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Contents
List of Figures
vii
List of Tables
viii
About the Author
ix
Preface
xi
List of Abbreviations
xii
Part One: Marketing Communications in Context
1
1
The integrated marketing communications mix and its environment
2
Theoretical underpinnings of marketing communication
27
3
Behaviour and relationships
48
4
Managing the communications mix
75
Part Two: Advertising as Art of Persuasion, Strategic Thinking and Managed Discipline
3
101
5
Advertising theory, branding and practice
103
6
Creative strategy and the role of semiotics
122
7
Media characteristics, planning and spend issues
145
8
Advertising management
173
Part Three: Sales Promotion and Direct Marketing 9
183
The nature and role of sales promotions
185
10
Direct marketing
204
11
Planning and managing promotions
223
Part Four: Public Relations Issues
233
12
The nature and role of public relations
235
13
Corporate communications
262
14
Sponsorship
288
15
Planning and managing public relations
319
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Contents
Part Five: Personal Communications
329
16
The nature and role of personal selling
331
17
Planning and managing personal communications
354
Part Six: End Piece
363
18
Research in and evaluation of marketing communications
365
19
Interactivity in marketing communications
384
20
Key international marketing communications issues
401
Index
vi
433
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Figures
1.1 1.2 1.3 1.4 1.5 2.1 2.2 2.3 2.4 2.5 4.1 4.2 4.3 7.1 7.2 7.3 7.4 7.5 7.6 7.7 12.1 12.2 12.3 13.1 13.2 13.3 13.4 13.5 16.1 16.2 16.3 16.4 16.5 18.1 18.2 18.3 20.1
From manufacturer to technology/communications dominance Source of power in the transition from marketer to media and consumer dominance Corporate to marketing communications relationships The communications mix Critical components of the marketing environment A basic model of the communications process The marketing communications process Step flow or personal influence models Multi-step flow and personal influence model The diffusion process A typical perceptual map of the UK car market Management framework summary Example of a Gantt chart Factors influencing media planning decisions Simple example of effective reach Methods of scheduling media The SOM–SOV relationship The concave sales response curve The S-shaped sales curve The sales value–expenditure relationship Public relations’ place in the marketing communications mix The Boston Consulting Group matrix Ansoff ’s product/market expansion matrix The total communications domain Factors affecting corporate personality Factors affecting corporate image Sender–message/signal–receiver model The utility approach to image creation The relationship between self-perception and perception by others Feedback and disclosure Selling styles or types Customer profile of each selling style Grid for the assignment Research process and decision-making Research components The three stages of pre-, concurrent and post-campaign research testing The international marketing communications process
6 6 9 10 17 29 33 37 38 41 84 95 96 154 155 158 165 165 166 166 238 245 246 263 275 275 278 278 347 348 348 349 351 367 368 372 403
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Tables
3.1 4.1 8.1 8.2 11.1 11.2 16.1
Various hierarchy of effects models Characteristics of various media Profile of whisky drinkers Brand share Expenditure by year Allocation of media by year The selling process
61 87 177 177 226 227 340