Marketing communications /
Eagle, Lynne,
Marketing communications / Lynne Eagle, Barbara Czarnecka, Stephan Dahl and Jenny Lloyd. - Second edition. - Routledge, © 2021.
Includes bibliographical references and index.
Cover
Half Title
Title Page
Copyright Page
Table of Contents
List of figures
List of tables
About the authors
1 Marketing communications as a strategic marketing tool
Introduction
Retailer influence, product, services, business-to-business and social marketing
Retail marketing mix (including the rise of online conglomerates)
Social marketing
Services
Business to business
Integration
Environmental turbulence: the effect of new media forms
Changes to marketing communications over time
Barriers to successful integration of marketing communications elements
Summary
Review questions
Recommended reading
Case Study 1.1: Graduates Yorkshire recruitment
Notes
2 Introducing communication
Introduction
What is communication?
How does communication work?
Communication in a mass market
Messages, media and marketing communications: getting it right
Identifying the right target market(s) at every level
Undifferentiated message ⁄ undifferentiated medium
Differentiated message ⁄ undifferentiated medium
Undifferentiated message ⁄ differentiated medium
Differentiated message ⁄ differentiated medium
Markets: more than just consumers and customers!
Crossing borders
Getting the target market’s attention
Using reference groups to gain attention
Overcoming cognitive dissonance
Creating messages that mean something
Decoding the concept of “codes”
Consumers as co-producers of meaning
Noise as a disruptor of communication
Does “digital” really change things?
Summary
Review questions
Recommended reading
Case Study 2.1: Growing food glorious food
Notes
3 Ethical issues and current challenges
Introduction
Sectors generating high levels of ethical concerns
Marketing communications and children
Alcohol, tobacco and gambling
Pharmaceutical marketing communication
Idealised beauty
Financial services
Digital communication
Scepticism regarding corporate social responsibility and potential “greenwashing”
Communication with consumers with low literacy levels
Ethics, regulation and communication
Special challenges of social marketing communication
Summary
Review questions
Recommended reading
Case Study 3.1: Nestlé – ongoing controversy
Notes
4 Analysing the integrated marketing communications environment
Introduction
The first step: setting clear objectives
The business mission
Corporate objectives
Marketing objectives
IMC objectives
Understanding the IMC environment
Social factors
Political factors
Economic factors
“Natural” factors
Technological factors
Market analysis
Market size and dispersion
Access to ⁄ preference for specific communications channels
Market growth
Potential ROI from communications activity
Market trends
Segmentation and targeting
Analysing the micro IMC environment
The organisation
Customers ⁄ consumers
Competitors
Suppliers and intermediaries
Publics
Making effective use of the environmental analysis
The benefits and pitfalls of IMC environmental analysis
Summary
Review questions
Recommended reading
Case Study 4.1: Molson: “making it Canadian” with a social strategy in Ireland
Notes
5 Creativity and creativity tactics
Introduction
What is “creativity”?
The role and importance of creativity
Creative tactics
Humour
Sex and sexual representation
Fear ⁄ shock appeals
Expertise ⁄ authority
Nostalgia
“Teaser” campaigns
Words, pictures, sound, smell, touch…using all of the senses
Readability and functional literacy
Functional literacy
Visuals
Generating creative ideas
Brainstorming
Creative “pass the parcel”
Osbourne’s checklist
“Zwicky’s box”
The challenges and pitfalls of creativity
Importance of pretesting
Summary
Review questions
Recommended reading
Case Study 5.1: Still scary after all these years? The use of fear appeals by Universal Studios, Singapore
Notes
6 The IMC client–agency relationship
Introduction
The structure of the marketing industry
The client–agency dynamic 124
The client-side management structure
Agencies and their management structure
The typical agency structure
The client–agency process
The brief
The “pitch”
Agreeing agency compensation
Managing the process
Accountability
The review
Challenges associated with the management of the client–agency relationship
Overcoming the challenges of the client–agency relationship
Summary
