public- ct 5

Strategie

advertising

management

Fifth Edition

Larry Percy

Richard Rosenbaum-Elliott

OXFORD VTNIVERSITY PRESS

Contents

List of Case Studies xi List of Tables xiii List of Figures xv List of Boxes xvii List of Adverts xviii How to use this Book xx Guide to the Online Resource Centre xxii

PARTI | Overviewof Advertisingand Promotion 1

1 What are Advertising and Promotion? 3

Defining Advertising and Promotion 4 The Role of Advertising 5 A Closer Look at Advertising 5 A Closer Look at Promotion 12 Advertising and Promotion in Social Media 13 Advertising and the Consumer 14 Ethics and Advertising 16 Criticism of Advertising 18

2 Perspectives on Advertising 26

Audiences and Individuais 26 Implications for Advertising Strategy 35

3 Advertising across Cultural Borders 40

Convergence or Divergence 41 Basic Sources of Different Cultural Assumptions 42 Cognitive Organization and Cultural Values 44 Cultural Differences and Values in Advertising 47 Brand Perceptions across Cultures 50 Some Implications for Advertising Management 52

PART 2 | Flanning Considerations 61

4 What it Takes for Successful Advertising and Promotion 63

The Communication Response Sequence 64 Flanning Overview 67 The Advantage of Sequential Flanning 70 Relating Objectives and Goals to the Communication Response Sequence 72

5 The Strategie Flanning Process 77

Review the Marketing Plan First 78 Implement the Five-Step Strategie Flanning Process 80

PART 3 | Developing the Strategie Plan 99

6 Selecting the Target Audience 101

Target Audience Groupings 102 Loyalty in Target Audience Selection 105 Cost Implications in Selecting a Target Audience 107 Profilinga Target Audience 108 Target Audience and Strategy 118

7 UnderstandingTarget Audience Decision Making 126

Developing a Model of Target Audience Decision Making 128

8 Determining the Best Positioning 142

Marketing Mix 143 Identifying and Defining the Market 146 Seeking a Differential Advantage 152 Effective Positioning 163

9 Developing a Communication Strategy 168

Setting Communication Objectives 170 Brand Awareness and Brand Attitüde Strategy 176 Importance of Involvement and Motivation 185 Promotion Strategy 202

10 Setting a Media Strategy 208

Target Audience Media Choice 210 Linear versus Non-Iinear Media 210 Target Audience Factors and Brand Ecology 210 Media Concepts 212

Media Strategy Decisions 214 Selecting Media 216 Selecting Media Vehicles 221 Scheduling Media 222 Evaluating the Efficiency of Media Strategy 223

11 Digital Media 229

Internet 230 Program matic Buying 234 Social Media 236 Mobile Marketing 240

PART 4 | Making it Work 247

12 Processing the Message 249

What do we Mean by Processing? 250 Cognitive Responses in Processing 264 Emotion 270 Processing and Digital Media 276

13 Creative Tactics 284

Tactics for Attention 285 Tactics for Learning 291 Minimizing Problems with Memory 300 Brand Awareness and Brand Attitüde Creative Tactics 301

14 Creative Execution 323

Creating Advertising 324 Creative Idea 325 Creative Execution and Decision Roles 327 Consistency in Creative Executions 329 Briefing the Creatives 334 Creative Research 339 Social Marketing Communication 345

PARTS j Integrating Advertising and Promotion 359

i', Sales Promotion and Broader Communication Mix 361

Sales Promotion 362 Public Relations and Sponsorships 373 Personal Selling and Trade Shows 376

Product Placement 378 Content Marketing 380 Packaging 380 Channels Marketing 381

16 Campaign Strategy 388

Campaign Flanning 389 Advantages of Using Advertising and Promotion Together 397 Finalizing Media Strategy 400 Monitoring the Campaign 404

Glossary Index

413 417