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Marketing Communication
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Marketing Communications
Patrick De Pelsmacker, Maggie Geuens and Joeri Van den Bergh
third edition
A European Perspective
Now in its third edition, Marketing Communications: A European
Perspective offers a comprehensive outline of the theories,
methodologies and applications of marketing communications
in a continental context. All elements of the communications
mix are represented here, including advertising, public relations,
sponsorship, sales promotion, direct marketing, point-of-purchase
communications, exhibitions, personal selling and the Internet.
Brand new coverage of emerging topics such as ethics, creativity
in advertising, and the ‘new’ consumer groups and trends are
accompanied by a variety of insightful case studies.
Marketing Communications: A European Perspective is designed
to be of use to both undergraduate and postgraduate students of
marketing communications. Lecturers and practitioners will also be
impressed with the many pedagogical features the text offers: realworld examples, mini-cases, chapter summaries, review questions
and comprehensive reading lists for suggested further research.
Filled with original, in-depth material, and supported by input
from a number of premier marketing executives, Marketing
Communications: A European Perspective offers coverage from
globally-recognised companies and brands, including Microsoft,
Ford, KitKat, McDonald’s and Samsung, as well as organisations like
Handicap International and UNICEF.
Marketing Communications
A European Perspective
Patrick De Pelsmacker is Professor of Marketing at the
University of Antwerp, Belgium.
Maggie Geuens is Associate Professor of Marketing at
the University of Ghent, and Academic Director of the
Brand Management Centre at the Vlerick Leuven Gent
Management School.
Joeri Van den Bergh is co-founder and managing partner
of InSites Consulting, the European online market
research pioneer.
I S B N 0-273-70693-4
9 7 8 0 2 7 3 7 0 6 9 3 9
Marketing Communications
third edition
third edition
an imprint of
www.pearson-books.com
and
De Pelsmacker, Geuens
Van den Bergh A European Perspective
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MARKETING
COMMUNICATIONS
A European Perspective
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We work with leading authors to develop the
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bringing cutting-edge thinking and best learning
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Under a range of well-known imprints, including
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MARKETING
COMMUNICATIONS
A European Perspective
Third Edition
Patrick De Pelsmacker
Maggie Geuens
Joeri Van den Bergh
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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 2001
Second edition published 2004
Third edition published 2007
© Pearson Education Limited 2001, 2004, 2007
The rights of Patrick De Pelsmacker, Maggie Geuens and Joeri Van den Bergh to be
identified as authors of this work have been asserted by them 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: 978-0-273-70693-9
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library.
Library of Congress Cataloguing-in-Publication data
Pelsmacker, Patrick de, 1957–
Foundations of marketing communications : a European perspective / Patrick de
Pelsmacker, Maggie Geuens, Joeri van den Bergh. — 3rd ed.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-273-70693-9 (pbk.)
ISBN-10: 0-273-70693-4 (pbk.)
1. Communication in marketing—Europe. 2. Advertising. I. Geuens, Maggie, 1969–
II. Bergh, Joeri van den, 1971– III. Title.
HF5415.123.p45 2006
658.8'02—dc22
2006052745
10 9 8 7 6 5 4 3 2
11 10 09 08
Typeset in 10/12.5pt Sabon by 35
Printed and bound in Malaysia
The publisher’s policy is to use paper manufactured from sustainable forests.
