Advertising & IMCPrinciples & Practice

Global Edition

Ninth Edition

Sandra MoriartyUniversity of Colorado

Nancy MitchellUniversity of Nebraska-Lincoln

William WellsUniversity of Minnesota

PEARSON-Boston Columbus Indianapolis New York San Francisco Upper Saddle River

Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal TorontoDelhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

BRIEF CONTENTS

PART 1 ENDURING PRINCIPLES IN TIMES OF TURMOIL1 The New World of Marketing Communication 322 Integrated Brand Communication 603 Brand Communication and Society 90

PART 2 PRINCIPLE: BE TRUE TO THY BRAND4 How Marketing Communication Works 1245 Segmenting and Targeting the Audience 1566 Strategic Research 1887 Strategic Planning 216

PART 3 PRACTICE: WHERE IS CREATIVE HEADED?8 The Creative Side 2529 Copywriting 286

10 Visual Communication 316PART 4 PRACTICE: WHERE ARE MEDIA HEADED?

11 Media Basics 35212 Traditional Media 38013 Digital Media 41614 Media Planning and Buying 446

PARTS PRINCIPLES: IMC AND TOTAL COMMUNICATION15 Public Relations 48616 Direct Response 51417 Promotions 54418 The IMC Umbrella 57219 Evaluation of Effectiveness 604Appendix 633Glossary 638Credits 656Notes 659Index 669

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CONTENTS

Preface 19

PART 1 ENDURING PRINCIPLES IN TIMES OF TURMOIL

1 The NewWorld of MarketingCommunication 32IT'S A WINNER: Ingredients for a Burger Freakout 33

What Is Advertising? 34IsAdvertising the Only Tool in the Promotional Toolkit? 36 IWhy Advertising? 37 IA MATTER OF PRACTICE: The Greatest Commercial Ever Made 38What Are the Most Common Types of Advertising? 39 I

How Did Current Practices and Concepts Develop? 41Eras and Ages 41 1So What Are the Key Components of Advertising? 45 I

The Agency World 46Who Are the Key Players? 46 1THE INSIDE STORY: A Passion for the Business 47Types of Agencies 491 How Are Agency Jobs Organized? 51 1A DAY IN THE LIFE: Tweets from the Front Line 52How Are Agencies Paid? 53 I

How Is the Practice of Advertising Changing? 54Consumer in Charge 54 I Blurring Lines and Converging Media 54 IAccountability and Effectiveness 55 I Integrated Marketing Communication(IMC)55 I Looking Ahead 561IT'S A WRAP: Best Burger, Best Campaign, Best Practices 56

Key Points Summary 56Words of Wisdom: Recommended Reading 57Key Terms 57Review Questions 58Discussion Questions 58Take-Home Projects 58Team Project: The BrandRevive Campaign 59Hands-On Case: The Century Council 59

2 IntegratedBrandCommunication 60IT'S A WINNER: Wii Wages Campaign in Video Game War 61

What Is Marketing? 62Why Marketing 101? 62 I

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A DAY IN THE LIFE: A View from the Marketing Communication Front Line 64How Does the Marketing Process Work? 67 IWhat Key Concepts DriveMarketing Practices? 67 IWhat Is the Marketing Mix? 69 I

What Is Marcom's Role in Branding? 72How Does a Brand Acquire Meaning? 72 IA MATTER OF PRACTICE: Revolutionizing the Culture of Bread 73A MATTER OF PRINCIPLE: It's Pure and It Floats 75What Are the Key Components of a Brand? 76 I How Is Brand EquityDeveloped? 78 I

Why Integrated Marketing Communication? 81Total Brand Communication 81 I Organizing for IMC 81 ITHE INSIDE STORY: Who's the Integrator Here, Anyway? 82IMC Principles and Practices 83 I

Brand Communication in a Time of Change 83Accountability 83 I Global Marketing 83 I Looking Ahead 85 IIT'S A WRAP: Winning Video Game War with Wii 85

