Integrated Marketing Communications

Outline
PART 1: Integrated Marketing Communications: Processes, Brand Equity, and the
Marcom Environment
1. Overview of Integrated Marketing Communications and the Marcom Process

2. Marcoms Challenges: Enhancing rand E!uit"# In$uencing ehavior# and
eing %ccounta&le
'. Ethical# (egulator"# and Environmental Issues in Marketing Communications
PART : The !undamenta" Marcom #ecisions: Targeting, Positioning, $%&ective
'etting, and Budgeting
). Marcom *argeting
+. Marcom Positioning
,. Marcom O&-ective .etting and udgeting
PART (: Marcom )or *e+ Products, 'tore 'ignage, and Point,o),Purchase
Communications
/. 0acilitation of Product %do1tion# rand 2aming# and Packaging
3. On4 and O54Premise .ignage and Point4of4Purchase Communications
PART -: Advertising Management
6. Overview of %dvertising Management: Messages# Media# and Measurement

17. Creating E5ective and Creative %dvertising Messages
11. .electing Message %11eals and Picking Endorsers
12. %ssessing %d Message E5ectiveness
1'. Planning for and %nal"8ing %dvertising Media
1). 9sing *raditional %dvertising Media
1+. Em1lo"ing the Internet for %dvertising
1,. 9sing Other %dvertising Media
PART .: 'a"es Promotion Management, Marketing,$riented Pu%"ic Re"ations, and
'/onsorshi/s
1/. .ales Promotion and the (ole of *rade Promotions
13. Consumer4Oriented Promotions: .am1ling and Cou1oning
16. Consumer4Oriented .ales Promotions: Premiums and Other Promotional
Methods
27. Marketing4Oriented Pu&lic (elations and .1onsorshi1s
1
Chapter
1
OVERVIEW OF INTEGRATED MARKETING
COMMNICATION! AND T"E MARCOM #ROCE!!
Teac$ing Notes
Why Study Promotion Management and Integrated Marketing Communications?
Promotion management is at the heart of successful marketing: customers can not
purchase and use products they do not know about
Studying promotion management in!ol!es learning psychological and
communication theory and applying it to real life situations
Promotion management promotes creati!ity in defining target markets" setting
communication ob#ecti!es" and de!ising message strategies $ much more than
wrote memori%ation Students should reali%e that promotional strategy" as with
marketing strategy in general" usually can be concei!ed in different and e&ually
successful ways 'arely" if e!er" is there any single (best way) to conduct a
promotional strategy *or e+ample" marketers may define target markets by
differing groups of buyers) preferred benefits" and ad agency creati!es may come
up with !ery different message types to con!ey those benefits
Studying promotion management ,!ersus #ust studying ad!ertising- helps to learn
strategic planning by setting goals" planning programs to meet those goals and
choosing between different resource allocations to finance those programs
Studying promotion management helps make students better consumers by
understanding different promotional techni&ues used by business
.nderstanding promotion management can help students in their own life in their
#ob search ,preparing resumes" co!er letter" #ob inter!iewing- and in managing
social and professional organi%ations
/
0he Internet and related electronic digital communication is changing how
customers learn about products at an incredible rate" and promotional strategy is at
the heart of this change
C$a%ter O&'ecti(es
Chapter introduces marketing communications and shows why marketing
communications are such an important part of modern marketing 1ey introductory
topics presented are the promotional mi+" the importance of integrated marketing
communications and the fundamental goal of enhancing brand e&uity
C$a%ter To%ics
1 0he nature of marketing communications
0he marketing communicator)s tools
Marketing communication at the brand le!el
/ 0he integration of marketing communications
,IMC 2!er!iew-
3 definition of IMC
1ey features of IMC
Changes in marketing communication practices
2bstacles to implementing IMC
4
Chapter

MARCOM)! C"A**ENGE!+ EN"ANCING ,RAND

E-IT./ INF*ENCING ,E"AVIOR/ AND ,EING
ACCONTA,*E
Teac$ing Notes
Chapter / presents a model of brand5le!el decision processes and reinforces
building brand e&uity as an IMC goal
Managing communications" like all parts of an enterprise" is part of a system that
has goals" e+pends resources" and needs a measurement system to balance meeting
goals and allocating resources In other words" MarCom re&uires a managerial
control system that insures that planned ob#ecti!es are met and that the ob#ecti!es
are met within budget constraints
*inal customers are increasingly better5educated and informed because of
marketers) communication efforts 0his puts added pressure on marketers to cater
to the target audience)s increased product and buying opportunities knowledge
*or e+ample" sophisticated buyers can &uickly seek out product e!aluations"
a!ailability" and prices o!er the Internet
'etailers ha!e scanner data" which gi!es them immediate customer data 0his
information also can help identify effecti!e and ineffecti!e promotion strategy
*or e+ample" the effect of a newspaper ad run on a 0uesday can be monitored
immediately" as can the effect of changing an in5store retail display
Successful IMC management must be proacti!e" not reacti!e
C$a%ter O&'ecti(es
0his chapter)s general purpose is to build a comprehensi!e framework that fully
integrates the !arious aspects of managerial decision making related to marketing
6
communications ,MarCom- strategy and tactics 0he customer)s perspecti!e of brand
e&uity dri!es a firm)s ability to increase brand loyalty" build market share" and charge
relati!ely higher prices
C$a%ter Tie0ins
7rand e&uity is enhanced when customers become more familiar with a brand by
holding favorable" strong and perhaps unique brand associations in memory8
Chapter / shows how the communications decision process does this
Making decisions so that firm is speaking with a (single voice9 about the brand
,goal of IMC-
Intro marketing tie5ins:
Successful IMC rests on highly targeted ,micromarketing" niche marketing-
market segmentation
SW20" or situation analysis" is key to IMC plan8 role of en!ironmental scanning
of economic" competiti!e" technological" social5cultural" demographic" and
regulatory influences in monitoring and managing the en!ironment
C$a%ter To%ics
1 3 model of the marketing communications decision process
/ Making brand5le!el MarCom decisions
*undamental MarCom decisions
MarCom implementation decisions
4 0he concept of brand e&uity
More than #ust a name
:ature and importance of brand e&uity
;nhancing brand e&uity
Characteristics of world5class brands
6 Co5branding and ingredient branding
<
Chapter
(
ET"ICA*/ REG*ATOR./ AND ENVIRONMENTA*
I!!E! IN MARKETING COMMNICATION!
