Terence A.Shimp Advertising Promotion

654 Pages·2010·15.6 MB·English

by  Terence A. Shimp

SEVENTHIEDITION
Advertising, Promotion,
and Other Aspects of
Integrated Marketing Communications
Terence A. Shimp
University of South Carolina
Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 7th Edition
Terence A. Shimp
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Dedication
To my dear wife, Judy, who has been my number-one supporter over the
years, and who helped me on this edition by locating advertising illustra-
tions and other visuals. Since the previous edition, I have been blessed
with two additional grandsons, John Parker and Spencer James—now the
twenty-first-century version of a basketball team is in place (my brothers
know what I refer to). Also, to all of my family members, past and present,
to whom I owe whatever positive character traits I may possess, a heartfelt
word of appreciation and love.
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B R I E F I C O N T E N T S
Preface xv
PART 1: Integrated Marketing Communications:
Processes, Brand Equity, and the Marcom Environment 1
1. Overview of Integrated Marketing Communications and the Marcom Process 2
2. Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior,
and Being Accountable 30
3. Ethical, Regulatory, and Environmental Issues in Marketing Communications 54
PART 2: The Fundamental Marcom Decisions:
Targeting, Positioning, Objective Setting, and Budgeting 87
4. Marcom Targeting 88
5. Marcom Positioning 118
6. Marcom Objective Setting and Budgeting 144
PART 3: Marcom for New Products, Store Signage,
and Point-of-Purchase Communications 167
7. Facilitation of Product Adoption, Brand Naming, and Packaging 168
8. On- and Off-Premise Signage and Point-of-Purchase Communications 212
PART 4: Advertising Management 237
9. Overview of Advertising Management: Messages, Media, and Measurement 238
10. Creating Effective and Creative Advertising Messages 262
11. Selecting Message Appeals and Picking Endorsers 292
12. Assessing Ad Message Effectiveness 330
13. Planning for and Analyzing Advertising Media 364
14. Using Traditional Advertising Media 406
15. Employing the Internet for Advertising 438
16. Using Other Advertising Media 464
PART 5: Promotion Management, Marketing-Oriented
Public Relations, and Sponsorships 487
17. Sales Promotion and the Role of Trade Promotions 488
18. Consumer-Oriented Promotions: Sampling and Couponing 526
19. Consumer-Oriented Promotions: Premiums and Other Promotional Methods 552
20. Marketing-Oriented Public Relations and Sponsorships 576
Glossary 601
Name Index 609
Subject Index 615
v
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CONTENTS
rPreface xv
Part 1: Integrated Marketing Communications: Processes, Brand
Equity, and the Marcom Environment 1
The Concept of Brand Equity 32
Chapter 1: Overview of Integrated
Marketing Communications and the AFirm-Based Perspective on Brand Equity 33
Marcom Process 2 • ACustomer-Based Perspective on Brand
Equity 33
Marcom Challenge: B2C and B2B Applications of IMC 2
Global Focus: When Brand Marketers Must Deal with
The Nature of Marketing Communications 4
Unfavorable Country Images 36
Marketing Communications at the
How Can Brand Equity Be Enhanced? 40
Brand Level 4
IMC Focus: Neuromarketing and the Case of Why
The Integration of Marketing Communications 5
Coca-Cola Outsells Pepsi 42
What Exactly Is IMC? 7 • The Payoff from
What Benefits Result from Enhancing Brand
IMC: The Value of Synergy 7 • Key IMC
Equity? 44 • Characteristics of World-Class
Features 8
Brands 44
Global Focus: Baby Carriages as Touch Points 12
Affecting Behavior and Achieving Marcom
IMC Focus: An Authority Declares That Positioning Is Accountability 46
Out of Date 14
Difficulty of Measuring Marcom Effectiveness
Changes in Marketing Communication Practices 47 • Assessing Effects with Marketing-Mix
15 • Obstacles to Implementing IMC 16 Modeling 49
AModel of the Marketing Communications Summary 50
Decision-Making Process 17
Fundamental Marcom Decisions 18 • Marcom Chapter 3: Ethical, Regulatory, and
Implementation Decisions 20 • Marcom Environmental Issues in Marketing
Outcomes 23 • Program Evaluation 23 Communications 54
Summary 24 Marcom Challenge: Trans Fat Labeling 54
Overview 56
Chapter 2: Marcom’s Challenges:
Ethical Issues In Marketing Communications 57
Enhancing Brand Equity, Influencing
Behavior, and Being Accountable 30 The Ethics of Targeting 58
Marcom Challenge: Harley-Davidson—An Iron Horse IMC Focus: An Adman’s Struggle with Joe Camel and
for Rugged Individualists 30 Free Speech 61
Desired Outcomes of Marcom Efforts 32
vii
viii Contents
Ethical Issues in Advertising 62 • Ethical Regulation of Marketing Communications 70
Issues in Public Relations 65 • Ethical Issues
When Is Regulation Justified? 70 • Regulation
in Packaging and Branding 66 • Ethical Issues
of Marketing Communications by Federal
in Sales Promotions 67 • Ethical Issues in
Agencies 71 • State Agencies’Regulation of
Online Marketing 67
Marketing Communications 75 • Advertising
