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Reach customers and prospects effectively with this comprehensive and strategic approach to planning and building campaigns. Offers new approaches to success for an era in which traditional approaches to the marketplace no longer work. Provides insights on how to: -- Acquire and use data on customer wants, needs, and responses-- Get the most from new budgeting methods-- Mix and match promotional techniques to maximize sales of new products and revive sales of older, declining products

Tabla de contenidos provista por Syndetics

• List of illustrations(p. ix)
• Preface(p. xvii)
• Introduction: Change and the New Marketplace(p. xix)
• Discontinuous Change(p. xix)
• The Causes of Discontinuous Change in Advertising(p. xxi)
• How These Changes Influence Advertising and Advertising Campaigns(p. xxiii)
• Responding to Change: The Development of a New Marketing Communications Model(p. xxvi)
• Learning How to Develop Advertising Campaigns for the Changing Market(p. xxviii)
• Part I Before the Campaign Begins: Understanding Consumers and Consumer Power(p. 1)
• Chapter 1 Advertising through the Eyes of the Consumer(p. 3)
• What "Advertising" Means to the Consumer(p. 3)
• Brand Contacts(p. 6)
• How Marketers and Consumers Have Traditionally Used Advertising(p. 8)
• Advertising in the Mature Marketplace(p. 12)
• How Consumers Process Information and Use Brand Contacts(p. 14)
• Advertising Clutter and Information Overload(p. 22)
• Customer Acquisition Versus Customer Retention(p. 23)
• Summary(p. 25)
• Chapter 2 Advertising Planning: From the Inside Out and from the Outside In(p. 27)
• Inside-Out Planning(p. 27)
• Outside-In Planning(p. 34)
• Inside-Out Versus Outside-In Planning(p. 38)
• Organizational Structures(p. 40)
• Developing the Inside-Out Advertising Plan(p. 46)
• Developing the Outside-In Advertising Plan(p. 53)
• Summary(p. 58)
• Chapter 3 How Consumers Act and React(p. 61)
• Traditional Buyer Behavior(p. 61)
• Explanation Versus Prediction(p. 74)
• Explaining Consumer Behavior(p. 77)
• The Role of Marketing Communications(p. 79)
• Summary(p. 80)
• Chapter 4 Consumer Research(p. 81)
• Secondary Research(p. 81)
• Using the Information(p. 86)
• Extrapolation of Data(p. 93)
• Other Types of Research(p. 94)
• Evaluating Research(p. 102)
• Summary(p. 104)
• Part II Campaign Strategy: The Elements of Effective Campaigns(p. 107)
• Chapter 5 Budgeting for Advertising and Marketing Communications Campaigns(p. 109)
• Financial Objectives: Basic Concepts(p. 112)
• Some Basics of Marketing: Where Marketing and Advertising Dollars Come From(p. 114)
• Other Factors That Influence The Budget(p. 118)
• Inside-Out or Traditional Advertising and Marketing Communications Budgeting(p. 122)
• Using the Outside-In Budgeting Approach(p. 135)
• Summary(p. 144)
• Chapter 6 Strategy: The Key to Every Successful Campaign(p. 147)
• Why Campaign Strategy Must Be Consumer-Focused(p. 148)
• Strategy as a Campaign Road Map(p. 149)
• Two Approaches to Advertising Strategy Development(p. 150)
• Inside-Out Strategy Development(p. 152)
• The Inside-Out Strategy Development Form(p. 152)
• Outside-In Strategy Development(p. 159)
• The Outside-In Strategy Development Form(p. 161)
• Summary(p. 170)
• Chapter 7 Advertising: Delivering Messages(p. 171)
• Enhancing the Strategy with a Strong Execution(p. 171)
• The "Big Idea"(p. 172)
• Effective Media Translations(p. 182)
• Judging Advertising Executions(p. 187)
• Pretesting Advertising Executions(p. 189)
• Summary(p. 209)
• Chapter 8 Consumer Sales Promotion(p. 211)
• Goals of Consumer Sales Promotion(p. 211)
• Why Manufacturers Use Consumer Sales Promotion(p. 212)
• What Sales Promotion Can and Can't Do(p. 213)
• Consumer Franchise Building with Sales Promotion(p. 215)
• Long-Term Effects of Sales Promotion(p. 216)
• Consumer Sales Promotion Tactics(p. 217)
• Planning and Evaluating Sales Promotion(p. 225)
• Summary(p. 227)
• Chapter 9 Channel Messages and Trade Incentives(p. 229)
• The Role and Power of the Trade(p. 229)
• Trade Promotion Goals(p. 230)
• Importance of Trade Support(p. 231)
• Trade Promotion Concerns(p. 232)
• Trade Promotion Tactics(p. 234)
• Legal Restrictions on Trade Promotion(p. 237)
• The Future of Trade Promotion(p. 238)
• Summary(p. 240)
• Chapter 10 Marketing Public Relations: Mediated Messages(p. 241)
• Corporate and Marketing Public Relations(p. 241)
• Marketing Public Relations and Other Communications(p. 243)
• Goals of Marketing Public Relations(p. 244)
• Marketing Public Relations Tactics(p. 244)
• Planning marketing Public Relations(p. 248)
• Summary(p. 249)
• Chapter 11 Direct Marketing: Building Relationships(p. 251)
• What is Direct Marketing?(p. 251)
• Reasons for Direct Marketing Growth(p. 254)
• Direct Marketing Goals(p. 255)
• Forms of Direct Marketing(p. 258)
• Distributing the Direct Marketing Offer(p. 273)
• Outside-In Planning and Database Marketing(p. 274)
• Building Databases(p. 276)
• Using the Database(p. 277)
• Summary(p. 279)
• Chapter 12 Retaining Customers: Packaging, Point of Sale, Advertising Specialties, and Directories(p. 281)
• Packaging(p. 281)
• Point of Sale(p. 284)
• Advertising Specialties(p. 287)
• Directories(p. 288)
• Summary(p. 290)
• Chapter 13 Media: The Contact Points(p. 291)
• Efficiency versus Effectiveness: The Continuing Debate(p. 291)
• Consumer-Based Media Planning(p. 295)
• Customer-Based Media Objectives(p. 299)
• Choosing Which Media to Use(p. 301)
• Media Planning versus Media Buying(p. 304)
• Summary(p. 305)
• Part III Campaign Evaluation: Issues in Campaign Management(p. 307)
• Chapter 14 Measuring the Effects of the Advertising Campaign(p. 309)
• Some General Thoughts on Campaign Measurement(p. 310)
• What to Measure and Why(p. 311)
• Some Problems in Campaign Measurement(p. 311)
• Inside-Out Campaign Measurement(p. 313)
• Measurement Methods(p. 317)
• Return-on-Investment Campaign Measurement(p. 324)
• Summary(p. 334)
• Chapter 15 Selling Management on the Campaign Plan(p. 335)
• Reasons for Resistance to Outside-In Planning(p. 335)
• Presentation Tips(p. 339)
• Summary(p. 341)
• Chapter 16 Social Responsibility and Ethical Issues in Marketing Communications(p. 343)
• What's the Big Deal about Marketing Communications?(p. 343)
• Segmentation versus Discrimination(p. 344)
• Direct Marketing and Privacy(p. 346)
• Crossing the Line with Marketing Public Relations(p. 348)
• The Societal Marketing Concept and Social Responsibility(p. 350)
• Summary(p. 352)
• Suggestions for Further Reading(p. 353)
• About the Authors(p. 355)