Advertising & IMC: principles & practice [Tenth edition] 9780133506884, 1292017392, 9781292017396, 4724985305, 0133506886

Table of contents :
Cover......Page 1
Title Page......Page 5
Contents......Page 9
Preface......Page 23
PART 1 Principle: Back to Basics......Page 34
1. Advertising......Page 36
IT’S A WINNER: Old Spice: What It Takes to Be a Man......Page 37
What Is Advertising?......Page 38
What Are Advertising’s Basic Functions?......Page 39
What Are the Key Components of Advertising?......Page 40
Other Important Promotional Tools......Page 41
What Roles Does Advertising Perform?......Page 42
A MATTER OF PRACTICE: The Greatest Commercial Ever Made......Page 44
Eras and Ages......Page 45
Who Are the Key Players?......Page 50
A MATTER OF PRINCIPLE: Mad Men: The Inherent Drama of Advertising......Page 51
Types of Agencies......Page 54
How Are Agency Jobs Organized?......Page 56
A DAY IN THE LIFE: The Day-to-Day Job in Content Management......Page 57
How Is the Practice of Advertising Changing?......Page 58
Accountability and Effectiveness......Page 59
Looking Ahead......Page 60
Key Points Summary......Page 61
Review Questions......Page 62
TRACE North America Case......Page 63
2. Brand Communication......Page 64
IT’S A WINNER: McDonald’s Love Story......Page 65
What Is Brand and Marketing Communication?......Page 66
Who Are the Key Players?......Page 67
What Are the Most Common Types of Markets?......Page 68
A DAY IN THE LIFE: A View from the Marcom Front Line ......Page 69
How Does the Marketing Mix Send Messages?......Page 70
Added Value......Page 72
What Is Integrated Marketing Communication?......Page 73
What Is the Role of Communication in Branding?......Page 74
THE INSIDE STORY: A Passion for the Business......Page 75
How Does a Brand Acquire Meaning?......Page 76
How Does Brand Transformation Work?......Page 77
A MATTER OF PRINCIPLE: It’s Pure and It Floats......Page 78
A PRINCIPLED PRACTICE: PAUSE FOR THE CAUSE: Boosting Brand Value with Cause Marketing......Page 81
Brand Communication in a Time of Change......Page 83
Global Marketing......Page 84
Word-of-Mouth Marketing......Page 85
IT’S A WRAP: Golden Arches, Golden Opportunity......Page 86
Key Terms......Page 87
Discussion Questions......Page 88
Trace North America Case......Page 89
3. Brand Communication and Society......Page 90
IT’S A WINNER: To Tell the truth®......Page 91
What Is the Social Impact of Brand Communication?......Page 92
What Are the Key Debates about Impact on Society?......Page 93
What Are the Key Debates and Issues about Brand Communication Practices?......Page 95
THE INSIDE STORY: Pepsi: Creating Culturally Relevant Programs......Page 97
A PRINCIPLED PRACTICE: Tribute to Ivan L. Preston: 1931–2011......Page 99
Communicators’ Ethical Responsibilities......Page 103
Personal and Professional Ethics......Page 104
A MATTER OF PRACTICE: Advertising Gets No Respect!......Page 105
Brand Communication’s Legal Environment......Page 107
The Regulatory Environment......Page 110
The Impact of Regulation......Page 111
Self-Regulation......Page 114
IT’S A WRAP: The truth® Wins Out in the End......Page 116
Key Terms......Page 117
Take-Home Projects......Page 118
Hands-On Case......Page 119
PART 2 Principle: Be True to Thy Brand—and Thy Consumer......Page 120
4. How Brand Communication Works......Page 122
IT’S A WINNER: Anatomy of an Award-Winning Campaign for Chrysler......Page 123
How Does Brand Communication Work?......Page 124
The Mass Communication Foundation......Page 125
Adding Interaction to Brand Communication......Page 126
Other Aspects of Communication......Page 128
What Are the Effects behind Effectiveness?......Page 129
What Are the Facets of Impact?......Page 131
The Perception Facet: See/Hear......Page 132
A PRINCIPLED PRACTICE: Ice Cubes, Breasts, and Subliminal Ads......Page 135
The Emotion or Affect Facet: Feel......Page 136
The Cognition Facet:Think/Understand......Page 138
A MATTER OF PRINCIPLE: Thought vs. Feeling......Page 140
The Association Facet: Connect......Page 141
