Integrated advertising, promotion and marketing communications (4th ed )

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Language: Anglais
Cover of the book Integrated advertising, promotion and marketing communications (4th ed )

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480 p. · 21.6x27.6 cm · Paperback

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 Image-Consumer Perspective

The Role of a Corporate Image-Business-to-Business Perspective

The Role of a Corporate Image-Company 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

Apple's 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...