Integrated advertising promotion and marketing communications 7th edition pdf


 

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Integrated Advertising Promotion And Marketing Communications 7th Edition Pdf

Test Bank (Download only) for Integrated Advertising, Promotion, and Marketing Communications, 7th Edition. Kenneth E. Clow, University of Louisiana at. EBOOK RELEASE Integrated Advertising, Promotion, and Marketing Communications (7th Edition). Presentation (PDF Available) · December. Overview of Advertising Management: Messages, Media, and Measurement .. Integrated Marketing Communications, seventh edition, is specifically.

What are the different types of brand names? What are the characteristics of effective logos? What different kinds of brands can firms offer? How are brands developed, built, and sustained in order to build brand equity and fend off perceptions of brand parity? What current trends affect private brands? How can packages and labels support an IMC program, domestically and in foreign settings? How are brands managed in international markets? Stewart undertook an extensive program. Questions for Students: 1. What do you think of when you hear "Applebee's"? How did Stewart change the product, pricing, promotion, and dining experience at Applebee's? How does the Applebee's brand compare with other similar restaurants?

Ask students to provide additional examples of each of these types of names Figure 2. Learning Objective 4: What are the characteristics of effective logos? Brand Logos A logo is a symbol used to identify a company and its brands, helping to convey the corporate image. Quality logos and corporate names should pass four tests, a shown in Figure 2. They should be easily recognizable.

They should be familiar. They should evoke positive feelings. Logos are especially important for in-store shopping. To be advantageous the logo should 7. Consumers must remember seeing the logo in the past 2. The logo must remind consumers of the brand or corporate name The notion that a logo can elicit a consensual meaning among customers is known as stimulus codability.

Simple logos can be effective, such as the Nike Swoosh. Changing logos does not always modify public opinion of a company. When completed properly, logo changes can trigger positive reactions and symbolize a positive change, such as when Pepsi developed a new logo. Tips for changing logos are provided in Figure 2. Question for Students: Companies at times choose to modify the logo.

Can you think of some examples? Learning Objective 5: What different kinds of brands can firms offer? Types of Brands Brands develop histories. They have personalities. They include strengths, weaknesses, and flaws. Family Brands A family brand means a company offers a series or group of products under one brand, such as Campbell's. The advantage of a family brand is that consumers usually transfer the image associated with the brand name to any new products added to current lines.

Brand Extensions Brand extension is the use of an established brand name on goods or services that are not related to the core brand.

The company was not as successful in extending the line to small kitchen appliances. Flanker Brands A flanker brand is the development of a new brand by a company in a good or service category it currently has as a brand offering. Flanker brands can help a company offer a more complete line of products, creating barriers to entry for competing firms.

Co-Branding Co-branding or alliance branding is the combination of two brands. Co-branding can take three forms, as shown in Figure 2. Ingredient branding—is the placement of one brand within another brand. Cooperative branding—a joint venture of two or more brands into a new product or service.

Complementary branding—is the marketing of two brands together to encourage co-consumption or co-downloads. Co-branding succeeds when it builds the brand equity of both brands. Recently, Wholly Guacamole developed a brand alliance with Sonic There can be risks in co-branding.

If the relationship fails to do well in the marketplace both brands normally suffer. Learning Objective 6: How are brands developed, built, and sustained in order to build brand equity and fend off perceptions of brand parity?

Developing Brands Developing a strong brand begins with discovering why consumers download a brand and why they re-download the brand. Questions to be asked include: What are the brand's most compelling benefits? What emotions are elicited by the brand either during or after the download? What is the one word that best describes the brand? What is important to consumers in the download of the product?

The goal of branding is to set a product apart from its competitors. One primary feature that keeps a brand strong is that it contains something that is salient to customers.

Building Powerful Brands Figure 2. Branding begins with awareness, which may be achieved by featuring the brand name prominently in repeated advertisements. Brands should be authentic or unique in some manner. Business and retail customers trust powerful brands. Powerful brands go beyond delivering functional features. They focus on providing an experience that involves the opportunity to be to customized and personalized. Building powerful brands requires the effective use of social media and mobile advertising.

