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Marketing Communications

Pepels, Werner

(2021)

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Abstract

Behind marketing communications stand complex and complicated issues which are rarely formulated with the necessary theoretical depth and practical relevance. This is certainly not the case in this book, which provides an in-depth and comprehensive overview of the most important facets of marketing communications.

The book content is characterized by a clear composition and fair knowledge representation. The text design, numerous diagrams and a deep structure contribute to this. A special feature of this book is that in addition to all theoretical foundation, the transfer of application is always sought through practical examples.

»Marketing communications« in the German original version is one of the established introductory books in this domain. The English edition now offers also non-native speakers a meaningful insight into this topic. It is aimed at students as well as young professionals, career shifters and ascenders in the subject from a German perspective.

Table of Contents

Section Title Page Action Price
Preface 5
Table of Contents 7
List of figures 15
List of abbreviations 17
1. Basics of communication 19
1.1 Principles of communication 19
1.1.1 “One cannot not communicate!” 19
1.1.2 “Not the reality is the reality in the market!” 20
1.1.3 “The worm must taste to the fish and not to the fisher!” 20
1.1.4 “Advertising does not sell, instead advertising helps to sell!” 21
1.2 Communication process 22
1.2.1 Constitutive elements 22
1.2.2 Communication chain 22
1.2.3 Disturbance sources 24
1.2.4 Modified stage model 25
1.3 Terms of communication 26
1.3.1 Direction of communication 26
1.3.2 Scope of communication 27
1.3.3 Communication definition 29
2. Cornerstones for marketing communications 30
2.1 Variety of forms 30
2.1.1 Types of advertising 31
2.1.2 Levels of perception 32
2.1.3 Special form of collective advertising 33
2.2 Advertising goals 35
2.2.1 Economic marketing objectives 35
2.2.2 Psychographic advertising objectives 37
2.3 Advertising objects 39
2.4 Advertising budget 41
2.4.1 Experience-based, monovariable budgeting techniques 42
2.4.2 Experience-based, polyvariable budgeting techniques 44
2.4.3 Model-based, monovariable budgeting techniques 46
2.4.4 Model-based, polyvariable budgeting techniques 49
2.4.5 Critical review of budgeting techniques 51
2.4.6 Allocation of budget funds 53
2.5 Advertising period and timing 54
2.6 Advertising area and density 57
2.7 Meaning and representation of the brand 61
2.7.1 Brand content 61
2.7.2 Brand characteristics 62
2.7.3 Brand name development 64
3. Advertising campaign formatting 67
3.1 Determination of target groups 67
3.1.1 Business target groups 67
3.1.1.1 General market characteristics 67
3.1.1.2 Main market actors 68
3.1.1.3 Decision-making relations 70
3.1.2 Consumer target groups 74
3.1.2.1 Demographic demarcations 75
3.1.2.2 Actiographic demarcations 77
3.1.2.3 Psychographic demarcations 79
3.1.2.4 Sociographic demarcations 81
3.2 Benefit promise in advertising 83
3.3 Style components in advertising 87
3.4 Requirements for good practice advertising 89
3.4.1 Basic principles 89
3.4.2 Points of reference 93
4. Media of classical advertising 96
4.1 Advertising material adverts 96
4.1.1 Newspapers 96
4.1.2 Magazines 97
4.1.3 Other print titles 100
4.1.4 Directory entries 101
4.1.5 Special forms of print advertising 102
4.2 Advertising material spots 104
4.2.1 Television 104
4.2.1.1 TV-station landscape 105
4.2.1.2 Channel graduation 108
4.2.1.3 Special forms of TV advertising 109
4.2.2 Radio 113
4.2.3 Movie theater display 117
4.3 Advertising material posters 118
4.3.1 Stationary outdoor advertising 119
4.3.2 Mobile outdoor advertising 120
4.3.3 Special forms of outdoor advertising 120
4.4 Classical media profiles 122
4.5 Requirements for media selection 127
4.5.1 Quantitative criteria 127
4.5.2 Contact quality 130