Teac$ing Notes
1nowledge of regulation and the law is critical to IMC planning because of
comple+ity of communication" and different ways in which customers may
interpret and respond to promotional communications
;thical issues are important in considering different courses of action" and as a
potential for targeting customers with (green9 related products
0he practices surrounding ad!ertising regulation are often difficult for students to
remember If this chapter is co!ered in depth" it may be helpful for students to
bring their te+ts to class to follow the different regulatory procedures and
definitions
0he criticisms of ad!ertising that center around causing people to buy or do things
they ordinarily would not do can generate some good class discussion dealing
with different issues
0o what e+tent does ad!ertising actually cause beha!iors? 0his can lead into
personal responsibility issues=at what point are indi!iduals responsible for the
conse&uences of their actions?
>ow powerful is ad!ertising? 0his can lead into the impact of knowledge on
beha!ior=to what e+tent does being aware or ha!ing knowledge necessarily lead
to beha!ior? Students usually are not aware that ad!ertising has relati!ely
minimal power to get people to do things they do not want to do
What types of situations lead buyers to make irrational decisions ,eg" lack of
knowledge or ability to understand products or financing decisions-? Students are
often unaware that in a free market economy one firm)s unethical practices open
up both product and ad!ertising possibilities for ethical businesses
C$a%ter O&'ecti(es
?
1 ;+plain the role and importance of go!ernmental efforts to regulate marketing
communications
/ .nderstand decepti!e ad!ertising and the three elements that guide the
determination of whether a particular ad!ertisement is potentially decepti!e
4 ;+plain the regulation of unfair business practices and the three ma#or areas where
the unfairness doctrine is applied
6 .nderstand the role that states perform in regulating unfair or decepti!e marketing
communications practices
< .nderstand the process of ad!ertising self5regulation
? 3ppreciate the ethical issues in marketing communications
@ ;+plain why the targeting of products and marketing communications is a
heatedly debated practice
A 3ppreciate the role of marketing communications in green marketing
B .nderstand the principles that apply to all en!ironmental ,green- marketing
efforts
C$a%ter Tie0ins
Information processing" ;CM" and decepti!e ad!ertising: whether or not an ad is
decepti!e depends on how a (reasonable9 member of the target audience is led to
act based on how they processed an ad" rather than #ust the information in the ad
>ow a reasonable member could be led to act is an e+cellent re!iew of e+isting
attitudes" in!ol!ement le!el and message processing
3ll IMC plans must be enacted in the larger" macroen!ironment of state and
federal law" consumer acti!ist groups" competition and customers
C$a%ter To%ics
1 'egulation of marketing communications
When is regulation #ustified?
'egulation of marketing communications by federal agencies
'egulation of marketing communications by state agencies
3d!ertising self5regulation
/ ;thical issues in marketing communications
0he ethics of targeting
;thical issues in ad!ertising
;thical issues in public relations
;thical issues in packaging
;thical issues in sales promotions
;thical issues in online marketing
@
*ostering ethical marketing communications
4 Dreen marketing communications
Dreen marketing initiati!es
Duidelines for green marketing
6 Summary
Chapter 4
MARCOM TARGETING
Teac$ing Notes
.nderstanding segmentation is crucial to successful IMC and marketing strategy
in general 0his chapter presents two key aspects to demographic analysis
*irst" the study of demographic trends can identify opportunities for marketers
,eg" aging populations re&uire more medically related products" sensiti!ity to
ad!ertising appeals diminishes with older consumers-
Second" media identify their audiences through demographic analysis" so
promotional strategy re&uires demographic descriptions of segments to make
media buys >owe!er" students ,and many marketers for that matter- often
mistakenly assume that demographics are the key to segmentation Eemographic
information alone cannot distinguish buyers from non5buyers and thus gi!es no
true le!erage points for marketers to de!ise strategy and no insight into copy
strategy *urthermore" #ust because a group looks to be homogeneous ,like
college students-" the group may be !ery di!erse in brand and product preferences"
shopping beha!iors" information ac&uisition" and e+isting attitudes and
knowledge
0o contrast the strengths and weaknesses of demographic analysis and
segmentation" you can ask the class for a show of hands as to who uses a product
that is known to be popular among college students ,eg" be!erages" snack foods"
>373s " etc- Most will raise their hands 0his helps demonstrate that to a
marketer" knowledge of a group like this is !ery profitable gi!en the high
fre&uency of users 7asic demographic information tells marketers how many are
in the o!erall group of college students" where they li!e" whether the group is
getting larger or smaller" and so on
>owe!er" demographics do not separate buyers from non5buyers within the same
demographic category" and demographics do not tell us how to promote a product
A
:ote that #ust knowing that a set of demographic characteristics corresponds to
relati!ely high product use can not separate buyers from non5buyers once most
people are in that group ,as with a college class- Most important for marketing
communications" demographics do not tell us how or what to communicate to
potential buyers to either get or keep their brand loyalty
Cifestyle or psychographic information can gi!e an idea of what users are like"
and potential ways in which a product could fit into their lifestyle Cifestyle
analysis also is key to designing promotional communications) content=how
actors are dressed" what social situations are used" e!en issues such as what types
of cars actors are shown in and the types of homes that might be used Fou can
ask students what general lifestyle issues tie into product use such as con!enience"
impulsi!eness" social issues" and general beliefs or opinions that relate to product
use
C$a%ter O&'ecti(es
1 Eiscuss the importance of targeting marketing communications to specific
consumer groups and reali%e that the targeting decision is the initial and most
fundamental of all marcom decisions
/ .nderstand the role of beha!iorgraphics in targeting consumer groups
4 Eescribe the nature of psychographic targeting and the G3CS system
6 3ppreciate the ma#or demographic de!elopments such as changes in the age
structure of the population and ethnic population growth
< ;+plain the meaning of geodemographics and understand the role for this form of
targeting
? 'ecogni%e that any single characteristic of consumers=whether their age"
ethnicity" or income le!el=likely is not a sufficient basis alone for sophisticated
marcom targeting
C$a%ter To%ics
1 0argeting customers and prospects
/ Eemographic targeting
Population growth and geographic dispersion
0he changing age structure
0he baby5boom generation
Mature customers
Children and teenagers
B
Foung adults
4 0he e!er5changing 3merican household
6 ;thnic population de!elopments
3frican53mericans
>ispanic53mericans ,Catinos-
3sian53mericans
< Psychographic targeting
? Deodemographic targeting
Chapter 5
MARCOM #O!ITIONING
Teac$ing Notes
If you teach your class with a strong theory and applications emphasis" then
chapters 6 and < may be the most important chapters in the te+t 0he ;CM gi!es
students a model for understanding how recei!ers actually process promotional