Key Points Summary 86Words of Wisdom: Recommended Reading 87Key Terms 87Review Questions 88Discussion Questions 88Take-Home Projects 88Team Project: The BrandRevive Campaign 89Hands-On Case: The Century Council 89

3 BrandCommunicationandSociety 90IT'S A WINNER: Haagen-Dazs Creates a Buzz about Bees 91

What Is the Social Impact of Brand Communication? 92What Are the Debates about Marcom's Social Role? 93 I Other SocialResponsibility Issues 95 IA PRINCIPLED PRACTICE: Pizza, Tacos, and Truck Parts: Sex in Advertising 96A MATTER OF PRINCIPLE: Preston on Puffery 100

What Are Communicators' Ethical Responsibilities? 104PRACTICAL TIPS: Marketing Communications in Malaysia 105Personal and Professional Ethics 106 IA MATTER OF PRACTICE: Advertising Gets No Respect! 106International Standards and Codes 107 I Ethical Decision-Making Tools 107 IPRACTICAL TIPS: An Ethics Checklist for Marketing Communicators 108

Why and How Is Advertising Regulated? 108Marketing Communication's Legal Environment 109 I Marketing RegulatoryEnvironment 112 IThe Impact of Regulation 114 I Media Reviewof Advertising 116 I Self-Regulation 116 I Looking Ahead 118 IIT'S A WRAP: It's a Winner, Just Bee-Cause 118

Key Points Summary 119Words of Wisdom: Recommended Reading 119Key Terms 119Review Questions 120Discussion Questions 120Take-Home Projects 120Team Project: The BrandRevive Campaign 121Hands-On Case: The Century Council 121

PART 2 PRINCIPLE: BE TRUE TO THY BRAND

4 HowMarketingCommunicationWorks 124IT'S A WINNER: Planning a Communication Campaign in Egypt 125

Does Advertising Work? 127

How Does Marketing Communication Work? 127The Mass Communication Approach 128 IAdvertising as MassCommunication 128 IAdding Interaction to Marketing Communication 129 I

What Are the Effects Behind Effectiveness? 130Traditional Approaches 131 IWhat Effects Are Critical? 131 I

What Are the Facets of Impact? 133The Perception Facet: See/Hear 135 IThe Emotional or Affective Facet:Feel 137 IA MATTER OF PRINCIPLE: Ice Cubes, Breasts, and Subliminal Ads 138A MATTER OF PRACTICE: Thought vs. Feeling 140The Cognition Facet: Think/Understand 141 IThe Association Facet:Connect 142 IThe Persuasion Facet: Believe 144 IA PRINCIPLED PRACTICE: Does Negative Political Advertising Helpor Hinder Citizens? 145The Behavior Facet: Act/Do 148 I

The Power of Brand Communication 149Interaction and Impact 149 I Strong and Weak Effects 150 ITHE INSIDE STORY: Kids, Cars, and Car Seat Safety 151Does It or Doesn't It? 152 I Looking Ahead 152 IIT'S A WRAP: Egyptians Listen to Warnings 153

Key Points Summary 153Words of Wisdom: Recommended Reading 154Key Terms 154ReviewQuestions 154DiscussionQuestions 155Take-Home Projects 155TeamProject: The BrandReviveCampaign 155Hands-On Case:The Century Council 155

5 SegmentingandTargetingtheAudience 156IT'S A WINNER: Old Navy SuperModelquins Reveal Secrets 157

What Influences Consumer Decisions? 158Cultural Influences 160 IA MATTER OF PRINCIPLE: Leica Targets the Niche, High-End Market 161Social Influences 162 I Psychological Influences 163 I

How Do We Segment Consumer Groups? 165Segmentation Strategies 165 ITypes of Segmentation 166 IDemographics 167 IA PRINCIPLED PRACTICE: Making Blacks Visible 172Psychographics 173 I Behavior 176 I

Consumer Decision Making 178The Paths to a Brand Decision 180 I

Targeting the Right Audience 180Profiling the Target Audience 181 I Microtargeting 182 ITHE INSIDE ST~RY: Behavioral Targeting: An Emerging Online Strategy 183