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We dedicate this book to Isabel, Vita, Jan, Jolien and Jelle
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Contents
Case 2: Barco, Visibly Yours 64
References 70
3 How marketing communications work 73
Chapter outline 73
Chapter objectives 73
Introduction 74
Hierarchy-of-effects models 74
Attitude formation and change 77
High elaboration likelihood, cognitive
attitude formation 83
Low elaboration likelihood, cognitive
attitude formation 88
High elaboration likelihood, affective
attitude formation 90
Low elaboration likelihood, affective
attitude formation 91
High elaboration likelihood, behavioural
attitude formation 96
Low elaboration likelihood, behavioural
attitude formation 98
Causes and consequences of irritation
evoked by advertising 99
Advertising and brand confusion 102
Summary 104
Review questions 104
Further reading 105
Case 3: Mobistar: always together, never alone 105
References 114
4 Target groups 118
Chapter outline 118
Chapter objectives 118
Introduction 119
The segmenting-targeting-positioning
framework 119
Market segmentation 120
Requirements for effective segmentation 129
Targeting 131
Positioning 133
Primary and secondary target groups 138
About the authors xi
Preface xiii
Authors’ acknowledgements xvi
Publisher’s acknowledgements xvii
1 Integrated communications 1
Chapter outline 1
Chapter objectives 1
Introduction 2
Marketing and the instruments of
the marketing mix 2
The communications mix 5
Integration of marketing communications 8
Integration of corporate communications 11
Factors leading to integrated marketing and
corporate communications 22
Levels of integration 27
Barriers to integrated communications 28
Client–agency relations and IMC 30
The integrated communications plan 30
Summary 31
Review questions 32
Further reading 32
Case 1: Marie Jo and PrimaDonna:
when luxury meets quality 33
References 36
2 Branding 39
Chapter outline 39
Chapter objectives 39
Introduction 40
Brands 40
Successful brands 43
Brand strategies 45
Brand portfolio 50
Brand equity 51
Benefits of branding 58
Marketing communications and brand equity 59
Summary 62
Review questions 63
Further reading 63
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CONTENTS
Summary 139
Review questions 139
Further reading 140
Case 4: Electrolux: taking care of new born
babies and their parents 140
References 144
5 Objectives 146
Chapter outline 146
Chapter objectives 146
Introduction 147
Marketing communications objectives 147
Stages in the product life cycle and
marketing communications objectives 158
Consumer choice situations and marketing
communications objectives 162
Corporate communications objectives 164
Summary 166
Review questions 167
Further reading 167
Case 5: Dove – Campaign for real beauty 167
References 171
6 Budgets 172
Chapter outline 172
Chapter objectives 172
Introduction 173
How the communications budget affects sales 173
Communications budgeting methods 176
Factors influencing budgets 183
Budgeting for new brands or products 185
Summary 186
Review questions 187
Further reading 187
Case 6: Budgeting in the automobile industry 187
References 190
7 Advertising 191
Chapter outline 191
Chapter objectives 191
Introduction 192
Types of advertising 192
Campaign development 194
Message strategy 195
Creative idea 198
Geative appeals 201
Rational appeals 201
Emotional appeals 205
Endorsers 211
Campaign implementation 212
Summary 213
Review questions 213
Further reading 213
Case 7: Launching the Citroën Xsara Picasso
and relaunching the Volkswagen Sharan 214
References 218
8 Media planning 223
Chapter outline 223
Chapter objectives 223
Introduction 224
The media planning process 224
Media objectives 225
Selecting media 237
Media context 246
Summary 251
Review questions 251
Further reading 252
Case 8: Relaunching Nizoral in Russia 252
References 260
9 Advertising research 263
Chapter outline 263
Chapter objectives 263
Introduction 264
Strategic advertising planning and
the role of research 264
Strategic advertising research 265
Pre-testing of advertising 267
Post-testing of advertising 276
Advertising campaign evaluation research 279
Summary 285
Review questions 285
Further reading 285
Case 9: Building added brand value for
Smiths and transferring it to Lay’s 286
References 289
10 Public relations 290
Chapter outline 290
Chapter objectives 290
Introduction 291
Public relations as a communications tool 291
Target groups, objectives and tasks 297
Instruments and channels 302
Budgets 306
Measuring public relations results 308
Communications in times of crisis 310
Summary 313
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CONTENTS ix
Review questions 313
Further reading 314
Case 10: SUEZ: Liquefied Natural Gas in
New England 314
References 318
11 Sponsorship 320
Chapter outline 320
Chapter objectives 320
Introduction 321
Sponsorship: what it is and what it is not 321
How sponsorship works 323
The growing importance of sponsorship 324
Target groups 328
Objectives 330
Types of sponsorship 332
Budgets 341
Measuring sponsorship effectiveness 342
Summary 345
Review questions 346
Further reading 346
Case 11: Sponsoring championship football –
France 98, Euro 2000 and the Nordic 2008
