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Introduction to Marketing Communications : An Integrated Approach

Introduction to Marketing Communications : An Integrated Approach - 98 edition

Introduction to Marketing Communications : An Integrated Approach - 98 edition

ISBN13: 9780132690850

ISBN10: 0132690853

Introduction to Marketing Communications : An Integrated Approach by John Burnett and Sandra Moriarty - ISBN 9780132690850
Edition: 98
Copyright: 1998
Publisher: Prentice Hall, Inc.
International: No
Introduction to Marketing Communications : An Integrated Approach by John Burnett and Sandra Moriarty - ISBN 9780132690850

ISBN13: 9780132690850

ISBN10: 0132690853

Edition: 98

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For introductory courses in marketing communications, advertising and promotions.

This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process.

International examples acknowledge that integrated marketing communication exists and is practiced throughout a global community.

The Roma's Lite Pizza integrative case runs throughout the book.

The student builds on a given marketing plan for this new product launch.

At the end of each chapter, students are asked to apply what they have learned to the planning of this launch.

By the time students have finished the book, they will have created their own integrated marketing communication plan for this new product launch.

Real-World profiles of young executives describe a variety of jobs, career paths, and views on how to get ahead in marketing communication.

Each chapter contains an IMC in Action, IMC in Focus, and an Ethics Box.

These boxes are imbedded into the discussion in the text so their importance is apparent.

The text has been carefully crafted and written to keep the discussions interesting, clear, and accessible.

The reference point throughout the book is planning and strategy.

Video cases are tied in to key chapters in the text.

Table of Contents

Table of Contents


1. Marketing Communication.

Marketing Communication.
IMC: A Blueprint For Success in Marketing Communication.
A Closing Thought: Revolution and Evolution.

2. The Marketing Mix and IMC.

The Marketing Concept.
The Product Mix.
The Distribution Mix.
The Price Mix.
A Closing Thought: You Cannot Communicate.

3. Organizing for Integrated Marketing Communication.

Importance of the Organization's Structure.
Integrated Marketing and IMC.
Marketing Communication and the Organization.
Organizing to Use Marketing Communication Activities.
The IMC Organization.
A Closing Thought: Putting the Press on Bad Press.

4. Marketing Communication Strategy and Planning.

Strategic Planning.
Marketing Research.
The Marketing Plan.
Hierarchy of Effects Models.
The Marketing Communication Plan.
Strategic IMC Decisions.
A Closing Thought: Every Company Is a Communicator.


5. The Sociocultural Environment.

Cultures and Subcultures.
Demographic Changes.
Demographic Groupings.
Social Class.
Groups that Influence.

6. Decision Making in the New Marketplace.

The Psychological Background.
Consumer Decision-Making Processes.
Recognizing Needs and Problems.
Information Search and Processing.
Identifying and Evaluating Alternatives
Purchase and Postpurchase Behavior.
Organizational Market Behavior.
A Closing Thought: Build or Break Customer Loyalty?

7. The Legal, Ethical, and Global Environment.

Marketing Communication and Government Regulation.
Marketing Communication and the Law.
Marketing Communication's Responsibility to Society.
Self-Regulation of Marketing Communication.
Marketing Communication and the Global Environment.
A Closing Thought: All Actions and Communications Must Be Fair.

8. The Marketing Communication Process.

Basic Features of Marketing Communication.
The Communication Process.
Types of Communication Systems.
Characteristics of the Source.
Message Variables.
Audience Factors.
A Closing Thought: Make the Communication Relevant.


9. Advertising.

What Is Advertising?
What Does Advertising Do?
How Advertising Works.
Creating the Advertisement.
What Makes an Effective Ad?
A Closing Thought: Clutter Busting.

10. Sales Promotion

Defining Sales Promotion.
Sales Promotion in the Marketing Communication Mix.
Sales Promotion Strategy.
The Sales Promotion Mix.
Trade Sales Promotion: Sales Force.
Consumer Sales Promotion.
A Closing Thought: Working the Promotion Puzzle.

11. Public Relations.

What is Public Relations?
The Role of Public Relations.
Understanding PR's Publics.
Types of Public Relations.
Managing Public Relations.
Integrating Public Relations. Tools of Public Relations.
A Closing Thought: Fitting in PR.

12. Communicating Through Direct Marketing.

The World of Direct Marketing.
The Process of Direct Marketing.
Direct-Marketing Media Tools.

13. Personal Selling.

Personal Selling and the Marketing Communication Mix.
The World of Personal Selling.
Managing a Sales Force.
A Closing Thought: The Sales Force of the Future.

14. Marketing Communication that Crosses the Lines.

Other Marketing Services.
A Closing Thought: Word-of-Mouth Marketing.


15. IMC Media.

Media Developments.
Print Media.
Broadcast Media.
Out-of-Home Media.
Supplemental and New Media.
A Closing Thought: Putting It All in Perspective.

16. Developing the Media Plan.

Marketing and Media Planning.
Creating a Strategy.
Choosing Tactics.
Computer Technology and Media Planning.
A Closing Thought: Keeping Media Under One Roof.


17. Developing the IMC Appropriation.

Planning for Marketing Communication and Budgeting.
Determining Appropriations for Advertising.
Determining Appropriations for Other Forms of Marketing Communication.
Marketing Analysis: The Budgetary Ideal.

18. Measuring IMC Performance.

Marketing Communication in Perspective.
Measuring Advertising Performance.
Measuring the Performance of Sales Promotion.
Measuring the Performance of Public Relations.
Measuring the Performance of Direct Marketing.
Measuring the Performance of Personal Selling.
Evaluating Other Types of Marketing Communication.
A Closing Thought: The Search for a Universal Measure.

19. Campaign Planning.

Planning a Campaign.
Situation Analysis.
Strategic Decisions.
The Marketing Mix.
The Budget.
Message Design.
Media/Message Delivery Systems.
Continuing the Consistency.
A Closing Thought: A Success Story.

Appendix: Roma's Pizza.
Subject Index.