editionglobal integrated advertising, promotion, and
TRANSCRIPT
Integrated Advertising, Promotion, and Marketing CommunicationsSIXTH EDITION
Kenneth E. Clow • Donald Baack
Integrated Advertising, Prom
otion, and M
arketing Com
munications
Clow
• Baack SIX
TH
EDIT
ION
GLO
BA
LED
ITIO
NThis is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefi t of students outside the United States and Canada. If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or Author.
Pearson International Edition
GLOBALEDITION
This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
• Updated! Increased emphasis on social media.
• New! Updated advertisements have been added throughout the text.
• Updated! New global applications are included throughout the text, including Virgin Atlantic’s IMC strategies, the growth of E-commerce in the Middle East and the popularity of Black Friday in Hong Kong.
Now in the sixth edition, Clow and Baack use an integrated approach which blends advertising, promotions, and marketing communications together, illustrating the process and benefi ts of a successful IMC campaigns.
GLOBALEDITION
Editor in Chief: Stephanie WallSenior Acquisitions Editor, Global Edition: Steven Jackson
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© Pearson Education Limited 2014
The rights of Kenneth E. Clow and Donald Baack to be identified as authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
Authorised adaptation from the United States edition, entitled Integrated Advertising, Promotion, and Marketing Communications, 6th Edition, ISBN 978-0-13-312624-2 by Kenneth E. Clow and Donald Baack, published by Pearson Education © 2014.
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All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners.
ISBN-13: 978-0-273-78698-6ISBN-10: 0-273-78698-9
British Library Cataloguing-in-Publication DataA catalogue record for this book is available from the British Library
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Integrated Advertising, Promotion and Marketing CommunicationsGlobal Edition - PDF - PDF - PDF
Table of Contents
Cover
Contents
Preface
Part One The IMC Foundation
1 Integrated Marketing CommunicationsVirgin Atlantic Airways
Overview
The Nature of Communication
Integrated Marketing Communications
An Integrated Marketing Communications Plan
Emerging Trends in Marketing Communications
Emphasis On Accountability and Measurable Results
Changes In Tasks Performed
Emergence of Alternative Media
The Value of IMC
Advances in Information Technology
Changes in Channel Power
Increases in Global Competition
Increase in Brand Parity
Emphasis On Customer Engagement
Increase in Micro-Marketing
IMC Components and the Design of This Text
The IMC Foundation
Advertising Tools
IMC Media Tools
Promotional Tools
Integration Tools
International Implications
Integrated Campaigns in Action
2 Corporate Imageand Brand ManagementApplebees: Brand Rejuvenation in a Tough Economy
Overview
Corporate Image
Components of a Corporate Image
Table of Contents
The Role of a Corporate ImageConsumer Perspective
The Role of a Corporate ImageCompany Perspective
Identifying the Desired Image
Creating the Right Image
Rejuvenating An Image
Changing An Image
Corporate Names
Corporate Logos
Branding
Types of Brands
Family Brands
Brand Extensions
Flanker Brands
Co-Branding
Developing Brands
Building Powerful Brands
Brand Loyalty
Brand Equity
Measuring Brand Equity
Private Brands
Advantages to Retailers
Responses From Manufacturers
Packaging
Labels
QR Codes
Ethical Issues in Brand Management
International Implications
Integrated Campaigns in Action: Home Federal Bank
3 Buyer BehaviorsSecret Recipe Cake and Café: The Secret to a NewDimension in Dining
Overview
Consumer Purchasing Process
Information Search
Internal Search
External Search
Consumer Attitudes
Consumer Values
Table of Contents
Cognitive Mapping
Evaluation of Alternatives
The Evoked Set Method
The Multiattribute Approach
Affect Referral
Trends in the Consumer Buying Environment
Age Complexity
Gender Complexity
Active, Busy Lifestyles
Diverse Lifestyles
Communication Revolution
Experience Pursuits
Health Emphasis
Business-to-Business Buyer Behavior
Factors Affecting Business Buying Centers
Organizational Influences
Individual Factors
Types of Business-to-Business Sales
The Business-to-Business Buying Process
Identification of Needs
Establishment of Specifications
Identification of Vendors
Vendor Evaluation
Vendor Selection
Negotiation of Terms
Postpurchase Evaluation
Dual Channel Marketing
Spin-Off Sales
Marketing Decisions
International Implications
Integrated Campaigns in Action: Argent Financial
4 The IMC Planning ProcessPetsmart: Its a Dogs Life (Which Aint Half Bad)
Overview
The IMC Planning Context
Customers
Competitors
Table of Contents
Communications
Target Markets
Market Segmentation by Consumer Groups
Segments Based on Demographics
Psychographics
Segments Based on Generations
