Strategic Integrated

Marketing Communication
Theory and practice
Larry Percy
AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD
PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO
ELSEVIER Butterworth-Heinemann is an imprint of Elsevier
I Contents L"J
Preface
Section I Introduction to IMC
1 Overview of IMC
What is IMC?
Original definitions of IMC
Early management perceptions of IMC
More recent definitions of IMC
Managing IMC
The role of advertising and promotion in IMC
The role of advertising agencies in IMC
Barriers to effective IMC
Organizational barriers
Organizational character
Compensation
Overcoming the barriers
Identifying IMC opportunities
Understanding consumer decision-making
IMC strategic planning
The five-step strategic planning process
Summary
2 Brands and IMC
The role of IMC in building brands
Social meaning
Positioning
Understanding how markets are defined
Positioning and brand awareness
Positioning and brand attitude
Brand attitude
Building brand equity
Brand portfolio considerations
Branding strategy
Summary
3 Companies and IMC
The role of IMC in strengthening companies
Corporate identity, image, and reputation
Corporate identity
Corporate imaee
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Contents
Corporate reputation
Building corporate identity, image, and reputation
Corporate brand
Corporate brand equity
Corporate communication
Corporate story
Corporate advertising
Summary
Section II Components of IMC
4 Traditional advertising
The role of advertising in IMC
Types of advertising
Consumer-oriented brand advertising
Retail advertising
B2B advertising
Corporate image advertising
Brand awareness and brand attitude strategy
Brand awareness strategy
Brand attitude strategy
Summary
5 Traditional promotion
Basic types of promotion
Consumer promotion
Retail promotion
Trade promotion
Promotion to the consumer
Coupons
Sampling
Refunds and rebates
Loyalty and loading devices
Premiums
Sweepstakes, games, and contests
Building brand attitude with consumer promotion
Coupons
Sampling
Refunds and rebates
Loyalty and loading devices
Premiums
Sweepstakes, games, and contests
Trial versus repeat purchase objective for promotion
Trial objective for promotion
Repeat purchase objective for promotion
Promotion to the trade and retailer
Allowances
Display material
Trade premiums and incentives
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" ' : " ^ : ' - " . - " - "
Incentive promotion cost
Summary
6 New media and other IMC options
New media
Internet
Mobile marketing
Sponsorships and event marketing
Product placement
Packaging
Trade shows and fairs
Personal selling
Public relations
Public relations strategy
Advantages and disadvantages
Marketing public relations
Buzz marketing
Summary
7 Direct marketing and channels marketing
The role of direct marketing in IMC
Difference between direct marketing and traditional
advertising
When to use direct marketing
The database in direct marketing
The role of channels marketing in IMC
Co-op advertising
Tactical marketing
Summary
Section III IMC messages
8 Message processing
Communication response sequence
Message processing responses
Attention
Learning and acceptance
Emotion
The role of memory
Unconscious processing
Conscious processing
Summary
9 Creative execution
Gaining attention
Unexpected elements
Colour
Size of picture or illustration
Print placement
Format
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Facilitating learning 199
Keep it simple 200
Use short headlines 200
Picture-word sequence 201
Pacing of commercials 202
Consistency in IMC executions 202
Visual look must be unique 204
Specific creative tactics for brand awareness and
brand attitude 204
Brand awareness creative tactics 205
Brand attitude creative tactics 207
Eliciting the correct emotional response 216
Summary 218
Section IV The IMC plan 221
10 Planning considerations 223
Communication objectives , 225
Relative advertising versus/promotion strengths 226
Category need I 228
Brand awareness 228
Brand attitude 229
Brand purchase intention 230
Market characteristics that influence IMC effectiveness 230
Product differentiation 232
Market position 233
Poor performance 233
Competitive activity 234
Advantages of using advertising and promotion together 235
The advertising and promotion 'ratchet effect' 237
The impact of demand elasticity 239
Summary 240
11 The IMC planning process 243
Reviewing the marketing plan 245
Selecting a target audience 247
Determining how decisions are made 249
Message development 255
Establishing brand positioning 256
Setting communication objectives 260
Matching media options 263
Appropriate media for brand awareness 264
Appropriate media for brand attitude 264
Appropriate media for the size and type of business 266
Summary 267
12 Finalizing and implementing the IMC plan 271
Finalizing the plan 273
Identifying touch points 274
Identifying communication tasks and
IMC planning worksheet
Implementing the plan
The creative brief
Selecting the best media options
Allocating the media budget
Summary
Glossary
Index
Contents
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