CIM Coursebook 05 06 Marketing Communications (CIM Coursebook) (CIM Coursebook)

318 Pages·2005·4.77 MB·English

by  Graham Hughes

Marketing Communications
2006–2007

Marketing
Communications
2006–2007
Graham Hughes and Chris Fill
AMSTERDAM(cid:2)BOSTON(cid:2)HEIDELBERG(cid:2)LONDON(cid:2)NEWYORK(cid:2)OXFORD
PARIS(cid:2)SANDIEGO(cid:2)SANFRANCISCO(cid:2)SINGAPORE(cid:2)SYDNEY(cid:2)TOKYO
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Contents
Preface Welcome to the CIM coursebooks vii
Unit 1 Introduction to marketing communications 1
Introduction to the coursebook 2
The communications process 3
Personal influences (Syllabus 1.1) 6
Word-of-mouth communications (Syllabus 1.1) 9
How does marketing communications work? 10
Information processing (Syllabus 1.2) 12
The purchase decision-making process (Syllabus 1.3) 17
Organizational purchasing 21
Communication appeals (Syllabus 2.8) 23
Ethics, corporate and social responsibility (Syllabus 1.5) 25
Unit 2 Marketing communications mixes 33
Communications mix elements (Syllabus 2.1) 34
Co-ordinated marketing communications (Syllabus 2.2) 37
The 4Cs Framework 39
Advertising 40
Advertising and the marketing mix 43
Advertising campaign planning 44
Sales promotions 45
Public relations 49
Direct and interactive marketing communications 57
Database marketing 58
Direct marketing techniques 59
Telemarketing 62
Sponsorship 64
Personal selling 67
Unit 3 The marketing communications industry 74
Communications agencies (Syllabus 4.5) 75
Agency pitching 80
The development of multinational communications agencies (Syllabus 4.6) 81
Criteria to be considered when selecting an international agency 83
Determining the marketing communications budget (Syllabus 2.14) 85
Budgets for new products 90
Controls and regulations (Syllabus 4.7) 91
Unit 4 Relationships and marketing communications 98
Introduction 99
From transactional to relationship marketing (Syllabus 4.1) 100
The scope of marketing relationships (Syllabus 4.2) 103
Planning for relationship marketing (Syllabus 4.3) 105
Customer retention management (Syllabus 2.12) 110
Internal marketing communications (Syllabus 2.12) 113
The relationship marketing plan 115
Unit 5 Marketing channels 119
Channel structures (Syllabus 3.2) 120
Membership: Independence and interdependence 122
Vertical channel structures 125
v
Contents
Internet and digital technologies to support marketing channels (Syllabus 3.5) 126
Channel conflict (Syllabus 3.4) 127
Resolving channel conflict 130
The promotional mix in the marketing channel (Syllabus 3.1) 133
Key account management techniques to aid customer retention
management (Syllabus 2.11) 135
Trade promotions 138
Unit 6 Communication strategies and planning and the international context 142
Marketing communication strategy – the 3Ps (Syllabus 2.9) 143
Pull strategy 144
Push strategy 151
Communications in marketing channel networks (Syllabus 3.1) 152
Profile strategy 153
Communications planning frameworks 157
Planning and frameworks 158
Marketingcommunicationsininternationalandglobalcontexts(Syllabus4.4,4.6) 159
Multinational versus global marketing 161
The forces of internationalization 162
The development of global brands 164
Global marketing communications 165
Standardized marketing communications 166
Understanding the international consumer 167
Unit 7 Media, creativity and product support 172
Media characteristics (Syllabus 2.6) 173
Communicating the message – media selection and planning (Syllabus 2.7) 175
Efficiency and evaluation (Syllabus 2.5) 179
Media buying and briefing 181
Interactivity, technology and new media (Syllabus 2.6) 182
Interactive strategies 184
e-Mail and mobile technologies 186
Creativity in communications (Syllabus 2.8) 187
Marketing communications and brand development (Syllabus 2.12) 189
Launching new products (Syllabus 2.12) 190
Maintaining market share (Syllabus 2.12) 190
Unit 8 Evaluating communications effectiveness 194
Evaluating co-ordinated marketing communications (Syllabus 2.5) 195
Evaluation of advertising (Syllabus 2.16) 198
Evaluation of sales promotions (Syllabus 2.16) 200
Evaluation of PR (Syllabus 2.16) 201
Evaluation of direct and interactive marketing communications (Syllabus 2.16) 202
Evaluation of sponsorship (Syllabus 2.16) 203
Evaluation of personal sales (Syllabus 2.16) 204
Brand evaluation (Syllabus 2.4, 2.5, 2.12) 204
Appendices
1 Guidance on examination preparation 207
2 Assignment-based assessment 219
3 Answers and debriefings 228
4 Marketing communications assignments and examinations 246
5 Past examination papers and examiners’ reports 264
6 Curriculum information and reading list 295
Index 305
vi
Preface
welcome to the
CIM coursebooks
Welcome to the coursebook for the CIM Professional Diploma module in Marketing
Communications. The syllabus is designed to build on the knowledge of the theories under-
pinning marketing communications and the effective application of communications tools such
as advertising, PR, sales promotion, personal selling, direct and interactive methods and
sponsorship. These are the major tools at the disposal of the communications practitioner
althoughitisrecognizedthattherearemanyfacetstothewaysinwhichmessagesreachtheir
intendedtargets.Thereisafocusontheimportanceofco-ordinationinachievingeffectiveness,
which involves examining the ways in which communications tools interrelate.
Structure
The coursebookhas been structured in such a way that asyou work through the units you are
buildingtheknowledgeintherightordersothatyouhaveastrongcommandofthesubjectand,
ofcourse,arebetterplacedtopasstheassessmentsset.Youshouldworkthroughtheunitsin