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Ethical Issues 183 I Looking Ahead 184 I

IT'S A WRAP: A Model New Way to Connect with Customers 184Key Points Summary 184Words of Wisdom: Recommended Reading 185Key Terms 185Review Questions 185Discussion Questions 186Take-Home Projects 187Team Project: The BrandRevive Campaign 187Hands-On Case:The Century Council 187

6 StrategicResearch 188IT'S A WIN ER: Cheesy Fun. It's Not Just for Kids. 189

How Do You Find Consumer Insights? 191What Are the Basic Types of Research? 192 I

A MATTER OF PRINCIPLE: Does Advertising Make Smoking Cool? 196The Uses of Research 197 I

THE INSIDE STORY: How the Lamb Industry in Iceland Survived

the Economic Downturn 198

What Are the Most Common Research Methods? 202Ways of Contact: Quantitative Methods 202 I Ways of Contact: QualitativeMethods 204 I

A MATTER OF PRACTICE: PART 1: Online Survey Research 205A MATTER OF PRACTICE: PART 2: Online Qualitative Research 207A DAY I THE LIFE: A Stopwatch, Codesheet, and Curiosity 208Choosing a Research Method 211 I

Research Trends and Challenges 212Global Issues 21211MC Research Challenges 2121 Planning forFeedback 2121 Looking Ahead 2121

IT'S A WRAP: Comfort Food for Thought 213Key Points Summary 213Words of Wisdom: Recommended Reading 214Key Terms 214Review Questions 214Discussion Questions 214Take-Home Projects 215Team Project: The BrandRevive Campaign 215Hands-On Case:The Century Council 215

7 StrategicPlanning 216IT'S A WINNER: How to Sell Diet Drinks to People Who Don't Like the Idea

of Diet Drinks 217

What Is Strategic Planning? 218The Business Plan 2191 The Marketing Plan 220 I The Advertising or IMCPlan 2221

What's in a Campaign Plan? 222THE INSIDE STORY: Branding Billings 223Situation Analysis 224 I Objectives 226 I Targeting 227 I

A PRINCIPLED PRACTICE: What Is Diversity and Why Is It Important? 229Positioning 230 I Brand Communication Strategy 233 I

A MATTER OF PRINCIPLE: 7-Up: The Uncola Story 234Campaign Strategies and Management 236 I

Account Planning: What Is It? 238The Research Foundation 239 IA MATTER OF PRACTICE: "Just Give Me My One Vice:" College Students

and Smoking 240Consumer Insight: The Fuel of Big Ideas 241 I The Communication Brief 242 I

Planning for IMC Campaigns 244IMC Campaign Planning 244 I

A MATTER OF PRACTICE: The Crossover between Account Planning

and IMC 245Synergy and Strategic Consistency 246 I Looking Ahead 246 I

IT'S A WRAP: Winning the Coke Zero Infringement Case 247Key Points Summary 247

Words of Wisdom: Recommended Reading 247

Key Terms 248

Review Questions 248

Discussion Questions 248

Take-Home Projects 249

Team Project: The BrandRevive Campaign 249Hands-On Case: The Century Council 249

PART 3 PRACTICE: WHERE IS CREATIVE HEADED?

8 The Creative SideIT'S A WINNER: Innocent: The Talking Rabbit

Science and Art?Who Are the Key Players? 256 IA DAY IN THE LIFE: What's in a Title?What Is the Role of Creativity? 257 I The Creative Brief 259 I

Message StrategiesThe Strategic Approach 263 I Strategic Formats 265 I

A MATTER OF PRINCIPLE: Six Message Strategies in Six MinutesMatching Messages to Objectives 269 I

Creative Thinking: So How Do You Do It?Creative Big Ideas 272 I

PRACTICAL TIPS: Ten Creative TipsThe ROI of Creativity 274 I The Creative Leap 275 I Dialing Up YourCreativity 276 I

PRACTICAL TIPS: Exercise Your Creative MusclesThe Creative Process: How to Get an Idea 277 I Brainstorming 278 I

