Table Of ContentIntegrated Marketing Communications
The holistic approach
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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
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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,
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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 inevita-
ble constraints imposed on that work, I
wanted to develop a specific and compre-
hensive 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 applica-
tions 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 under-
standing 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 over-
view of the important dynamics of market-
ing communications, an understanding of
the consumer, an examination of the role of
the brand and the process of developing,
managing and integrating marketing com-
munications. The second section provides an
in-depth examination of the specific areas of
the profession and the tools which are avail-
able 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 post-
graduate level, as well as those who are
embarking upon a career within the pro-
fession. Whilst the debate surrounding inte-
grated 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 inte-
gration begin to be realized.
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