proposal 347
References 350
12 Sales promotions 353
Chapter outline 353
Chapter objectives 353
Introduction 354
The growing importance of sales promotions 354
Objectives and target groups 356
Consumer promotions 359
Trade promotions 368
Are sales promotions effective? 370
Sales promotions research 373
Summary 376
Review questions 377
Further reading 377
Case 12: Febreze – safely eliminating odours 377
References 380
13 Direct marketing 382
Chapter outline 382
Chapter objectives 382
Introduction 383
Direct marketing as a marketing
communications technique 383
Objectives and target groups 385
Direct marketing media and tools 389
Database marketing 397
Relationship marketing 402
Measuring direct marketing effectiveness 405
Summary 407
Review questions 408
Further reading 409
Case 13: Direct marketing at Tesco –
‘Join the Club . . .’ 409
References 413
14 Point-of-purchase communications 415
Chapter outline 415
Chapter objectives 415
Introduction 416
The importance of point-of-purchase
communications 416
Objectives and tools of point-of-purchase
communications 418
The effectiveness of point-of-purchase
communications tools 421
Store image 425
Store organisation 426
Product presentation 427
Store atmospherics 428
Packaging 431
Summary 433
Review questions 433
Further reading 434
Case 14: POP in the c-store – the case
of Red Bull 434
References 436
15 Exhibitions and trade fairs 439
Chapter outline 439
Chapter objectives 439
Introduction 440
Types of exhibitions and trade fairs 440
The role of exhibitions in marketing
communications 442
Objectives and target groups 444
Planning an exhibition 449
Assessing effectiveness 452
Limitations of fairs and exhibitions 454
On-line trade shows 455
Summary 456
Review questions 457
Further reading 457
Case 15: Etap – unsinkable sailing pleasure 457
References 461
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CONTENTS
16 Personal selling 463
Chapter outline 463
Chapter objectives 463
Introduction 464
Personal selling as a marketing
communications instrument 464
The personal selling process 468
Planning and organising
the salesforce 473
Recruiting and selecting
the salesforce 476
Training, motivating and compensating
the salesforce 477
Performance evaluation 479
Summary 480
Review questions 481
Further reading 481
Case 16: Tele Atlas – the reference in
digital mapping 481
References 486
17 E-communication 488
Chapter outline 488
Chapter objectives 488
Introduction 489
The growing importance of e-media 489
E-communications objectives 495
E-marketing tools 496
Mobile marketing 509
Interactive television 511
Relationship marketing and
the internet 516
Tracking the effectiveness of
e-communications 517
Summary 524
Review questions 524
Further reading 525
Case 17: NOKIA CONCEPT LOUNGE:
creating online buzz around
the brand 525
References 529
18 Business-to-business
communications 532
Chapter outline 532
Chapter objectives 532
Introduction 533
Business-to-business marketing, target
groups and products 533
Differences between business and
consumer marketing 534
Business buying behaviour and marketing
communications 537
Marketing communications in a
business-to-business environment 543
Summary 549
Review questions 550
Further reading 550
Case 18: From Union Minière to Umicore:
rebranding and repositioning an industrial
company 550
References 555
19 International communications 557
Chapter outline 557
Chapter objectives 557
Introduction 558
Why go international? 558
The international communications process 558
Cultural differences and marketing
communications 560
International media use 570
International regulations 572
Standardisation or adaptation 576
Summary 582
Review questions 583
Further reading 583
Case 19: L’Oréal’s Biotherm and Biotherm
Homme: a global brand of skin care products 584
References 590
Name index 593
Subject index 595
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Supporting resources
Visit www.pearsoned.co.uk/depelsmacker to find valuable online resources
For instructors
n Complete, downloadable Instructor’s Manual
n PowerPoint slides for every chapter that can be downloaded and used for presentations
For more information please contact your local Pearson Education sales representative or visit
www.pearsoned.co.uk/depelsmacker
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Patrick De Pelsmacker (b. 1957) holds a PhD in
economics (University of Ghent, Belgium). He is Professor
of Marketing at the University of Antwerp, Belgium and
part-time Professor of Marketing at the University of
Ghent. He has also worked at the University of Brussels
(VUB). He is or has been a regular guest lecturer at
various institutes, such as the Rotterdam School of
Management (The Netherlands), the Swedish Institute
of Management (Brussels, Stockholm), the China-Europe
Management Centre (Antwerp), the Centre for Management Training (University of Warsaw, Poland), the Institute
of Business Studies (Moscow, Russia) and Ca’Foscari
University (Venice, Italy). He also has teaching experience in management and marketing programmes in
France, Thailand, Indonesia, the Philippines, Vietnam,
Italy, the Czech Republic, Hungary and Romania. He
has undertaken numerous in-company training and
consultancy assignments.
