Table of Contents
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) 10
How do marketing communications work? 11
Information processing (Syllabus 1.2) 13
The purchase decision-making process (Syllabus 1.3) 18
Organizational purchasing 22
Communication appeals (Syllabus 2.8) 24
Ethics, corporate and social responsibility (Syllabus 1.5) 27
Unit 2 Marketing communications mixes 34
Communications mix elements (Syllabus 2.1) 35
Co-ordinated marketing communications (Syllabus 2.2) 38
The 4Cs Framework 39
Advertising 41
Advertising and the marketing mix 44
Advertising campaign planning 45
Sales promotions 46
Public relations 50
Direct and interactive marketing communications 58
Database marketing 59
Direct marketing techniques 61
Telemarketing 64
Sponsorship 66
Personal selling 70
Unit 3 The marketing communications industry 76
Communications agencies (Syllabus 4.5) 77
Agency pitching 82
The development of multinational communications agencies (Syllabus 4.6) 84
Criteria to be considered when selecting an international agency 86
Determining the marketing communications budget (Syllabus 2.14) 88
Budgets for new products 94
Controls and regulations (Syllabus 4.7) 95
Unit 4 Relationships and marketing communications 101
Introduction 102
From transactional to relationship marketing (Syllabus 4.1) 103
The scope of marketing relationships (Syllabus 4.2) 106
Planning for relationship marketing (Syllabus 4.3) 108
Customer retention management (Syllabus 2.12) 113
Internal marketing communications(Syllabus 2.12) 115
The relationship marketing plan 117
Unit 5 Marketing channels 121
Channel structures (Syllabus 3.2) 122
Membership: Independence and interdependence 124
Vertical channel structures 127
Internet and digital technologies to support marketing channels (Syllabus 3.5) 128
Channel conflict (Syllabus 3.4) 129
Resolving channel conflict 131
The promotional mix in the marketing channel (Syllabus 3.1) 135
Key account management (KAM) techniques to aid customer retention management (Syllabus 2.11) 136
Trade promotions 139
Unit 6 Communication strategies and the international context 144
Marketing communication strategy - the 3Ps (Syllabus 2.9) 145
Pull strategy 146
Push strategy 153
Communications in marketing channel networks (Syllabus 3.1) 154
Profile strategy 155
Planning and frameworks 159
Marketing communications in international and global contexts (Syllabus 4.4, 4.6) 161
Multinational versus global marketing 163
The forces of internationalization 164
The development of global brands 165
Global marketing communications 166
Standardized marketing communications 167
Understanding the international consumer 169
Unit 7 Media, creativity and product support 174
Media characteristics (Syllabus 2.6) 175
Communicating the message - media selection and planning (Syllabus 2.7) 177
Efficiency and evaluation (Syllabus 2.5) 181
Media buying and briefing 182
Interactivity, technology and new media (Syllabus 2.6) 183
Interactive strategies 185
E-mail and mobile technologies 186
Creativity in communications (Syllabus 2.8) 188
Marketing communications and brand development (Syllabus 2.12) 191
Launching new products (Syllabus 2.12) 192
Maintaining market share (Syllabus 2.12) 192
Unit 8 Evaluating communications effectiveness 196
Evaluating co-ordinated marketing communications (Syllabus 2.5) 197
Evaluation of advertising (Syllabus 2.16) 201
Evaluation of sales promotions (Syllabus 2.16) 203
Evaluation of PR (Syllabus 2.16) 204
Evaluation of direct and interactive marketing communications (Syllabus 2.16) 205
Evaluation of sponsorship (Syllabus 2.16) 206
Evaluation of personal sales (Syllabus 2.16) 207
Brand evaluation (Syllabus 2.4, 2.5, 2.12) 207
Appendix Feedback and answers 211
Index 225