The final ingredient of powerful brands results when the company acts responsibly. Brand Loyalty Brand loyalty means customers download only one brand. They consider no other brand, regardless of price differences. A brand adds value when it creates the "delight factor" by exceeding expectations and making an emotional connection with the consumer.

Brand Equity Brand equity is the perception that a good or service with a given brand name is different and better. Brand equity allows the company the opportunity to charge a higher price and retain a market share that is greater than would otherwise be expected for an undifferentiated product. Brand parity is the perception that there are no tangible differences between competing brands.

In business-to-business markets, brand equity often allows a company to charge a higher price. Brand equity is a strong weapon that might dissuade consumers from looking for a cheaper product or for special deals or incentives to download another brand. Brand name recognition and recall can be built through repetitious advertising.

Measuring Brand Equity Marketers have developed four different methods to measure brand equity see Figure 2. Brand equity based on financial value estimates the future cash flows of a brand based on its unique strength and characteristics, which will then be discounted to determine a net present value. The stock market approach means the financial value of the company is determined through stock valuation.

Then an estimate of the portion of the value allocated to brand equity and not physical assets is made. The revenue premium compares a branded product to the same product without a brand name. The consumer value, attempts to measure the value of a brand based on input from consumers. Typical measures include familiarity, quality, download considerations, customer satisfaction, and willingness to seek out the brand.

Learning Objective 7: What trends currently affect private brands? Advantages to Retailers Several changes have occurred in the private brand arena, summarized in Figure 2. Quality levels of private label brands have improved.

Many are perceived as a value download. Loyalty towards stores has been gaining although loyalty towards individual brands has been declining, giving an advantage to private labels. Private labels are used to differentiate retail outlets.

Integrated Advertising, Promotion, and Marketing Communications, eBook, Global Edition

Many firms are now advertising company private brands. There is increase in the quality of in-store displays for and packaging of private labels. Responses from Manufacturers Some manufacturers have begun to respond to the inroads made by private labels. How can packaging and labels support an IMC program?

Packaging A unique package and label can help sell a product, build brand recognition, and inspire repeat downloads. The primary purposes of packages are displayed in Figure 2.

An example advantages created by packaging is the new forms of refrigerator-friendly 12 packs, as created by Alcoa Rigid Packaging. Sometimes packaging changes are necessitated by adverse market conditions. Labels Labels must: Meet legal requirements Point out distinguishing features of the product Help lead to the download The label represents another marketing opportunity.

Labels with QR Codes The placement of QR codes for consumers to access with mobile devices represents a new trend in packaging and labeling. Two common uses are to access product information and videos or instructions on how to use the product. Ethical Issues in Brand Management Brand infringement occurs when a company creates a brand name the closely resembles a popular or successful brand Korrs, Victor's Secret.

Domain squatting or cyber squatting means downloading a domain name with the purpose of making a profit by re-selling it to the firm. Learning Objective 9: How are brands managed in international markets?

International Implications Carefully consider standardization versus adaptation when developing global brands.

Make sure packages and labels are legal and protect the product being shipped over long distances. Be aware of the complications that occur when trying to position products in global markets. The label must meet the legal requirements of the country in which the product is sold. MyMarketingLab Go to mymktlab. Important Note to Professors: Both methods contain actual print materials produced for the campaign.

Broadcasts material such as video ads, TV ads, and radio ads are embedded using YouTube and Pearson servers. These features bring to life the exciting process of building integrated advertising and marketing campaigns.

Most important, you will have access to insights and background information from the agencies and the companies involved in how the campaigns were created.

They provide a method for you to summarize the chapter in a different way Note the tricky relationship between a strong corporate image and bottom line profits. In other words, be aware that it is difficult to use numbers to express the value of an effective image in an era where accountability is such a major concern.

Recognize the value of the following items: Use the attributes of price, competition, use, quality, users, product class, or cultural symbols to identify the position that the company and its products hold. Then, make decisions about the following issues: Is this position where we thought we were?

