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14249cam a2200313 i 4500 |
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CUTN |
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20250509175411.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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200401s2021 enk ob 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781003089292 |
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9781138331822 |
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9780429447044 |
| 041 ## - LANGUAGE CODE |
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| Language |
English |
| 042 ## - AUTHENTICATION CODE |
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pcc |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.802 |
| Edition number |
23 |
| Item number |
EAG |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Eagle, Lynne, |
| 245 10 - TITLE STATEMENT |
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| Title |
Marketing communications / |
| Statement of responsibility, etc |
Lynne Eagle, Barbara Czarnecka, Stephan Dahl and Jenny Lloyd. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
Second edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc |
Routledge, |
| Date of publication, distribution, etc |
© 2021. |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Title |
Cover<br/>Half Title<br/>Title Page<br/>Copyright Page<br/>Table of Contents<br/>List of figures<br/>List of tables<br/>About the authors<br/>1 Marketing communications as a strategic marketing tool<br/>Introduction<br/>Retailer influence, product, services, business-to-business and social marketing<br/>Retail marketing mix (including the rise of online conglomerates)<br/>Social marketing<br/>Services<br/>Business to business<br/>Integration<br/>Environmental turbulence: the effect of new media forms<br/>Changes to marketing communications over time<br/>Barriers to successful integration of marketing communications elements<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 1.1: Graduates Yorkshire recruitment<br/>Notes<br/>2 Introducing communication<br/>Introduction<br/>What is communication?<br/>How does communication work?<br/>Communication in a mass market<br/>Messages, media and marketing communications: getting it right<br/>Identifying the right target market(s) at every level<br/>Undifferentiated message ⁄ undifferentiated medium<br/>Differentiated message ⁄ undifferentiated medium<br/>Undifferentiated message ⁄ differentiated medium<br/>Differentiated message ⁄ differentiated medium<br/>Markets: more than just consumers and customers!<br/>Crossing borders<br/>Getting the target market’s attention<br/>Using reference groups to gain attention<br/>Overcoming cognitive dissonance<br/>Creating messages that mean something<br/>Decoding the concept of “codes”<br/>Consumers as co-producers of meaning<br/>Noise as a disruptor of communication<br/>Does “digital” really change things?<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 2.1: Growing food glorious food<br/>Notes<br/>3 Ethical issues and current challenges<br/>Introduction<br/>Sectors generating high levels of ethical concerns<br/>Marketing communications and children<br/>Alcohol, tobacco and gambling<br/>Pharmaceutical marketing communication<br/>Idealised beauty<br/>Financial services<br/>Digital communication<br/>Scepticism regarding corporate social responsibility and potential “greenwashing”<br/>Communication with consumers with low literacy levels<br/>Ethics, regulation and communication<br/>Special challenges of social marketing communication<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 3.1: Nestlé – ongoing controversy<br/>Notes<br/>4 Analysing the integrated marketing communications environment<br/>Introduction<br/>The first step: setting clear objectives<br/>The business mission<br/>Corporate objectives<br/>Marketing objectives<br/>IMC objectives<br/>Understanding the IMC environment<br/>Social factors<br/>Political factors<br/>Economic factors<br/>“Natural” factors<br/>Technological factors<br/>Market analysis<br/>Market size and dispersion<br/>Access to ⁄ preference for specific communications channels<br/>Market growth<br/>Potential ROI from communications activity<br/>Market trends<br/>Segmentation and targeting<br/>Analysing the micro IMC environment<br/>The organisation<br/>Customers ⁄ consumers<br/>Competitors<br/>Suppliers and intermediaries<br/>Publics<br/>Making effective use of the environmental analysis<br/>The benefits and pitfalls of IMC environmental analysis<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 4.1: Molson: “making it Canadian” with a social strategy in Ireland<br/>Notes<br/>5 Creativity and creativity tactics<br/>Introduction<br/>What is “creativity”?