Table of Contents Preface PART 1 THE IMC FOUNDATION 1 Integrated Marketing Communications Ron Jon Surf Shop Overview

Communication and IMC Programs Integrated Marketing Communications An Integrated Marketing Communications Plan IMC Components The Foundation Advertising Management and Advertising Tools Communication Channels and Media Tools Promotional Tools Integration Tools Refining the IMC Program The Value of IMC Plans Information Technology Changes in Channel Power Increases in Competition Brand Parity Integration of Information Decline in the Effectiveness of Television Advertising International Implications 2 Corporate Image and Brand Management Gucci: One Strong Brand Works with Others Overview Corporate Image Components of a Corporate Image The Role of a Corporate ImageConsumer Perspective The Role of a Corporate ImageBusiness-to-Business Perspective The Role of a Corporate ImageCompany Perspective Promoting the Desired Image Creating the Right Image Rejuvenating an Image Changing an Image Corporate Name Corporate Logos Branding Developing a Strong Brand Name Brand Equity Steps to Building Brand Equity Measuring Brand Equity Brand Extensions and Flanker Brands Co-Branding Private Brands

Packaging New Trends in Packaging Labels Positioning Other Elements of Positioning Ethical Issues in Brand Management International Implications 3 Buyer Behaviors Apples IPhone Overview Consumer Purchasing Process Information Search Internal Search External Search Consumer Attitudes Consumer Values Cognitive Mapping Evaluation of Alternatives The Evoked Set Method The Multiattribute Approach Affect Referral Trends in the Consumer Buying Environment Age Complexity Gender Complexity Individualism Active, Busy Lifestyles Cocooning Pleasure Pursuits Health Emphasis Business-to-Business Buyer Behavior Factors Affecting Members of Business Buying Centers Organizational Influences Individual Factors Types of Business-to-Business Sales The Business-to-Business Buying Process Identification of Needs Establishment of Specifications Identification of Vendors Vendor Evaluation Vendor Selection Negotiation of Terms Postpurchase Evaluation Dual Channel Marketing International Implications 4 Promotions Opportunity Analysis PETsMART

Overview Promotions Opportunity Analysis Communication Market Analysis Competitors Opportunities Target Markets Customers Product Positioning Establishing Marketing Communications Objectives Establishing a Communications Budget Types of Budgets The Percentage of Sales Method The Meet-the-Competition Method The What We Can Afford Method The Objective and Task Method Payout Planning Quantitative Models Budgeting Expenditures Preparing Promotional Strategies Matching Tactics with Strategies Market Segmentation Market Segmentation by Consumer Groups Segments Based on Demographics Psychographics Segments Based on Generations Segmentation by Geographic Area Geodemographic Segmentation Benefit Segmentation Usage Segmentation Business-to-Business Segmentation Segmentation by Industry Segmentation by Size Segmentation by Geographic Location Segmentation by Product Usage Segmentation by Customer Value International Implications PART 2 IMC ADVERTISING TOOLS 5 Advertising Management The Anatomy of a Perfect Pushup Overview Overview of Advertising Management Advertising and the IMC Process Choosing an Advertising Agency Decision Variables External Advertising Agencies Choosing an Agency

Goal Setting Selection Criteria Reference Requests Creative Pitch Agency Selection Advertising Planning and Research The Roles of Advertising Account Executives The Roles of Creatives Advertising Campaign Management Communication Market Analysis Advertising Goals Building Brand Image Providing Information Persuasion Supporting Marketing Efforts Encouraging Action The Advertising Budget Media Selection The Creative Brief The Objective The Target Audience The Message Theme The Support The Constraints International Implications 6 Advertising Design: Theoretical Frameworks and Types of Appeals Ecko Enterprises: Dressing the Hip Hop World and Beyond Overview The Creative Brief Advertising Theory Hierarchy of Effects MeansEnd Theory Leverage Points Verbal and Visual Images Types of Advertising Appeals Fear Humor Sex Are Sex Appeals Effective? Sex Appeals in International Advertising Disadvantages of Sex Appeals Musical Appeals Rational Appeals Emotional Appeals Scarcity Appeals The Structure of an Advertisement

International Implications 7 Advertising Design: Message Strategies and Executional Frameworks Doves Social and Fashion Advertising Overview Message Strategies Cognitive Strategies Affective Strategies Conative Strategies Executional Frameworks Animation Slice-of-Life Dramatization Testimonials Authoritative Demonstration Fantasy Informative Sources and Spokespersons Source Characteristics Matching Source Types and Characteristics Creating an Advertisement Advertising Effectiveness Beating Ad Clutter International Implications PART 3 IMC MEDIA TOOLS 8 Advertising Media Selection M&Ms: The Sweet Task of Media Selection Overview Media Strategy Media Planning Media Planners Media Buyers Advertising Objectives Achieving Advertising Objectives Recency Theory Media Selection Television Radio Outdoor Advertising Magazines Newspapers Media Mix Media Selection in Business-to-Business Markets International Implications 9 E-active Marketing How Google Has Changed Our Language