Managing Creative StrategiesExtension: An Idea with Legs 279 I Adaptation: Taking an IdeaGlobal 279 IA MATTER OF PRACTICE: A Campaign with Legs (and Flippers)Evaluation: The Go/No-Go Decision 281 I Looking Ahead 281 I

IT'S A WRAP: The Rabbit Disappears

Key Points SummaryWords of Wisdom: Recommended ReadingKey TermsReview QuestionsDiscussion QuestionsTake-Home Projects'

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Team Project: BrandRevive Revitalization Campaign 285Hands-On Case: The Century Council 285

9 Copywriting 286IT'S A WINNER: The Right Message to the Right Audience Time and Time Again 287

What Is the Language of Copywriting? 288The Copywriter 289 I The Art and Science of Names 290 I Advertising WritingStyle 290 I How to Write Effective Copy 291 1

PRACTICAL TIPS: So You Think You Want to Create a Funny Ad? 292

How Is Copy Created for Print? 293A PRINCIPLED PRACTICE: Check Those Claims 294How to Write Headlines 294 IHow to Write Other Display Copy 298 I How to Write Body Copy 299 I

A MATTER OF PRINCIPLE: The Principle of Truth 300Print Media Requirements 301 1

How Is Copy Written for Radio? 303Tools of Radio Copywriting 303 I The Practice of Radio Copywriting 304 IPlanning the Radio Script 305 I

How to Write Television Copy 305Tools of Television Copywriting 3061

A MATTER OF PRACTICE: How the Emotional Pivot Works in a Story 307Planning the TV Commercial 309 I

How Different Is Copywriting for the Internet? 310Websites 310 I Banners 310 I Internet Ads 311 I

Lessons about Copywriting 311Writing for a Global Brand 311 I Looking Ahead 3121

IT'S A WRAP: Outdoor Advertising in South Africa 312

Key Points Summary 313Words of Wisdom: Recommended Reading 313Key Terms 314Review Questions 314Discussion Questions 314Take-Home Projects 315Team Project: The BrandRevive Campaign 315Hands-On Case:The Century Council 315

10 VisualCommunication 316IT'S A WINNER: A Strong Mint with a Curious Past 317

Why Is Visual Communication Important? 318Visual Impact 3191 Visual Storytelling 320 I

A PRINCIPLED PRACTICE: An Imperative: Respect the Dignity of the Person 321Brand Image 321 I Environmental Design 323 1

What Is Art Direction? 324The Designer's Toolkit 3241

THE INSIDE STORY: Loving McDonald's New Look 325A MATTER OF PRINCIPLE: Obama's HOPE Poster Hangs on a Question

of Fair Use 327Design Principles 330 1Print Layout 331 1Composition 3321

What Do You Need to Know about Production? 333Print Media Requirements 333 I Print Art Reproduction 3341 Binding andFinishing 3351

What Do You Need to Know about Video Production?A DAY IN THE LIFE: A Copywriter's View of TV ProductionFilming and Editing 338 IThe Process of Producing Videos 339 IThe TV Production Process 341 IA MATTER OF PRACTICE: BUAd Class Ready for Its Close-Up

Why Study Web Design?PRACTICAL TIPS: The Best and Worst Website DesignsAction and Interaction 346 I Looking Ahead 346 IIT'S A WRAP: Keeping the Altoids Brand in Mint Condition

Key Points SummaryWords of Wisdom: Recommended ReadingKey TermsReview QuestionsDiscussion QuestionsTake-Home ProjectsTeam Project: The BrandRevive CampaignHands-On Case: The Century Council

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PART 4 PRACTICE: WHERE ARE MEDIA HEADED?