4.6 Media selection for classical advertising 131
4.6.1 Market media analyses 132
4.6.2 Validation 139
4.6.3 Ranking 141
4.6.3.1 Reach value 142
4.6.3.2 Contact intensity 143
4.6.3.3 Affinity score 143
4.6.3.4 Cost-efficiency 144
4.6.4 Mediaplan combinations 144
4.6.5 Gross rating points 147
4.7 Optimization of media performance 149
4.8 Special features of business advertising 151
4.9 Media implementation 154
4.9.1 Advertising inventory and placement 155
4.9.2 Advertising intensity and flexibility 156
4.9.3 Work tools in media purchasing 158
4.9.4 Calculation of media conditions 160
4.9.5 Media processes and documents 163
5. Online advertising 166
5.1 Non-web applications 167
5.1.1 Electronic mail 167
5.1.1.1 Design of acquisitional e-mails 167
5.1.1.2 Newsletter management 168
5.1.2 Other non-web internet services 170
5.2 Web 1.0 applications 172
5.2.1 Website presence 172
5.2.2.1 Conceptual dimensions 172
5.2.1.2 Usability of webpages 177
5.2.1.3 Website as advertising medium 179
5.2.2 Function of the search engines 181
5.2.2.1 Types 181
5.2.2.2 Search engine marketing 183
5.2.2.3 Search engine optimization 183
5.2.2.4 Search engine advertising 184
5.2.3 Banner advertising 185
5.2.3.1 Integrated banner ads 185
5.2.3.2 New window ads 186
5.2.3.3 Layer ads 187
5.2.4 Special forms of web advertising 188
5.2.5 Targeting 189
5.2.6 Measuring success of web advertising 190
5.3 Web 2.0 applications 191
5.3.1 Social network 192
5.3.2 Community 193
5.3.3 Weblog 193
5.3.4 Microblog 196
5.3.5 Media sharing 196
5.3.6 Wiki 197
5.3.7 Social bookmarking 197
5.3.8 Other web 2.0 services 198
5.4 Mobile advertising 199
5.4.1 Multimedia opportunities 199
5.4.2 Advertising modes 201
5.4.3 Service applications 202
6. Non-classical advertising 205
6.1 Public relations 205
6.1.1 Traditional forms 207
6.1.1.1 General market actor-PR 207
6.1.1.2 Opinion leader-PR 209
6.1.1.3 Internal PR 212
6.1.2 Modern forms 213
6.1.2.1 Placement 213
6.1.2.2 Sponsoring 216
6.1.2.3 Unconventional PR 220
6.1.3 Cause-related marketing 222
6.1.4 Olfactoric impact 223
6.1.5 Customer clubs 223
6.2 Live advertising 228
6.2.1 Exhibition 228
6.2.2 Point of sales presence 233
6.2.3 Event 233
6.2.4 Brandpark presentation 234
6.3 Direct advertising 235
6.3.1 Electronic offline direct advertising 236
6.3.1.1 Direct response television 236
6.3.1.2 Direct-response radio 237
6.3.2 Phone advertising 237
6.3.3 Printed direct advertising 239
6.3.3.1 Direct-response advert 239
6.3.3.2 Direct mailing 239
6.3.4 Documentation 246
6.3.4.1 Sales literature 246
6.3.4.2 Pre-sales advertising material 249
6.4 Supporting activities 250
6.4.1 Sales promotion 250
6.4.2 Product features 254
6.4.3 Brand licensing 255
6.4.4 Personal communication 256
6.5 Intermediary comparison of non-classical advertising 259
7. Integrated marketing communications 262
7.1 Integration substance 262
7.2 Corporate identity 264
7.3 Public perception of the advertiser 266
7.4 International marketing communications 269
7.4.1 Hypotheses of global advertising 269
7.4.2 Focusing alternative 271
7.4.3 Generalising alternative 271
7.5 Advertising agency integration 274
7.5.1 Servicer types 274
7.5.2 Selection criteria 275
7.5.3 Contact initiation 276
7.5.3.1 Framework 277
7.5.3.2 Evaluation 278
7.5.3.3 Briefing 281
7.5.3.4 Workflow 282
7.6 Ethics in advertising 285
8. Marketing communications controlling 294
8.1 Measurement of advertising performance 294
8.2 Advertising impact prognosis 296
8.2.1 Exploratory test methods 297
8.2.2 Actualgenetic test methods 298
8.2.3 Psychomotoric test methods 299
8.2.4 Mechanical test methods 300
8.2.5 Projective-associative test methods 301
8.2.6 Special communication tests 302
8.3 Advertising success prognosis 303
8.4 Advertising impact check 306
8.4.1 Transport analyses 306
8.4.2 Contact analyses 307
8.4.3 Reception analyses 309
8.5 Advertising success check 309
8.6 Problems of advertising test methods 312
8.6.1 Potential problems with pre-tests 312
8.6.2 Potential problems with post-tests 314
References 316
Index 321
About the author 325