You are previewing Marketing Communications, 6th Edition.
O'Reilly logo
Marketing Communications, 6th Edition

Book Description

Examine the many and varied forms of marketing with this book which guides students and practitioners through each modern marketing communications tool.

Table of Contents

  1. Cover
  2. Title Page
  3. Dedication
  4. Contents
  5. About the authors
  6. Preface
  7. How to use this book
  8. Key features of this book
  9. Acknowledgements
  10. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="blue">PART ONE</span> Communications background and theories Communications background and theories
      1. Learning objectives
      2. Introduction to new integrated marketing communications
      3. The revolution has started
      4. Marketing utopia is here
      5. Climb the ladder (of engagement)
      6. Analyse, create, integrate and be relevant
      7. The race is on
      8. Top 10 Tips for world-class marketing
      9. Key points from Chapter 1
      10. References and further reading
      11. Further information
      1. Learning objectives
      2. Introduction to branding
      3. Brand components
      4. The branding process
      5. Brand summary and the challenges ahead
      6. Conclusion
      7. Key points from Chapter 2
      8. References and further reading
      1. Learning objectives
      2. Introduction to CRM
      3. The power of CRM
      4. What causes CRM failure?
      5. What causes CRM success?
      6. CRM components required
      7. CRM creation and maintenance
      8. Costs and timescales
      9. CRM summary and challenges
      10. Key points from Chapter 3
      11. References and further reading
      12. Further information
      1. Learning objectives
      2. Introduction to understanding customer buying behaviour
      3. Models of buyer behaviour
      4. Psychological variables
      5. Summary and conclusion
      6. Key points from Chapter 4
      7. Appendix 4.1: Hofacker’s online information processing
      8. Appendix 4.2: The post-PC customer
      9. Appendix 4.3: Unilever’s five steps to change behaviour
      10. References and further reading
      11. Further information
      1. Learning objectives
      2. Introduction to communications theory
      3. Communications models
      4. Future communications models
      5. Key points from Chapter 5
      6. References and further reading
      7. Further information
      1. Learning objectives
      2. Introduction to market research and decision making
      3. Information and competitive advantage
      4. The market research process
      5. Types and costs of research
      6. In conclusion
      7. Key points from Chapter 6
      8. References and further reading
      9. Further information
      1. Learning objectives
      2. Introduction to the media mix
      3. Which media is most popular?
      4. Summary
      5. Key points from Chapter 7
      6. References and further reading
      7. Further information
      1. Learning objectives
      2. Agency types
      3. Agency structure
      4. Agency remuneration
      5. Agency relationships – selection and retention
      6. Key points from Chapter 8
      7. References and further reading
      8. Further information
      1. Learning objectives
      2. The globalization of markets
      3. International difficulties
      4. International mistakes
      5. Strategic global options
      6. Agencies in the international arena
      7. In conclusion
      8. Key points from Chapter 9
      9. References and further reading
      1. Learning objectives
      2. Introduction to the SOSTAC® marketing communications plan
      3. Situation analysis
      4. Objectives
      5. Strategy
      6. Tactics
      7. Action
      8. Control
      9. Key points from Chapter 10
      10. References and further reading
      11. Further information
      1. Learning objectives
      2. Introduction
      3. Politics (regulations and laws)
      4. Do consumers need more protection?
      5. Self-regulation: codes of practice
      6. Code of Advertising Practice
      7. Economics
      8. Social change
      9. Technology
      10. Summary
      11. Key points from Chapter 11
      12. References and further reading
      13. Further information
  11. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="orange">PART TWO</span> Communications tools Communications tools
      1. Learning objectives
      2. Introduction
      3. Managing the sales force
      4. Extending the sales force
      5. Advantages and disadvantages