11 Media Basics 352IT'S A WINNER: Getting Dirty Boys Cleaner 353

What Do We Mean by Media? 354Media Classifications 355 IA MATTER OF PRINCIPLE: The Dynamics of the Changing MediaEnvironment 356What Do Media Do? 356 IThe Evolution of Media Roles 357 IA MATTER OF PRACTICE: People Really Enjoy Their Large-ScreenTelevisions 358The Media Industry 358 I Key Media Players 359 I

What Are the Fundamentals of Media Strategy? 360The Media Plan 360 I Key Strategic Media Concepts 362 IThe Basis for theBuy 3631

How Is the Media Environment Changing? 365IMC and Media 365 I Channels to Contact Points 365 IA MATTER OF PRACTICE: Thoughts About Media Evolutionand Revolution 365New Consumer Media Use Patterns 369 I New and Alternative Formsof Contact 369 ITHE INSIDE STORY: The Animated Axe Effect in City Hunters 373Looking Ahead 376 IIT'S A WRAP: Axe Cleans Up 377

Key Points Summary 377Words of Wisdom: Recommended Reading 378Key Terms 378Review Questions 378Discussion Questions 378Take-Home Projects 379Team Project: The Brand Revive Campaign 379Hands-On Case: The <;entury Council 379

CONTENTS 11

12 CONTENTS

12 TraditionalMedia 380IT'S A WINNER: Quacking through Clutter 381

What Are the Key Print Media Characteristics? 382Newspaper Basics 383 I Magazine Basics 386 I Directories 390 IA MATTER OF PRINCIPLE: Directories: The Medium You Trust the Most 391Other Print Media 392 I

What Are the Out-or-Home Media Characteristics? 392Outdoor Advertising 392 IPRACTICAL TIPS: Outdoor: An Effective Brand Communication Medium 394On-Premise Signs 395 I Posters 395 ITransit Advertising 395 I Using Print andOut-of-Home Media Effectively 396 I

What Are Broadcast Media Characteristics? 397Radio Basics 397 ITelevision Basics 401 IA MATTER OF PRACTICE: Mad Men: Advertising at the Intersectionof Social Change 403Television Advertising 408 I

Other Video Formats 410Movie Trailers and Disc Ads 410 I Promotional Videos 411 I Using Broadcastand Video Effectively 411 I Looking Ahead 412 IIT'S A WRAP: Aflac's Duck Spreads Its Wings 412

Key Points Summary 413Words of Wisdom: Recommended Reading 413Key Terms 413Review Questions 414Discussion Questions 414Take-Home Projects 415Team Project: The BrandRevive Campaign 415Hands-On Case: The Century Council 415

13 DigitalMedia 416IT'S A WINNER: You're in the (Virtual) Army Now 417

Interactive Media: Web 2.0 and You 418Internet Basics 419 IThe Internet Audience 421 I Internet Marketing 421 IA MATTER OF PRACTICE: Toyota Taps the DIYCommunity 422The Internet as a Marcom Medium 423 IWhat Are the Functions of Internet Marcom? 423 ITHE INSIDE STORY: Everything Is Going Online 424

Types or Online Marketing Communication 427Websites 427 I E-Mail Communication 428 IWhy Is Internet AdvertisingGrowing So Fast? 429 I Social Media Tools 433 IA MATTER OF PRINCIPLE: Consumers, Advertisers, and Social Media 434

How Is Internet Marcom Evolving? 438Offline Advertising for Websites 439 I E-Media Developments andApplications 439 I Issues in Internet Advertising 440 IAdvantages andLimitations of Internet Advertising 442 I Looking Ahead 442 IIT'S A WRAP: Mission Accomplished 443

Key Points Summary 443Words of Wisdom: Recommended Reading 444Key Terms 444Review Questions 444Discussion Questions 444

Take-Home ProjectsTeam Project: The BrandRevive CampaignHands-On Case: The Century Council

14 Media Planningand BuyingIT'S A WI ER: Dove Audiences Redefine Beauty

How Are Media Plans Created?THE INSIDE STORY: Campaign Ads in Video GamesMedia Research: Information Sources 450 I The Media Plan 452 I

What Are the Key Steps in Media Planning?Step 1: Target Audience 453 I

A WEEK IN THE LIFE: What Do I DO as a Media Planner?Step 2: Communication and Media Objectives 455 I Step 3: MediaStrategies 458 I

