal
Positivity
Enjoyment, involvement, distinctiveness, branding
Interest and usefulness
Facilitating factors
Free gifts
Product seeding
Referral or affiliate program
Brand evangelists, micro-influencers and buzz agents
Passive broadcast
Non-incentivised WOM
Social commerce
Managerial application: putting it together
Further thinking: losing control of social media
Discussion questions
Notes
Chapter 9 Public relations, corporate reputation, sponsorship, native advertising and content marketing
Chapter overview
Learning goals
Public relations
What is PR?
Advantages of PR
Disadvantages of PR
Managing PR
Sources of information for PR editorials
The symbiotic relationship between firms and media organisations
Making the story newsworthy and quotable
Richard Branson\'s publicity strategy
Corporate reputation
Corporate image advertising
Cause-related marketing and corporate social responsibility
Tight fit between the CSR initiative and the image of the firm
Altruistic attributions
A good reputation
Strong personal identification
Brand purpose advertising
Advocacy advertising
Sponsorship
The risk of ambush marketing
Evaluation of the sponsor (not the property)
When does sponsorship work?
Crisis communication
Refute and deny
Apologise and promise not to reoffend
Respond quickly and compassionately; offer compensation if necessary
Native advertising and content marketing
Native advertising
Content marketing
Managerial application: putting it together
Focus on outcomes
Monitor corporate reputation
Plan a path and measure its effectiveness
Further thinking: agenda-setting
Agenda-setting and salience
Agenda-setting, issue salience and politics
Discussion questions
Notes
Chapter 10 Influence, tactics and integration in personal selling
Chapter overview
Learning goals
Advantages and disadvantages of personal selling
The eight steps of high-involvement selling
Step 1: Setting a goal
Step 2: Generating leads
Step 3: Identifying the most promising leads
Step 4: Making the initial contact
Step 5: Presentation
Step 6: Handling objections
Step 7: Closing the sale
Step 8: Following up after the sale
Presentation and objection-handling
Multi-attribute reframing
What can a sales agent do?
Finding different \'hot buttons\' for different segments
Selling the improved value
Selling the vision
Are salespeople born or made?
Artificial intelligence and selling
Compliance-seeking tactics
Scarcity
Authority
Social proof
Consistency and commitment
Reciprocity
Likeability
Familiarity
Attractiveness
Compliments
Similarity
Trust and trustworthiness
Managerial application: putting it together
Ethics and a note of caution
Further thinking: attribution styles
Explanatory style (or causal attribution)
Discussion questions
Notes
Chapter 11 Direct response marketing and sales promotion integration
Chapter overview
Learning goals
Direct response marketing
Principles of direct response marketing
Principle 1: Build a good customer database
Principle 2: Make a profitable offer
Principle 3: Adjust the offer
Principle 4: Test to find the most profitable offer
Principle 5: Retargeting
Methods of delivery
Direct mail
Catalogue
Email
Telemarketing
Television
Online videos
Radio
Newspapers
Magazines
Websites
Social media micro-targeting
Direct response marketing and brand equity
Sales promotion
Achieving push and pull synergy with trade and consumer promotions
Types of trade promotion
Trade allowance
Trade incentives
Display allowance
Personal incentives
Types of consumer promotion
Coupons
Specials or price-off deals
Hyper-local marketing
Sampling
Premiums
Bonus packs
Buy one, get one free
Contests, sweepstakes and games
Refunds and rebates
Loyalty or VIP programs
Negative- and positive-oriented promotions
Negative-oriented promotions
Positive-oriented promotions
When do we use NOPs?
Congruency of benefits in promotions
Dangers of POPs
Managerial application: putting it together
Advertise to build brand equity, then promote
Signal that the sales promotion is only temporary
Sales promotion should not be predictably cyclical
The value of the promotion
Match the benefit of the sales promotion with the purchase motivation
The promotion should not overshadow the brand
Integrate the brand’s positioning into the theme of the promotion
Further thinking: price discounting
Discussion questions
Notes
Chapter 12 Advertising testing, campaign tracking and synergistic effects
Chapter overview
Learning goals
Concept testing as exploration
Preliminary subjective evaluation
Quantitative advertising pre-testing
Pre-testing broadcast ads
Criticisms of ad pre-testing
Post-testing and campaign tracking
Starch methodology for post-testing print ads
Campaign tracking
Continuous tracking
Knowing which ad diagnostics to track
Order of ad-diagnostic measures
1. Brand awareness
2. Purchase intentions
3. Brand considerations
4. Ad recall
5. Ad recognition
6. Message take-out and image tracking
7. Personal characteristics (e.g. demographics and media habits)
More uses for campaign tracking
Managerial application: putting it together
Futher thinking: advanced knowledge methodologies
Implicit (reaction time) measurements or Implicit Response Testing
Psycho-physiological measurements
Weakness of the traditional self-report questionnaire
Psycho-physiological methods of advertising pre-testing
Discussion questions
Notes
Chapter 13 Integrative review, IMC implementations and marketing technologies
Chapter overview
Learning goals
Integrating themes
Theme 1: Overcoming communication barriers with direct and indirect means
Direct influence
Indirect influence
Theme 2: Synergy and stretching the media dollar
Theme 3: Creativity
Theme 4: Research
Theme 5: Brand-building and equity destruction
IMC implementation
Barriers to IMC implementation
Marketing technologies and implementation
Activation engines
Ethics
A look to the future
Discussion questions
Notes
Index