Marketing Communications 1e

John Egan, Middlesex University
ISBN-13: 9781844801213
ISBN: 1844801217

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Marketing Communications blends inspired examples with wide-ranging theories and applications to provide a complete introduction to this popular subject. Drawing on years of experience in both industry and academia, John Egan provides a fresh approach backed with numerous industry examples.All aspects of modern Marketing Communications are covered, including 'Communications Theory', 'Advertising', 'Sales Promotion', 'Planning', 'Research' and 'Public Relations' through to rarely covered topics such as 'Internal Marketing', 'Ethical Marketing' and the 'Regulatory Environment'. The concluding chapter on 'The Changing Face of Marketing Communications' sets the scene for future developments while detailed further reading and references provide pathways for advanced study. Mini Case Studies in every chapter mix theory with practice while longer end-of-chapter Case Studies with questions summarise student learning within a real-world context. European examples and rich pedagogical features, including learning objectives, review questions and large colour illustrations, ensure students will relate seamlessly with the ideas presented. This dynamic text is ideal for all students studying Marketing Communications, particularly those on undergraduate, postgraduate and Professional Diploma courses.

Chapter Abstracts

• Ch. 1 Marketing Communications: Past and Present  [Purchase this echapter]
  Chapter One covers the growth of marketing communications; the main developments in the marketing communications industry; the general understanding of marketing communication's tools and their part in an integrated and the part played by different media in the communications process
• Ch. 2 Communications Theory  [Purchase this echapter]
  Chapter Two covers the theories and concepts behind the practice of marketing communications; the importance of message source characteristics; the important elements of a successful message and the effects of message repetition; the importance of opinion formers and opinion leaders in the wider communications process and the concepts associated with 'hierarchy of effects' models and their application to campaign strategy
• Ch. 3 Buying Behaviour  [Purchase this echapter]
  Chapter Three covers the different schools of thought on consumer decision making; the factors that affect decision making and the ways researchers classify them and the importance of attitudes, perception, learning and motivation on buying behaviour
• Ch. 4 Image and Brand Management  [Purchase this echapter]
  Chapter Four covers the importance of brands in the marketing communications process; the factors and characteristics that contribute to the development of brands; the importance of branding to both the supplier and the consumer; the importance of brand equity in the management of brands; the importance of brand-associations to the building of brand image and personality and the part played by positioning in successful brand management
• Ch. 5 Marketing Communications Planning  [Purchase this echapter]
  Chapter Five covers the importance of developing a marketing communications plan, the value of the situational audit, the relationship between objectives, strategies and tactics, the concept of positioning, the way budgets are created and allocated, the importance of control mechanisms and the various levels of customer knowledge and suggest strategies for improvement
• Ch. 6 Understanding Marketing Research  [Purchase this echapter]
  Chapter Six covers the marketing research process and the factors which determine its importance, the distinction between secondary and primary data collection, probability and non-probability sampling methods and quantitative and qualitative research techniques and the distinction between testing and research and the various testing methods in the communications industry
• Ch. 7 Target Marketing  [Purchase this echapter]
  Chapter Seven covers why segmentation, targeting and positioning are seen as fundamental to marketing, the major ways in which a market can be segmented, ways in which a segment might be targeted, the place of loyalty in the target marketing process and the concepts behind positioning and repositioning in target markets
• Ch. 8 Campaign Tactics and Management  [Purchase this echapter]
  Chapter Eight covers the fundamental aspects of campaign planning, the constituent parts of the creative brief, the characteristics of communications media, the value and usage of reach, frequency and gross ratings points and various scheduling patterns
• Ch. 9 Advertising  [Purchase this echapter]
  Chapter Nine covers how advertising developed and the part it played in creating modern consumer markets, the strong and weak theories of advertising, the means by which the advertising industry measures effectiveness, the problems associated with such measurements, characteristics of good advertising, how advertising standards are maintained and the factors currently affecting the advertising industry