Review questions
Recommended reading
Case Study 6.1: Saatchi and Saatchi: when bigger isn’t always better
Notes
7 IMC and branding
Introduction
Defining “brands”
Why brands matter: IMC and the function of brands
Brands fulfil communications functions for both organisations and consumers
Brands as identity systems
Brands as relationship partners
Brands as personalities
Brands as communities
Brand stretching: supporting the long-term success of an organisation
Contributing to the balance sheet
Creating and maintaining brand equity
Creating brand identity
Branding in the digital age
Brand portfolios and managing the brand architecture
Summary
Review questions
Recommended reading
Case Study 7.1: Dr. Scholl’s: a brand on the move
Notes
8 Traditional media
Introduction
Media choices
Media strengths and weaknesses
Television
Radio
Newspapers
Magazines
Cinema
Outdoor ⁄ out-of-home ⁄ hoardings
Simultaneous media use
Media context
Summary
Review questions
Recommended reading
Case Study 8.1: Keep Jackson Hole Wild campaign
Notes
9 Electronic, new and social media
Introduction
Online advertising
The tribal foundations of the social media world
The social and mobile network
Influencer marketing
Brand co-creation and online communities
Anthropomorphic marketing
Planning and measurement
Ethical and legal issues
Summary
Review questions
Recommended reading
Case Study 9.1: condoms #KuwaTrue podcast campaign
Notes
10 Emerging, hybrid media and experiential marketing
Introduction
Drivers of hybrid media development
Concerns regarding hybrid media
Product placement ⁄ joint promotions
Product placement in online and mobile media
Product placement in video games (“advergames”)
Experiential marketing
Augmented reality marketing
Effectiveness ⁄ pretesting ⁄ measuring ROI
Ethical issues
Summary
Review questions
Recommended reading
Case Study 10.1: Bebo’s Kate Modern: using online product placement to monetise social networking websites
Notes
11 Integrated campaign development: advertising
Introduction
What is advertising?
How does the process of advertising work?
Hierarchy of effects models
Challenges to the hierarchy of effects models
The role of advertising
What makes advertising effective?
Transmission of the advertising message through the media
Advertising’s blurred lines
Reaching savvy consumers
Registering and processing of the advertising message by the target consumer
Effective media scheduling
Seeking advertising effectiveness
The importance of “ad liking”
The role of the creative brief in effective advertising
Evaluation of an advertising campaign
Legal limitations, industry guidelines and ethical issues
Summary
Review questions
Recommended reading
Case Study 11.1: Québec Milk Producers: there’s milk here
Notes
12 Integrated campaign development: sales promotion
Introduction
Factors driving increased sales promotional activity
Types of sales promotion
Think box: flash sales websites
Strategic and tactical considerations
Advantages and disadvantages
Manufacturer and retailer perspectives
Competitor response
Ethical issues in sales promotional activity
Summary
Review questions
Recommended reading
Case Study 12.1: Business travel and pleasure in Japan: Hotels.com and Bleisure
Notes
13 Integrated campaign development: direct and database marketing, outdoor and point of purchase
Introduction
Strengths and weaknesses of direct and database marketing
Strengths
Weaknesses
Tools used
Personal media types
Public ⁄ general media types
Direct response advertising and television
Inserts
New media, hybrid media and mobile direct marketing
Permission marketing
Measuring effectiveness of direct and database marketing
Returns ⁄ response levels ⁄ conversion ratios
Cost per enquiry (CPE)
Cost per order (CPO)
Average order value (AOV)
Repeat order values ⁄ renewal rates
Ethical considerations
Intrusive communication ⁄ unsolicited communication
Privacy and accuracy
Waste and environmental impact
Outdoor advertising as a direct contact point
Point-of-purchase advertising
Summary
Review questions
Recommended reading
Case Study 13.1: Age UK: mitigating loss of cold DM with a new channel for sustainable growth
Notes
14 Integrated campaign development: marketing PR and sponsorship
Introduction
General PR and marketing PR
Reactive versus proactive MPR
Publicity and media relations
Lobbying
Word-of-mouth (WOM) and astroturfing
Sponsorship
Ethics in PR and sponsorship
Measuring results
