Principles of Integrated Marketing Communicationsassets.cambridge.org/97811076/49187/frontmatter/9781107649187... · Principles of Integrated Marketing Communications LAWRENCE ANG
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Principles of Integrated MarketingCommunications
Principles of Integrated Marketing Communications explains the principles and practice
of implementing effective IMC using a variety of channels and techniques. It equips
readers with the knowledge to develop sophisticated marketing campaigns for contem-
porary business environments.
Designed to introduce readers to IMC in an engaging way, this valuable resource:* covers the latest concepts and tools in marketing and communications – from
theories of brand equity to the growing use of social media* presents topics in light of their underlying theories and principles, to enhance
readers’ understanding and stimulate thinking and discussion* includes case studies adapted from recent, real-world examples (drawn from both
Australian and international contexts) throughout to illustrate how the theories and
principles are applied in business.
Each chapter contains a ‘Further thinking’ section, giving readers the opportunity to
extend their understanding of the conceptual and historical underpinnings of IMC, and
teaching them how to analyse and overcome problems when devising an IMC strategy.
Each chapter also includes learning objectives and review questions, to reinforce
knowledge.
Additional material – including extra case studies and topical multimedia files – is
available online at www.cambridge.edu.au/academic/imc.
Lawrence Ang is Associate Professor in Marketing at Macquarie University, Australia.
Cambridge University Press978-1-107-64918-7 - Principles of Integrated Marketing CommunicationsLawrence AngFrontmatterMore information
477 Williamstown Road, Port Melbourne, VIC 3207, Australia
Published in the United States of America by Cambridge University Press, New York
Cambridge University Press is part of the University of Cambridge.
It furthers the University’s mission by disseminating knowledge in the pursuit ofeducation, learning, and research at the highest international levels of excellence.
www.cambridge.orgInformation on this title: www.cambridge.org/9781107649187
This publication is copyright. Subject to statutory exceptionand to the provisions of relevant collective licensing agreements,no reproduction of any part may take place without the writtenpermission of Cambridge University Press.
First published 2014
Cover designed by Pier VidoTypeset by Integra Software Services Pvt LtdPrinted in Singapore by C.O.S. Printers Pte Ltd
A catalogue record for this publication is available from the British Library
A Cataloguing-in-Publication entry is available from the catalogue of the National Libraryof Australia at www.nla.gov.au
ISBN 978-1-107-64918-7 Paperback
Additional resources for this publication at www.cambridge.edu.au/academic/imc
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Cambridge University Press978-1-107-64918-7 - Principles of Integrated Marketing CommunicationsLawrence AngFrontmatterMore information
Is integrated marketing communications (IMC) the answer? 2What is IMC and why do we need it? 4Coordinating different communications disciplines 5Media and creative integration 6A theoretical framework of communications 8Communication barriers 10Communication attrition 12The IMC planning process 14Thinking it through: key questions to ask 18Putting it together 26
Part 2 Further thinking 27
2 Generating consumer insights 31
Part 1 Basic thinking 32
What is consumer insight and how does it work? 32Creative development research 33The role of the account planner 36Sources of consumer insight 37Methods for obtaining customer insight 38Establishing the validity and reliability of key insights 52Putting it together 53
Part 2 Further thinking 55
3 Brand positioning 59
Part 1 Basic thinking 60
The principles of brand positioning 61Strategic issues of positioning 63Market space and mental space 65The challenges of repositioning 77Point of difference, point of parity and frame of reference 78Brand equity 79Brand preference 83
vii
Cambridge University Press978-1-107-64918-7 - Principles of Integrated Marketing CommunicationsLawrence AngFrontmatterMore information
What is advertising supposed to do? 90The DAGMAR model 91The weak versus strong theory of advertising 92The importance of assessing communications and sales objectives simultaneously 93Objective-and-task budgeting method 94The share of voice (SOV) and share of market (SOM) budgeting methods 95The relationship between opportunity to see (OTS), media weight, average frequency and reach 97Advertising-to-sales response function 101Recent exposure and its implications for recency media planning 104Frequency versus continuous schedules 106Experimentation, scale effects and post-buy evaluation 107Media strategy 108Putting it together 110
Part 2 Further thinking 113
5 Traditional and digital media 117
Part 1 Basic thinking 118
Traditional media 118Digital media 131Putting it together 142
Part 2 Further thinking 143
6 Advertising creativity 147
Part 1 Basic thinking 148
Why creativity is important 148Theoretical perspectives on creativity 151Remote associate thinking (RAT) and remote associative matching (RAM) 152What is a creative idea? 158Creative integration 159The creative brief 161Ideation principles 163Putting it together 173
Part 2 Further thinking 174
viii Contents
Cambridge University Press978-1-107-64918-7 - Principles of Integrated Marketing CommunicationsLawrence AngFrontmatterMore information
What is the difference between a creative idea and its execution? 180Executional tactics 184Celebrity endorsements 193Putting it together 199
Part 2 Further thinking 200
8 Social influence 207
Part 1 Basic thinking 208
How information flows 209Social ties and their influence 211Social media 215Social influence 217Word-of-mouth (WOM), recommendation, buzz marketing and viral marketing 218Social commerce 228Putting it together 229
Part 2 Further thinking 230
9 Public relations, corporate reputation and sponsorship 233
Part 1 Basic thinking 234
Public relations 234Corporate reputation 243Sponsorship 247Crisis communication 250Putting it together 252
Part 2 Further thinking 254
10 Influence in personal selling 259
Part 1 Basic thinking 260
Advantages and disadvantages of personal selling 261The eight steps of high-involvement selling 261Presentation and objection-handling 266Compliance tactics 272Trust and trustworthiness 279Putting it together 280
Part 2 Further thinking 281
Contents ix
Cambridge University Press978-1-107-64918-7 - Principles of Integrated Marketing CommunicationsLawrence AngFrontmatterMore information
Direct marketing 288Principles of direct marketing 289Sales promotion 295Negative- and positive-oriented promotions (NOPs and POPs) 303Putting it together 306
Part 2 Further thinking 308
12 Advertising testing and campaign tracking 313
Part 1 Basic thinking 314
Concept testing as exploration 314Preliminary subjective evaluation 316Quantitative advertising pre-testing 319Post-testing and campaign tracking 322Putting it together 333
Part 2 Further thinking 333
13 An integrative review 339
Theme 1: Understanding communication barriers 339Theme 2: Stretching the media dollar further 341Theme 3: Creativity 342Theme 4: Research 343Theme 5: Accountability 344Theme 6: Brand-building 344Theme 7: Brand positioning and its associations 345Theme 8: Brand equity and its relationship to advertising, corporate reputation, price
promotion and social media 346Theme 9: Direct and indirect influence 347Concluding remark on ethics 349
Notes 351Index 395
x Contents
Cambridge University Press978-1-107-64918-7 - Principles of Integrated Marketing CommunicationsLawrence AngFrontmatterMore information