<br/>The role and importance of creativity<br/>Creative tactics<br/>Humour<br/>Sex and sexual representation<br/>Fear ⁄ shock appeals<br/>Expertise ⁄ authority<br/>Nostalgia<br/>“Teaser” campaigns<br/>Words, pictures, sound, smell, touch…using all of the senses<br/>Readability and functional literacy<br/>Functional literacy<br/>Visuals<br/>Generating creative ideas<br/>Brainstorming<br/>Creative “pass the parcel”<br/>Osbourne’s checklist<br/>“Zwicky’s box”<br/>The challenges and pitfalls of creativity<br/>Importance of pretesting<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 5.1: Still scary after all these years? The use of fear appeals by Universal Studios, Singapore<br/>Notes<br/>6 The IMC client–agency relationship<br/>Introduction<br/>The structure of the marketing industry<br/>The client–agency dynamic 124<br/>The client-side management structure<br/>Agencies and their management structure<br/>The typical agency structure<br/>The client–agency process<br/>The brief<br/>The “pitch”<br/>Agreeing agency compensation<br/>Managing the process<br/>Accountability<br/>The review<br/>Challenges associated with the management of the client–agency relationship<br/>Overcoming the challenges of the client–agency relationship<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 6.1: Saatchi and Saatchi: when bigger isn’t always better<br/>Notes<br/>7 IMC and branding<br/>Introduction<br/>Defining “brands”<br/>Why brands matter: IMC and the function of brands<br/>Brands fulfil communications functions for both organisations and consumers<br/>Brands as identity systems<br/>Brands as relationship partners<br/>Brands as personalities<br/>Brands as communities<br/>Brand stretching: supporting the long-term success of an organisation<br/>Contributing to the balance sheet<br/>Creating and maintaining brand equity<br/>Creating brand identity<br/>Branding in the digital age<br/>Brand portfolios and managing the brand architecture<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 7.1: Dr. Scholl’s: a brand on the move<br/>Notes<br/>8 Traditional media<br/>Introduction<br/>Media choices<br/>Media strengths and weaknesses<br/>Television<br/>Radio<br/>Newspapers<br/>Magazines<br/>Cinema<br/>Outdoor ⁄ out-of-home ⁄ hoardings<br/>Simultaneous media use<br/>Media context<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 8.1: Keep Jackson Hole Wild campaign<br/>Notes<br/>9 Electronic, new and social media<br/>Introduction<br/>Online advertising<br/>The tribal foundations of the social media world<br/>The social and mobile network<br/>Influencer marketing<br/>Brand co-creation and online communities<br/>Anthropomorphic marketing<br/>Planning and measurement<br/>Ethical and legal issues<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 9.1: condoms #KuwaTrue podcast campaign<br/>Notes<br/>10 Emerging, hybrid media and experiential marketing<br/>Introduction<br/>Drivers of hybrid media development<br/>Concerns regarding hybrid media<br/>Product placement ⁄ joint promotions<br/>Product placement in online and mobile media<br/>Product placement in video games (“advergames”)<br/>Experiential marketing<br/>Augmented reality marketing<br/>Effectiveness ⁄ pretesting ⁄ measuring ROI<br/>Ethical issues<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 10.1: Bebo’s Kate Modern: using online product placement to monetise social networking websites<br/>Notes<br/>11 Integrated campaign development: advertising<br/>Introduction<br/>What is advertising?<br/>How does the process of advertising work?<br/>Hierarchy of effects models<br/>Challenges to the hierarchy of effects models<br/>The role of advertising<br/>What makes advertising effective?<br/>Transmission of the advertising message through the media<br/>Advertising’s blurred lines<br/>Reaching savvy consumers<br/>Registering and processing of the advertising message by the target consumer<br/>Effective media scheduling<br/>Seeking advertising effectiveness<br/>The importance of “ad liking”<br/>The role of the creative brief in effective advertising<br/>Evaluation of an advertising campaign<br/>Legal limitations, industry guidelines and ethical issues<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 11.1: Québec Milk Producers: there’s milk here<br/>Notes<br/>12 Integrated campaign development: sales promotion<br/>Introduction<br/>Factors driving increased sales promotional activity<br/>Types of sales promotion<br/>Think box: flash sales websites<br/>Strategic and tactical considerations<br/>Advantages and disadvantages<br/>Manufacturer and retailer perspectives<br/>Competitor response<br/>Ethical issues in sales promotional activity<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 12.1: Business travel and pleasure in Japan: Hotels.com and Bleisure<br/>Notes<br/>13 Integrated campaign development: direct and database