Marketing Communications: Offline and Online Integration, Engagement and Analytics PDF
Preview Marketing Communications: Offline and Online Integration, Engagement and Analytics
SIXTH EDITION Marketing Communications Offline and online integration, engagement and analytics PR Smith and Ze Zook Dedicated to the memory of Chris Berry Chris had the courage of his convictions and was champion of the underdog. He was generous in every conceivable way – the kindest man I ever knew. A genius in writing, teaching and marketing, a gentleman and a true friend. There’ll never again be anyone quite like Christopher Granville Berry. PAUL R SMITH Contents Cover Title Page Dedication Contents About the authors Preface How to use this book Key features of this book Acknowledgements PART ONE Communications background and theories 01 New marketing communications Learning objectives Introduction to new integrated marketing communications The revolution has started Marketing utopia is here Climb the ladder (of engagement) Analyse, create, integrate and be relevant The race is on Top 10 Tips for world-class marketing Key points from Chapter 1 References and further reading Further information 02 Branding Learning objectives Introduction to branding Brand components The branding process Brand summary and the challenges ahead Conclusion Key points from Chapter 2 References and further reading 03 Customer relationship management Learning objectives Introduction to CRM The power of CRM What causes CRM failure? What causes CRM success? CRM components required CRM creation and maintenance Costs and timescales CRM summary and challenges Key points from Chapter 3 References and further reading Further information 04 Buyer behaviour Learning objectives Introduction to understanding customer buying behaviour Models of buyer behaviour Psychological variables Summary and conclusion Key points from Chapter 4 Appendix 4.1: Hofacker’s online information processing Appendix 4.2: The post-PC customer Appendix 4.3: Unilever’s five steps to change behaviour References and further reading Further information 05 Communications theory Learning objectives Introduction to communications theory Communications models Future communications models Key points from Chapter 5 References and further reading Further information 06 Marketing communications research Learning objectives Introduction to market research and decision making Information and competitive advantage The market research process Types and costs of research In conclusion Key points from Chapter 6 References and further reading Further information 07 Media buying and planning Learning objectives Introduction to the media mix Which media is most popular? Summary Key points from Chapter 7 References and further reading Further information 08 Marketing communications agencies Learning objectives Agency types Agency structure Agency remuneration Agency relationships – selection and retention Key points from Chapter 8 References and further reading Further information 09 International marketing communications Learning objectives The globalization of markets International difficulties International mistakes Strategic global options Agencies in the international arena In conclusion Key points from Chapter 9 References and further reading 10 The marketing communications plan Learning objectives Introduction to the SOSTAC® marketing communications plan Situation analysis Objectives Strategy Tactics Action Control Key points from Chapter 10 References and further reading Further information 11 The changing communications environment Learning objectives Introduction Politics (regulations and laws) Do consumers need more protection? Self-regulation: codes of practice Code of Advertising Practice Economics Social change Technology Summary Key points from Chapter 11 References and further reading Further information PART TWO Communications tools 12 Selling, social selling, sales management and key account management Learning objectives Introduction Managing the sales force Extending the sales force Advantages and disadvantages Summary Key points from Chapter 12 References and further reading Further information 13 Advertising Learning objectives From Mad Men to Maths Men – the changing nature of advertising Data-driven ad campaigns New data-driven targeting tools for advertising New forms of advertising Managing a ‘traditional’ TV ad campaign Managing a location-based ad campaign Case study 13.1: Pay-per-click ads boost sales: Halfords Autocentres Case study 13.2: Pay-per-click ads boost ROI by optimizing: Cover my Cab Case study 13.3: Shock tactics: viral TV ad reduces road deaths Advantages and disadvantages Key points from Chapter 13 References and further reading Further information 14 Publicity and public relations Learning objectives Introduction New and old PR tools Advantages and disadvantages of PR Case study 14.1: The gnome story that went viral Case study 14.2: The Snack Dash viral game Case study 14.3: Virgin Mobile’s new tariff Advantages and disadvantages summary Key points from Chapter 14 References and further reading Further information 15 Sponsorship Learning objectives Introduction New and old sponsorship tools Managing a sponsorship programme Advantages and disadvantages of sponsorship Case study 15.1: Liberty Insurance and GAA Case Study 15.2: Citroën and beauty Key points from Chapter 15 References and further reading Further information 16 Sales promotions, gaming and content marketing Learning objectives Introduction Gamification Virtual promotions Managing sales promotions Content marketing Case study 16.1: Content marketing delivers competitive advantage – Kelly HR Case study 16.2: Topline’s advertising boosts Christmas promotion Case study 16.3: V&A activate young tech-savvys in collaborative digital art Case study 16.4: Muzu.TV film soundtrack adds value and boosts engagement Advantages and disadvantages Key points from Chapter 16 References and further reading Further information 17 Direct mail (including e-mail) Learning objectives Introduction to direct mail (and e-mail) Opt-in e-mail and mobile messaging Managing a direct mail campaign Case study 17.1: PayPal – helping Britain’s online retailers to go mobile Case study 17.2: Acronis automated marketing campaign Advantages and disadvantages Key points from Chapter 17 References and further reading Further information 18 Exhibitions, conferences and events Learning objectives Introduction Managing exhibitions 12 reasons for poor performance Case study 18.1: Sedgwick at RIMS Monte Carlo Advantages and disadvantages Key points from Chapter 18 References and further reading Further information 19 Merchandising and point of sale Learning objectives Introduction New digital challenges and opportunities Case study 19.1: Useful shopping apps can help Retailer empathy Retail strategy Merchandising tactical tools Measuring merchandising effectiveness Case study 19.2 Campbell’s Soup: where packaging and point-of-sale form a foundation for an integrated campaign Case study 19.3: Thomson Tours Advantages and disadvantages Key points from Chapter 19 References and further reading Further information 20 Packaging Learning objectives Introduction The designer’s tools The packaging design process Case study 20.1: Brand range development in India Advantages and disadvantages Key points from Chapter 20 References and further reading Further information 21 Owned media – websites and social media Learning objectives Owned media Successful websites Successful social media Case study 21.1: Brazilian football club creates immortal fans via social media
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