Marketing Communications : Fame, Influencers and Agility, Ninth Edition

Front Cover Half Title Title Page Copyright Page Brief contents Contents Preface Authors' acknowledgements Part 1 An introduction to marketing communications 1 The scope of marketing communications Aims and learning objectives Introduction Defining marketing communications The engaging role of marketing communications The tasks of marketing communications The marketing communications mix Marketing communications in context Marketing communications in a customer journey context Delivering consumer experiences Marketing communications in an international context Standardisation versus adaptation Global consumer culture theory The impact of social media in a global context Marketing communications in a technological context Big Data Data management platforms Programmatic technologies Mobile Consolidation and convergence Marketing communications in an ethical context Comment Key points Case: From running shops to serving customers: The Tesco turnaround story Review questions References 2 Communication: theory, interactivity and influencers Aims and learning objectives Introduction A linear model of communications Issues associated with the linear communication process The influencer model of communications The interactional model of communications Dialogue Relational approaches to communications Word-of-mouth communications Definition and motives Opinion leaders Opinion formers Developing brands with word-of-mouth communications Influencer marketing Amplification Visual communication Brands and the use of visual communication Adoption and diffusion Process of diffusion Key points Case: Gymshark Review questions References 3 Understanding buyer behaviour and improving engagement Aims and learning objectives Introduction Information processing Attention Perception Learning Attitudes Decision making Fear, uncertainty and perceived risk Decision-making processes Consumer purchase decision-making processes Organisational decision-making processes Social selling Ethics and decision making Involvement theory The influence of mobile technologies on buyer behaviour Usage Multitasking and layering media Attention levels Visual vocabulary Chat User-generated content Contemporary approaches to understanding buyer behaviour Hedonic consumption Tribal consumption Ethical consumption Behavioural economics Key points Case: How Aldi re-energised an existing advertising concept to reignite growth Review questions References 4 How does marketing communications work? Aims and learning objectives Introduction Engagement and the role of marketing communications How does marketing communications work? Interpretation 1: sequential models Interpretation 2: changing attitudes Interpretation 3: shaping relationships Interpretation 4: developing significant value Interpretation 5: cognitive processing Comment Key points Case: Gordon's Gin: Legacy brand turned challenger - doubling the size of a legacy brand by thinking like a challenger Review questions References Part 2 Managing marketing communications 5 Marketing communications: strategies and planning Aims and learning objectives Introduction Marketing communications strategies MC strategy interpretation 1: positioning strategies MC strategy interpretation 2: audience strategies MC strategy interpretation 3: platform strategies MC strategy interpretation 4: configuration strategies Planning marketing communications The marketing communications planning framework (MCPF) Elements of the plan Context analysis Communications objectives Marketing communications strategy Coordinated communications mix Resources Scheduling and implementation Evaluation and control Feedback Integration within marketing communications plans Key points Case: Results & a half: how generosity paid off for Cadbury Review questions References 6 Marketing communications: objectives and positioning Aims and learning objectives Introduction The role of objectives The role of brand communications objectives and plans The sales school The communications school Practitioner-based marketing communications objectives Business objectives Behavioural objectives Intermediate objectives SMART objectives Linking objectives to the communications strategy Positioning The positioning concept Managing positions Perceptual mapping Positioning strategies Product features Price/quality Use Product class dissociation User Competitor Benefit Heritage or cultural symbol Repositioning Key points Case: David Sheldrick Wildlife Trust: Hello in elephant - translating an endangered language to help save an endangered species Review questions References 7 Branding and marketing communications Aims and learning objectives Introduction Brand characteristics Consumer brand relationships The task of marketing communications in branding Associations and personalities Brand ambassadors Building brands with marketing communications Business-to-business branding Branding in an interactive environment Employee branding External communications Internal communications Intellectual and emotional aspects Brand equity Key points Case: Lloyds Bank: the power of Pure Brand Review questions References 8 Integrated marketing communications Aims and learning objectives Introduction The forces for IMC What is to be integrated? Communications tools or disciplines Messages Media Touchpoints Marketing mix Brands and structures Strategy Employees Technology Agencies Building IMC programmes Interpretations of IMC Interpretation 1: IMC as harmonisation Interpretation 2: IMC as a perspective Interpretation 3: IMC as a portfolio Interpretation 4: relational IMC Key points Case: Baileys: from forgotten icon to global treat Review questions References 9 Budgeting and evaluation Aims and learning objectives