Marketing communications : a European perspective

641 Pages·2013·22.68 MB·xxi, 615 illustrations are in color\641

by  Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh

M
Marketing Marketing
a
Fifth Edition
Fifth Edition
r
CoMMuniCations
k
CoMMuniCations
e
t
A EuroPEAn PErsPEctivE i
n
A EuroPEAn PErsPEctivE
g
Patrick De Pelsmacker Maggie Geuens Joeri Van Den Bergh

C
o
Patrick De Pelsmacker Maggie Geuens Joeri Van Den Bergh
M
M
Marketing Communications: A European Perspective is the perfect
resource for European students of marketing communications. u
Providing an extensive overview of the key concepts, techniques and
n
applications of the field within a European context, it offers a fresh and
comprehensive introduction to the discipline.
i
C
a
t
i
the book covers all elements of the communications mix, including o
advertising, public relations, sponsorship, brand activation, direct marketing
n
and exhibitions. this thoroughly updated fifth edition covers all the modern
developments in the field, constantly relating them to the contemporary
s
European context. A hugely diverse range of products and brands, from
samsung and speedo to Angry Birds and Abercrombie & Fitch, is covered.
Fifth
Edition
the book is suitable for both undergraduate and a D
n e
postgraduate students of marketing communications. d V Pe
a ls
n m
D a
e c
n k
e
B r
About the authors er , G
g e
h u
Patrick De Pelsmacker is Professor of Marketing at the University of e
n
Antwerp and part-time Professor of Marketing at Ghent University. s