The Persuasion Facet: Believe......Page 143
The Behavior Facet: Act/Do......Page 145
A MATTER OF PRACTICE: May VW’s Force Be with You......Page 146
Strong and Weak Effects......Page 148
IT’S A WRAP: Finding Chrysler’s Heart and Soul......Page 150
Key Terms......Page 151
Discussion Questions......Page 152
TRACE North America Case......Page 153
5. Segmenting and Targeting the Audience......Page 154
IT’S A WINNER: Dove Audiences Redefine Beauty......Page 155
Starting the Conversation......Page 156
Paths to a Brand Decision......Page 157
Cultural Influences......Page 158
Social Influences......Page 160
THE INSIDE STORY: Scotts Brand Comes Alive as Scott......Page 161
Psychological Influences......Page 162
Influences on B2B Decision Making......Page 164
Segmentation Strategies......Page 165
Types of Segmentation......Page 166
Targetingthe Best Audience......Page 167
Targeting and Profiling Using Demographics......Page 168
A MATTER OF PRACTICE: Same-Sex Marriage: A Boon to the Economy?......Page 170
Targeting and Profiling Using Psychographics......Page 172
Sociodemographic Segments......Page 175
Targeting and Profiling Using Behavioral Patterns......Page 176
Seeking Seekers......Page 177
Key Points Summary......Page 179
Review Questions......Page 180
TRACE North America Case......Page 181
6. Strategic Research......Page 182
IT’S A WINNER: Domino’s Cooks Up a Recipe for Success......Page 183
How Do You Get Insights into Consumer Behavior?......Page 184
What Are the Basic Types of Research?......Page 185
Basic Research Designs......Page 187
How Do We Use Research?......Page 190
Market Information......Page 191
Consumer Insight......Page 192
Media Information......Page 193
Evaluation......Page 194
A MATTER OF PRINCIPLE: Finding Moments of Truth......Page 195
Ways of Contact: Quantitative Methods......Page 196
Ways of Contact:Qualitative Methods......Page 197
A MATTER OF PRACTICE: Online Marketing Research......Page 198
A Day in the life: A Stopwatch, Code Sheet, and Curiosity......Page 201
How Do You Choose a Research Method?......Page 203
Global Issues......Page 204
IT’S A WRAP: Domino’s Gets Its Slice of the (Pizza) Pie......Page 205
Key Terms......Page 206
TRACE North America Case......Page 207
7. Strategic Planning......Page 208
IT’S A WINNER: Re-telling a Tale......Page 209
What Is Strategic Planning?......Page 210
The Business Plan......Page 211
The Marketing Plan......Page 213
A PRINCIPLED PRACTICE: “Just Give Me My One Vice”......Page 214
A MATTER OF PRACTICE: “My SPAR”: Letting Our Customers Lead......Page 216
The Brand Communication/IMC Plan......Page 217
Plans for Marketing Communication Functions......Page 218
The Communication Objectives......Page 219
The Target Audience......Page 220
Brand Positioning Strategy......Page 223
THE INSIDE STORY: Mistake #1: Drinking and Driving Drunk......Page 221
Consumer Insight and Account Planning......Page 227
A MATTER OF PRINCIPLE: The 7-Up Uncola Story: A Classic in Repositioning......Page 228
Account Planning......Page 229
The Consumer Insight Process......Page 230
The Creative Brief......Page 232
IT’S A WRAP: Re-telling a Tale......Page 233
Key Terms......Page 234
Take-Home Projects......Page 235
Hands-On Case......Page 236
PART 3 Practice: Developing Breakthrough Ideas in the Digital Age......Page 238
8. The Creative Side......Page 240
IT’S A WINNER: A Tale of Brotherly Love and Sharp Thinking......Page 241
Science and Art?......Page 242
What Is the Role of Creativity?......Page 244
The Creative Brief......Page 245
Message Strategies......Page 248
Which Strategic Approach to Use?......Page 249
A MATTER OF PRINCIPLE: Six Message Strategies in Six Minutes......Page 251
Strategic Formats......Page 252
Matching Messages to Objectives......Page 255
Creative Thinking: So How Do You Do It?......Page 258
Big Ideas......Page 259
PRACTICAL TIPS: Checklist for Killer Ads......Page 260
The ROI of Creativity......Page 261
Dialing Up Your Creativity......Page 262
The Creative Process: How to Get an Idea......Page 263
Brainstorming......Page 264
