000			14249cam a2200313 i 4500
003			CUTN
005			20250509175411.0
008			200401s2021 enk ob 001 0 eng
020			_a9781003089292
020			_z9781138331822
020			_z9780429447044
041			_aEnglish
042			_apcc
082	0	0	_a658.802 _223 _bEAG
100	1		_aEagle, Lynne,
100	1		_eauthor.
245	1	0	_aMarketing communications / _cLynne Eagle, Barbara Czarnecka, Stephan Dahl and Jenny Lloyd.
250			_aSecond edition.
260			_bRoutledge, _c© 2021.
504			_aIncludes bibliographical references and index.
505			_tCover 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
520			_a"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	_aCommunication in marketing.
650		0	_aAdvertising.
776	0	8	_iPrint version: _aEagle, Lynne. _tMarketing communications _bSecond edition. _dLondon ; New York, NY : Routledge, Taylor & Francis Group, 2021. _z9781138331822 _w(DLC) 2020015247
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942			_2ddc _cBOOKS
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