communications" and the attitude model can be used to e+plain e+isting beliefs
,which will in part determine how a message is processed- and potential le!erage
points for persuasion 0he attitude model also offers a good basis for
demonstrating how basic promotional research can be designed using statements
about products) features or benefits and the importance of those benefits *inally"
this chapter introduces in!ol!ement as a ma#or determinant in how messages will
be processed
0his chapter also reinforces the critical point that effecti!e promotional
communications cannot be designed without centering on recei!er factors such as
e+isting beliefs" in!ol!ement le!el" moti!ation" opportunity" and ability to process
communications
If the instructor is interested" philosophy of science and related theoretical issues
can be brought up with the attitude model and the CPM 0he 02'3 helps show
how theories can be helpful without necessarily being (true9 In other words" we
do not need to pro!e that attitudes actually e+ist in the (mind9 in order to
effecti!ely use the model 3 basic understanding of (hypothetical constructs9 can
help students see how theory and practice can be combined" thus demonstrating
the !alue of theory to practitioners
1H
C$a%ter O&'ecti(es
1 Introduce the concept and practice of brand positioning
/ ;+plain that positioning in!ol!es the creation of meaning and that meaning is
a constructi!e process in!ol!ing the use of signs and symbols
4 Di!e details about how brand marketers position their brands by drawing
meaning from the culturally constituted world
6 Eiscuss two models of consumer beha!ior: the consumer processing model
,CPM- and the hedonic" e+periential model ,>;M-
< Eescribe the eight stages of consumer information processing
? ;+plain the fundamental features of the hedonic" e+periential model
C$a%ter Tie0ins
*undamental marketing tie5in: ,(3ll marketing acti!ities begin with the
consumer9- Promotional strategy keys on building associations in customers)
minds and encouraging certain actions Iust as marketing begins with
understanding consumer wants and needs" promotional strategy begins with an
understanding of how consumers process information and use their e+isting
learned feelings and beliefs
'elated marketing tie5in: Marketing segmentation centers on customer differences
that are strategic to marketers ,ie" differences that can be addressed through
marketers) actions-8 successful promotional strategy also is dependent on #ust such
customer differences
.nderstanding different processing models helps show the sub#ecti!e nature of
communication due to differences in consumer processing and the different
associations customers ha!e with products ,either with the same customer at
different times or conte+ts" or to different customers-
7uilding brand e&uity: a main goal of brand e&uity is building and reinforcing
brand associations consumers ha!e .nderstanding processing models helps meet
this goal
'einforces the (shared thought9 goal of successful communications through
understanding how to build desired associations in recei!ers) mind
Cater course tie5ins: Processing models can be used to e!aluate creati!e strategies
and e+isting message campaigns ;+isting associations will be used to design and
e!aluate creati!e platforms
C$a%ter To%ics
1 Positioning in 0heory
0he Meaning of Meaning
Meaning 0ransfer: *rom Culture to 2b#ect to Consumer
/ Positioning in Practice:
11
7enefit Positioning
3ttribute Positioning
'epositioning a 7rand
4 Implementing Positioning
0he Consumer Processing Model ,CPM-
0he >edonic" ;+periential Model ,>;M-
6Summary
Chapter 6
MARCOM O,1ECTIVE !ETTING AND ,DGETING
C$a%ter O&'ecti(es
1 .nderstand the process of marcom ob#ecti!e setting and the re&uirements for good
ob#ecti!es
/ Eescribe the hierarchy5of5effects model and its rele!ance for setting marcom
ob#ecti!es
4 .nderstand the role of sales as an ad!ertising ob#ecti!e and the logic of !aguely
right !ersus precisely wrong thinking
6 .nderstand the nature and importance of marcom budgeting
< ;+plain the relation between a brand)s share of market ,S2M- and share of !oice
,S2G-
? ;+plain the !arious rules of thumb" or heuristics" that guide practical budgeting
C$a%ter To%ics
1 Setting Marcom 2b#ecti!es
0he >ierarchy of Marcom ;ffects
'e&uirements for Setting Suitable Marcom 2b#ecti!es
Should Marcom 2b#ecti!es 7e Stated in 0erms of Sales?
0he 0raditional Giew
3 >eretical Giew ,3ntitheses-
/ Marcom 7udgeting
7udgeting in 0heory
Practical 7udgeting Methods
1/
Chapter 7
FACI*ITATION OF #RODCT ADO#TION/ ,RAND
NAMING/ AND #ACKAGING
Teac$ing Notes
Chapter @ presents the basic new product models found in introductory marketing
courses" and then applies these models to communication strategies 0his offers a
good opportunity to both re!iew basic marketing material and show how it can be
applied to promotional strategy
3 main marketing concept that students seem to continually miss is how
consumers for the same product are still different and re&uire different marketing
strategies *or e+ample" students will usually assume that new customers are
pretty much the same and all share a need for awareness >owe!er" these
customers will differ on M23 factors discussed in Chapter @" and effecti!e
communications must incorporate these differences into communication strategy
C$a%ter O&'ecti(es
1 3ppreciate marcom)s role in facilitating the introduction of new products
/ ;+plain the inno!ation5related characteristics that influence adoption of new
products
4 .nderstand efforts employed by marketing communicators to manage the
diffusion process
6 3ppreciate word5of5mouth communications in facilitating new product adoption
< 7e familiar with the role of (bu%%9 in facilitating product adoption
? .nderstand the role of brand naming and the re&uirements for de!eloping
effecti!e brand names
14
@ ;+plain the acti!ities in!ol!ed in the brand5naming process
A 3ppreciate the role of logos
B Eescribe the !arious elements underlying the creation of effecti!e packages
1H ;+plain the GI;W model for e!aluating package effecti!eness
11 Eescribe the fi!e5step package design process
C$a%ter Tie0ins
Intro Marketing tie5ins: :ew users !ersus e+isting users 0he ma#ority of
promotional efforts are towards e+isting users simply because at any gi!en time
new customers are a !ery small fraction of customers >owe!er" new products
andJor customers are the future lifeblood of any business and re&uire special
marketing efforts 3 basic goal of successful marketing is turning new customers
into loyal customers
Chapter 6K< tie5ins: 3wareness" trier and repeater classes will ha!e product
knowledge and brand schemas" as well as differences in M23 to process
communications If a new product re&uires a brand switch for consumers"
marketers may also e+pect resistance and counterarguing to poorly designed
communications
Chapter @ continues the theme of brand e&uity as the critical issue in marketing
communications 3s e&uity relates to associations with and actions toward a
brand" knowledge of the attitude model" ;CM" and learning all help to understand
how brand e&uity can be built Cogos" packages and P525P material all can be tied
into building brand e&uity
Chapter 1 tie5in: IMC re&uires that all communication efforts are concentrated on
the consumer to build brand e&uity Packaging" product design" displays" logos
and brand names must all be focused on the target market and the desired
positioning of the brand
Source effects tie5in: Word5of5mouth is critical in new product adoption 2ne of
the keys in word5of5mouth effecti!eness is that the source is not identified with
the ad!ertiser
C$a%ter To%ics
1 :ew products and marketing communications
0he diffusion process
Stimulating word5of5mouth influence
Creating (bu%%9
/ 7rand naming
What constitutes a good brand name?