Adaptation: Taking an Idea Global......Page 265
Evaluation: The Go/No-Go Decision......Page 266
Key Points Summary......Page 267
Review Questions......Page 268
TRACE North America Case......Page 269
9. Promotional Writing......Page 270
IT’S A WINNER: Wildlife Blaze Trails for Frontier......Page 271
The Language of Brand Communication......Page 272
Writing Styles......Page 275
Types of Brand Communication Writing......Page 276
The Ad Copywriter......Page 277
PRACTICAL TIPS: So You Think You Want to Create a Funny Ad?......Page 280
Writing for Various Media......Page 281
Basics of Writing for Print Media......Page 282
A MATTER OF PRINCIPLE: The Principle of Truth......Page 287
Radio Messages and How to Write Them......Page 289
Television Messages and How to Write Them......Page 291
A MATTER OF PRACTICE: How the Emotional Pivot Works in a Story......Page 292
A DAY IN THE LIFE: A Copywriter’s View of Television Production......Page 295
The Internet and How to Write for It......Page 296
Writing for a Global Brand......Page 297
IT’S A WRAP: And the Winner Is . . . Frontier......Page 298
Key Terms......Page 299
Take-Home Projects......Page 300
TRACE North America Case......Page 301
10. Visual Communication......Page 302
IT’S A WINNER: A Strong Mint with a Curious Past Goes Digital......Page 303
Visual Impact......Page 304
A PRINCIPLED PRACTICE: An Imperative: Respect the Dignity of the Person......Page 305
Brand Image and Position......Page 307
Visual Storytelling......Page 308
A MATTER OF PRINCIPLE: Save the Pandas! Save the Baby Seals! Save the Eagles! Save the Toads?......Page 309
THE INSIDE STORY: Large or Small, Which Would You Choose? The Good, Bad and Ugly, Exposed......Page 310
The Designer’s Tool Kit......Page 311
Design Principles, Layout, and Styles......Page 314
A MATTER OF PRACTICE: The Beautiful Messy......Page 317
Composition......Page 318
Print Media Requirements......Page 319
Print Art Reproduction......Page 321
Binding and Finishing......Page 322
What Does an Art Director Need to Know about Video Production?......Page 323
Filming and Editing......Page 324
The Process of Producing Videos......Page 325
The Television Production Process......Page 326
Web Design Considerations......Page 328
Looking Ahead......Page 329
Key Points Summary......Page 330
Review Questions......Page 331
Take-Home Projects......Page 332
Hands-On Case......Page 333
PART 4 Principle: Media in a World of Change......Page 334
11. Media Basics......Page 336
IT’S A WINNER: Lottery of Life......Page 337
What Do We Mean by Media?......Page 338
A MATTER OF PRINCIPLE: The Engagement Strategy behind Sports Advertising......Page 339
The Media Industry......Page 340
Media Types and Terms......Page 341
The Evolution of Media Forms and Functions......Page 344
Key Media Players......Page 347
Key Strategic Media Concepts......Page 348
THE INSIDE STORY: “Warrior—A Three-Artist, One-Song Music Video for Converse”......Page 350
The Basis for the Buy......Page 351
Consumer Use of Media......Page 353
A MATTER OF PRACTICE: Connected Viewers + Multiscreen Marketers......Page 354
Alternative Media Forms......Page 355
A MATTER OF PRINCIPLE: Creative Use of Out-of-Home and Nontraditional Media......Page 356
THE INSIDE STORY: The Animated Axe Effect in City Hunters......Page 358
IT’S A WRAP: Lottery of Life......Page 360
Key Terms......Page 361
Take-Home Projects......Page 362
TRACE North America Case......Page 363
12. Paid Media......Page 364
IT’S A WINNER: The Art of Laying an Egg and Making It Golden......Page 365
Published Print Media......Page 366
THE INSIDE STORY: Tsunami Disaster: The Inherent Value of Newspapers and Their Ads......Page 367
Published Media: Magazines......Page 371
Published Media: Directories......Page 374
A MATTER OF PRINCIPLE: Directories: The Medium You Trust the Most......Page 375
Broadcast Media: Radio......Page 376
Broadcast Media: Television......Page 378
A MATTER OF PRACTICE: People Really Enjoy TheirLarge-Screen Televisions......Page 379
Movie Advertising......Page 384
Place-Based Media......Page 385