Introduction The role of the communications budget Benefits of budgeting Difficulties associated with budgeting for communications Budgeting - techniques and approaches Share of voice Which methods are most used? The '60:40 rule' Budgeting for the other elements of the communications mix The role of evaluation in planned communications Advertising testing Pre-testing unfinished ads Concept testing Pre-testing finished ads Physiological measures Post-testing Enquiry tests Recall tests Recognition tests Sales tests Simulated market tests Single-source data Other methods of evaluation Tracking studies Likeability Marketing mix modelling Measuring online communications Share of search Mobile Social media Dashboards Key points Case: Audi: the value of Vorsprung durch Technik over four decades Review questions References Part 3 The marketing communications mix 10 Advertising: role, forms and strategy Aims and learning objectives Introduction The role of advertising Defining advertising Selling propositions The use of emotion in advertising Types of advertising Advertising models and concepts The elaboration likelihood model Practitioner frameworks of advertising The Strong and the Weak theories of advertising Consumer-generated advertising Interactive media advertising Banner ads Online behavioural advertising Pop-ups Video Bumpers Key points Case: Building a brand fit for the biggest decision of your life: Made in the Royal Navy Review questions References 11 Public relations and sponsorship Aims and learning objectives Introduction Characteristics of public relations Which publics? A framework of public relations The press agentry/publicity model The public information model The two-way asymmetric model The two-way symmetric model Public relations and relationship management Public relations: methods and techniques Media relations News releases Multimedia usage in media relations Press conferences Interviews Events Media catching Corporate advertising Reasons for the use of corporate advertising Forms of public relations Sponsorship Sponsorship objectives Theoretical aspects of sponsorship Types of sponsorship Sports sponsorship Broadcast sponsorship Arts sponsorship Other forms of sponsorship The role of sponsorship in the communications mix Key points Case: KFC: Michelin Impossible - how an Aussie underdog took on the food establishment Review questions References 12 Direct marketing and sales promotion Aims and learning objectives Introduction The role of direct marketing The role of data Direct-response media Email Mobile The 'Internet-of-Things' (IOT) Social Direct mail Door-to-door Telemarketing Inserts Print Radio and television Sales promotion Understanding the value of sales promotions The role of sales promotion Short termism Managerial accountability Brand performance Brand expansion Competition for shelf space An overview of how sales promotions work Sales promotions: methods and techniques Field marketing Key points Case: Unlocking the value of direct-to-fan for Formula 1 Review questions References 13 Brand: placement, experience and packaging Aims and learning objectives Introduction Brand placement Characteristics of brand placement Placement issues Brand experience Exhibitions and trade shows as experiences Strengths Weaknesses Exhibitions as a form of marketing communications Multimedia and trade shows Managing exhibitions Brand packaging The communications dimensions of packaging Key points Case: A Night. . . At The Louvre: how Airbnb created a magical experience Review questions References 14 Content: messages, credibility and creative approaches Aims and learning objectives Introduction Message source Establishing credibility Credibility established by the initiator Credibility established by a spokesperson Structural elements in a message Message balance Conclusion drawing One- and two-sided messages Order of presentation Message appeals Information-based appeals Emotions- and feelings-based appeals Advertising tactics Informational motives Transformational motives Creativity Creativity and attention The importance of context The creative process Message framing Storytelling User-generated content (UGC) Sourcing content Key points Case: Whiskas K.I.T.: how cat content grew up to drive digital growth Review questions References 15 Media: principles, practice and formats Aims and learning objectives Introduction Classifying the media Media classification - by form Media classification - by source Media classification - by function Interactive media Characteristics of interactive media What interactive media enable users to do Interactive platforms and facilities Search engine marketing Social media Social networks Weblogs and microblogging Viral marketing Online brand communities Extended reality Linear media Print media Broadcast media Outdoor media In-store media Cinema Key differences between interactive and linear media Key points Case: 'Should have gone to Specsavers!' Review questions References 16 Media planning: concepts and practices Aims and learning objectives Introduction Brand building and activation media Media planning and the media mix Media switching behaviour Media planning concepts Reach and coverage Frequency Gross rating point Effective frequency Efficiency Media planning - from interruption to facilitation Automation and programmatic technologies Programmatic planning issues Blockchains Multichannel campaigns Advertising and the media mix Campaign media planning Pre-store In-store Post-store The plan Optimisation within channel Monitoring and course correcting Measurement Key points Case: How Soreen used its loaf to become a millennial favourite Review questions References Glossary and list of useful terms Author index Subject index Publisher's acknowledgements Back Cover