Some e+ceptions to the (rules9
16
0he branding process
0he role of logos
4Packaging
Packaging structure
;!aluating the package: 0he GI;W model
Eesigning a package
6Summary
Chapter 8
ON0 AND OFF0#REMI!E !IGNAGE AND #OINT0OF0
#RC"A!E COMMNICATION!
C$a%ter O&'ecti(es
1 3ppreciate the role and importance of out5of5home" or off5premise" ad!ertising
/ .nderstand billboard ad!ertising)s strengths and limitations
4 3ppreciate the role and importance of on5premise business signage
6 'e!iew the !arious forms and functions of on5premise signage
< 3ppreciate the role and importance of point5of5purchase ad!ertising
? ;+amine the tasks that P525P ad!ertising accomplishes
@ 'e!iew e!idence of P525P)s role in influencing consumers) in5store decision
making
A ;+amine empirical e!idence re!ealing the effecti!eness of P525P displays
B 3ppreciate the importance of measuring audience si%e and demographic
1H characteristics for out5of5home as well as in5store ad!ertising messages
C$a%ter Tie0ins
Intro marketing and consumer beha!ior tie5ins: 0he comple+ity of consumer
beha!ior that marketers must deal with is well e+emplified through P525P
beha!iors Customers e!aluate products at the point5of5sale using package
information" cues and displays Students can usually point to se!eral e+amples of
functionalJCPM and ;CM type appeals" and >;M type appeals 3 product as
(simple9 as hair shampoo may ha!e strong functional or hedonic &ualities for
different consumers=a fact that packaging must and can address 0he P2P3I
study of consumer buying habits offers a great opportunity to show students how
applied marketing research can be used to design more effecti!e P525P strategies
Source effects tie5in: Word5of5mouth is critical in new product adoption 2ne of
the keys in word5of5mouth effecti!eness is that the source is not identified with
the ad!ertiser
1<
'etailing tie5in: the P2P3I study shows the impact of retail (set9 design)s
importance on customer impulse purchases
C$a%ter To%ics
1 2ut5of5>ome ,2ff5Premise- 3d!ertising
7illboard 3d!ertising
7uying 2ut5of >ome 3d!ertising
2utdoor 3d!ertising)s Strengths and Cimitations
Measuring 22> 3udience Si%e and Characteristics
3 Case Study of 7illboard ;ffecti!eness
/ 2n5Premise 7usiness Signage
0ypes of Signs
0he 37C)s of 2n5Premise Signs
4 Point52f5Purchase 3d!ertising
0he Spectrum of P525P Materials
What Eoes P525P 3ccomplish?
P525P)s Influence on Consumer 7eha!ior
3 Gital 'esult of P525P: Increased In5Store Eecision Making
;!idence of Eisplay ;ffecti!eness
0he .se and :onuse of P525P Materials
1?
Chapter 9
OVERVIEW OF ADVERTI!ING MANAGEMENT+
ME!!AGE!/ MEDIA/ AND MEA!REMENT
Teac$ing Notes
Chapter B introduces ad!ertising management=setting ob#ecti!es" allocating
resources to accomplish those ob#ecti!es" and the importance of anchoring
ob#ecti!e in consumer5based terms 0he hierarchy of effects model is applied to
setting consumer5based ob#ecti!es
0he role of promotional efforts as strategic for the business permeates the entire
chapter Setting communication goals" measuring communication effecti!eness"
and allocating resources all tie into the degree that the enterprise is customer
dri!en
C$a%ter O&'ecti(es
1 ;+plain why ad!ertising is an in!estment in the brand e&uity bank
/ Eescribe the functions of ad!ertising
4 .nderstand the role of ad!ertisement ob#ecti!es and the re&uirements for setting
good ob#ecti!es
6 Eescribe the hierarchy5of5effects model and its rele!ance for setting ad!ertising
ob#ecti!es
< ;+plain the distinction between direct and indirect ad!ertising ob#ecti!es
? .nderstand the role of sales as an ad!ertising ob#ecti!e and the logic of (!aguely
right !ersus precisely wrong9 thinking
@ .nderstand the nature and importance of ad!ertising budgeting
A ;+plain the relation between a brand)s share of market ,S2M- and share of !oice
,S2G-
B ;+plain the !arious rules of thumb" or heuristics" that guide practical ad!ertising budgeting
C$a%ter Tie0ins

3d!ertising is an in!estment rather than #ust an e+pense=thus e+ists the

phrase (brand equity9 0his can be tied to how consumers use brands to
facilitate their purchasing beha!ior Eepending on class sophistication" this
1@
can lead into a discussion of marketing5based measures of business success
,eg" customer5focused- !ersus accountingJfinance5based measures ,eg"
income or balance sheet5focused-
3d!ertising helps maintain (momentum9 by keeping brand and brand
associations current in consumers) minds 3ll marketing communications
ha!e target markets" specific ob#ecti!es" and budget constraints
3d!ertising goals in!ol!e much more than #ust selling the product
Cater chapters tie5in: 3ssessing the ad!ertising plan)s effecti!eness is key to a
successful plan 3ssessment ideally is in consumer rather than income
statement terms=e!en purchase as success measure can be in loyal !ersus
non5loyal customer groups 2ther consumer5based measures can be increased
awareness" knowledge of benefits" sampling rates" product in&uiries" etc
Consumer beha!ior tie5in: >ierarchy of effects: mo!ing customer through
stages hopefully culminating in brand loyalty >ierarchy models are key to
setting communication ob#ecti!es
C$a%ter To%ics
1 2!er!iew
Putting matters in perspecti!e
3n in!estment in the brand5e&uity bank
/ 3d!ertising functions and process
3d!ertising performs !aluable functions
Managing the ad!ertising process
4 Setting ad!ertising ob#ecti!es
0he hierarchy5of5effects framework
'e&uirements for setting good ad!ertising ob#ecti!es
Is sales ,!ersus pre5sales- an appropriate ad!ertising ob#ecti!e?
6 7udgeting for ad!ertising
3d!ertising budgeting in theory
Practical budgeting methods
< Summary
Chapter 10
1A
CREATING EFFECTIVE AND CREATIVE
ADVERTI!ING ME!!AGE!
