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Integrated Marketing Communications
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Integrated Marketing Communications
The holistic approach
The Chartered Institute of Marketing/Butterworth-Heinemann Marketing Series is the most
comprehensive, widely used and important collection of books in marketing and sales currently
available worldwide.
As the CIM’s official publisher, Butterworth-Heinemann develops, produces and publishes the
complete series in association with the CIM. We aim to provide definitive marketing books for
students and practitioners that promote excellence in marketing education and practice.
The series titles are written by CIM senior examiners and leading marketing educators for
professionals, students and those studying the CIM’s Certificate, Advanced Certificate and
Postgraduate Diploma courses. Now firmly established, these titles provide practical study
support to CIM and other marketing students and to practitioners at all levels.
Formed in 1911, The Chartered Institute of Marketing is now the largest professional marketing
management body in the world with over 60,000 members located worldwide. Its primary
objectives are focused on the development of awareness and understanding of marketing
throughout UK industry and commerce and in the raising of standards of professionalism in the
education, training and practice of this key business discipline.
Books in the series
Below-the-line Promotion, John Wilmshurst
The CIM Handbook of Export Marketing, Chris Noonan
The CIM Handbook of Selling and Sales Strategy, David Jobber
The CIM Handbook of Strategic Marketing, Colin Egan and Michael J. Thomas
CIM Marketing Dictionary (fifth edition), Norman A. Hart
Copywriting, Moi Ali
Creating Powerful Brands (second edition), Leslie de Chernatony and Malcolm McDonald
The Creative Marketer, Simon Majaro
The Customer Service Planner, Martin Christopher
Cybermarketing, Pauline Bickerton, Matthew Bickerton and Upkar Pardesi
The Effective Advertiser, Tom Brannan
Integrated Marketing Communications, Ian Linton and Kevin Morley
Key Account Management, Malcolm McDonald and Beth Rogers
Market-led Strategic Change (second edition), Nigel Piercy
The Marketing Book (third edition), Michael J. Baker
Marketing Logistics, Martin Christopher
The Marketing Manual, Michael J. Baker
The Marketing Planner, Malcolm McDonald
Marketing Planning for Services, Malcolm McDonald and Adrian Payne
Marketing Plans (third edition), Malcolm McDonald
Marketing Research for Managers (second edition), Sunny Crouch and Matthew Housden
Marketing Strategy (second edition), Paul Fifield
Practice of Advertising (fourth edition), Norman A. Hart
Practice of Public Relations (fourth edition), Sam Black
Profitable Product Management, Richard Collier
Relationship Marketing, Martin Christopher, Adrian Payne and David Ballantyne
Relationship Marketing for Competitive Advantage, Adrian Payne, Martin Christopher, Moira
Clark and Helen Peck
Retail Marketing Plans, Malcolm McDonald and Christopher Tideman
Royal Mail Guide to Direct Mail for Small Businesses, Brian Thomas
Sales Management, Chris Noonan
Trade Marketing Strategies, Geoffrey Randall
Forthcoming
Relationship Marketing: Strategy and Implementation, Helen Peck, Adrian Payne, Martin
Christopher and Moira Clark
Services Marketing, Colin Egan
Integrated Marketing
Communications
The holistic approach
Tony Yeshin BSc(Econ), MCIM
Published in association with The Chartered Institute of Marketing
OXFORD AUCKLAND BOSTON JOHANNESBURG MELBOURNE NEW DELHI
To my family for all their support during the preparation and development of this textbook, and
to the memory of my parents.