Summary
Review questions
Recommended reading
Case Study 14.1: Samsung: school of sponsorships
Notes
15 Integrated campaign development: personal selling and sales management, retail key account liaison, exhibitions and shows
Introduction
Personal selling ⁄ sales management
Retailer dominance
Growth of retailer house brands
Key account management
Role of in-store merchandisers
Internet sales
Exhibitions and shows
Summary
Review questions
Recommended reading
Case Study 15.1: Hiho Silver 302
Notes
16 Marketing communications for not-for-profit audiences: social marketing and political marketing
Introduction
Social marketing
Current social marketing focus
Social advocacy
Ethical dimensions of social marketing
Political marketing
Political brands – politician branding and the branding of political organisations
Campaigning and campaign planning in the political sphere
The “permanent campaign”
Selected not-for-profit segments
NGOs and charities
Arts and heritage marketing
Higher education
Healthcare
Summary
Review questions
Recommended reading
Case Study 16.1: Arts marketing: the video games exhibition at Victoria & Albert museum in London
Notes
17 Marketing communications in a global marketplace
Introduction
Globalisation: standardisation – localisation
Differences affecting international marketing communications
Legislation and regulation
Language
Religion
Culture
Celebrities, culture and marketing communications
Technology, media infrastructure and advertising industries
Media selection factors
Cost
Availability and coverage
Media usage habits
Selecting marketing communications agency
Ethnicity
Country of origin in marketing communications
Summary
Review questions
Recommended reading
Case Study 17.1: McDonald’s in Taiwan: McCafe live show
Notes
18 Evaluation and control: evidence of effectiveness and the challenge of measuring return on investment
Introduction
Defining marketing effectiveness and ROI
The value of evaluation
The process of evaluation
Objective setting
Benchmarking
Tracking
Post-testing
Taking the long-term view
Concerns and challenges associated with measuring IMC effectiveness and ROI
Summary
Review questions
Recommended reading
Case Study 18.1: Danner: United against abuse – measuring the impact of social media influencers
Notes
Glossary
Index
"Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers' strategies to cope with information overload. It also reflects upon consumer skepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors' guide, which provides answer checklists to all Thinkboxes, Ethical Issues and End-of-chapter Cases within the book. The text is also supported by PowerPoint slides and test bank for all chapters and major cases"--
9781003089292
Communication in marketing.
Advertising.
658.802 / EAG
Marketing communications / Lynne Eagle, Barbara Czarnecka, Stephan Dahl and Jenny Lloyd. - Second edition. - Routledge, © 2021.
Includes bibliographical references and index.
Cover
Half Title
Title Page
Copyright Page
Table of Contents
List of figures
List of tables
About the authors
1 Marketing communications as a strategic marketing tool
Introduction
Retailer influence, product, services, business-to-business and social marketing
Retail marketing mix (including the rise of online conglomerates)
Social marketing
Services
Business to business
Integration
Environmental turbulence: the effect of new media forms
Changes to marketing communications over time
Barriers to successful integration of marketing communications elements
Summary
Review questions
Recommended reading
Case Study 1.1: Graduates Yorkshire recruitment
Notes
2 Introducing communication
Introduction
What is communication?
How does communication work?
Communication in a mass market
Messages, media and marketing communications: getting it right
Identifying the right target market(s) at every level
Undifferentiated message ⁄ undifferentiated medium
Differentiated message ⁄ undifferentiated medium
Undifferentiated message ⁄ differentiated medium
Differentiated message ⁄ differentiated medium
Markets: more than just consumers and customers!
Crossing borders
Getting the target market’s attention
Using reference groups to gain attention
Overcoming cognitive dissonance
Creating messages that mean something
Decoding the concept of “codes”
Consumers as co-producers of meaning
Noise as a disruptor of communication
Does “digital” really change things?