Segmentation By Geographic Area
Geodemographic Segmentation
Benefit Segmentation
Usage Segmentation
Business-to-Business Market Segmentation
Segmentation By Industry
Segmentation By Size
Segmentation By Geographic Location
Segmentation By Product Usage
Segmentation By Customer Value
Product Positioning
Aproaches to Positioning
Other Elements of Po sitioning
Marketing Communications Objectives
Establishing A Communications Budget
Threshold Effects
Diminishing Returns
Carryover Effects
Wear-Out Effects
Decay Effects
Types of Budgets
Percentage of Sales
Meet the Competition
What We Can Afford
Objective and Task
Payout Planning
Quantitative Models
IMC Components
International Implications
Integrated Campaigns in Action: Skyjacker
Part Two IMC Advertising Tools
Table of Contents
5 Advertising ManagementThe Richards Group
Overview
Overview of Advertising Management
Advertising and the IMC Process
In-House Versus External Advertising Agencies
Budget Allocation Considerations
Crowdsourcing
External Advertising Agencies
Choosing an Agency
Goal Setting
Selection Criteria
Creative Pitch
Agency Selection
Roles of Advertising Personnel
Account Executives
Creatives
Traffic Managers
Account Planners
The Role of Quality Communication
Advertising Campaign Management
Advertising Research
Motel 6 and the Richards Group
Advertising Goals
Building Brand Awareness
Providing Information
Persuasion
Supporting Marketing Efforts
Encouraging Action
The Advertising Budget
Media Selection
The Creative Brief
The Objective
The Target Audience
The Message Theme
The Support
The Constraints
Table of Contents
International Implications
Integrated Campaigns in Action: Oscar Mayer
6 Advertising Design:Theoretical Frameworks and Types of Appealsmcgarrybowen: A Powerful Force in Integrated Marketing Communications
Overview
Advertising Theory
Hierarchy of Effects
MeansEnd Theory
Leverage Points
Taglines
Verbal and Visual Images
Types of Advertising Appeals
Fear
Severity and Vulnerability
Rewards to Response Efficacy
Appeal Strength
Humor
Advantages of Humor
Problems With Humor
International Usage
Sex
Subliminal Approaches
Sensuality
Sexual Suggestiveness
Nudity or Partial Nudity
Overt Sexuality
Are Sex Appeals Effective?
Disadvantages of Sex Appeals
Sex Appeals in International Advertising
Musical Appeals
Advantages of Using Well-Known Songs
Alternate Methods
Rational Appeals
Media Outlets
Business-to-Business
Product Attributes
Emotional Appeals
Table of Contents
Brand Loyalty
Business-to-Business
Media Outlets
Scarcity Appeals
International Implications
Integrated Campaigns in Action: Philadelphia CreamCheese
7 Advertising Design: Message Strategies and Executional FrameworksPantene Arabias Shine Campaign
Overview
Message Strategies
Cognitive Strategies
Affective Strategies
Conative Strategies
Executional Frameworks
Animation
Slice-of-Life
Testimonials
Authoritative
Demonstration
Fantasy
Informative
Sources and Spokespersons
Celebrity Spokespersons
CEO Spokespersons
Experts
Typical Persons
Source Characteristics
Matching Source Types and Characteristics
Creating An Advertisement
Advertising Effectiveness
Visual Consistency
Campaign Duration
Repeated Taglines
Consistent Positioning
Simplicity
Identifiable Selling Point
Create an Effective Flow
Table of Contents
Beating Ad Clutter
International Implications
Integrated Campaigns in Action: The Soap Opera
Part Three IMC Media Tools
8 Traditional Media ChannelsUEFA Champions League
Overview
The Media Strategy
Media Planning
Media Planners
Media Buyers
Advertising Terminology
Frequency
Opportunities to See
Gross Rating Points
Cost
Ratings and Cost Per Rating Point
Continuity
Impressions
Achieving Advertising Objectives
The Three-Exposure Hypothesis
Recency Theory
Effective Reach and Frequency
Brand Recognition
Brand Recall
Media Selection
Television
Radio
Outdoor Advertising
Magazines
Newspapers
Media Mix
Media Selection in Business-to-Business Markets
International Implications
Integrated Campaigns in Action: The Snoring Center
9 Digital MarketingToucan: Getting Tobago on the Tourism Map
Table of Contents
Overview
Web 4.0
E-Commerce
Building a Successful E-Commerce Site
E-Commerce Incentives
Privacy and Security Issues
Business-to-Business E-Commerce
Mobile Marketing
Consumer Engagement and Interactive Marketing
Online Advertising
Banner Advertising
Classified and Media/Video Advertising
Search Engine Optimization
The Impact of Online Advertising
Offline Advertising
Online Social Networks
Blogs
Company-Sponsored Blogs
Consumer-Generated Reviews
Web Analytics
E-Mail Newsletters
Viral Marketing
International Implications
Shipping Issues
Communication Issues
Technology Issues
Integrated Campaigns in Action: Interstate Batteries
10 Alternative MarketingThe Video Game Market Reaches a New Niche
Overview
Alternative Marketing Programs
Buzz Marketing
Consumers Who Like a Brand
Sponsored Consumers
Table of Contents
Company Employees
Buzz Marketing Stages