Teac$ing Notes
Chapter 1H presents managerial issues in!ol!ed with ad!ertising Students ha!e
the opportunity to see ad!ertising from the business end rather than #ust designing
ads 0he means5ends chain can be used to integrate the ;CM" in!ol!ement and
attitudinal theoretical models ,as will be discussed in the tie5in sections-
2ne important point that the M;CC3s and other theoretical models ,;CM for
e+ample- illustrate is that ad!ertising and promotional strategy is often de!ised
without any formal knowledge of these models >owe!er" the knowledge of the
models can help students understand what ad!ertisers may be doing intuiti!ely"
and can help students e!aluate promotional strategy
C$a%ter O&'ecti(es
1 3ppreciate the factors that promote creati!e and effecti!e ad!ertising
/ .nderstand a fi!e5step program used in formulating ad!ertising strategy
4 Eescribe the features of a creati!e brief
6 ;+plain alternati!e creati!e styles that play a role in the de!elopment of
ad!ertising messages
< .nderstand the concept of means5ends chains and their role in ad!ertising
strategy
? 3ppreciate the M;CC3S model and its role in guiding message formulation
@ Eescribe the laddering method that pro!ides the data used in constructing a
M;CC3S model
A 'ecogni%e the role of corporate image and issue ad!ertising
C$a%ter Tie0ins
Consumer beha!ior tie5ins: 0he M;CC3S approach can be linked to the ;CM
model with M;CC3S reliance on core !alues in ad!ertising processing 0his
helps students understand that to build brand e&uity" brand attributes must
ultimately be tied into what is important ,eg" !alues- to the consumer
Marketing research tie5in: Caddering is not always co!ered in marketing research
classes" and learning how laddering is done can help broaden students) knowledge
of practical marketing research for promotional communication
1B
0he ;CM and the different creati!e strategies can be linked to a creati!e
strategies) abilities to either suppress counterarguing andJor encourage support
arguing
C$a%ter To%ics
1 Creating effecti!e ad!ertising
0he role of creati!ity
3chie!ing ad!ertising impact
/ 3d!ertising plans and strategy
3 fi!e5step program
Constructing a creati!e brief
4 3lternati!e styles of creati!e ad!ertising
.ni&ue selling5proposition strategy
7rand5image strategy
'esonance strategy
;motional strategy
Deneric strategy
Preempti!e strategy
In sum
6 Means5ends chaining and the method of laddering as guides to ad!ertising strategy
formulation
0he nature of !alues
Which !alues are most rele!ant to ad!ertising
3d!ertising applications of means5ends chains: 0he M;CC3S Model
Eetermining means5ends chains: 0he method of laddering
Practical issues in identifying means5end chains
< Corporate image and issue ad!ertising
Corporate image ad!ertising
Corporate issue ,ad!ocacy- ad!ertising
? Summary
Chapter 11
/H
!E*ECTING ME!!AGE A##EA*! AND #ICKING
ENDOR!ER!
Teac$ing Notes
Chapter 11 continues the discussion of what types of messages can best accomplish
marketing communication goals Students should reali%e that the actual creati!e
creation of messages is probably an intuiti!e skill possessed by a relati!ely small
group of indi!iduals >owe!er" knowledge of the effects of different appeals and
endorsers is also key to e!aluating communications and achie!ing
communication ob#ecti!es
C$a%ter O&'ecti(es
1 Eescribe the role of endorsers in ad!ertising
/ ;+plain the re&uirements for an effecti!e endorser
4 3ppreciate the factors that enter into the endorser5selection decision
6 Eiscuss the role of L5ratings in selecting celebrity endorsers
< Eescribe the role of humor in ad!ertising
? ;+plain the logic underlying the use of fear appeals in ad!ertising
@ .nderstand the nature of guilt appeals in ad!ertising
A Eiscuss the role of se+ appeals in ad!ertising" including the downside of such
usage
B ;+plain the meaning of subliminal messages and symbolic embeds
1H 3ppreciate the role of music in ad!ertising
11 .nderstand the role of comparati!e ad!ertising and the considerations that
influence the use of this form of ad!ertising
C$a%ter Tie0ins
0he importance of message appeals and endorsers: 'ecei!er in!ol!ement in most
ad!ertising is relati!ely low8 therefore" straight informational appeals ,eg" (buy
this product because (- are not often processed ;ffecti!e message appeals
and choice of endorser can raise the o!erall processing le!el
0he ;CM pro!ides a good base to e!aluate and understand the impact of different
appeals on different audiences
Prior topics tie5in: Segmentation and audience characteristics are key to using
fear and humorous appeals=audience Msense of humor) and fear le!els for the
proposed appeals must match the communication
/1
C$a%ter To%ics
1 0he role of endorsers in ad!ertising
Celebrity and typical$person endorsers
;ndorser attributes: 0he 0;3'S model
;ndorser selection considerations: 0he (:o50ears9 approach
0he role of L5ratings
/ 0he role of humor in ad!ertising
4 0he use of appeals to consumer fears
*ear5appeal logic
3ppropriate intensity
6 0he use of appeals to consumer guilt
< 0he use of se+ in ad!ertising
What role does se+ play in ad!ertising?
0he downside of se+ appeals in ad!ertising
? Subliminal messages and symbolic embeds
3 challenge
@ 0he functions of music in ad!ertising
Music)s role at the point of purchase
A 0he role of comparati!e ad!ertising
Is comparati!e ad!ertising more effecti!e?
Considerations dictating the use of comparati!e ad!ertising
B Summary
Chapter 12
A!!E!!ING AD ME!!AGE EFFECTIVENE!!
Teac$ing Notes
Measuring ad!ertising effecti!eness is comple+ because of the !ariety of
ad!ertising ob#ecti!es and the beha!ioral nature of these ob#ecti!es While
finance and accounting ha!e the pri!ilege of dealing with relati!ely tangible and
//
easy5to5understand measures such as dollars" time" and rate" ad!ertising must deal
with intangibles such as beliefs" feelings and attitudes *urthermore" at any gi!en
time consumers ha!e se!eral different forces acting on their beha!ior along with a
firm)s ads *or e+ample" competitor)s ads" word5of5mouth from friends" other
news sources ,eg" Consumer 'eports or Internet sites- and other methods within
the firm)s promotional efforts ,personal selling" coupons- may also influence
consumers and interfere with the ads whose effecti!eness is being researched
3nother factor that has complicated efforts to measure ad!ertising effecti!eness is
the basic nature of the ad!ertising business 3d!ertising is face5paced" and much
of the industry centers on capturing new clients with intense personal selling
efforts Many decision makers on the buying side build personal relationships
with agency personnel that can cloud efforts to measure ad!ertising effecti!eness
and the interpretation of those measurements 0his is e!idenced in the chapter)s
discussion of using :ielson)s people meter to measure 0G effecti!eness
C$a%ter O&'ecti(es
1 ;+plain the rationale and importance of ad!ertising research
/ Eescribe the !arious research techni&ues used to measure consumers) recognition
and recall of ad!ertising messages
4 Eescribe measures of physiological arousal to ad!ertisements
6 ;+plain the role of persuasion measurement" including pre5post preference testing
< ;+plain the meaning and operation of single5source measures of ad!ertising
effecti!eness
C$a%ter Tie0ins
3ttitude and memory tie5in: 0able 114 gi!es an e+cellent e+ample of how the
attitude model is used in actual research 0his can be an e+cellent tie5in to
consumer beha!ior as well as prior te+t material
C$a%ter To%ics
1 2!er!iew of ad!ertising research
What does message research in!ol!e?