PRACTICAL TIPS: When to Use Various MediaStep 4: Media Metrics and Analytics 463 I Cost Efficiency 465 I

A MATTER OF PRINCIPLE: Integrating Advertising and PR Media Planning

A MATTER OF PRINCIPLE: When Is Too Many Too Much?A Sample Media Plan 468 I

What Is the Big Picture of Media Planning?IMC and Contact Point Planning 472 I Global Media Planning 474 I

How Does Media Buying Work?Media Buying Complexities 475 I Media Planning and Buying Trends 478 ILooking Ahead 480 I

IT'S A WRAP: Beauty of a Campaign

Key Points SummaryWords of Wisdom: Recommended ReadingKey TermsReview QuestionsDiscussion QuestionsTake-Home ProjectsTeam Project: The BrandRevive CampaignHands-On Case: The Century Council

PART 5 PRINCIPLES: IMC AND TOTAL COMMUNICATION

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15 PublicRelations 486IT'S A WINNER: The Ultimate Road Trip 487

What Is Public Relations? 488Public Opinion 489 IReputation: Goodwill, Trust, and Integrity 489 I Comparing Public Relationsand Advertising 490 I

What Are the Different Types of Public Relations Programs? 491A MATTER OF PRINCIPLE: Can Countries Brand Their Way

to International Success? 495

What Key Decisions Guide Public Relations Plans? 496Research and SWOT Analysis 496 I Targeting 496 I Objectives andStrategies 497 I The Big Idea 497 I PR's Role in IMC 498 I

What Are the Most Common Types of Public Relations Tools? 499Advertising 500 I #

14 CONTENTS

A PRINCIPLED PRACTICE: The Social Impact of Public Service Advertising 501Publicity 502 I Publications 504 I

PRACTICAL TIPS: How to Write E-Mail Pitch Letters 504Other Tools 505 I Online Communication 507 I

A MATTER OF PRACTICE: Engaging Word of Mouth through Online

Influencers 508

The Bottom line 509Why Measure Public Relations Results? 5091 Looking Ahead 511 I

IT'S A WRAP: Milestones for Hampton's Landmark Campaign 511

Key Points Summary 511Words of Wisdom: Recommended Reading 512Key Terms 512Review Questions 513Discussion Questions 513Take-Home Projects 513Team Project: The BrandRevive Campaign 513Hands-On Case: The Century Council 513

16 Direct Response 514IT'S A WINNER: He's Cute; He's Green; He Sells Insurance 515

What Is Direct-Response Marketing Communication? 516Who Are the Key Players? 518 I What Is Included in the DMC Process? 519 I

What Are the Primary Media of DMC? 523Direct Mail 523 I Catalogs 526 I Telemarketing 527 I Direct-ResponseAdvertising 5291 The Internet and New Forms of Direct Response 531 I

Why Are Databases the Foundation of DMC? 533How Do Databases Create a Circular Process? 534 I Lists 534 I

DMC Trends and Challenges 537Integrated Direct Marketing 537 I

A PRINCIPLED PRACTICE: PRIVACY: The Need to Use But Not Abuse

Consumer Information 538Global Considerations in DMC 540 I What Are the Advantages andLimitations of DMC 540 I Looking Ahead 541 I

IT'S A WRAP: The Gecko and Friends Drive Customer Response 541

Key Points Summary 541Words of Wisdom: Recommended Reading 542Key Terms 542Review Questions 542Discussion Questions 542Take-Home Projects 543Team Project: The BrandRevive Project 543Hands-On Case: The Century Council 543

17 Promotions 544IT'S A WINNER: Frontier Campaigns for Favorite Animal Votes and Web Hits 545

Why Sales Promotion? 546Why Is Sales Promotion Growing? 547 I Sales Promotion Planning 548 I WhatAre the Primary Categories of Sales Promotion? 548 I

A PRINCIPLED PRACTICE: Finding Jesus. In a Candy Bar? 549

Consumer Promotions 549

What Are the Tools of Consumer Promotions? 550 I How Are ConsumerPromotions Used? 553 ITHE INSIDE STORY: The Intersection of the Movie and Promotion Industries 554