PRACTICAL TIPS: Outdoor: An Effective Brand Communication Medium......Page 388
Online Advertising......Page 390
Cell Phone Advertising......Page 391
Website Advertising......Page 392
Search Advertising......Page 394
Online Advertising Sales......Page 395
Looking Ahead......Page 396
Key Points Summary......Page 397
Key Terms......Page 398
Trace North America Case......Page 399
13. Owned, Interactive, and Earned Media......Page 400
IT’S A WINNER: Unleash Deadly......Page 401
Owned Media: We Own It; We Control It......Page 402
Corporate Presence Media......Page 403
Branded Media......Page 404
The Media of Retail......Page 405
A MATTER OF PRINCIPLE: Using Chinese Folk Arts in Promotional Designs......Page 406
The Owned Media of Public Relations and Promotions......Page 407
Owned but Interactive: Let’s Talk......Page 409
Personal ContactMedia......Page 410
Interactive Promotional Media......Page 412
Owned Digital Media......Page 413
A MATTER OF PRACTICE: How Web Sites Build Brands (or Don’t)......Page 415
Our Mobile Future......Page 418
A MATTER OF PRACTICE: Your Mobile Future......Page 419
Earned Publicity......Page 420
Word of Mouth......Page 421
Social Media Mentions......Page 422
The Media of Sharing......Page 424
Earned and Interactive Media Considerations......Page 425
Multiplatform Brand Communication......Page 426
Viral Marketing......Page 427
Integration of Platforms......Page 428
Looking Ahead......Page 429
Key Points Summary......Page 430
Key Terms......Page 431
Take-Home Projects......Page 432
Trace North America Case......Page 433
14. Media Planning and Negotiation......Page 434
IT’S A WINNER: A Hair-Raising Story about Men’s Cancer......Page 435
How Are Media Plans Created?......Page 436
Media Engagement Research......Page 437
Step 1: Target Audience......Page 442
A DAY in the Life: What Do I Do as a Media Planner?......Page 443
A MATTER OF PRACTICE: Toyota Taps the Do-It-Yourself Community......Page 445
Step 2: Communication and Media Objectives......Page 446
A MATTER OF PRACTICE: Horizontal and Vertical Reach......Page 447
Step 3: Media Strategies......Page 449
Step 4: Media Metrics and Analytics......Page 457
A MATTER OF PRACTICE: Integrating Advertising and Public Relations Media Planning......Page 460
Media-Buying Basics......Page 462
Multichannel Buying (and Selling)......Page 465
Global Media Buying......Page 466
New Forms of Media Research......Page 467
IT’S A WRAP: Having a Ball and Saving Lives......Page 468
Key Terms......Page 469
TRACE North America Case......Page 470
Hands-On Case......Page 471
PART 5 Principle: IMC and Total Communication......Page 472
15. Public Relations......Page 474
IT’S A WINNER: Häagen-Dazs Creates a Buzz about Bees......Page 475
What Is Public Relations?......Page 476
Reputation: Goodwill, Trust, and Integrity......Page 477
How Public Relations Contributes to Brand Perception......Page 478
Different Types of Public Relations Programs......Page 479
Aspects of Public Relations That Focus on Relationships......Page 480
Aspectsof Public Relations That Focus on Particular Functions......Page 481
Research and SWOT Analysis......Page 483
Objectivesand Strategies......Page 484
A MATTER OF PRACTICE: Mudo City: A Successful Brand Expansion......Page 485
What Are Common Public Relations Tools?......Page 486
Advertising......Page 488
A PRINCIPLED PRACTICE: The Social Impact of Public Service Advertising......Page 489
Publicity......Page 491
Other Tools......Page 493
Online Communication......Page 494
A MATTER OF PRACTICE: Engaging Word of Mouth through Online Influencers......Page 495
Looking Ahead......Page 496
Key Points Summary......Page 497
Review Questions......Page 498
TRACE North America Case......Page 499
16. Direct Response......Page 500
IT’S A WINNER: The Gecko and His Pals Go Direct for Geico......Page 501
What Is Direct-Response Brand Communication?......Page 502
Who Are the Key Players?......Page 504
What Is Included in the DBC Process?......Page 505
Personal Sales......Page 508
Direct-Response Advertising Media......Page 509
Direct Mail......Page 510
