Marketing Communications

     - Summary

     - Review questions

     - Further reading

           - a global brand of skin care products Case 7: L’Oréal’s Biotherm and Biotherm Homme:

     - References

        - 8 Media planning

     - Chapter outline

     - Chapter objectives

     - Introduction

     - The media planning process

     - Media objectives

     - Selecting media

     - Media context

     - Summary

     - Review questions

     - Further reading

           - character Case 8: Maes: a challenger brand with more

     - References

        - 9 Advertising research

     - Chapter outline

     - Chapter objectives

     - Introduction

           - of research Strategic advertising planning and the role

     - Strategic advertising research

     - Pre-testing of advertising

     - Post-testing of advertising

     - Advertising campaign evaluation research

     - Summary

     - Review questions

     - Further reading

           - a scratch game Case 9: Win for Life: reviving and repositioning

     - References

        - 10 Public relations

     - Chapter outline

     - Chapter objectives

     - Introduction

     - Public relations as a communications tool

     - Target groups, objectives and tasks

     - Instruments and channels

     - Budgets

     - Measuring public relations results

     - Communications in times of crisis

     - Summary

     - Review questions

     - Further reading

• Review questions


• Further reading
  
  
  • campaign across 27 European Union countries Case 4: The ‘Ex-smokers are Unstoppable’
  
  
  
  


• References
  
  
  • 5 Objectives
  
  
  
  


• Chapter outline


• Chapter objectives


• Introduction


• Marketing communications objectives
  
  
  • communications objectives Stages in the product life cycle and marketing
  
  
  • communications objectives Consumer choice situations and marketing
  
  
  
  


• Summary


• Review questions


• Further reading
  
  
  • campaign that is revived through a ground-breaking
  
  
  
  


• References
  
  
  • 6 Budgets
  
  
  
  


• Chapter outline


• Chapter objectives


• Introduction


• How the communications budget affects sales


• Communications budgeting methods


• Factors influencing budgets


• Budgeting for new brands or products


• Summary


• Review questions


• Further reading


• Case 6: Budgeting in the automobile industry


• References
  
  
  • 7 Advertising
  
  
  
  


• Chapter outline


• Chapter objectives


• Introduction


• Types of advertising


• Campaign development


• Message strategy


• Creative idea


• Creative appeals


• Rational appeals


• Emotional appeals


• Endorsers


• Campaign implementation


• Advertising in a business-to-business context


• Advertising in a cross-cultural environment
  
  
  • Review questions CONTENTS ix
  
  
  • Further reading
    
    
    • applying e-CRM in an FMCG market Case 13: Lotus Bakeries and LotusFriends:
    
    
    
    
  
  
  • References
    
    
    • 14 Exhibitions and trade fairs
    
    
    
    
  
  
  • Chapter outline
  
  
  • Chapter objectives
  
  
  • Introduction
  
  
  • Types of exhibitions and trade fairs
    
    
    • communications The role of exhibitions in marketing
    
    
    
    
  
  
  • Objectives and target groups
  
  
  • Planning an exhibition
  
  
  • Assessing effectiveness
  
  
  • Limitations of fairs and exhibitions
  
  
  • Online trade shows
  
  
  • Summary
  
  
  • Review questions
  
  
  • Further reading
    
    
    • effectiveness of a trade show Case 14: FISA – Batibouw: how to calculate the
    
    
    
    
  
  
  • References
    
    
    • 15 E-communication
    
    
    
    
  
  
  • Chapter outline
  
  
  • Chapter objectives
  
  
  • Introduction
  
  
  • The growing importance of e-media
  
  
  • E-communications objectives
  
  
  • E-marketing tools
  
  
  • Mobile marketing
  
  
  • Interactive television
  
  
  • The social media revolution
  
  
  • Relationship marketing and the Internet
  
  
  • Tracking the effectiveness of e-communications
  
  
  • Summary
  
  
  • Review questions
  
  
  • Further reading
    
    
    • Free campaign Case 15: The Global Fund’s Born HIV
    
    
    
    
  
  
  • References
    
    
    • communications 16 Ethical issues in marketing
    
    
    
    
  
  
  • Chapter outline
  
  
  • Chapter objectives
  
  
  • Introduction
  
  
  • Ethics and marketing communications
  
  
  • Ethical decision-making models and rules
  
  
  • Unethical marketing communications practices
  
  
  • in New England Case 10: SUEZ: liquefied natural gas
  
  
  
  


• References
  
  
  • 11 Sponsorship
  
  
  
  


• Chapter outline


• Chapter objectives


• Introduction


• Sponsorship: what it is and what it is not


• How sponsorship works


• The growing importance of sponsorship


• Target groups


• Objectives


• Types of sponsorship


• Budgets


• Measuring sponsorship effectiveness


• Summary


• Review questions


• Further reading
  
  
  • at music festivals Case 11: Carrefour: setting up convenience stores
  
  
  
  


• References
  
  
  • 12 Brand activation
  
  
  
  


• Chapter outline


• Chapter objectives


• Introduction


• Sales promotions


• Consumer promotions


• Trade promotions


• Sales promotion research


• Point-of-purchase communications


• Brand experience


• Summary


• Review questions


• Further reading
  
  
  • there is a Mars bar Case 12: ‘The Perfect Size’: for every moment,
  
  
  
  


• References
  
  
  • 13 Direct marketing
  
  
  
  


• Chapter outline


• Chapter objectives


• Introduction
  
  
  • technique Direct marketing as a marketing communications
  
  
  
  


• Objectives and target groups


• Direct marketing media and tools


• Database marketing


• Relationship marketing


• Measuring direct marketing effectiveness


• Summary