Trade Promotions 555What Are the Types of Trade Promotion? 556 I How Is Trade PromotionUsed? 557 IPRACTICAL TIPS: Planning Point-of-Purchase Promotions 559

Multiplatform Promotions 559Sponsorships and Event Marketing 560 IA MATTER OF PRACTICE: Marketing through Sports Sponsorship 561A MATTER OF PRINCIPLE: Who Will Win the Formula 1 Night Race? 562Loyalty Programs 563 I Partnership Programs 564 I

Promotion Strategy 565Promotion Objectives 565 I Promotion Integration 566 I PromotionEffectiveness 568 I Looking Ahead 569 IIT'S A WRAP: Consumers Vote Frontier the Winner 569

Key Points Summary 569Words of Wisdom: Recommended Reading 570Key Terms 570Review Questions 570Discussion Questions 571Take-Home Projects 571Team Project: The BrandRevive Campaign 571Hands-On Case: The Century Council 571

18 The IMC Umbrella 572IT'S A WINNER: Match CR-V to Your Lifestyle 573

IMC Management 574Managing IMC Campaigns 575 I Managing 360-Degree Communication 575 INinth Principle of IMC 576 I Ten Principles of IMC 578 I

Retail Marketing Communication 578Retail Communication Planning 579 I Cooperative Advertising 580 I Creatingthe Retail Ad 581 IThe Media of Retail Marketing Communication 582 IA MATTER OF PRACTICE: "Life Is Great" at SPAR 583

Business-to-Business Marketing Communication 584B2B Buying Behavior 584 ITypes of B2B Marketing Communication 584 ICreating B2B Communication 585 I B2B Media 586 I

Nonprofit or Social Marketing 587Fund-Raising 588 I Social Marketing and Public Communication 588 I Causeand Mission Marketing 589 IA PRINCIPLED PRACTICE: Pause for the Cause: Boosting Brands and BuildingGoodwill with Cause Marketing 591

International Marketing Communication 591Stages of Marketing Development 592 I The Global versus Local Debate 592I Planning International Strategies 595 I Organizing for InternationalMarketing Communication 597 I The IMC Factor in International CampaignPlanning 598 I Looking Ahead 598 ITHE INSIDE STORY: Chasing the Same Dream 599IT'S A WRAP: Driving Honda's CR-Vto Number One 600

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16 CONTENTS

Key Points Summary 600Words of Wisdom: Recommended Reading 601Key Terms 602Review Questions 602DiscussionQuestions 602Take-Home Projects 603Team Project: The BrandReviveCampaign 603Hands-On Case:The Century Council 603

19 Evaluationof Effectiveness 604IT'S A WINNER: SkiStar SkiPass 605

Impact: Does It Work? 607Evaluating Effectiveness 608 I Types and Stages of Evaluation 608 I Facets:Measuring Responses 609 I

A MATTER OF PRINCIPLE: Completing the Cycle 610

What Is Message Evaluation? 610Copy testing 612 I Message Development Research 612 I During Execution:Concurrent Testing 613 I

A MATTER OF PRACTICE: Finding Moments ofTruth 614Post-Testing: After-Execution Research 616 I Scanner Research 6181

Media Evaluation 619Evaluating Audience Exposure 620 I ROI and Media Efficiency 621 I

Evaluating IMC Tools, Campaigns, and Programs 622Marcom Tools 622 I Special Advertising Situations 625 I

THE INSIDE STORY: How Web Sites Build Brands (or Don't) 626Campaign and Program Evaluation 627 I

A PRINCIPLED PRACTICE: Can a Broken Guitar Really Hurt United? 628IT'S A WRAP: SkiStar Managing Decentralized Campaigns 630

Key Points Summary 631Words of Wisdom: Recommended Reading 631Key Terms 631Review Questions 631DiscussionQuestions 632Take-Home Projects 632Team Project: The BrandRevive Campaign 632Hands-On Case:The Century Council 632

Appendix 633

Glossary 638

Credits 656

Notes 659

Index 669