Summary
Review questions
Recommended reading
Case Study 2.1: Growing food glorious food
Notes
3 Ethical issues and current challenges
Introduction
Sectors generating high levels of ethical concerns
Marketing communications and children
Alcohol, tobacco and gambling
Pharmaceutical marketing communication
Idealised beauty
Financial services
Digital communication
Scepticism regarding corporate social responsibility and potential “greenwashing”
Communication with consumers with low literacy levels
Ethics, regulation and communication
Special challenges of social marketing communication
Summary
Review questions
Recommended reading
Case Study 3.1: Nestlé – ongoing controversy
Notes
4 Analysing the integrated marketing communications environment
Introduction
The first step: setting clear objectives
The business mission
Corporate objectives
Marketing objectives
IMC objectives
Understanding the IMC environment
Social factors
Political factors
Economic factors
“Natural” factors
Technological factors
Market analysis
Market size and dispersion
Access to ⁄ preference for specific communications channels
Market growth
Potential ROI from communications activity
Market trends
Segmentation and targeting
Analysing the micro IMC environment
The organisation
Customers ⁄ consumers
Competitors
Suppliers and intermediaries
Publics
Making effective use of the environmental analysis
The benefits and pitfalls of IMC environmental analysis
Summary
Review questions
Recommended reading
Case Study 4.1: Molson: “making it Canadian” with a social strategy in Ireland
Notes
5 Creativity and creativity tactics
Introduction
What is “creativity”?
The role and importance of creativity
Creative tactics
Humour
Sex and sexual representation
Fear ⁄ shock appeals
Expertise ⁄ authority
Nostalgia
“Teaser” campaigns
Words, pictures, sound, smell, touch…using all of the senses
Readability and functional literacy
Functional literacy
Visuals
Generating creative ideas
Brainstorming
Creative “pass the parcel”
Osbourne’s checklist
“Zwicky’s box”
The challenges and pitfalls of creativity
Importance of pretesting
Summary
Review questions
Recommended reading
Case Study 5.1: Still scary after all these years? The use of fear appeals by Universal Studios, Singapore
Notes
6 The IMC client–agency relationship
Introduction
The structure of the marketing industry
The client–agency dynamic 124
The client-side management structure
Agencies and their management structure
The typical agency structure
The client–agency process
The brief
The “pitch”
Agreeing agency compensation
Managing the process
Accountability
The review
Challenges associated with the management of the client–agency relationship
Overcoming the challenges of the client–agency relationship
Summary
Review questions
Recommended reading
Case Study 6.1: Saatchi and Saatchi: when bigger isn’t always better
Notes
7 IMC and branding
Introduction
Defining “brands”
Why brands matter: IMC and the function of brands
Brands fulfil communications functions for both organisations and consumers
Brands as identity systems
Brands as relationship partners
Brands as personalities
Brands as communities
Brand stretching: supporting the long-term success of an organisation
Contributing to the balance sheet
Creating and maintaining brand equity
Creating brand identity
Branding in the digital age
Brand portfolios and managing the brand architecture
Summary
Review questions
Recommended reading
Case Study 7.1: Dr. Scholl’s: a brand on the move
Notes
8 Traditional media
Introduction
Media choices
Media strengths and weaknesses
Television
Radio
Newspapers
Magazines
Cinema
Outdoor ⁄ out-of-home ⁄ hoardings
Simultaneous media use
Media context
Summary
Review questions
Recommended reading
Case Study 8.1: Keep Jackson Hole Wild campaign
Notes
9 Electronic, new and social media
Introduction
Online advertising
The tribal foundations of the social media world
The social and mobile network
Influencer marketing
Brand co-creation and online communities
Anthropomorphic marketing
Planning and measurement
Ethical and legal issues
Summary
Review questions
Recommended reading
Case Study 9.1: condoms #KuwaTrue podcast campaign
Notes
10 Emerging, hybrid media and experiential marketing
Introduction
Drivers of hybrid media development
Concerns regarding hybrid media
Product placement ⁄ joint promotions
Product placement in online and mobile media
Product placement in video games (“advergames”)
Experiential marketing
Augmented reality marketing
Effectiveness ⁄ pretesting ⁄ measuring ROI
Ethical issues
Summary
Review questions
Recommended reading
Case Study 10.1: Bebo’s Kate Modern: using online product placement to monetise social networking websites
Notes
11 Integrated campaign development: advertising
Introduction
What is advertising?
How does the process of advertising work?
Hierarchy of effects models
Challenges to the hierarchy of effects models
The role of advertising
What makes advertising effective?