Buzz Marketing Preconditions
Stealth Marketing
Guerrilla Marketing
Lifestyle Marketing
Experiential Marketing
Product Placements and Branded Entertainment
Product Placements
Branded Entertainment
Achieving Success
Alternative Media Venues
Video Game Advertising
Cinema Advertising
Other Alternative Media
In-Store Marketing
In-Store Marketing Tactics
Point-of-Purchase Tactics
Designing Effective Point-of-Purchase Displays
Measuring Point-of-Purchase Efectiveness
Brand Communities
International Implications
Integrated Campaigns in Action: Engobi
Part Four IMC Promotional Tools
11 Database and Direct Response Marketing and Personal SellingSelling Words: Paula Ramirez
Overview
Database Marketing
Building a Data Warehouse
E-Mail and Internet Data
Purchase and Communication Histories
Personal Preference Profiles
Customer Information Companies
Geocoding
Database Coding and Analysis
Lifetime Value Analysis
Customer Clusters
Table of Contents
Data Mining
Database-Driven Marketing Communications
Identification Codes
Customer Profile Information
In-Bound Telemarketing
Trawling
Database-Driven Marketing Programs
Permission Marketing
Frequency Programs
Customer Relationship Management
Direct Response Marketing
Direct Mail
Catalogs
Direct Response Mass Media
Internet
Direct Sales
Telemarketing
Personal Selling
Generating Leads
Qualifying Prospects
Knowledge Acquisition
The Sales Presentation
Handling Objections
Closing the Sale
Follow-Up
International Implications
Integrated Campaigns in Action: Centric Federal CreditUnion
12 Sales PromotionsDubai Shopping Festival
Overview
Consumer Promotions
Coupons
Coupon Distribution
Types of Coupons
Disadvantage of Coupons
Premiums
Types of Premiums
Table of Contents
Keys to Successful Premium Programs
Contests and Sweepstakes
Contests
Sweepstakes
Perceived Value
The Internet and Social Media
Goals of Contests and Sweepstakes
Refunds and Rebates
Sampling
Sample Distribution
Benefits of Sampling
Successful Sampling Programs
Bonus Packs
Types of Bonus Packs
Keys to Successful Bonus Packs
Price-Offs
Benefits of Price-Offs
Problems With Price-Offs
Overlays and Tie-Ins
Planning for Consumer Promotions
Trade Promotions
Trade Allowances
Trade Contests
Trade Incentives
Trade Shows
Concerns with Trade Promotions
International Implications
Integrated Campaigns in Action: Wayport Austintatious
13 Public Relations and Sponsorship Programs Think Blue, Think Volkswagen
Overview
Public Relations
Internal Versus External Public Relations
Public Relations Tools
Public Relations Functions
Identifying Stakeholders
Internal Stakeholders
Table of Contents
External Stakeholders
Assessing Corporate Reputation
Auditing Corporate Social Responsibility
Creating Positive Image-Building Activities
Cause-Related Marketing
Green Marketing and Pro-Environmental Activities
Preventing or Reducing Image Damage
Proactive Prevention Strategies
Reactive Damage-Control Strategies
Sponsorships
Forms of Sponsorships
Sponsorship Objectives
Event Marketing
Selecting Sponsorships and Events
Determining Objectives
Matching Audience to the Companys Target Market
Promoting the Event
Advertising at the Event
Tracking Results
Cross-Promotions
International Implications
Integrated Campaigns in Action: Curb It
Part Five IMC Ethics, Regulation,and Evaluation
14 Regulations and Ethical ConcernsReebok Pays $25 Million Settlement
Overview
Marketing Communications Regulations
Governmental Regulatory Agencies
The Federal Trade Commission
Unfair and Deceptive Marketing Practices
Deception Versus Puffery
Substantiation of Marketing Claims
How Investigations Begin
Consent Orders
FTC Settlements
Administrative Complaints
Courts and Legal Channels
Table of Contents
Corrective Advertising
Trade Regulation Rulings
Industry Oversight of Marketing Practices
Council of Better Business Bureaus
IMC and Ethics
Ethics and Advertising
Perpetuating Stereotypes
Advertising Unsafe Products
Offensive Advertisements
Advertising to Children
Marketing and Ethics
Brand Infringement
Marketing of Professional Services
Gifts and Bribery in Business-to-Business MarketingPrograms
Spam and Cookies
Ambush Marketing
Stealth Marketing
Responding to Ethical Challenges
Ethical Frameworks
Ethics Programs
Ethics Training Programs
Codes of Ethics
Ethics Co nsulting Systems
International Implications
15 Evaluating An IntegratedMarketing ProgramSands Research, Inc.: Neuromarketing on the Cutting Edge
Overview
Matching Methods with IMC Objectives
Message Evaluations
Advertising Tracking Research
Copytesting
Emotional Reaction Tests
Cognitive Neuroscience
Evaluation Criteria
Online Evaluation Metrics
Behavioral Evaluations
Sales and Response Rates
Table of Contents
Test Markets
Purchase Simulation Tests
Evaluating the Overall IMC Program
International Implications
Endnotes
Name/Organization IndexA
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
Subject IndexA
B
C
D
Table of Contents
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
Y