Introduction to marketing communication : an integrated approach

著者

• Burnett, John
• Moriarty, Sandra E. (Sandra Ernst)

書誌事項

Introduction to marketing communication : an integrated approach

John Burnett, Sandra Moriarty

Prentice-Hall, 1998

注記

Includes bibliographical references and index

内容説明・目次

内容説明

For introductory courses in marketing communications, advertising and promotions. This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process.

目次

I. UNDERSTANDING IMC. 1. Marketing Communication. Marketing Communication. IMC: A Blueprint For Success in Marketing Communication. A Closing Thought: Revolution and Evolution. 2. The Marketing Mix and IMC. The Marketing Concept. The Product Mix. The Distribution Mix. The Price Mix. A Closing Thought: You Cannot Communicate. 3. Organizing for Integrated Marketing Communication. Importance of the Organization's Structure. Integrated Marketing and IMC. Marketing Communication and the Organization. Organizing to Use Marketing Communication Activities. The IMC Organization. A Closing Thought: Putting the Press on Bad Press. 4. Marketing Communication Strategy and Planning. Strategic Planning. Marketing Research. The Marketing Plan. Hierarchy of Effects Models. The Marketing Communication Plan. Strategic IMC Decisions. A Closing Thought: Every Company Is a Communicator. II. THE IMC SITUATION. 5. The Sociocultural Environment. Cultures and Subcultures. Demographic Changes. Demographic Groupings. Social Class. Groups that Influence. 6. Decision Making in the New Marketplace. The Psychological Background. Consumer Decision-Making Processes. Recognizing Needs and Problems. Information Search and Processing. Identifying and Evaluating Alternatives Purchase and Postpurchase Behavior. Organizational Market Behavior. A Closing Thought: Build or Break Customer Loyalty? 7. The Legal, Ethical, and Global Environment. Marketing Communication and Government Regulation. Marketing Communication and the Law. Marketing Communication's Responsibility to Society. Self-Regulation of Marketing Communication. Marketing Communication and the Global Environment. A Closing Thought: All Actions and Communications Must Be Fair. 8. The Marketing Communication Process. Basic Features of Marketing Communication. The Communication Process. Types of Communication Systems. Characteristics of the Source. Message Variables. Audience Factors. A Closing Thought: Make the Communication Relevant. III. THE TOOLS OF IMC. 9. Advertising. What Is Advertising? What Does Advertising Do? How Advertising Works. Creating the Advertisement. What Makes an Effective Ad? A Closing Thought: Clutter Busting. 10. Sales Promotion Defining Sales Promotion. Sales Promotion in the Marketing Communication Mix. Sales Promotion Strategy. The Sales Promotion Mix. Trade Sales Promotion: Sales Force. Consumer Sales Promotion. A Closing Thought: Working the Promotion Puzzle. 11. Public Relations. What is Public Relations? The Role of Public Relations. Understanding PR's Publics. Types of Public Relations. Managing Public Relations. Integrating Public Relations. Tools of Public Relations. A Closing Thought: Fitting in PR. 12. Communicating Through Direct Marketing. The World of Direct Marketing. The Process of Direct Marketing. Direct-Marketing Media Tools. 13. Personal Selling. Personal Selling and the Marketing Communication Mix. The World of Personal Selling. Managing a Sales Force. A Closing Thought: The Sales Force of the Future. 14. Marketing Communication that Crosses the Lines. Sponsorships. Merchandising. Other Marketing Services. A Closing Thought: Word-of-Mouth Marketing. IV. MEDIA OF IMC. 15. IMC Media. Media Developments. Print Media. Broadcast Media. Out-of-Home Media. Supplemental and New Media. A Closing Thought: Putting It All in Perspective. 16. Developing the Media Plan. Marketing and Media Planning. Creating a Strategy. Choosing Tactics. Computer Technology and Media Planning. A Closing Thought: Keeping Media Under One Roof. V. IMC APPROPRIATION, EVALUATION, AND CAMPAIGN PLANNING. 17. Developing the IMC Appropriation. Planning for Marketing Communication and Budgeting. Determining Appropriations for Advertising. Determining Appropriations for Other Forms of Marketing Communication. Marketing Analysis: The Budgetary Ideal. 18. Measuring IMC Performance. Marketing Communication in Perspective. Measuring Advertising Performance. Measuring the Performance of Sales Promotion. Measuring the Performance of Public Relations. Measuring the Performance of Direct Marketing. Measuring the Performance of Personal Selling. Evaluating Other Types of Marketing Communication. A Closing Thought: The Search for a Universal Measure. 19. Campaign Planning. Planning a Campaign. Situation Analysis. Strategic Decisions. The Marketing Mix. Marketing Communication. The Budget. Message Design. Media/Message Delivery Systems. Evaluation. Continuing the Consistency. A Closing Thought: A Success Story. Appendix: Roma's Pizza. Notes. Glossary. Company/Brand/Name/ Subject Index.

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詳細情報

• NII書誌ID(NCID): BA34239994
• ISBN:
  • 0132690853
• LCCN: 97038237
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Upper Saddle River, N.J.
• ページ数/冊数: xxxv, 659, [71] p.
• 大きさ: 27 cm
• 分類:
  • LCC : HF5415.123
  • DC21 : 658.8
• 件名:
  • LCSH : Communication in marketing
  • LCSH : Advertising campaigns