Advertising and Promotion: An Integrated Marketing Communications Perspective

Front Cover
McGraw-Hill Irwin, 2009 - Advertising - 838 pages
Edia 419
Transit Advertising 420
Measurement in Out-of-Home Media 423
Promotional Products Marketing 424
Advantages and Disadvantages of Promotional Products Marketing
Measurement in Promotional Products Marketing 426
Yellow Pages Advertising 427
Other Traditional Support Media 429
Advertising in Movie Theaters 429
In-Flight Advertising 430
Nontraditional Support Media 432
Branded Entertainment 432
Miscellaneous Other Media 439
Chapter Fourteen
Direct Marketing
Direct Marketing 446
Defining Direct Marketing 447
The Growth of Direct Marketing 447
The Role of Direct Marketing in the IMC Program 449
Direct-Marketing Objectives 450
Developing a Database 450
Direct-Marketing Strategies and Media 456
Direct Selling 461
Evaluating the Effectiveness of Direct Marketing 462
Advantages and Disadvantages of Direct Marketing 463
Chapter Fifteen
The Internet and Interactive Media
A Brief History of the Internet 469
Why the Rapid Adoption of the Internet? 469
Web Objectives 470
Developing and Maintaining a Website 470
Communications Objectives 473
E-Commerce 475
The Internet and Integrated Marketing Communications 476
Advertising on the Internet 476
Sales Promotion on the Internet 479
Personal Selling on the Internet 481
Public Relations on the Internet 482
Direct Marketing on the Internet 482
Measuring Effectiveness of the Internet 483
Audience Measures and Measures of Effectiveness 484
Sources of Measurement Data 485
Advantages and Disadvantages of the Internet 486
Additional Interactive Media 487
Wireless 488
Chapter Sixteen
Sales Promotion
The Scope and Role of Sales Promotion 495
The Growth of Sales Promotion 496
Reasons for the Increase in Sales Promotion 497
Concerns about the Increased Role of Sales Promotion 502
Consumer Franchise-Building versus Nonfranchise-Building Promotions
Consumer-Oriented Sales Promotion 503
Objectives of Consumer-Oriented Sales Promotion 503
Consumer-Oriented Sales Promotion Techniques 507
Sampling 507
Couponing 510
Premiums 516
Contests and Sweepstakes 518
Refunds and Rebates 521
Bonus Packs 522
Price-Off Deals 522
Loyalty Programs 522
Event Marketing 523
Summary of Consumer-Oriented Promotions and Marketer Objectives
Trade-Oriented Sales Promotion 525
Objectives of Trade-Oriented Sales Promotion 525
Types of Trade-Oriented Promotions 527
Coordinating Sales Promotion and Advertising 533
Budget Allocation 534
Coordination of Ad and Promotion Themes 534
Media Support and Timing 534
Sales Promotion Abuse 536
Chapter Seventeen
Public Relations, Publicity, and Corporate Advertising
Public Relations 543
The Traditional Definition of PR 543
The New Role of PR 543
Integrating PR into the Promotional Mix 544
Marketing Public Relations Functions 544
The Process of Public Relations 546
Determining and Evaluating Public Attitudes 546
Establishing a PR Plan 547
Developing and Executing the PR Program 548
Advantages and Disadvantages of PR 553
Measuring the Effectiveness of PR 554
Publicity 556
The Power of Publicity 557
The Control and Dissemination of Publicity 559
Advantages and Disadvantages of Publicity 561
Measuring the Effectiveness of Publicity 561
Corporate Advertising 561
Objectives of Corporate Advertising 563
Types of Corporate Advertising 563
Advantages and Disadvantages of Corporate Advertising 569
Measuring the Effectiveness of Corporate Advertising 569
Chapter Eighteen
Personal Selling
The Scope of Personal Selling 574
The Role of Personal Selling in the IMC Program 575
Determining the Role of Personal Selling 575
The Nature of Personal Selling 576
Advantages and Disadvantages of Personal Selling 583
Combining Personal Selling with Other Promotional Tools 585
Combining Personal Selling and Advertising 585
Combining Personal Selling and Public Relations 586
Combining Personal Selling and Direct Marketing 586
Combining Personal Selling and Sales Promotion 588
Combining Personal Selling with the Internet 588
Evaluating the Personal Selling Effort 589
Criteria for Evaluating Personal Selling 591
Part Six
Monitoring, Evaluation, and Control 594
Chapter Nineteen
Measuring the Effectiveness of the Promotional Program
Arguments for and Against Measuring Effectiveness 597
Reasons to Measure Effectiveness 597
Reasons Not to Measure Effectiveness 599
Conducting Research to Measure Advertising Effectiveness 602
What to Test 602
When to Test 603
Where to Test 606
How to Test 606
The Testing Process 607
Concept Generation and Testing 607
Rough Art, Copy, and Commercial Testing 608
Pretesting of Finished Ads 611
Market Testing of Ads 616
Establishing a Program for Measuring Advertising Effects 623
Problems with Current Research Methods 623
Essentials of Effective Testing 624
Measuring the Effectiveness of Other Program Elements 624
Measuring the Effectiveness of Sales Promotions 624
Measuring the Effectiveness of Nontraditional Media 626
Measuring the Effectiveness of Sponsorships 626
Measuring the Effectiveness of Other IMC Program Elements 627
Part Seven
Special Topics and Perspectives 632
Chapter Twenty
International Advertising and Promotion
The Importance of International Markets 635
The Role of International Advertising and Promotion 637
The International Environment 638
The Economic Environment 638
The Demographic Environment 639
The Cultural Environment 641
The Political/Legal Environment 643
Global versus Localized Advertising 646
Advantages of Global Marketing and Advertising 646
Problems with Global Advertising 647
When Is Globalization Appropriate? 648
Global Products, Local Messages 651
Decision Areas in International Advertising 652
Organizing for International Advertising 652
Agency Selection 655
Advertising Research 658
Creative Decisions 659
Media Selection 660
The Roles of Other Promotional Mix Elements in International Marketing 665
Sales Promotion 665
Personal Selling 668
Public Relations 669
The Internet 670
Chapter Twenty-one
Regulation of Advertising and Promotion
Self-Regulation 678
Self-Regulation by Advertisers and Agencies 678
Self-Regulation by Trade Associations 679
Self-Regulation by Businesses 681
The National Advertising Review Council and the NAD/NARB 682
Self-Regulation by Media 684
Appraising Self-Regulation 688
Federal Regulation of Advertising 688
Advertising and the First Amendment 688
Background on Federal Regulation of Advertising 689
The Federal Trade Commission 691
The Concept of Unfairness 692
Deceptive Advertising 692
The FTC?s Handling of Deceptive Advertising Cases 697
Current Status of Federal Regulation by the FTC 700
Additional Federal Regulatory Agencies 701
The Lanham Act 704
State Regulation 706
Regulation of Other Promotional Areas 706
Sales Promotion 706
Marketing on the Internet 710
Chapter Twenty-two
Evaluating the Social, Ethical, and Economic Aspects of Advertising and
Advertising and Promotion Ethics 719
Social and Ethical Criticisms of Advertising 721
Advertising as Untruthful or Deceptive 721
Advertising as Offensive or in Bad Taste 722
Advertising and Children 726
Social and Cultural Consequences 731
Summarizing Social Effects 739
Economic Effects of Advertising 741
Effects on Consumer Choice 742
Effects on Competition 742
Effects on Product Costs and Prices 744
Summarizing Economic Effects 745
Glossary of Advertising and Promotion Terms 749
Endnotes 763
Credits and Acknowledgments 791
Name and Company Index 795

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About the author (2009)

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

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