Butterworth-Heinemann
Linacre House, Jordan Hill, Oxford OX2 8DP
225 Wildwood Avenue, Woburn, MA 01801–2041
A division of Reed Educational and Professional Publishing Ltd
A member of the Reed Elsevier plc group
First published 1998
© Tony Yeshin 1998
All rights reserved. No part of this publication may be reproduced in
any material form (including photocopying or storing in any medium by
electronic means and whether or not transiently or incidentally to some
other use of this publication) without the written permission of the
copyright holder except in accordance with the provisions of the Copyright,
Designs and Patents Act 1988 or under the terms of a licence issued by the
Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London,
England W1P 9HE. Applications for the copyright holder’s written
permission to reproduce any part of this publication should be addressed
to the publishers
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN 0 7506 1923 6
Composition by Genesis Typesetting, Rochester, Kent
Printed and bound in Great Britain
Contents
Preface xiii
Acknowledgements xv
Part One
1 Marketing communications – an overview 3
Aims and objectives 3
The changing nature and role of marketing communications 3
A brief historical perspective 3
The background to marketing communications 4
The growth of marketing communications 6
Blurring of the edges of the tools of marketing communications 8
The strategic challenges facing organizations 9
Strategic marketing communications 11
The expanded marketing communications mix 11
The communications process 12
Achieving integration within the communications mix 14
The philosophy and structure of the book 15
References 15
Additional reading 15
2 Understanding the marketplace 16
Aims and objectives 16
The dimensions of consumer and organizational buying behaviour 16
The consumer market 16
The changing consumer 19
Targeting 20
Positioning 21
Understanding consumer behaviour 21
Organizational buying behaviour 25
The contribution of market research 27
References 34
Additional reading 34
vi Contents
3 Product and service strategies 36
Aims and objectives 36
Managing products and services over the life cycle 36
Branding definitions 37
Strategic importance of branding 38
Strategic brand building 39
The dimensions of branding 39
Branding strategy 44
Brands and consumer perceptions 46
Identifying and building brand values 49
Altering brand imagery 51
The strategic value of brand extensions and brand stretch 53
The roles of marketing communications in branding 55
The challenges facing brands 58
Service brands 64
References 65
Additional reading 66
4 The integration of marketing communications 67
Aims and objectives 67
The impact of external factors on marketing communications 69
The driving forces behind the growth of IMC 73
The impact on marketing communications 74
Relationship marketing 74
The benefits of IMC 75
The process of achieving integration 76
Organizational approaches to integration 79
The barriers to integration 80
References 81
Additional reading 82
5 Managing the marketing communications mix 83
Aims and objectives 83
Organizing for marketing communications 83
The strategic dimension of human resources 84
The brand manager 84
Category management 85
The category manager 85
The use of agencies 86
Establishing the budget 87
Budgeting for integrated marketing communications 93
References 96
Additional reading 96
6 Choosing and using marketing communications agencies 97
Aims and objectives 97
The structure and roles of marketing communications agencies 97
The UK agency scene 97
Contents vii
Agency structures 98
The advertising agency 99
Other services to the agency team 106
Other agency/consultancy structures 106
Regional agencies 107
The changing role of marketing communications 107
The agency/client relationship 109
Agency remuneration 110
The criteria for agency selection 113
References 115
Additional reading 115
Part Two
7 Advertising 119
Aims and objectives 119
The diverse nature of advertising 119
The functions of advertising 120
The advantages and limitations of advertising 122
Types of advertising 123
The advertising process 124
Understanding the advertising process 126
The strategic aspects of advertising planning 130
Brand positioning 132
Implications for strategy development 134
Advertising strategy and the product life cycle 135
Determining the advertising objective 138
Developing the advertising plan 139
Business-to-business advertising 142
References 142
Additional reading 143
8 The development of advertising 144
Aims and objectives 144
The creative brief 144
Creative strategies and tactics 149
The creative challenge 150
Advertising appeals 152
Styles of advertising 153
Using celebrities 156
Music in advertising 157
Non-verbal communications 158
Creativity in advertising 158
Advertising and the brand personality 161
Guidelines for evaluating creative output 161
viii Contents
Measuring advertising effectiveness and campaign evaluation 161
References 166
Additional reading 166
9 Media and media planning 168
Aims and objectives 168
The role of media planning 168
The changing face of the media 169
Access to media and their characteristics 171
The new media 174
The media plan 176
The importance of media strategy 178
Media information sources 179
Identifying target audiences 181
Strategic options 181
Media scheduling issues 182
Alternative approaches to media scheduling 185
Implementing the media plan 187
Other media considerations 188
Contingency planning 189
Evaluation of the media plan 189
The changing face of media implementation 190
References 191
Additional reading 191
10 Sales promotion 192
Aims and objectives 192
The growing role of sales promotion 192
The benefits of sales promotion 194
The limitations of sales promotion 195
The determination of objectives 196
Sales promotion objectives 197
Sales promotion strategy 199
Sales promotion techniques 200
Promoting to consumers 205
Brand franchise 206
Point of purchase communications 207
Strategic dimensions of sales promotion 207
Joint promotions (or cross promotions) 209
The evaluation of sales promotion 210
Research into sales promotion 213
The legal framework for sales promotion 215