Idealism meets reality in ad!ertising research
Industry standards for ad!ertising research
What would a brand management team and its ad agency want to learn from
message research?
/ Measures of recognition and recall
Starch readership ser!ice
7ru%%one tests
/4
7urke day5after recall testing
4 Measures of physiological arousal
0he gal!anometer
Pulillometer
6 Measures of persuasion
0he Ipsos53SI ne+tN0G method
0he 3'S persuasion method
< Measures of sales response ,single5source systems-
I'I)s 7eha!iorScan
:ielsen)s SC3:0'3C1
? Summary
Chapter 1
#*ANNING FOR AND ANA*.2ING ADVERTI!ING
MEDIA
C$a%ter O&'ecti(es
1 Eescribe the ma#or factors used in segmenting target audiences for media planning
purposes
/ ;+plain the meaning of reach" fre&uency" gross rating points" target rating points"
effecti!e reach" and other media concepts
4 Eiscuss the logic of the three5e+posure hypothesis and its role in media and
!ehicle selection
6 Eescribe the use of the efficiency inde+ procedure for media selection
< Eistinguish the differences among three forms of ad!ertising allocation:
continuous" pulsed" and flighted schedules
/6
? ;+plain the principle of recency and its implications for allocating ad!ertising
e+penditures o!er time
@ Perform cost5per5thousand calculations
A Interpret the output from a computeri%ed media model
B 'e!iew actual media plans
C$a%ter Tie0ins
3d!ertising management 0his chapter gi!es se!eral measurement de!ices by
which media are selected *or students solely interested in ad communication
design and production" this chapter can be a good introduction to the more down5
to5earth management issues in ad!ertising
Media 0his chapter enables a &uick re!iew of media characteristics discussed in
Chapter 14
C$a%ter To%ics
1 2!er!iew
/ 0he media5planning process
4 Selecting the target audience
6 Specifying media ob#ecti!es
'each
*re&uency
Continuity
'ecency planning
Cost considerations
< 0radeoffs" tradeoffs" tradeoffs
Media planning software
>ypothetical illustration
? 0he Saab B5< media campaign
@ 0he Eiet Er Pepper campaign
Marketing situation and campaign ob#ecti!es
Creati!e strategy and supporti!e promotions
Media strategy
'esults
A Summary
/<
Chapter 14
!ING TRADITIONA* ADVERTI!ING MEDIA
Teac$ing Notes
Media is an acti!e part of any communication rather than #ust a passi!e !ehicle to
carry the communication Eifferent media can complement or detract from a
message)s ability to meet the ad!ertiser)s goals
Media selection must be done with an integrated marketing communication
approach" where each mediaJmessage communication complements one another in
their potential impact on target audiences
Media selection and use" like all other aspects of promotional management" must
be matched to se!eral factors Students ha!e a tendency to idoli%e high profile
media such as 0G and maga%ines" and to confuse the role of media and ad!ertising
,eg" the phrases (get some 0G co!erage9 or (get some newspaper co!erage-
Specific issues are matching target audience characteristics" communication
ob#ecti!es" creati!e needs" competitor)s current and anticipated actions" and
budgetary constraints
C$a%ter O&'ecti(es
1 Eescribe the fi!e ma#or ad!ertising media
/ Eiscuss out5of5home ad!ertising and its strengths and limitations
4 Eiscuss newspaper ad!ertising and its strengths and limitations
6 Eiscuss maga%ine ad!ertising and its strengths and limitations
< Eiscuss radio ad!ertising and its strengths and limitations
/?
? Eiscuss tele!ision ad!ertising and its strengths and limitations
C$a%ter Tie0ins
Segmentation issues: Media choice is ultimately dependent on audience5based
communication ob#ecti!es *urthermore" the same target market may be made up
of different audiences=audiences may !ary by brand awareness or knowledge"
media habits and preferences Catering to the audience is a theme that dri!es
promotion strategy and can be tied to the basic marketing concept of being
consumer5focused
Marketing management issues: Media)s different forms re&uire a managerial focus
to balance budget restraints against different potential media mi+es to accomplish
ad!ertising ob#ecti!es
;CM and hedonic processing model tie5in: Eifferent media are processed in
different ways *or e+ample" short5li!ed media ,0G" radio- are often processed
peripherally while maga%ines long life and potential for long copy can be used for
high in!ol!ement audiences
C$a%ter To%ics
1 2!er!iew of ma#or media
Some important terminology: Media !ersus !ehicles
2!er!iew and cautionary comments
/ 2ut5of5home ad!ertising
7illboard ad!ertising
7uying out5of5home ad!ertising
2utdoor ad!ertising strengths and limitations
4 :ewspapers
7uying newspaper space
:ewspaper ad!ertising strengths and limitations
6 Maga%ines
7uying maga%ine space
Maga%ine ad!ertising strengths and limitations
Maga%ine audience measurement
< 'adio
7uying radio time
'adio ad!ertising strengths and limitations
'adio audience measurement
? 0ele!ision
0ele!ision programming dayparts
/@
:etwork" spot" syndicated" cable" and local ad!ertising
0ele!ision ad!ertising strengths and limitations
Infomercials
7rand placements in tele!ision programs
0ele!ision audience measurement
@ Summary
Chapter 15
EM#*O.ING T"E INTERNET FOR ADVERTI!ING
Teac$ing Notes
Media is an acti!e part of any communication rather than #ust a passi!e !ehicle to
carry the communication Eifferent media can compliment or detract from a
message)s ability to meet the ad!ertiser)s goals
Media selection must be done with an integrated marketing communication
approach" where each mediaJmessage communication compliments one another in
their potential impact on target audiences
Media selection and use" like all other aspects of promotional management" must
be matched to se!eral factors Students ha!e a tendency to idoli%e high profile
media such as 0G and maga%ines" and to confuse the role of media and ad!ertising
,eg" the phrases (get some 0G co!erage9 or (get some newspaper co!erage-
Specific issues are matching target audience characteristics" communication