His field of interest is mainly in marketing research
techniques, consumer behaviour and marketing communications. He has co-authored textbooks on marketing
research techniques, and has written over eighty articles
in various journals, including Applied Economics, International Journal of Research in Marketing, Journal of
Advertising, Psychology and Marketing, International
Journal of Advertising, Journal of Marketing Communications, Advances in Consumer Research, Journal of
Business Ethics, Journal of Consumer Affairs, Journal of
International Consumer Marketing, Journal of Euro-Asian
Economics, International Marketing Review, Educational
and Psychological Measurements, and Psychological
Reports. He has contributed to more than twenty books
and over sixty research reports and working papers on
various marketing-related topics.
Maggie Geuens (b. 1969) holds a PhD in Applied
Economics at the University of Antwerp, Belgium, where
she also worked as an assistant professor. Currently she
is Professor of Marketing at the University of Ghent. She
is academic director of the Brand Management Centre
at the Vlerick Leuven Gent Management School. She
also has teaching experience in The Netherlands, Italy,
Kazakhstan, Russia and Vietnam. She is involved in
in-company training and consultancy on a regular basis.
Her main field of research interest is in advertising
and consumer behaviour. She has co-authored a book,
Marketing Management, and has contributed to books
and to over twenty working papers and research reports
in this field, and has published in journals such as
International Journal of Advertising, Journal of Marketing
Communications, Psychology and Marketing, International
Marketing Review, Journal of Advertising, Journal of
Health Communication, Psychologica Belgica, Journal
of Business Research, Tourism Management, Advances
in Consumer Research, Psychological Review, Educational and Psychological Measurement and Journal of
Consumer and Market Research.
Joeri Van den Bergh (b. 1971) holds a masters degree
in marketing (University of Ghent and the Vlerick Leuven
Gent Management School). He started his career as a
researcher at the Marketing Communication Research
Centre, and later became senior researcher, involved in
the activities of this Centre, as well as the Kids and Teens
Marketing Centre, and the Senior Consumer Marketing
Centre. He is co-founder and managing partner of InSites
Consulting, the European online market research pioneer.
He is a regular teacher in various marketing programmes,
has been involved in in-company training and consultancy, and is a Counsellor of the Board of Ancienne
Belgique (AB), a large concert venue in Belgium.
His main field of interest is marketing communications,
and especially internet communications and research
techniques. He has contributed to various books and
to over thirty research reports in these fields. He has
published in journals including International Journal of
Advertising and the Journal of International Consumer
Marketing.
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About the authors
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Marketing communications are not only one of the
most visible and widely discussed instruments of
the marketing mix, with an overwhelming impact
on both society and business, they are also one of
the most fascinating. Every private consumer and
business executive is exposed to advertising. They
make use of sales promotions, are approached by
sales persons, visit trade fairs and exhibitions, buy
famous or not so famous brands, are a target of
public relations activity, are exposed to sponsorship efforts, receive direct mail, telemarketing
or research calls and visit stores in which no
stone is left unturned to influence their buying
behaviour.
Furthermore, an increasing number of consumers are regular users of the Internet. Marketing executives constantly face the challenge of
integrating their promotional effort into strategic
management and marketing plans. They must
integrate the various instruments of the marketing
communications mix, build successful brands, try
to find out how marketing communications can
be instrumental in achieving company objectives,
and how they can be applied in specific marketing
situations.
Following the success of the first two editions,
this third edition of Marketing Communications:
A European Perspective continues to offer a
comprehensive overview of the cornerstones,
techniques and applications of marketing in a
European context.