The use of sales promotion agencies 216
Selecting promotional agencies 216
The integration of sales promotion activities 218
International sales promotion activity 218
References 218
Additional reading 219
Contents ix
11 Direct marketing 220
Aims and objectives 220
The growth of direct marketing 220
The impact of direct marketing 222
The factors contributing to the growth of direct marketing 222
The advantages of direct marketing techniques 224
The limitations of direct marketing 226
The importance of the database 227
The use of the database 230
The strategic approach to direct marketing 231
The objectives of direct marketing 231
Building relationships 233
The management of direct marketing 235
The planning process 235
Using direct marketing consultancies 237
The use of media 238
The use of market research in direct marketing 239
The use of testing in direct marketing 242
The application of direct marketing 243
Analysing direct marketing results 244
Business-to-business activity 245
Non-profit organizations 246
Relationship marketing 246
Integrating direct marketing 247
International direct marketing activity 248
References 248
Additional reading 249
12 Public relations 250
Aims and objectives 250
A comparison between public relations and advertising 251
Other benefits of public relations 252
The functions of public relations 254
The ’publics’ of public relations 256
The management of public relations 259
Using PR consultancies 260
In-house versus consultancy 261
PR campaign development 261
The identification of public relations problems and opportunities 262
Programme planning 263
Evaluation of public relations 264
The tools of public relations 264
Corporate public relations objectives 265
Financial public relations 266
Charity PR 267
Integration of PR activities 268
International aspects of public relations 268
References 268
Additional reading 269
x Contents
13 Sponsorship and product placement 270
Aims and objectives 270
Event management and business sponsorship 270
Product placement 278
References 280
Additional reading 280
14 Corporate communications 281
Aims and objectives 281
The growth of corporate activity 281
The growing importance of corporate communications 282
Corporate image and identity 283
The objectives of corporate communications 283
The communication of company image 286
The management of corporate communications 287
Audiences for corporate communications 289
The process of establishing a corporate identity 290
Types of corporate identity 291
Corporate communications 292
Measuring corporate communications 293
Key aspects of corporate communications 294
Crisis management: an important dimension of corporate communications 294
Key dimensions of crisis management 297
Handling a crisis 297
References 298
Additional reading 298
15 International marketing communications 299
Aims and objectives 299
The growth of international marketing 299
Multinational versus global marketing 299
The development of global brands 301
Global branding 301
Understanding the international consumer 305
Legal and regulatory requirements 310
Media availability and usage 311
The competitive environment 311
The move to global marketing communications 311
Central or local control of marketing communications 312
The merits and demerits of standardized communications 314
The development of multinational communications agencies 315
The selection of an agency for international business 318
International marketing and marketing communications strategy 320
The development of international advertising 320
The development of international sales promotion 322
The development of international public relations 323
The development of international direct marketing 323
The development of other international communications activities 325
International market research 325
Contents xi
References 326
Additional reading 327
16 Future developments in marketing communications 328
Aims and objectives 328
Changes in the broad environment 328
The impact on the marketing function 331
The changing face of the communications industry 332
References 335
Additional reading 335
Glossary of terms 337
Index 345
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Preface
This text has its origins in the workbook
which I prepared for the Chartered Institute of
Marketing for the Diploma paper Marketing
Communications Strategy. Due to the inevitable constraints imposed on that work, I
wanted to develop a specific and comprehensive textbook examining the nature of
marketing communications. This is the
result.
In a field as fast-moving as this, I have tried
to reflect contemporary views as to the way in
which the process works and the benefits of
developing an understanding of integration.
Whilst, I hope, soundly based upon academic
theory, it also examines the real world applications within the broad field of marketing
communications. The focus remains the
values of the brand and the contribution
which marketing communications can make
towards their development. To achieve that
end, we need to develop an enduring understanding of consumer behaviour, increasingly
on an international basis, as brands expand
their horizons far beyond national borders.
The book is divided into two parts. The
first section is designed to provide an overview of the important dynamics of marketing communications, an understanding of
the consumer, an examination of the role of
the brand and the process of developing,
managing and integrating marketing communications. The second section provides an
in-depth examination of the specific areas of
the profession and the tools which are available to the marketer.
I hope that this book will be of interest to a
variety of audiences, both those who are
studying the subject as part of an academic
programme, both at undergraduate and postgraduate level, as well as those who are
embarking upon a career within the profession. Whilst the debate surrounding integrated marketing communications continues,
the imperative is the development of a real
understanding of all of the tools which are
available to the professional. Only with that
understanding will the true potential of integration begin to be realized.
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