Strategic Advertising Management

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Strategic. Advertising. Management. FOURTH EDITION. Larry Percy. Richard Rosenbaum-Elliott. OXFORD. UNIVERSITY PRESS ...
Strategic Advertising Management FOURTH EDITION

Larry Percy Richard Rosenbaum-Elliott

OXFORD UNIVERSITY PRESS

Contents List of Case Studies

xi

List of Tables

xii

List of Figures

xiv

List of Boxes

xv

List of Adverts

xvi

List of Plates

xviii

How to use this Book

xx

Guide to the Online Resource Centre

xxii

PARTI Overview of Advertising and Promotion 1

1

What are Advertising and Promotion?

3

Defining Advertising and Promotion

3

A Closer Look at Advertising

5

A Closer Look at Promotion

10

Advertising and Promotion in Social Media

11

Advertising and the Consumer

12

Ethics and Advertising Criticism of Advertising 2

3

14 /

16

Perspectives on Advertising

24

Audiences and Individuals

24

Implications for Advertising Strategy

33

Advertising across Cultural Borders

38

Convergence or Divergence

38

Basic Sources of Different Cultural Assumptions

40

Cognitive Organization and Cultural Values

42

Cultural Differences and Values in Advertising

43

Brand Perceptions across Cultures Some Implications for Advertising Management

•

48 49

CONTENTS

PART 2 Planning Considerations 4

What it Takes for Successful Advertising and Promotion

61

Planning Overview

65

The Advantage of Sequential Planning

68

7

8 ^

9

10

' 70

The Strategic Planning Process

75

Review the Marketing Plan First

76

Implement the Five-Step Strategic Planning Process

78

PART 3 Developing the Strategic Plan

6

61

The Communication Response Sequence

Relating Objectives and Goals to the Communication Response Sequence 5

59

Selecting the Target Audience

97

99

Target Audience Groupings

100

Loyalty in Target Audience Selection

103

Cost Implications in Selecting a Target Audience

105

Profiling a Target Audience

106

Target Audience and Strategy

117

Understanding Target Audience Decision M a k i n g

127

Developinga Model of Target Audience Decision Making

129

Determining the Best Positioning

142

Marketing Mix

143

•

Identifying and Defining the Market

146

Seeking a Differential Advantage

152

Effective Positioning

162

Developing a Communication Strategy

168

Setting Communication Objectives

170

Brand Awareness and Brand Attitude Strategy

175

Importance of Involvement and Motivation

184

Promotion Strategy

196

Setting a Media Strategy

202

The Turbulent Media Environment

203

The Media Trade-Off Trinity

204

CONTENTS Selecting Media

205

Scheduling Media

213

Target Audience Factors and Brand Ecology

214

Evaluating the Efficiency of Media Strategy

216

New Media

216

PART 4 Making it Work 11

229

Processing the Message

231

What do we Mean by Processing?

231

Cognitive Responses in Processing

242

Emotion

249

Processing Advertising in New Media 12

13

255

Creative Tactics

262

Tactics for Attention

263

Tactics for Learning

268

Minimizing Problems with Memory

275

Brand Awareness and Brand Attitude Creative Tactics

276

Creative Execution

292

Creating Advertising

292

Creative Execution and Decision Roles

294

Consistency in Creative Executions

296

Social Marketing Communication Briefing the Creatives

301 '

Creative Research

PART 5 Integrating Advertising and Promotion 14

.

308 312

325

Sales Promotion and Broader Communication Mix

327

Sales Promotion

328

Public Relations and Sponsorships

339

Personal Selling and Trade Shows

342

Product Placement

344

Packaging

345

Channels Marketing

346

iX

CONTENTS 15

Putting it all Together

354

Integrated Marketing Communication (IMC)

354

Advantages of Using Advertising and Promotion Together

362

Monitoring the Campaign

365

**

Campaign Wearout

369

Problems in Implementing IMC

369

Glossary

377

Index

381