ob#ecti!es" creati!e needs" competitor)s current and anticipated actions" and
budgetary constraints
0he Internet is re!olutioni%ing how customers learn about products" and the
rapidly coming combination of Internet type access with 0G and other electronic
media makes promotional strategy one of the most e+citing areas of business
C$a%ter O&'ecti(es
13ppreciate the magnitude" nature and potential for Internet ad!ertising
/7e familiar with the two key features of Internet ad!ertising: indi!iduali%ation
and interacti!ity
/A
4.nderstand how Internet ad!ertising differs from ad!ertising in con!entional
mass5oriented ad!ertising media" as well as how the same fundamentals apply to
both general categories of ad media
6.nderstand the !arious forms of Internet ad!ertising: display ads" rich media" e5
mail ad!ertising" Web logs" search engine ad!ertising" and ad!ertising !ia
beha!ioral targeting
<3ppreciate the importance of measuring Internet ad!ertising effecti!eness and the
!arious metrics used for this purpose
C$a%ter To%ics
1 2!er!iew
0he 0wo i)s of the Internet: Indi!iduali%ation and Interacti!ity
0he Internet Compared with 2ther 3d Media
Internet 3d!ertising *ormats
/ Web Sites
34 Eisplay or 7anner 3ds
54 'ich Media: Pop5.ps" Interstitials" Superstitials" and Gideo 3ds
64 Web Cogs ,:ote: Web logs are discussed in Chapter @" too-
7logs as an 3d!ertising *ormat
0he Special Case of Podcasting
74 ;5Mail 3d!ertising
2pt5In ;5Mailing Gersus Spam
;5Mail Maga%ines ,;5Oines-
0he Special Case of Wireless ;5Mail 3d!ertising
84 Search ;ngine 3d!ertising
0he *undamentals of Search ;ngine 3d!ertising
Purchasing 1eywords and Selecting Content52riented Web Sites
S;3 Is :ot without Problems
94 3d!ertising Gia 7eha!ioral 0argeting ,:ote: 0his was introduced in Chapter 6-
:4 Measuring Internet 3d ;ffecti!eness
0he 0ools of Internet 3udience Measurement
Metrics for Measuring Internet 3d Performance
/B
Chapter 16
!ING OT"ER ADVERTI!ING MEDIA
Teac$ing Notes
Chapter 1? is an informational chapter about direct ad!ertising" database marketing
and opt5in" or permission" e5mail ad!ertising
C$a%ter O&'ecti(es
1 ;+plain why postal mail ad!ertising is an efficient and effecti!e ad medium
/ .nderstand p5mail)s fi!e distincti!e features compared to mass forms of
ad!ertising
4 3ppreciate the role of database marketing" data mining" and lifetime5!alue
analysis
6 .nderstand the role of audio5!ideo ad!ertising
< 3ppreciate the !alue of yellow5pages ad!ertising
? 'ecogni%e the growth and role of !ideogame ad!ertising ,ad!er5gaming-
@ 3ppreciate branded entertainment and brand placements in !arious !enues
,mo!ies" 0G" etc-
A .nderstand the role of cinema ad!ertising and Web films
B 3ppreciate the potential !alue of !arious other ad media
C$a%ter To%ics
1 2!er!iew
/ Eirect 3d!ertising
Postal Mail 3d!ertising
3udio5Gideo 3d!ertising
4H
4 Indirect *orms of 3d!ertising
3d!ertising Eirected to >omes and Workplaces
6 3d!ertising Eeli!ered at Pri!ate and Public Genues
7randed ;ntertainment: 7rand Placements in Mo!ies and 2ther Media
Chapter 17
!A*E! #ROMOTION AND T"E RO*E OF TRADE
#ROMOTION!
Teac$ing Notes
0he fundamental ob#ecti!e of sales promotions is to influence beha!ior=to
precipitate action 0his is nearly always done with some form of incenti!e 3s
with all other areas of the promotion mi+" students must reali%e that whate!er
action is being encouraged by marketers" the action must fit into a larger
promotional plan ,the IMC approach- Promotions often are used for immediate
sales response" when this goal may not fit well with an o!erall market plan
3 final aspect to understanding promotions is the wealth of possible incenti!es
other than money 'ecognition ,eg" salesperson of the year" !endor of the year-"
cooperati!e promotions with channel members or partners" and first access to new
and desirable products are all incenti!es to encourage and reward desired
beha!iors
Eepending on the theoretical comple+ity of the course and capabilities and
interests of students" promotion is also an e+cellent tie5in to operant psychology
and its potential role in promotional strategy 0his in turn opens the potential
discussion area of cogniti!ely based theoretical models ,eg" ;CM" attitude-
!ersus beha!iorally based models
0his chapter describes se!eral real5life retailing practices that students usually are
surprised e+ist ;+amples are slotting allowances" buying back and forward for
promotions and all the related acti!ities that are routine in the highly competiti!e
retailing world Di!en the te+t)s strong emphasis on building brand e&uity" many
of these practices can be seen as the result of not building brand e&uity and
engaging in short5run promotions to increase sales
41
3n e+cellent discussion can be centered on which practices can promote consumer
and trade partner franchises" and which practices can in#ure consumer and trade
relationships Students also need to understand that e!ery practice that reduces
potential customer satisfaction opens an opportunity for a competitor
C$a%ter O&'ecti(es
1 .nderstand the nature and purposes of sales promotions
/ 1now the factors that account for the increased in!estment in sales promotion"
especially those that are trade oriented
4 'ecogni%e the tasks that promotions can and cannot accomplish
6 3ppreciate the ob#ecti!es of trade5oriented promotions and the factors critical to
building a successful trade promotion program
< Comprehend the !arious forms of trade allowances and the reasons for their
usage
? 7e aware of forward buying and di!erting and how these practices emerge from
manufacturers) use of off5in!oice allowances
@ 3ppreciate the role of e!eryday low pricing ,;ECP- and pay5for5performance
programs as means of reducing forward buying and di!erting
A 'ecogni%e the concept and practice known as efficient consumer response ,;C'-
B 3ppreciate the practice of category management
1H .nderstand nine empirical generali%ations about promotions
C$a%ter To%ics
1 2!er!iew
What ;+actly Is Sales Promotion?
