Simply marketing communications

435 Pages·2006·30.062 MB·English

by  Chris Fill

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Chris Fill S
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Simply Marketing
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Communications y
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Simply Marketing Communications brings fresh insight and clarity to the core r Chris Fill
concepts of Marketing Communications. Based upon Chris Fill’s comprehensive k
Marketing Communications: engagement, strategies and practice, Fourth Edition,
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this book sets out the essential themes, theories and topics which students can
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expect to encounter as they explore Marketing Communications. Designed for
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students studying both shorter, introductory modules and professional level n
programmes, this book is a ‘must-have’ learning resource.
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Tailored specifically to meet the requirements of the Chartered Institute of
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Marketing (CIM) syllabus, the book blends intellectual rigour with an awareness
of the needs of students and lecturers. Whether studying for an MBA, a o
Professional Diploma, or other vocational qualifications in Marketing, students m
will find the author’s back-to-basics approach indispensable.
m Simply Marketing
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Structured for success! n
Communications
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Four-part structure to help students and lecturers. c
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Part 1 Introduction to Marketing Communications
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Part 2 Managing Marketing Communications
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Part 3 Elements of the Marketing Communication Mix
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Part 4 Industry, Relationships and Operations
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Special Features include:
(cid:2) Real-World mini-cases enabling readers to apply theory to practice.
(cid:2) ViewPoints providing colourful examples of marketing F
communications in practice.
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(cid:2) Four-colour design with pictures throughout to bring topics l
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to life.
(cid:2) Chapter summaries with review questions to help readers
consolidate their learning.
Chris Fillis Principal Lecturer in Marketing and Strategic Management at the
University of Portsmouth. He is also the Senior Examiner for the Marketing
Communications module offered by the Chartered Institute of Marketing on the
Professional Diploma Programme. His books, Business-to-Business Marketing:
Relationships, Systems and Communications, co-authored with Karen Fill,
and Marketing Communications: engagement, strategies and practice, are also
published by Pearson Education.
ISBN 0-273-70405-2
Additional student supportat
www.pearsoned.co.uk/fill
9 780273 704058
Additional student supportat
www.pearson-books.com
An imprint of www.pearsoned.co.uk/fill
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Simply Marketing
Communications
Visit the Simply Marketing Communications Companion Website
at www.pearsoned.co.uk/fill to find valuable student learning
material including:
(cid:1) Multiple choice questions with feedback to test your
knowledge
(cid:1) Links to relevant sites on the World Wide Web
(cid:1) Link to a regularly-updated website containing interesting
journal articles, news and events
(cid:1) Extra mini ca se studies from recent Chartered Institute of
Marketing Diploma examinations
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We work with leading authors to develop the strongest
educational materials in business and marketing,
bringing cutting-edge thinking and best-learning
practice to a global market.
Under a range of well-known imprints, including
Financial Times Prentice Hall, we craft high-quality
print and electronic publications that help readers
to understand and apply their content, whether
studying or at work.
To find out more about the complete range of our
publishing, please visit us on the World Wide Web at:
www.pearsoned.co.uk
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Chris Fill
University of Portsmouth
Simply Marketing
Communications
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Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearsoned.co.uk
First published 2006
© Pearson Education Limited 2006
The right of Chris Fill to be identified as author of this work has been asserted
by him in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording or otherwise, without either the prior written permission of
the publisher or a licence permitting restricted copying in the United Kingdom issued
by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership
rights in such trademarks, nor does the use of such trademarks imply any affiliation with
or endorsement of this book by such owners.
ISBN-13: 978-0-273-70405-8
ISBN-10: 0-273-70405-2
British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalogue record for this book is available from the Library of Congress
10 9 8 7 6 5 4 3 2 1
10 09 08 07 06
Typeset in 9.5/12.5pt Stone Serif by 35
Printed and bound by Mateu Cromo Artes Graficas, Spain
The publisher’s policy is to use paper manufactured from sustainable forests.
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This book is dedicated to:
all those people throughout the world who do simple
and kind things to help other people,
political leaders who simply defend peace and avoid
war,
my simply brilliant family who understand me.
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Brief Contents
Part 1 Introduction
1
1 Marketing communications: an introduction 3
2 Communication: theory, interactivity and people 29
3 Audiences: behaviour, attitudes and decision-making 56
Part 1 summary 81
Part 2 Managing marketing communications
87
4 Strategy: approaches, integration and planning 89
5 Targeting audiences: segmentation, targeting, positioning
and objectives 116
6 Using technology: scope, applications and websites 136
Part 2 summary 164
Part 3 Elements of the marketing
communications mix
169
7 Advertising: frameworks, messages and evaluation 171
8 Media: traditional, digital and planning 195
9 Sales promotion: principles, techniques and evaluation 220
10 Public relations and sponsorship 240
11 Direct marketing, personal selling and evaluation 266
Part 3 summary 293
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viii Brief Contents
Part 4 Industry, relationships and operations
299
12 Relationships: value, loyalty and trust 301
13 Stakeholders: channels, business-to-business and international
communications 329
14 The industry: structure, budgets and control 355
15 Agency operations: selection, personnel and practice 378
Part 4 summary 395
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Contents
Preface xvi
Acknowledgements xxii
Part 1 Introduction 1
1 Marketing communications: an introduction 3
Aims and objectives 3
Introduction 4
The concept of marketing as an exchange 5

The tasks of marketing communications 6
Defining marketing communications 8
The role of marketing communications 10
Marketing communications and the environment 11
The marketing communications mix 14
Effectiveness of the communication tools 19
Selection criteria 20
Branding and the role of marketing communications 22
Communication differences in consumer and business markets 24
Summary of key points 27
Review questions 27
References 28
2 Communication: theory, interactivity and people 29
Aims and objectives 29
An introduction to the communications process 30
Linear model of communications 30
Factors influencing the communications process 35