Table of Contents
PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS
Chapter 1 Introduction to Marketing Communications
Meaning in Communications
How Marketing Communications Links to Buyer Behaviour
Brand Narrative in Marketing Communications
Trans-Media and Media-Neutral Planning in Communications
Chapter Summary
Refl ective Questions
Research Projects
Chapter 2 How Marketing Communications Works
Branding and the Power of Marketing Communications
Brand Encounters
Brand Conversations
The Mechanics of the Marketing Communications Process
Conventional Approaches to How Marketing Communications Works
The Infl uence of Intermediaries in the Dissemination of Information
Word of Mouth and Peer-to-Peer Communications
Different Marketing Communications Process Perspectives
Approaches to How Consumers Process Marketing Communications in Making Purchase Decisions Chapter Summary
Refl ective Questions
Research Projects
PART 2 ANALYSIS AND PLANNING FOR MARKETING COMMUNICATIONS
Chapter 3 Analysis of Target Audiences
Marketing Communications and Buyer Behaviour
The Nature of Consumer Decisions
The Role of Marketing Communications in Consumer Decision Making
Products, Consumers and Situations
Chapter Summary
Refl ective Questions
Research Projects
Chapter 4 Effects and Objectives
Target Audience Segmentation
Communication Effects
Communication Objectives
Chapter Summary
Refl ective Questions
Research Projects
Chapter 5 Strategy and Planning
Why do Marketing Communications have to be Integrated?
Is it Promotional Strategy or Marketing Communications Strategy?
The 5Rs of Marketing Communications Planning
Strategic Marketing Communications
The Contexts of Marketing Communications
Planning Marketing Communications
Campaign Planning Framework
Setting Budgets for Marketing Communications
Chapter Summary
Refl ective Questions
Research Projects
Chapter 6 Strategic Positioning
Planning for Brand Positioning
Brand Positioning Strategy and Tactics
Positioning from a Customers Perspective
Positioning and Categorisation
Positioning the Product Category
Changing Category Perceptions
Positioning in New and Emerging Markets
Positioning in Mature Markets
Positioning in Different Contexts
Chapter Summary
Refl ective Questions
Research Projects
Chapter 7 Tactics and Techniques of Positioning
The Link between Positioning Strategy and Tactics
Communication Effects Required
Tactical Positioning Guidelines
Brand Name
Logotypes
Typefaces
Packaging
Other Tactical Elements
Improve the Position
The Cumulative Memetic Effects of Positioning
Chapter Summary
Refl ective Questions
Research Projects
PART 3 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS
Chapter 8 Building Brand Equity
Understanding what Branding is
Dimensions of Brands
Functions of Branding
Introducing Brand Equity
Brand Identity
Brand Personality
Building Brands
Brand Architecture
Measuring the Value of Brand Equity
Chapter Summary
Refl ective Questions
Research Projects
Chapter 9 Brand Narrative and Relational Management
Evolving Brand Communications
Brand Meaning
The Need for Brand Narratives
Relationship Marketing and Relationship Branding
Investing in Relationships with Customers
Building Retail Customer Relationships through Loyalty Cards
Brand Communities
Chapter Summary
Refl ective Questions
Research Projects
Chapter 10 The Marketing Communications Mix
What is the Communications Mix?
Description of Communications Mix Tools
Chapter Summary
Refl ective Questions
Research Projects
Chapter 11 Advertising Strategy
Advertising Strategy
Brand Positioning and Narrative Development
Target Audience Characteristics
Target Audience Relationship with the Brand and Advertising
Communication Objectives
Informational Content
Activity and Engagement
Strength of Argument
Argument Level: Means-End Chains
Number of Arguments
Appealing to Informational and Transformational Needs
Attitude towards the Communication
Requirements for Informational and Transformational Advertising Appeals
Flexibility
Chapter Summary
Refl ective Questions
Research Projects
Chapter 12 Advertising Creativity
What is Advertising Creativity?
Advertising Tactics to Achieve Attention Processing Conviction
Tools for Grabbing Attention
Tools for Learning and Conviction
Chapter Summary
Refl ective Questions
Research Projects
Chapter 13 Media Concepts and Media Planning
Trends in Media
Media Concepts
Analysing Market Situations and Conditions Responding to Competitors Media Expenditure
Share of Voice
Asymmetric Competition
Media Planning Objectives
Media Selection Criteria
The Media Budget
Media Planning and Scheduling
Creative Media Planning
Integrated Marketing Communications
Chapter Summary
Refl ective Questions
Research Projects
Chapter 14 Public Relations and Hybrid Marketing Communications
Targets for Public Relations
Tools of Public Relations
Strategy and Tactics of Public Relations
Chapter Summary
Refl ective Questions
Research Projects
Chapter 15 Sales and Sales Promotion
The Nature of Sales and Sales Promotion
Sales and Sales Promotion in the Context of the Marketing Communications Mix
Sales and Sales Promotional Objectives
Sales and Sales Promotion as Part of Strategy
Sales Force Selling
Sales Promotional Tactics
Direct Marketing Promotions
Chapter Summary
Refl ective Questions
Research Projects
Chapter 16 Beyond Traditional Marketing Communications
Brand Building through Marketing Communications
The Social Web in Context
The Changing Nature of Marketing Communications
Factors Affecting the Transformation of Marketing Communications
Social Web
Digital Conversation Platforms
Reinventing TV Advertising
Chapter Summary
Refl ective Questions
Research Projects
Chapter 17 Evaluating Marketing Communications
Evaluating the Application of Marketing Communications in a Brand-Driven Organisation
Primary Purpose of Evaluating Marketing Communications
Evaluation and Measurement Focus
Methods of Evaluating Marketing Communications
Environmental Issues in Marketing Communications
Ethical Considerations
Regulatory Controls
Green and Eco-Friendly Considerations
Chapter Summary
Refl ective Questions
Research Projects