Advertising and Promotion An Integrated Marketing Communications Perspective

Edia 419Transit Advertising 420Measurement in Out-of-Home Media 423Promotional Products Marketing 424Advantages and Disadvantages of Promotional Products Marketing 424Measurement in Promotional Products Marketing 426Yellow Pages Advertising 427Other Traditional Support Media 429Advertising in Movie Theaters 429In-Flight Advertising 430Nontraditional Support Media 432Branded Entertainment 432Miscellaneous Other Media 439Chapter FourteenDirect Marketing Direct Marketing 446Defining Direct Marketing 447The Growth of Direct Marketing 447The Role of Direct Marketing in the IMC Program 449Direct-Marketing Objectives 450Developing a Database 450Direct-Marketing Strategies and Media 456Direct Selling 461Evaluating the Effectiveness of Direct Marketing 462Advantages and Disadvantages of Direct Marketing 463Chapter FifteenThe Internet and Interactive Media A Brief History of the Internet 469Why the Rapid Adoption of the Internet? 469Web Objectives 470Developing and Maintaining a Website 470Communications Objectives 473E-Commerce 475The Internet and Integrated Marketing Communications 476Advertising on the Internet 476Sales Promotion on the Internet 479Personal Selling on the Internet 481Public Relations on the Internet 482Direct Marketing on the Internet 482Measuring Effectiveness of the Internet 483Audience Measures and Measures of Effectiveness 484Sources of Measurement Data 485Advantages and Disadvantages of the Internet 486Additional Interactive Media 487Wireless 488Chapter SixteenSales Promotion The Scope and Role of Sales Promotion 495The Growth of Sales Promotion 496Reasons for the Increase in Sales Promotion 497Concerns about the Increased Role of Sales Promotion 502Consumer Franchise-Building versus Nonfranchise-Building Promotions 502Consumer-Oriented Sales Promotion 503Objectives of Consumer-Oriented Sales Promotion 503Consumer-Oriented Sales Promotion Techniques 507Sampling 507Couponing 510Premiums 516Contests and Sweepstakes 518Refunds and Rebates 521Bonus Packs 522Price-Off Deals 522Loyalty Programs 522Event Marketing 523Summary of Consumer-Oriented Promotions and Marketer Objectives 524Trade-Oriented Sales Promotion 525Objectives of Trade-Oriented Sales Promotion 525Types of Trade-Oriented Promotions 527Coordinating Sales Promotion and Advertising 533Budget Allocation 534Coordination of Ad and Promotion Themes 534Media Support and Timing 534Sales Promotion Abuse 536Chapter SeventeenPublic Relations, Publicity, and Corporate Advertising Public Relations 543The Traditional Definition of PR 543The New Role of PR 543Integrating PR into the Promotional Mix 544Marketing Public Relations Functions 544The Process of Public Relations 546Determining and Evaluating Public Attitudes 546Establishing a PR Plan 547Developing and Executing the PR Program 548Advantages and Disadvantages of PR 553Measuring the Effectiveness of PR 554Publicity 556The Power of Publicity 557The Control and Dissemination of Publicity 559Advantages and Disadvantages of Publicity 561Measuring the Effectiveness of Publicity 561Corporate Advertising 561Objectives of Corporate Advertising 563Types of Corporate Advertising 563Advantages and Disadvantages of Corporate Advertising 569Measuring the Effectiveness of Corporate Advertising 569Chapter EighteenPersonal Selling The Scope of Personal Selling 574The Role of Personal Selling in the IMC Program 575Determining the Role of Personal Selling 575The Nature of Personal Selling 576Advantages and Disadvantages of Personal Selling 583Combining Personal Selling with Other Promotional Tools 585Combining Personal Selling and Advertising 585Combining Personal Selling and Public Relations 586Combining Personal Selling and Direct Marketing 586Combining Personal Selling and Sales Promotion 588Combining Personal Selling with the Internet 588Evaluating the Personal Selling Effort 589Criteria for Evaluating Personal Selling 591Part SixMonitoring, Evaluation, and Control 594Chapter NineteenMeasuring the Effectiveness of the Promotional Program Arguments for and Against Measuring Effectiveness 597Reasons to Measure Effectiveness 597Reasons Not to Measure Effectiveness 599Conducting Research to Measure Advertising Effectiveness 602What to Test 602When to Test 603Where to Test 606How to Test 606The Testing Process 607Concept Generation and Testing 607Rough Art, Copy, and Commercial Testing 608Pretesting of Finished Ads 611Market Testing of Ads 616Establishing a Program for Measuring Advertising Effects 623Problems with Current Research Methods 623Essentials of Effective Testing 624Measuring the Effectiveness of Other Program Elements 624Measuring the Effectiveness of Sales Promotions 624Measuring the Effectiveness of Nontraditional Media 626Measuring the Effectiveness of Sponsorships 626Measuring the Effectiveness of Other IMC Program Elements 627Part SevenSpecial Topics and Perspectives 632Chapter TwentyInternational Advertising and Promotion The Importance of International Markets 635The Role of International Advertising and Promotion 637The International Environment 638The Economic Environment 638The Demographic Environment 639The Cultural Environment 641The Political/Legal Environment 643Global versus Localized Advertising 646Advantages of Global Marketing and Advertising 646Problems with Global Advertising 647When Is Globalization Appropriate? 648Global Products, Local Messages 651Decision Areas in International Advertising 652Organizing for International Advertising 652Agency Selection 655Advertising Research 658Creative Decisions 659Media Selection 660The Roles of Other Promotional Mix Elements in International Marketing 665Sales Promotion 665Personal Selling 668Public Relations 669The Internet 670Chapter Twenty-oneRegulation of Advertising and Promotion Self-Regulation 678Self-Regulation by Advertisers and Agencies 678Self-Regulation by Trade Associations 679Self-Regulation by Businesses 681The National Advertising Review Council and the NAD/NARB 682Self-Regulation by Media 684Appraising Self-Regulation 688Federal Regulation of Advertising 688Advertising and the First Amendment 688Background on Federal Regulation of Advertising 689The Federal Trade Commission 691The Concept of Unfairness 692Deceptive Advertising 692The FTC?s Handling of Deceptive Advertising Cases 697Current Status of Federal Regulation by the FTC 700Additional Federal Regulatory Agencies 701The Lanham Act 704State Regulation 706Regulation of Other Promotional Areas 706Sales Promotion 706Marketing on the Internet 710Chapter Twenty-twoEvaluating the Social, Ethical, and Economic Aspects of Advertising andPromotion Advertising and Promotion Ethics 719Social and Ethical Criticisms of Advertising 721Advertising as Untruthful or Deceptive 721Advertising as Offensive or in Bad Taste 722Advertising and Children 726Social and Cultural Consequences 731Summarizing Social Effects 739Economic Effects of Advertising 741Effects on Consumer Choice 742Effects on Competition 742Effects on Product Costs and Prices 744Summarizing Economic Effects 745Glossary of Advertising and Promotion Terms 749Endnotes 763Credits and Acknowledgments 791Name and Company Index 795Subject.