THE INSIDE STORY: Thinking outside the Mailbox......Page 512
Catalogs......Page 514
Telemarketing......Page 515
The Internet and New Forms of Direct Response......Page 516
Databases: The Foundation of DBC......Page 519
Databases Drive a Circular Process......Page 520
Lists......Page 521
Data Mining......Page 522
Issue: Privacy......Page 523
A PRINCIPLED PRACTICE: Privacy: Use but Don’t Abuse Consumer Information......Page 525
Integrated Direct Marketing......Page 526
Looking Ahead......Page 528
Key Points Summary......Page 529
Discussion Questions......Page 530
TRACE North America Case......Page 531
17. Promotions......Page 532
IT’S A WINNER: The Power of Pink......Page 533
Why Sales Promotion?......Page 534
Why Is Sales Promotion Growing?......Page 535
Sales Promotion Planning......Page 537
Tools of Consumer Promotions......Page 540
How Are Consumer Promotions Used?......Page 544
Trade Promotions......Page 545
Types of Trade Promotion......Page 546
THE INSIDE STORY: Explore. Discover. FEI and the World of Images......Page 547
How Is Trade Promotion Used?......Page 548
PRACTICAL TIPS: Planning Point-of-Purchase Promotions......Page 549
Sponsorships and Event Marketing......Page 550
A MATTER OF PRACTICE: Active Engagement through Event Sponsorships......Page 551
A MATTER OF PRINCIPLE: The Underdog Wins the Super BowlAd Championship......Page 552
Partnership Programs......Page 554
Sales Promotion and Integration......Page 556
Key Points Summary......Page 557
Review Questions......Page 558
Trace North America Case......Page 559
18. The Principles and Practice of IMC......Page 560
IT’S A WINNER: I’m Amazing......Page 561
Stakeholders and Brand Relationships......Page 562
A MATTER OF PRINCIPLE: When Is Too Many Too Much?......Page 563
Message Synergy......Page 564
Internal Integration......Page 565
IMC Campaign Planning......Page 566
Situation Analysis......Page 567
A MATTER OF PRACTICE: Doha: A New City......Page 568
Campaign Strategy......Page 569
The IMC Mix......Page 573
A MATTER OF PRACTICE: A Campaign with Legs (and Flippers)......Page 574
IMC Media and Contact Points......Page 575
Management and Campaign Controls......Page 578
THE INSIDE STORY: What in the World Is Marketing Portfolio Management?......Page 579
International IMC Campaigns......Page 580
Cause and Mission Marketing......Page 583
Internal Integration......Page 584
A MATTER OF PRINCIPLE: Who’s the Integrator Here, Anyway?......Page 585
Looking Ahead......Page 586
Key Points Summary......Page 587
Review Questions......Page 588
Trace North America Case......Page 589
19. Evaluating IMC Effectiveness......Page 590
IT’S A WINNER: Gut-Checking Obesity......Page 591
First Things First: The Campaign Objectives......Page 592
A MATTER OF PRACTICE: Can You Really Predict the Impact of Advertising on Sales......Page 593
The Campaign Purpose: Brand Building......Page 594
A MATTER OF PRINCIPLE: Completing the Cycle......Page 595
Evaluating the IMC Message......Page 596
Experts in Message Evaluation......Page 598
Message Evaluation Techniques......Page 599
Evaluating the Performance of Various IMC Tools......Page 601
Advertising......Page 602
Consumer, Trade, and Point-of-Purchase Promotions......Page 603
Evaluating the Performance of Media Vehicles......Page 605
Vehicle-by-Vehicle Evaluation......Page 606
The Synergy Problem......Page 608
Digital Challenges......Page 609
A PRINCIPLED PRACTICE: Can a Broken Guitar Really Hurt United?......Page 610
Connecting the Dots: Tying Measurement Back to Objectives......Page 611
Bringing It All Together......Page 612
IT’S A WRAP: Results of Colorado’s Gut Check......Page 613
Key Terms......Page 614
TRACE North America Case......Page 615
Hands-On Case......Page 616
Appendix......Page 618
Glossary......Page 623
Endnotes......Page 641
A......Page 652
B......Page 653
C......Page 654
D......Page 657
F......Page 658
G......Page 659
I......Page 660
L......Page 661
M......Page 662
O......Page 664
P......Page 665
R......Page 666
S......Page 667
T......Page 669
V......Page 670
Z......Page 671