• Ch. 10 Sales Promotion  [Purchase this echapter]
  Chapter Ten covers how to distinguish between advertising and sales promotion and between consumer, retail and trade promotions, the theories, concepts and generalizations associated with sales promotion, the reasons behind the rise of sales promotion relative to advertising, the tactics associated with sales promotions and the differences between price promotions and creative promotions (or incentives) and the outcomes of sales promotions and their affect on general communication strategies
• Ch. 11 Public Relations  [Purchase this echapter]
  Chapter Eleven covers the importance of public relations in the modern organization, the purpose of publicity and the importance of media management, the significance of corporate image and the importance of research and counselling as a function of public relations, the part played by internal marketing and how organizations manage it and the importance of specialist areas of public relations such as fi nancial relations, lobbying and crisis management
• Ch. 12 Sponsorship and Product Placement  [Purchase this echapter]
  Chapter Twelve covers the place of sponsorship in the marketing communications mix, the reasons behind sponsorship's growth in recent decades, the theory underpinning sponsorship, the various sponsorship types and the factors which make them viable and the advantages and disadvantages of sponsorship
• Ch. 13 Direct Marketing and E-Commerce  [Purchase this echapter]
  Chapter Thirteen covers the characteristics of direct marketing, why direct marketing has grown in prominence in the past decade, how to differentiate between direct and database marketing, the importance of customer retention and customer acquisition, the various direct marketing media and their characteristics, the various components of the direct marketing offering and the importance of testing to direct marketing
• Ch. 14 Personal Selling, Point-of-Sale and Supportive Communications  [Purchase this echapter]
  Chapter Fourteen covers the strengths and weaknesses associated with personal selling and its importance as part of the marketing communications mix, the value of field marketing and multi-level marketing, the importance of packaging in point-of-sale decision making and the value of point-of-sale materials to marketing communications
• Ch. 15 Integrated marketing Communications  [Purchase this echapter]
  Chapter Fifteen covers the concepts behind integrated marketing communications (IMC), the market, industry and media drivers that have promoted integrated marketing communications, the problems associated with integrated marketing communications implementation and the potential advantages and disadvantages of integrated marketing communications
• Ch. 16 Internal Marketing  [Purchase this echapter]
  Chapter Sixteen covers the reasons why organizations are putting more resources into internal marketing, the concepts that are involved with internal marketing, ways in which internal marketing can be implemented and the potential benefi ts of an effective internal marketing programme
• Ch. 17 Marketing Channels and Business-to-Business Communications  [Purchase this echapter]
  Chapter Seventeen covers the characteristics of business-to-business (B2B) communications, the similarities and differences between business-to-business and consumer communications and the reason for supplier partnerships
• Ch. 18 Ethical Marketing and the Regulatory Environment  [Purchase this echapter]
  Chapter Eighteen covers the problems associated with ethical marketing, ethical breaches associated with the advertising industry and the arguments for and against them, the relationship between self-regulation and legislation, the advertising industry codes relating to misleading or offensive advertising and ethical concerns in the sales promotion, public relations, personal selling and direct marketing industries
• Ch. 19 The Communications Industry  [Purchase this echapter]
  Chapter Nineteen covers the history and development of the modern communications industry, the changes in structure and remuneration systems and what brought them about, the basic functions associated with agencies and specialist independent and dependent agencies and the factors involved in agency selection
• Ch. 20 Global Marketing Communications  [Purchase this echapter]
  Chapter Twenty covers the features and communications patterns of international, multinational, global and transnational companies, the strategic arguments regarding standardization and local adaptation and the effect that international branding has had on the communications industry
• Ch. 21 The Changing Face of Marketing Communications  [Purchase this echapter]
  Chapter Twenty One covers the potential areas of change in marketing communications, potential technological developments and how to question the outcome of such advancements and the reasons behind potential changes in communication agency structures