Marketing Communications
BOOK
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Pepels, W. (2021). Marketing Communications. Duncker & Humblot. https://doi.org/10.3790/978-3-428-58512-0
Pepels, Werner. Marketing Communications. Duncker & Humblot, 2021. Book. https://doi.org/10.3790/978-3-428-58512-0
Pepels, W (2021): Marketing Communications, Duncker & Humblot, [online] https://doi.org/10.3790/978-3-428-58512-0
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Marketing Communications
(2021)
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Book Details
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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 |