Overview E-Commerce E-Commerce Components E-Commerce Incentives Financial Incentives Convenience Incentives Value-Added Incentives Consumer Concerns with E-Commerce Seller Opportunism Security Issues Privacy Issues Purchasing Habits Business-to-Business E-Commerce Interactive Marketing On-Line Advertising Forms of On-Line Advertising The Impact of On-Line Advertising Brand Spiraling Blogs Reactions to Negative Comments Company-Sponsored Blogging On-Line Networks Developing a Social Network Presence Consumer-Generated Advertising Consumer-Generated Reviews E-Mail Integration with Other Channels Web Analytics Monitoring Future Actions E-Mail Newsletters Advertising on Other Networks Search Engine Optimization Viral Marketing Internet Design Issues International Implications Shipping Issues Payment Methods Communication Issues Technology Issues 10 Alternative Marketing Red Bulls Buzz Overview Alternative Media Programs Buzz Marketing Consumers Who Like a Brand Sponsored Consumers

Company Employers Buzz Marketing Stages Buzz Marketing Preconditions Guerilla Marketing Product Placements and Branded Entertainment Product Placements Branded Entertainment Achieving Success with Individual Consumers Company Tactics The Medias Perspective Lifestyle Marketing Alternative Media Venues Videogame Advertising Benefits of Videogame Advertising Disadvantages of Videogame Advertising Cinema Advertising In-Tunnel Subway Advertising Parking Lot Advertising Escalator Advertising Airline In-Flight Advertising Leaflets and Brochures Carry-Home Menus Carry-Home Bag Advertising Advertising on Clothing Mall Signs Kiosks Ads by Fax In-Store Marketing New In-Store Marketing Tactics Point-of-Purchase Tactics Designing Effective POP Measuring POP Effectiveness Combination Approaches Brand Communities International Implications PART 4 IMC PROMOTIONAL TOOLS 11 Database and Direct Response Marketing Levi-Strauss & Co. Overview Database Marketing Building a Data Warehouse E-Mail and Internet Data Purchase and Communication Histories Personal Preference Profiles Customer Information Companies Geocoding

Data Mining Database-Driven Marketing Communications Identification Codes Customer Profile Information In-Bound Telemarketing Traveling Lifetime Value Segments Database-Driven Marketing Programs Permission Marketing Keys to Success in Permission Marketing Permission Marketing Enticements Frequency Programs Goals Principles Customer Relationship Management Direct Response Marketing Direct Mail Types of Lists Advantages of Direct Mail Disadvantages of Direct mail Catalogs Direct Response Media Internet Alternative Media Telemarketing International Implications 12 Sales Promotions Sales Promotions and More Hook Fans Overview Consumer Promotions Coupons Coupon Distribution Types of Coupons Problems with Coupons Premiums Types of Premiums Keys to Successful Premium Programs Contests and Sweepstakes Contests Sweepstakes Components of Prizes Goals of Contests and Sweepstakes Refunds and Rebates Sampling Types of Samples Benefits of Sampling

Problems with Sampling Successful Sampling Programs Bonus Packs Types of Bonus Packs Benefits of Bonus Packs Problems with Bonus Packs Price-Offs Benefits of Price-offs Problems with Price-offs Overlays and Tie-Ins Planning for Consumer Promotions Trade Promotions Trade Allowances Off-Invoice Allowances and Slotting Fees Trade Allowance Complications Trade Contests Trade Incentives Cooperative Merchandising Agreements Premiums and Bonus Packs Cooperative Advertising Trade Shows Concerns with Trade Promotions International Implications 13 Public Relations and Sponsorship Programs Everyones Wild About Harry Overview Public Relations Internal versus External Public Relations Public Relations Tools Public Relations Functions Identifying Stakeholders Internal Stakeholders External Stakeholders Assessing Corporate Reputation Auditing Corporate Social Responsibility Creating Positive Image-Building Activities Cause-Related Marketing Green Marketing and Pro-Environmental Activities Preventing or Reducing Image Damage Proactive Prevention Strategies Reactive Damage-Control Strategies Sponsorships Forms of Sponsorships Choosing Sponsorships Sponsorship Objectives Event Marketing

Determining Objectives Matching the Event to Publics Promoting the Event Advertising at the Event Tracking Results Cross Promotions PART 5 IMC INTEGRATION TOOLS 14 Regulations and Ethical Concerns A Salty Situation Overview Marketing Communications Regulations Governmental Regulatory Agencies Federal Trade Commission Unfair and Deceptive Marketing Practices Deception versus Puffery Substantiation of Marketing Claims How Investigations Begin Consent Orders Administrative Complaints Courts and Legal Channels Corrective Advertising Trade Regulation Rulings Industry Oversight Council of better Business Bureau National Advertising Division National Advertising Review Board Childrens Advertising Review Unit Ethics and Social Responsibility Ethics and Advertising Perpetuating Stereotypes Advertising Unsafe Products Offensive Advertisements Advertising to Children Marketing and Ethics Brand Infringement Medical Marketing and Advertising Gifts and Briber in B-to-B Marketing Programs Internet Marketing: Spamming and Cookies Responding to Ethical Challenges Ethical Frameworks Social Responsibility Social Responsibility Perspectives Ethics Programs Ethics Training Programs Codes of Ethics Ethics Consulting Systems

International Implications 15 Evaluating an Integrated Marketing Program Pretesting for Effectiveness Overview Matching Methods with IMC Objectives Message Evaluations Concept Testing Copytesting Recall Tests Recognition Tests Attitude and Opinion Tests Emotional Reaction Tests Physiological Arousal Tests Persuasion Analysis Evaluation Criteria Behavioral Evaluations Sales and Response Rates On-Line Metrics Test Markets Purchase Simulation Tests Evaluating Public Relations Activities International Implications Evaluating the Overall IMC Program Photo Credits Name/Organization Index Subject Index