Global Focus: Is the Use of the “SOR” Brand Logo Self-Regulation 76
Too Similar to “SCR”? 67
Environmental, or “Green,” Marketing
Fostering Ethical Marketing Communications Communications 77
68
Green Marketing Initiatives 77 • Guidelines for
IMC Focus: A Rigged Promotion for Frozen Coke 69 Green Marketing 81
Summary 82
r
Part 2: The Fundamental Marcom Decisions:
Targeting, Positioning, Objective Setting, and Budgeting 87
Global Focus: The Symbolism of Certifying Products
Chapter 4: Marcom Targeting 88
as Fair Traded 126
Marcom Challenge: Esprit and Gap—No Longer
Attribute Positioning 127 • Repositioning a
Just for Youth 88
Brand 129
Targeting Customers and Prospects 90
IMC Focus: Diamonds (Given to Yourself) Are Forever 130
Behaviorgraphic Targeting 90
Implementing Positioning: Know Thy Consumer 130
Online Behavioral Targeting 92 • Privacy
The Consumer Processing Model (CPM) 131 •
Concerns 93
The Hedonic, Experiential Model (HEM) 137
Phychographic Targeting 93
Summary 139
Geodemographic Targeting 98
Demographic Targeting 99 Chapter 6: Marcom Objective Setting
and Budgeting 144
The Changing Age Structure 100
Marcom Challenge: Brands with the
IMC Focus: Tweens and Materialism 105
Most Loyal Customers 144
Global Focus: Can Renault Develop a Hip Image? 106
Overview 146
The Ever-Changing American Household 109 •
Setting Marcom Objectives 146
Ethnic Population Developments 109
The Hierarchy of Marcom Effects 147
IMC Focus: A Special Beverage for Latino Consumers,
Clamato 113 IMC Focus: The Cat(fight) Is a Dog 150
Summary 114 Requirements for Setting Suitable Marcom
Objectives 152 • Should Marcom Objectives Be
Chapter 5: Marcom Positioning 118 Stated in Terms of Sales? 153
Marcom Challenge: Tango to Success 118 Marcom Budgeting 156
Positioning in Theory: AMatter of Budgeting in Theory 156
Creating Meaning 120 Global Focus: The Top-25 Global Marketers’ Advertising
The Meaning of Meaning 121 • Meaning Spending 157
Transfer: From Culture to Object to Consumer Practical Budgeting Methods 159
121
Summary 165
Positioning in Practice: The Nuts and Bolts 123
Benefit Positioning 125
Contents ix
r
Part 3: Marcom for New Products, Store Signage, and Point-of-
Purchase Communications 167
Chapter 7: Facilitation of Product Chapter 8: On- and Off-Premise Signage
Adoption, Brand Naming, and and Point-of-Purchase
Packaging 168 Communications 212
Marcom Challenge: Absolut Wanna Be Becomes Marcom Challenge: “Shopping Buddy”—
Absolute Flop 168 an Intelligent Shopping Cart 212
Overview 170 Overview 214
Marcom and New Product Adoption 170 Out-of-Home (Off-Premise) Advertising 214
Product Characteristics That Facilitate Adoption
Billboard Advertising 215 • Buying Out-of-
173
Home Advertising 215 • Billboard
Global Focus: Washing Machines for the Masses Advertising’s Strengths and Limitations 216 •
in Brazil, China, and India 174 Measuring OOH Audience Size and
Characteristics 217
Managing the Diffusion Process 179
Global Focus: Live Soccer Players on Japanese Billboards 217
Stimulating Word-of-Mouth Influence 180
ACase Study of Billboard Effectiveness 218
Strong and Weak Ties 180 • Opinion Leaders
and Market Mavens 181 • Avoid Negative On-Premise Business Signage 219
Information 182
Types of Signs 220 • The ABCs of On-Premise
Creating “Buzz” 183 Signs 220 • Don’t Be a Fool 221
Some Anecdotal Evidence 183 • Formal Point-of-Purchase Advertising 221
Perspective on Buzz Creation 185 • Using the
The Spectrum of P-O-P Materials 222 • What
Internet for Creating Buzz 188
Does P-O-P Accomplish? 222 • P-O-P’s
Brand Naming 189 Influence on Consumer Behavior 223
What Constitutes a Good Brand Name? 189 • IMC Focus: ABC, CBS, Fox, NBC, and Now Wal-Mart
The Brand-Naming Process 193 • The Role of
TV Network 224
Logos 195
AVital Result of P-O-P: Increased In-Store
IMC Focus: Selecting a Name for a New Airline 195
Decision Making 226 • Evidence of Display
Packaging 197 Effectiveness 230 • The Use and Nonuse of
P-O-P Materials 232 • Measuring In-Store
Packaging Structure 197 • Evaluating the
Advertising’s Alliance 232
Package: The VIEW Model 200
Summary 233
IMC Focus: Illustrations of Workable Packages 203
Designing a Package 204
rSummary 206
Part 4: Advertising Management 237
Global Focus: A Global Advertising Campaign
Chapter 9: Overview of Advertising
for Exxon Mobil 248
Management: Messages, Media, and
Measurement 238 The Advertising Management Process 249
Marcom Challenge: Is Advertising Rocket Science? 238 Managing the Advertising Process: The Client
Perspective 249 • The Role of Advertising
Overview 240
Agencies 250 • Agency Compensation 253
The Magnitude of Advertising 240
Ad-Investment Considerations 254
IMC Focus: B2B Advertising on Television 241
The Case for Investing in Advertising 254 •
Advertising-to-Sales Ratios 244 • Advertising The Case for Disinvesting 255 • Which
Effects Are Uncertain 245 Position Is More Acceptable? 255
Advertising Functions 246 Summary 259
Informing 246 • Influencing 247 • Reminding
and Increasing Salience 247 • Adding Value
247 • Assisting Other Company Efforts 248