Maggie geuens is Professor of Marketing at Ghent University and
affiliated researcher at the Vlerick Business School.
Joeri Van den Bergh is co-founder, managing partner and Gen Y
expert of InSites Consulting, a global research agency, and author of
How Cool Brands Stay Hot.
www.pearson-books.com
CVR_DEPE3221_05_SE_CVR.indd 1 22/05/2013 09:11
MARKETING
COMMUNICATIONS
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd ii 66//1100//1133 99::0077 AAMM
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd iiii 66//1100//1133 99::0077 AAMM
MARKETING
Fifth Edition
COMMUNICATIONS
A EUROPEAN PERSPECTIVE
Patrick De Pelsmacker Maggie Geuens Joeri Van den Bergh
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd iiiiii 66//1100//1133 99::0077 AAMM
PEARSON EDUCATION LIMITED
Edinburgh Gate
H arlow CM20 2JE
United Kingdom
T el: [phone]
F ax: [phone]
Web: www.pearson.com/uk
F irst published 2001 (print)
S econd edition published 2004 (print)
T hird edition published 2007 (print)
F ourth edition published 2010 (print)
Fifth edition published 2013 (print and electronic)
© Pearson Education Limited 2001, 2004, 2007, 2010 (print)
© Pearson Education Limited 2013 (print and electronic)
T he 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.
T he print publication is protected by copyright. Prior to any prohibited reproduction, storage in a retrieval
system, distribution or transmission in any form or by any means, electronic, mechanical, recording or
otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting
restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd,
Saffron House, 6–10 Kirby Street, London EC1N 8TS.
T he ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed,
leased, licensed or publicly performed or used in any way except as specifically permitted in writing by
the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly
permitted by applicable copyright law. Any unauthorised distribution or use of this text may be a direct
infringement of the authors’ and the publishers’ rights and those responsible may be liable in law
accordingly.
A ll 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.
P earson Education is not responsible for the content of third-party internet sites.
ISBN: 978-0-273-77322-1 (print)
978-0-273-77324-5 (PDF)
978-0-273-79484-4 (eText)
British Library Cataloguing-in-Publication Data
A catalogue record for the print edition is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for the print edition is available from the Library of Congress
10 9 8 7 6 5 4 3 2 1
17 16 15 14 13
P rint edition typeset in 10/12 pt Minion Pro by 35
P rinted and bound in Slovenia by Svet Print d.o.o.
N OTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd iivv 66//1100//1133 99::0077 AAMM
W e dedicate this book to Isabel, Vita, Jina, Jan, Jolien and Jelle
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd vv 66//1100//1133 99::0077 AAMM
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd vvii 66//1100//1133 99::0077 AAMM
CONTENTS
About the authors xi Further reading 64
Preface xiii C ase 2: Barco, projecting the magic 64
Authors’ acknowledgements xvi References 69
Publisher’s acknowledgements xvii
List of acronyms xx
3 How marketing
communications work
72
1 Integrated communications
1
Chapter outline 72
Chapter outline 1 Chapter objectives 72
Chapter objectives 1 Introduction 73
Introduction 2 Hierarchy-of-effects models 73
M arketing and the instruments of the Attitude formation and change 76
marketing mix 2 H igh elaboration likelihood, cognitive attitude
The communications mix 4 formation 84
Integration of marketing communications 6 L ow elaboration likelihood, cognitive attitude
Integrating marketing communications formation 92
across cultures 10 H igh elaboration likelihood, affective attitude
Standardisation or adaptation 11 formation 94
Integration of corporate communications 16 L ow elaboration likelihood, affective attitude
F actors leading to integrated marketing and formation 95
corporate communications 22 H igh elaboration likelihood, behavioural attitude
Levels of integration 25 formation 99
Barriers to integrated communications 26 L ow elaboration likelihood, behavioural attitude
The integrated communications plan 28 formation 101
Summary 29 C auses and consequences of irritation evoked
Review questions 29 by advertising 102
Further reading 30 Advertising and brand confusion 105
C ase 1: Walking the walk: how Walkers proved Summary 106
it can make a ny sandwich more exciting 30 Review questions 107
References 36 Further reading 107
C ase 3: Club Med: a ‘true creator of happiness’
fights non-consideration 108
2 Branding
38 References 114
Chapter outline 38
Chapter objectives 38 4 Target groups 120
Introduction 39
Brands 39 Chapter outline 120
Successful brands 42 Chapter objectives 120
Brand strategies 45 Introduction 121
Brand portfolio 51 The segmenting–targeting–positioning
Brand equity 52 framework 121
Benefits of branding 58 Market segmentation 122
M arketing communications and brand equity 60 Requirements for effective segmentation 134
Summary 63 Positioning 138
Review questions 63 Summary 145
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd vviiii 66//1100//1133 99::0077 AAMM
viii CONTENTS
Review questions 145 Summary 238
Further reading 145 Review questions 239
C ase 4: The ‘Ex-smokers are Unstoppable’ Further reading 239
campaign across 27 European Union countries 146 C ase 7: L’Oréal’s Biotherm and Biotherm Homme:
References 151 a global brand of skin care products 240
References 245
5 Objectives
154
8 Media planning
251
Chapter outline 154
Chapter objectives 154 Chapter outline 251
Introduction 155 Chapter objectives 251
Marketing communications objectives 155 Introduction 252
S tages in the product life cycle and marketing The media planning process 252
communications objectives 168 Media objectives 253
C onsumer choice situations and marketing Selecting media 264
communications objectives 171 Media context 275
Summary 173 Summary 280
Review questions 173 Review questions 280
Further reading 174 Further reading 280
C ase 5: Yellow Pages: an old-fashioned brand C ase 8: Maes: a challenger brand with more
that is revived through a ground-breaking character 281
campaign 174 References 286
References 181
9 Advertising research
289
6 Budgets
182
Chapter outline 289
Chapter outline 182 Chapter objectives 289
Chapter objectives 182 Introduction 290
Introduction 183 S trategic advertising planning and the role
H ow the communications budget affects sales 183 of research 290
Communications budgeting methods 186 Strategic advertising research 291
Factors influencing budgets 193 Pre-testing of advertising 293
B udgeting for new brands or products 194 Post-testing of advertising 301
Summary 195 Advertising campaign evaluation research 304
Review questions 195 Summary 311
Further reading 196 Review questions 311
C ase 6: Budgeting in the automobile industry 196 Further reading 311
References 201 C ase 9: Win for Life: reviving and repositioning
a scratch game 312
References 316
7 Advertising
202
10 Public relations
Chapter outline 202 317
Chapter objectives 202
Introduction 203 Chapter outline 317
Types of advertising 203 Chapter objectives 317
Campaign development 205 Introduction 318
Message strategy 206 P ublic relations as a communications tool 318
Creative idea 209 T arget groups, objectives and tasks 322
Creative appeals 212 Instruments and channels 329
Rational appeals 213 Budgets 333
Emotional appeals 219 Measuring public relations results 334
Endorsers 227 C ommunications in times of crisis 335
Campaign implementation 230 Summary 338
A dvertising in a business-to-business context 230 Review questions 338
A dvertising in a cross-cultural environment 232 Further reading 339
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd vviiiiii 66//1100//1133 99::0077 AAMM
CONTENTS ix
C ase 10: SUEZ: liquefied natural gas Review questions 449
in New England 339 Further reading 449
References 343 C ase 13: Lotus Bakeries and LotusFriends:
applying e-CRM in an FMCG market 450
References 455
11 Sponsorship
344
14 E xhibitions and trade fairs
Chapter outline 344 458
Chapter objectives 344
Introduction 345 Chapter outline 458
S ponsorship: what it is and what it is not 345 Chapter objectives 458
How sponsorship works 347 Introduction 459
T he growing importance of sponsorship 347 T ypes of exhibitions and trade fairs 459
Target groups 349 T he role of exhibitions in marketing
Objectives 350 communications 461
Types of sponsorship 352 Objectives and target groups 462
Budgets 362 Planning an exhibition 468
Measuring sponsorship effectiveness 363 Assessing effectiveness 471
Summary 365 L imitations of fairs and exhibitions 474
Review questions 366 Online trade shows 474
Further reading 366 Summary 476
C ase 11: Carrefour: setting up convenience stores Review questions 476
at music festivals 366 Further reading 476
References 370 C ase 14: FISA – Batibouw: how to calculate the
effectiveness of a trade show 477
References 482
12 Brand activation
373
15 E-communication
Chapter outline 373 484
Chapter objectives 373
Introduction 374 Chapter outline 484
Sales promotions 374 Chapter objectives 484
Consumer promotions 379 Introduction 485
Trade promotions 388 T he growing importance of e-media 485
Sales promotion research 391 E-communications objectives 486
Point-of-purchase communications 393 E-marketing tools 487
Brand experience 403 Mobile marketing 507
Summary 410 Interactive television 512
Review questions 411 The social media revolution 517
Further reading 411 R elationship marketing and the Internet 534
C ase 12: ‘The Perfect Size’: for every moment, T racking the effectiveness of e-communications 535
there is a Mars bar 412 Summary 538
References 417 Review questions 539
Further reading 539
C ase 15: The Global Fund’s Born HIV
13 Direct marketing Free campaign 540
422
References 549
Chapter outline 422
Chapter objectives 422
16 E thical issues in marketing
Introduction 423
communications
D irect marketing as a marketing communications 555
technique 423
Objectives and target groups 425 Chapter outline 555
D irect marketing media and tools 428 Chapter objectives 555
Database marketing 437 Introduction 556
Relationship marketing 443 Ethics and marketing communications 556
Measuring direct marketing effectiveness 445 E thical decision-making models and rules 559
Summary 448 Unethical marketing communications practices 560
AA0011__PPEELLSS33222211__0055__SSEE__FFMM..iinndddd iixx 66//1100//1133 99::0077 AAMM