Marketing Communications

608 INDEX

Club Med (case study) 108 – 14

CNet 503

co-branding 50

Coca-Cola 14 , 44 , 529

advertising to teenagers, Singapore 233

market segmentation by 135

co-creation 408

collaborative projects in social media 517

collective advertising 204

collectivistic culture 236 , 238

Colley, R.H. 156

colour

in cross-cultural environment 234

impact on consumers 402

commercials, long 230

communications

budgeting methods 186 – 92

in public relations 318 – 22

in crises 335 – 8

integration of 338

media for 330

personal and oral 329 – 30

unethical practices 572

and sales, budgets for 183 – 6

standardisation or adaptation 11 – 16

see also e-communications

communications agencies 27 – 8

communications audit 291 – 2

communications content research 292

communications mix 4 – 6

Compaq 272

comparative advertising 218

competitive parity method of

communications budgeting 188 – 91

competitive tendering 333

competitor communications strategy

research 292

complaints

to EASA 575 – 7

management of 165 – 6

concentration in market segmentation 136

conference-bound exhibitions 459 – 60

confusing positioning 140

connected TV 514

conservatives in teenage segmentation

133

consistency 3

consumer brand equity 54 – 8

consumer demand enhanced convenience

432

consumer promotions 377 – 8 , 379 – 88

contests, sweepstakes and lotteries 383

monetary incentives 379 – 83

objectives, advantages and

disadvantages 388

product promotions 384 – 8

tools for 379

consumer relationship marketing (CRM)

425 , 427 – 8

consumer sovereignty 559

consumers, seducng 401

content communities in social media

520 – 2

content sponsorship 495

contests 383

context responses, intensity of 279

continuity in media planning 262 – 3

continuous media schedule 262

contractualism 557

controversial messages in advertising

563 – 4

conviction in sales promotions 391

Cool-Aid 162

Coop food stores 429

co-operative advertising 204 , 388

Coral Black Velvet 158

core product 3

Corega 229

Cornetto 509

corporate behaviour 20

corporate branding 47

corporate communications

factors leading to 22 – 5

integration of 16 – 22

objectives 351

corporate culture 17

corporate design 19

corporate hospitality 352

corporate identity 18 , 19 – 20

corporate identity-building 17 – 20

corporate image 20 – 2

effectiveness, assessing 471 – 4

exhibitions in support of 465

factors 21

corporate personality 17

corporate public relations 323

corporate reputation 20 – 2

corporate responsibility in Netherlands

346

corporate social responsibility (CSR)

578 – 81

in Cyprus 579

ethical issues 556 – 9

corporate strategy 18

corporate symbolism 19

cost per thousand (CPT) 263 – 4

costs in media planning 263 – 4

country-of-origin effects 93

coupon advertising 429 – 30

coupons in promotions 381

covert marketing 564 – 6

creative brief 209

creative idea 209 – 13

crime scenes, South Africa 407

crisis management 335

rules for handling 336 – 7

Croatia

audience share of leading channels 259

mobile phone penetration 485

Crosby, L.A. 569 – 70

cross-cultural environment, advertising in

232 – 8

cultural dimensions 236 – 7

culture 10

major components of 232

customer data, targeting 496

customer loyalty 427 , 444

in e-marketing 487

customer retention 428

Cyprus 579

Czech Republic

audience share of leading channels 259

private label shares 41

DAGMAR model 156 , 167

database marketing 437 – 43

privacy concerns 442 – 3

stages 440 – 1

Day, K. 125

Day After Recall (DAR) test 302

De Perlsmacker, P. 461 , 466

De Schepper, W. 461 , 466

dealer loaders 389

decency 556 , 559

deceptive marketing communications 574

deep brand awareness 54

Delhaize 171 – 2

demographic segmentation 123

demographics of social networking sites

527

demonstration 215

Denmark

audience share of leading channels 259

internet access 486

mobile internet use 508

private label shares 41

social media penetration in 524

dental hygiene campaigns 77 – 8

denture fixatives 229

deontological approach to ethics 556

direct e-mail 506

direct mail 427 , 432 – 5

and digital responses 433

direct marketing

communications 423 – 5

as communications technique 4 , 423 – 5

customer retention and loyalty 427 – 8

database marketing 437 – 43

effectiveness, measuring 445 – 8

event-history model 446

matrix for 446

RFM model 445 – 6

media and tools 428 – 37

addressable media 428 , 429

catalogues 436 – 7

interactive 437

non-addressable media 428 , 429 – 31

telemarketing 435 – 6

objectives 425 – 8

relationship marketing 443 – 5

sales or distribution support 426

target groups 425 – 8

unethical practices in 572

Direct Marketing Association 424 , 433

Direct Marketing Code of practice 575

Direct Marketing Institute 425

direct media and mass media, compared

424

direct opinion measurement tests 296 – 7

direct public relations 323

direct response print advertising 429 – 30

direct response radio advertising 431

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