Promotion 0argets
/ Increased 7udgetary 3llocations to Promotions
*actors 3ccounting for the Shift
3n .nintended Conse&uence of Drowth: :ew 3ccounting 'ules
4 What 3re Sales Promotion)s Capabilities and Cimitations?
What Sales Promotions Can 3ccomplish
What Promotions Cannot 3ccomplish
6 0he 'ole of 0rade Promotions
< 0rade 3llowances
Ma#or *orms of 0rade 3llowances:
.ndesirable Conse&uences of 2ff5In!oice 3llowances: *orward 7uying and
Ei!erting
4/
? ;fforts 0o 'ectify 0rade 3llowance Problems
;fficient Consumer 'esponse ,;C'-
Category Management
;!eryday Cow Pricing ,;ECP-
Pay5for5Performance Programs
Customi%ing Promotions: 3ccount5Specific Marketing
@ Denerali%ations 3bout Promotions
Chapter 18
CON!MER0ORIENTED #ROMOTION!+ !AM#*ING
AND CO#ONING
Teac$ing Notes
Chapter 1A continues a discussion of sales5promotion tools a!ailable to marketers
0his chapter presents se!eral different promotional techni&ues that students and
students may ha!e difficulty appreciating the differences between each techni&ue
Students can be helped in understanding the differences by using the basics of the
promotionPs target market and the specific goals of the promotion ,eg" trade
relations" inspire the sales force" generate trial purchases" encourage ongoing
purchases and reinforce brand images- Students also need to understand whether
the reward offered to consumers is immediate or delayed and whether the
manufacturer)s ob#ecti!e is to achie!e trial impact" customer holdingJloading" or
image reinforcement 0he chapter then turns to specific sales5promotion topics
including sampling and couponing ;ach topic is e+plored thoroughly" the
strengths and pitfalls of each sales5promotion tool are noted" and ad!ice is gi!en
regarding their most effecti!e use
C$a%ter O&'ecti(es
1 3ppreciate the ob#ecti!es of consumer5oriented sales promotions
/ 'ecogni%e that many forms of promotions perform different ob#ecti!es for
marketers
4 1now the role of sampling" the forms of sampling" and the trends in sampling
practice
6 7e aware of the role of couponing" the types of coupons" and the de!elopments in
couponing practice
< .nderstand the coupon redemption process and misredemption
44
? 3ppreciate the role of promotion agencies
C$a%ter Tie0ins
Promotional and marketing strategy: Successful promotional strategy re&uires that
the customer beha!iors that marketers want to encourage and reward fit the larger
marketing plan
PriceJ&uality relationship tie5in: Eepending on the students) marketing
sophistication and prior training" the priceJ&uality relationship is !ery rele!ant to
designing successful promotions Indeed" products with a strong brand image and
&uality perception often use non5price incenti!es rather than direct or indirect
price reductions Perfumes often use carrying cases or related products ,body
lotion or powder- as incenti!es rather than couponing or direct price reduction
0his enables marketers to maintain at least the illusion of a high shelf price while
increasing purchase and product use
C$a%ter To%ics
1 Introduction ,to consumer5oriented promotions-
7rand management ob#ecti!es and consumer rewards
Classification of promotion methods
/ Sampling
Ma#or sampling practices
>ow effecti!e is sampling?
When should sampling be used?
Sampling problems
4 Couponing
Couponing background
Point5of5purchase couponing
Mail5 and media5deli!ered coupons
In5and on5pack coupons
2nline couponing
0he coupon redemption process and misredemption
46
Chapter 19
CON!MER0ORIENTED !A*E! #ROMOTION!+
#REMIM! AND OT"ER #ROMOTIONA* MET"OD!
Teac$ing Notes
0he chapter turns to specific sales5promotion topics including premiums and other
promotional methods ;ach topic is e+plored thoroughly" the strengths and pitfalls of
each sales5promotion tool are noted" and ad!ice is gi!en regarding their most effecti!e
use 3 discussion of se!eral less popular" although important" sales promotion tools
includes price5offs" bonus packs" contests and sweepstakes" and phone cards 0he
chapter concludes with a description of a helpful three5step procedure for e!aluating
sales5promotion ideas
C$a%ter O&'ecti(es
1 .nderstand the role of premiums" the types of premiums" and the de!elopments
in premium practice
/ 'ecogni%e the role of price5off promotions and bonus packages
4 7e aware of the role of rebates and refund offers
6 1now the differences between sweepstakes" contests" and games" and the reasons
for using each form of promotion
< .nderstand the role of continuity programs
? 3ppreciate the growth of retailer5dri!en promotions
@ ;!aluate the potential effecti!eness of sales promotion ideas" and appraise the
effecti!eness of completed promotional programs
C$a%ter To%ics
1 2!er!iew
/ Premiums
*ree5with5purchase premiums
Mail5in offers
4<
In5" on5" and near5pack premiums
Self5li&uidating offers
Phone cards
What makes a good premium offer?
4 Price5offs
*0C price5off regulations
6 7onus Packs
< 'ebatesJrefunds
Phantom discounts
'ebate fraud
? Sweepstakes" contests and games
@ Continuity promotions
A 2!erlay and tie5in promotions
2!erlay promotions
0ie5in promotions
B 'etailer promotions
1H ;!aluating sales promotion ideas
Post mortem analysis
11 Summary
4?
Chapter 20
MARKETING0ORIENTED #,*IC RE*ATION! AND
!#ON!OR!"I#!
Teac$ing Notes
Chapter /H presents marketing public relations ,MP'- and sponsorship marketing
3d!ertising and communications ma#ors taking marketing courses will especially
appreciate this chapter Eemonstrating how MP' is part of the marketing mi+ and
promotional mi+ is key to understanding how to manage and use MP' 0he
managerial issues of measuring effecti!eness and an IMC approach are also important
for non5business ma#ors interested in ad!ertising and P' careers ;!ent and cause5
related marketing are relati!ely underutili%ed strategies and students often ha!e
creati!e ideas gi!en their high in!ol!ement with sporting e!ents" concerts and related
acti!ities
C$a%ter O&'ecti(es
1 3ppreciate the nature and role of marketing public relations ,MP'-
/ .nderstand the differences between proacti!e and reacti!e MP'
4 .nderstand the types of commercial rumors and how to control them
6 7e aware of e!ent sponsorships and how to select appropriate e!ents
< 'ecogni%e the nature and role of cause5oriented marketing
C$a%ter Tie0ins
Source credibility and MP': Detting others ,!ersus company spokespeople or
ad!ertising- to speak positi!ely about a firm is an e+cellent e+ample of e+ploiting
source credibility ,trustworthiness in particular-
Cogniti!e processing and the ;CM model: rumors are processed #ust like any
other communication ;+isting beliefs and attitudes will determine whether
recei!ers counter5argue or yield" and this in turn can be used to de!ise rumor5
countering communications
C$a%ter To%ics
1 0he MP' aspect of general public relations
Proacti!e MP'
4@
'eacti!e MP'
0he special case of rumors and urban legends
/ Sponsorship marketing
;!ent sponsorships
Cause5related marketing
4 Summary
4A