C O N T E N T S
About the authors x i
Preface xiii
Authors’ acknowledgements xvi
Publisher’s acknowledgements xvii
List of acronyms x x1 Integrated communications 1
Chapter outline 1
Chapter objectives 1
Introduction 2
Marketing and the instruments of the
marketing mix 2
The communications mix 4
Integration of marketing communications 6
Integrating marketing communications
across cultures 1 0
Standardisation or adaptation 1 1
Integration of corporate communications 1 6
Factors leading to integrated marketing and
corporate communications 2 2
Levels of integration 2 5
Barriers to integrated communications 2 6
The integrated communications plan 2 8
Summary 2 9
Review questions 2 9
Further reading 3 0
Case 1: Walking the walk: how Walkers proved
it can make any sandwich more exciting 3 0
References 3 62 Branding 38
Chapter outline 3 8
Chapter objectives 3 8
Introduction 3 9
Brands 3 9
Successful brands 4 2
Brand strategies 4 5
Brand portfolio 5 1
Brand equity 5 2
Benefits of branding 5 8
Marketing communications and brand equity 6 0
Summary 6 3
Review questions 6 3Further reading 6 4
Case 2: Barco, projecting the magic 6 4
References 6 93 How marketing
communications work 72Chapter outline 7 2
Chapter objectives 7 2
Introduction 7 3
Hierarchy-of-effects models 7 3
Attitude formation and change 7 6
High elaboration likelihood, cognitive attitude
formation 8 4
Low elaboration likelihood, cognitive attitude
formation 9 2
High elaboration likelihood, affective attitude
formation 9 4
Low elaboration likelihood, affective attitude
formation 9 5
High elaboration likelihood, behavioural attitude
formation 9 9
Low elaboration likelihood, behavioural attitude
formation 101
Causes and consequences of irritation evoked
by advertising 102
Advertising and brand confusion 105
Summary 106
Review questions 107
Further reading 107
Case 3: Club Med: a ‘true creator of happiness’
fights non-consideration 108
References 1144 Target groups 120
Chapter outline 120
Chapter objectives 120
Introduction 121
The segmenting–targeting–positioning
framework 121
Market segmentation 122
Requirements for effective segmentation 134
Positioning 138
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