numerical order and complete as many of the activities as possible.
The syllabus for the Marketing Communications module is provided at the end of the book for
your reference, and in each unit you are referred to the syllabus references being covered. All
thesyllabustopicsarecovered,butnotspecificallyintheorderlaidoutinthemodulesyllabus.
This approach is intended to make your learning process easier and build incrementally.
Support
This coursebook has been written so that you can develop an understanding of the subject
quickly, have easy reference to all the topics that you need to know about and be able to work
throughaseriesofactivitiestoassistyourunderstandingofthesubject.Ithasbeendeliberately
kept slim and manageable, designed to provide you a programme of learning about Marketing
Communications.
However, this is not a textbook, it is a coursebook designed to help you learn and understand.
We strongly recommend that you do not rely on the coursebook alone for your studies.
References should be made to one of the essential textbooks recommended by the CIM and
for this particular module the textbook is:
Chris Fill (2005) Marketing Communications: Engagement, Strategies and Tactics, 4th edition,
Harlow: Pearson Education.
vii
Preface
This book provides the depth of analysis that is required in a postgraduate course and will
enableyoutoappreciatewhycertainactionsarerecommendedaswellasthe‘how-to’aspect.
Therefore, please use the two learning resources in tandem.
In addition to these books, you are encouraged to read the weekly trade papers, in particular,
Marketing, Marketing Week, Campaign, PR Week and Precision Marketing. We have included
references to numerous websites that will support points being made. You should also use
MarketingOnline, the online learning resource provided by Butterworth-Heinemann. If you are
able to use all of these resources, then we are confident that you will not only be successful in
the assessment, but enjoy learning about this fast-changing subject.
Good luck with your studies.
Graham Hughes and Chris Fill
Authors’ acknowledgements
We would like to thank all those who have given their time, skills, knowledge, support and
patience to the development of this coursebook.
An introduction from the academic development advisor
The authoring team, Elsevier Butterworth-Heinemann and I have all aimed to rigorously revise
and update the coursebook series to make sure that every title is the best possible study aid
and accurately reflects the latest CIM syllabus. This has been further enhanced through
independent reviews carried out by CIM.
We have aimed to develop the assessment support to include some additional support for the
assignment route as well as the examination, so we hope you will find this helpful.
TheauthorsandindeedSeniorExaminersintheseriesarecommissionedfortheirCIMcourse
teaching and examining experience, as well as their research into specific curriculum-related
areas and their wide general knowledge of the latest thinking in marketing.
Wearecertainthatyouwillfindthesecoursebookshighlybeneficialintermsofthecontentand
assessmentopportunitiesandastudytoolthatwillprepareyouforbothCIMexaminationsand
continuous/integrativeassessmentopportunities.Theywillguideyouinalogicalandstructured
waythroughthedetailofthesyllabus,providingyouwiththerequiredunderpinningknowledge,
understanding and application of theory.
The editorial team and authors wish you every success as you embark upon your studies.
Karen Beamish
Academic Development Advisor
viii
Preface
Professional Postgraduate
Diploma in Marketing
↓
Professional Diploma
in Marketing
↓
Professional Certificate
in Marketing
↓↓
Introductory Certificate
in Marketing
Studynote#CIM2006
How to use these coursebooks
Everyone who has contributed to this series has been careful to structure the books with the
examsinmind.Eachunit,therefore,coversanessentialpartofthesyllabus.Youneedtowork
through the complete coursebook systematically to ensure that you have covered everything
you need to know.
This coursebook is divided into units each containing a selection of the following standard
elements:
o Learning objectives – Tell you what you will be expected to know, having read the unit.
o Syllabus references – Outline what part of the syllabus is covered in the module.
o Study guides – Tell you how long the unit is and how long its activities take to do.
o Questions – Are designed to give you practice – they will be similar to those you get in
the exam.
o Answers (at the end of the book) – Give you a suggested format for answering exam
questions.Rememberthereisnosuchthingasamodelanswer–youshouldusethese
examples only as guidelines.
o Activities – Give you a chance to put what you have learned into practice.
o Debriefings (at the end of the book) – Shed light on the methodologies involved in the
activities.
o Hintsandtips–Aretipsfromtheseniorexaminer,examinerorauthorandaredesigned
to help you avoid common mistakes made by previous candidates and give you
guidance on improving your knowledge base.
o Insights – Encourage you to contextualize your academic knowledge by reference to
real-life experience.
o Key definitions – Highlight and explain the key points relevant to that module.
o Definitions – May be used for words you must know to pass the exam.
o Summaries – Cover what you should have picked up from reading the unit.
o Furtherstudy–Providesdetailsofrecommendedreadinginadditiontothecoursebook.
Whileyouwillfindthateachsectionofthesyllabushasbeencoveredwithinthistext,youmight
find that the order of some of the topics has been changed. This is because it sometimes
ix