The market
This book is geared to undergraduate and postgraduate students who have attended introductory
courses in marketing, and who want to extend
their knowledge to various aspects of marketing
communications. The book can also be used by
marketing communication professionals who want
an overview of the whole field and may find inspiration and new angles to their marketing communications practice in the many examples, cases and
research results that are covered in this text.
Organisation
The book is organised as follows. Chapter 1 provides a global overview of marketing and corporate
communications and discusses the crucial topic
of the integration of marketing communications
activity. One of the major objectives of marketing
communications is to build and maintain strong
brands. Branding is covered in Chapter 2. The
following chapter discusses the groundwork of all
marketing communications activity. It is devoted
to the intriguing question of how communications
influence consumers.
In subsequent chapters the different steps in the
marketing communications plan and the various
instruments and techniques of marketing communications are covered. Separate chapters are devoted
to the definition of target groups (4) and objectives
(5) and to budgeting issues (6).
Chapters 7–17 cover each of the marketing
communications instruments. Chapters 7–9
address advertising-related issues, including
media planning and advertising research. Subsequent chapters each cover one tool of the
marketing communications mix: public relations
(10), sponsorship (11), sales promotion (12),
direct marketing (13), point-of-purchase communications (14), exhibitions and trade fairs (15),
personal selling (16) and e-communications (17).
Marketing is not just about selling consumer products to individual end consumers. A large part
of day-to-day marketing communications effort
takes place in a business-to-business context. This
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Preface
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PREFACE
is discussed in Chapter 18. Business is becoming
increasingly global. Communicating in an international context is discussed in Chapter 19.
Pedagogy
To help reinforce key learning points, each chapter includes the following:
n Chapter Outline, which presents the contents
of the chapter graphically.
n Chapter Objectives, Summaries and Review
Questions assist the reader in understanding
the important elements and help test one’s
knowledge.
n Main text organised in sections and subsections to help students digest and retain the
information.
n Tables, figures, outlines and other illustrative
material help the reader grasp the essential
facts.
n Separate highlights throughout text cover
extended examples, mini-cases, interesting
research results or more technical issues.
n Suggested further readings offer the opportunity to refer to other, more specialised or specific
sources of information on many subjects.
n An extensive European or global case study.
Distinctive characteristics
n This is not just a book about advertising, supplemented by a brief discussion of the other
instruments of the marketing mix. Although
advertising-related topics are thoroughly discussed, the book is comprehensive in that it
covers all instruments of the marketing communications mix.
n The book has a consistent European focus.
Although research results and examples from
other parts of the world are covered, the main
focus is the application of marketing communications concepts in a European environment.
n Every chapter contains an extensive European or
global case study in a wide variety of industries,
markets and countries. Most of these cases
contain original and in-depth material, often
provided by the marketing executives of the
brands and companies discussed. Challenging
case questions are designed to encourage the
reader to apply the concepts from the chapter
to the solution of the case at hand. Furthermore, many of these cases can be used with
more than one chapter.
n Two chapters are devoted to the application of
marketing communications principles and
techniques in specific circumstances, such as
business-to-business or international context.
n A number of chapters focus extensively on
particularly important and/or relatively new
fields of interest related to marketing communications. This is the case for the chapters
on branding, how communications work, and
e-communications.
n Throughout the text, numerous examples,
case studies and research results from various
countries, industries and markets are given, to
illustrate and make the concepts as practiceoriented as possible.
New to the third edition
While the structure of the third edition of this
book and its chapters has largely remained the
same as the second edition, case studies, vignettes,
examples and references have been updated and
new materials have been added in every chapter.
Some of the new material draws upon the following companies and organisations: Ford, Delvaux,
Galler, Kitkat, Ferrari, Acer, Microsoft, Samsung,
McDonald’s, Virgin, Handicap International and
Unicef.
Furthermore, most end-of-chapter cases have
been updated and several new cases and vignettes
have been added: Biotherm, Umicore, Electrolux,
Mobistar, Barco and Suez. New theories, frameworks and research results were added in many
chapters, amongst others ethical issues, integrating
xiv
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