marketing, outdoor and point of purchase<br/>Introduction<br/>Strengths and weaknesses of direct and database marketing<br/>Strengths<br/>Weaknesses<br/>Tools used<br/>Personal media types<br/>Public ⁄ general media types<br/>Direct response advertising and television<br/>Inserts<br/>New media, hybrid media and mobile direct marketing<br/>Permission marketing<br/>Measuring effectiveness of direct and database marketing<br/>Returns ⁄ response levels ⁄ conversion ratios<br/>Cost per enquiry (CPE)<br/>Cost per order (CPO)<br/>Average order value (AOV)<br/>Repeat order values ⁄ renewal rates<br/>Ethical considerations<br/>Intrusive communication ⁄ unsolicited communication<br/>Privacy and accuracy<br/>Waste and environmental impact<br/>Outdoor advertising as a direct contact point<br/>Point-of-purchase advertising<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 13.1: Age UK: mitigating loss of cold DM with a new channel for sustainable growth<br/>Notes<br/>14 Integrated campaign development: marketing PR and sponsorship<br/>Introduction<br/>General PR and marketing PR<br/>Reactive versus proactive MPR<br/>Publicity and media relations<br/>Lobbying<br/>Word-of-mouth (WOM) and astroturfing<br/>Sponsorship<br/>Ethics in PR and sponsorship<br/>Measuring results<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 14.1: Samsung: school of sponsorships<br/>Notes<br/>15 Integrated campaign development: personal selling and sales management, retail key account liaison, exhibitions and shows<br/>Introduction<br/>Personal selling ⁄ sales management<br/>Retailer dominance<br/>Growth of retailer house brands<br/>Key account management<br/>Role of in-store merchandisers<br/>Internet sales<br/>Exhibitions and shows<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 15.1: Hiho Silver 302<br/>Notes<br/>16 Marketing communications for not-for-profit audiences: social marketing and political marketing<br/>Introduction<br/>Social marketing<br/>Current social marketing focus<br/>Social advocacy<br/>Ethical dimensions of social marketing<br/>Political marketing<br/>Political brands – politician branding and the branding of political organisations<br/>Campaigning and campaign planning in the political sphere<br/>The “permanent campaign”<br/>Selected not-for-profit segments<br/>NGOs and charities<br/>Arts and heritage marketing<br/>Higher education<br/>Healthcare<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 16.1: Arts marketing: the video games exhibition at Victoria & Albert museum in London<br/>Notes<br/>17 Marketing communications in a global marketplace<br/>Introduction<br/>Globalisation: standardisation – localisation<br/>Differences affecting international marketing communications<br/>Legislation and regulation<br/>Language<br/>Religion<br/>Culture<br/>Celebrities, culture and marketing communications<br/>Technology, media infrastructure and advertising industries<br/>Media selection factors<br/>Cost<br/>Availability and coverage<br/>Media usage habits<br/>Selecting marketing communications agency<br/>Ethnicity<br/>Country of origin in marketing communications<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 17.1: McDonald’s in Taiwan: McCafe live show<br/>Notes<br/>18 Evaluation and control: evidence of effectiveness and the challenge of measuring return on investment<br/>Introduction<br/>Defining marketing effectiveness and ROI<br/>The value of evaluation<br/>The process of evaluation<br/>Objective setting<br/>Benchmarking<br/>Tracking<br/>Post-testing<br/>Taking the long-term view<br/>Concerns and challenges associated with measuring IMC effectiveness and ROI<br/>Summary<br/>Review questions<br/>Recommended reading<br/>Case Study 18.1: Danner: United against abuse – measuring the impact of social media influencers<br/>Notes<br/>Glossary<br/>Index<br/> |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
"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"-- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Communication in marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
General Books |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Relator term |
author. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc |
Includes bibliographical references and index. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
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| Display text |
Print version: |
| Main entry heading |
Eagle, Lynne. |
| Title |
Marketing communications |
| Edition |
Second edition. |
| Place, publisher, and date of publication |
London ; New York, NY : Routledge, Taylor & Francis Group, 2021. |
| International Standard Book Number |
9781138331822 |
| Record control number |
(DLC) 2020015247 |
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20 |
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