Transmission of the advertising message through the media
Advertising’s blurred lines
Reaching savvy consumers
Registering and processing of the advertising message by the target consumer
Effective media scheduling
Seeking advertising effectiveness
The importance of “ad liking”
The role of the creative brief in effective advertising
Evaluation of an advertising campaign
Legal limitations, industry guidelines and ethical issues
Summary
Review questions
Recommended reading
Case Study 11.1: Québec Milk Producers: there’s milk here
Notes
12 Integrated campaign development: sales promotion
Introduction
Factors driving increased sales promotional activity
Types of sales promotion
Think box: flash sales websites
Strategic and tactical considerations
Advantages and disadvantages
Manufacturer and retailer perspectives
Competitor response
Ethical issues in sales promotional activity
Summary
Review questions
Recommended reading
Case Study 12.1: Business travel and pleasure in Japan: Hotels.com and Bleisure
Notes
13 Integrated campaign development: direct and database marketing, outdoor and point of purchase
Introduction
Strengths and weaknesses of direct and database marketing
Strengths
Weaknesses
Tools used
Personal media types
Public ⁄ general media types
Direct response advertising and television
Inserts
New media, hybrid media and mobile direct marketing
Permission marketing
Measuring effectiveness of direct and database marketing
Returns ⁄ response levels ⁄ conversion ratios
Cost per enquiry (CPE)
Cost per order (CPO)
Average order value (AOV)
Repeat order values ⁄ renewal rates
Ethical considerations
Intrusive communication ⁄ unsolicited communication
Privacy and accuracy
Waste and environmental impact
Outdoor advertising as a direct contact point
Point-of-purchase advertising
Summary
Review questions
Recommended reading
Case Study 13.1: Age UK: mitigating loss of cold DM with a new channel for sustainable growth
Notes
14 Integrated campaign development: marketing PR and sponsorship
Introduction
General PR and marketing PR
Reactive versus proactive MPR
Publicity and media relations
Lobbying
Word-of-mouth (WOM) and astroturfing
Sponsorship
Ethics in PR and sponsorship
Measuring results
Summary
Review questions
Recommended reading
Case Study 14.1: Samsung: school of sponsorships
Notes
15 Integrated campaign development: personal selling and sales management, retail key account liaison, exhibitions and shows
Introduction
Personal selling ⁄ sales management
Retailer dominance
Growth of retailer house brands
Key account management
Role of in-store merchandisers
Internet sales
Exhibitions and shows
Summary
Review questions
Recommended reading
Case Study 15.1: Hiho Silver 302
Notes
16 Marketing communications for not-for-profit audiences: social marketing and political marketing
Introduction
Social marketing
Current social marketing focus
Social advocacy
Ethical dimensions of social marketing
Political marketing
Political brands – politician branding and the branding of political organisations
Campaigning and campaign planning in the political sphere
The “permanent campaign”
Selected not-for-profit segments
NGOs and charities
Arts and heritage marketing
Higher education
Healthcare
Summary
Review questions
Recommended reading
Case Study 16.1: Arts marketing: the video games exhibition at Victoria & Albert museum in London
Notes
17 Marketing communications in a global marketplace
Introduction
Globalisation: standardisation – localisation
Differences affecting international marketing communications
Legislation and regulation
Language
Religion
Culture
Celebrities, culture and marketing communications
Technology, media infrastructure and advertising industries
Media selection factors
Cost
Availability and coverage
Media usage habits
Selecting marketing communications agency
Ethnicity
Country of origin in marketing communications
Summary
Review questions
Recommended reading
Case Study 17.1: McDonald’s in Taiwan: McCafe live show
Notes
18 Evaluation and control: evidence of effectiveness and the challenge of measuring return on investment
Introduction
Defining marketing effectiveness and ROI
The value of evaluation
The process of evaluation
Objective setting
Benchmarking
Tracking
Post-testing
Taking the long-term view
Concerns and challenges associated with measuring IMC effectiveness and ROI
Summary
Review questions
Recommended reading
Case Study 18.1: Danner: United against abuse – measuring the impact of social media influencers
Notes
Glossary
Index
"Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers' strategies to cope with information overload. It also reflects upon consumer skepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors' guide, which provides answer checklists to all Thinkboxes, Ethical Issues and End-of-chapter Cases within the book. The text is also supported by PowerPoint slides and test bank for all chapters and major cases"--
9781003089292
Communication in marketing.
Advertising.
658.802 / EAG