      6. Summary
      7. Key points from Chapter 12
      8. References and further reading
      9. Further information
      1. Learning objectives
      2. From Mad Men to Maths Men – the changing nature of advertising
      3. Data-driven ad campaigns
      4. New data-driven targeting tools for advertising
      5. New forms of advertising
      6. Managing a ‘traditional’ TV ad campaign
      7. Managing a location-based ad campaign
      8. Case study 13.1: Pay-per-click ads boost sales: Halfords Autocentres
      9. Case study 13.2: Pay-per-click ads boost ROI by optimizing: Cover my Cab
      10. Case study 13.3: Shock tactics: viral TV ad reduces road deaths
      11. Advantages and disadvantages
      12. Key points from Chapter 13
      13. References and further reading
      14. Further information
      1. Learning objectives
      2. Introduction
      3. New and old PR tools
      4. Advantages and disadvantages of PR
      5. Case study 14.1: The gnome story that went viral
      6. Case study 14.2: The Snack Dash viral game
      7. Case study 14.3: Virgin Mobile’s new tariff
      8. Advantages and disadvantages summary
      9. Key points from Chapter 14
      10. References and further reading
      11. Further information
      1. Learning objectives
      2. Introduction
      3. New and old sponsorship tools
      4. Managing a sponsorship programme
      5. Advantages and disadvantages of sponsorship
      6. Case study 15.1: Liberty Insurance and GAA
      7. Case Study 15.2: Citroën and beauty
      8. Key points from Chapter 15
      9. References and further reading
      10. Further information
      1. Learning objectives
      2. Introduction
      3. Gamification
      4. Virtual promotions
      5. Managing sales promotions
      6. Content marketing
      7. Case study 16.1: Content marketing delivers competitive advantage – Kelly HR
      8. Case study 16.2: Topline’s advertising boosts Christmas promotion
      9. Case study 16.3: V&amp;A activate young tech-savvys in collaborative digital art
      10. Case study 16.4: Muzu.TV film soundtrack adds value and boosts engagement
      11. Advantages and disadvantages
      12. Key points from Chapter 16
      13. References and further reading
      14. Further information
      1. Learning objectives
      2. Introduction to direct mail (and e-mail)
      3. Opt-in e-mail and mobile messaging
      4. Managing a direct mail campaign
      5. Case study 17.1: PayPal – helping Britain’s online retailers to go mobile
      6. Case study 17.2: Acronis automated marketing campaign
      7. Advantages and disadvantages
      8. Key points from Chapter 17
      9. References and further reading
      10. Further information
      1. Learning objectives
      2. Introduction
      3. Managing exhibitions
      4. 12 reasons for poor performance
      5. Case study 18.1: Sedgwick at RIMS Monte Carlo
      6. Advantages and disadvantages
      7. Key points from Chapter 18
      8. References and further reading
      9. Further information
      1. Learning objectives
      2. Introduction
      3. New digital challenges and opportunities
      4. Case study 19.1: Useful shopping apps can help
      5. Retailer empathy
      6. Retail strategy
      7. Merchandising tactical tools
      8. Measuring merchandising effectiveness
      9. Case study 19.2 Campbell’s Soup: where packaging and point-of-sale form a foundation for an integrated campaign
      10. Case study 19.3: Thomson Tours
      11. Advantages and disadvantages
      12. Key points from Chapter 19
      13. References and further reading
      14. Further information
      1. Learning objectives
      2. Introduction
      3. The designer’s tools
      4. The packaging design process
      5. Case study 20.1: Brand range development in India
      6. Advantages and disadvantages
      7. Key points from Chapter 20
      8. References and further reading
      9. Further information
      1. Learning objectives
      2. Owned media
      3. Successful websites
      4. Successful social media
      5. Case study 21.1: Brazilian football club creates immortal fans via social media
      6. Case study 21.2: The Damned United, Brian Clough microsite
      7. Case study 21.3: American Greetings e-cards optimized landing pages
      8. Case study 21.4: Social media helps stop smoking
      9. Advantages and disadvantages of permanent media
      10. Conclusion
      11. Key points from Chapter 21
      12. References and further reading
      13. Further information
  12. Index
  13. Copyright