Is this the position we want? If we intend to change our position, where do we aspire to be? Which tactics will move the company and its products to the correct, appropriate, or desired position? What are the tangible aspects of a brand image?

What are the intangible aspects?

Integrated Advertising, Promotion, and Marketing Communications, eBook, Global Edition

Corporate image is how consumers view a company, which has many intangible and tangible aspects. The tangible aspects include: How does it help the specific company? Providing assurance when they make download decisions of familiar products in unfamiliar settings. Providing assurance for downloads when there is little previous experience.

Reducing search time in download decisions. Providing psychological reinforcement and social acceptance of download decisions. A corporation's image helps the company by: Making brand extensions easier.

Being able to charge a higher price. Creating higher customer loyalty. Leading to more frequent downloads. Promoting positive word-of-mouth communications. Attracting quality employees. Causing the firm to be viewed more favorably by financial analysts. A firm will know the marketing team has created the right image for the firm when benefits appear, such as attracting more customers, favorable ratings by financial observers and analysts, and the company attracts quality employees.

First, former customers need to rediscover the brand. Second, older and newer consumers need to be connected to the brand through a timeless value it offers. Third the brand should be contemporized. Fourth, marketers can build a brand community What are the characteristics of an effective corporate logo? A corporate logo is something usually a symbol that is easily recognizable to consumers.

The characteristics of a corporate logo should be: Brand extensions appear when the company uses an established brand name on goods or services that are not related to the core brand. Flanker brand strategies are the development of a new brand by a company in a good or service category it currently has a brand offering for.

The three types of co-brands are: Ingredient branding, or placement of one brand within another brand. Cooperative branding, which is a joint venture of two or more brands into a new product or service.

Complementary branding, which is the marketing of two brands together to encourage co-consumption or co-downloads. The characteristics of a strong and effective brand name are that it is easily recognizable to consumers and that consumers have a positive reaction to the brand name. It can be established over time through personal experiences. Trust results from a brand performing consistently and fulfilling its promise, its authenticity, and its uniqueness.

Brand equity is the set of characteristics unique to a brand that provide value to the brand. In essence, the brand is different and better. Brand parity is the perception that there are no differences between major brands. With the stock market approach, the financial value of the company is determined through stock valuation.

The consumer value method attempts to measure the value of a brand based on input from consumers. Private branding, or private labeling, has changed in the past decade in the following ways: The package is the last chance to make an impression on a customer.

It should protect the contents, stand out, and tell the consumer what is inside. Labels must meet legal requirements and be distinguishable to consumers. Labels can refer to features of advertisements and other IMC efforts.

They should match the theme of the IMC campaign.

Integrated Advertising, Promotion and Marketing Communications by Kenneth E. Clow

There are concerns with brand infringement and with domain or cyber squatting. Marketing managers must choose the strategy that fits the company and its products. There has been some resistance to more global or standardized brand names. Surveys of consumers indicate that Dalton has an image of being outdated and pricey. Outline a plan to rejuvenate the company's image. Student discussions should cover several issues. The company should probably try to build on the idea that they are a high-quality, high-service firm in order to regain market share.

The plan should be a total IMC approach, and not just advertisements that promote Dalton as high quality with excellent customer service. They want to project an image of being trendy, upscale, and fashionable.

They are trying to decide on a name and logo. What should be the name of the company? What kind of logo should be developed?

Refer to the Mylab for answers to this and all starred Mylab questions. What brands or corporations do you consider to have positive images?

Which brands or corporations should attempt to change images?

Explain how to accomplish this task. Name brands that require rejuvenation. How can it be accomplished for each brand? Student responses will vary by brands chosen. This should be a good question for in-class discussion. Describe your level of loyalty and discuss why you are loyal. How important is brand equity in your loyalty? What private labels do you download regularly? Refer to the Mylab for answers to this and all starred Mylab Go to a local retail store. Choose five packages that are effective.

The marketing team should try to discover how those outside of a company view the brand. Creating the Right Brand Image In each industry, the right image is one that reaches all target markets and conveys a clear message regarding the unique nature of the organization and its products. A strong image accurately portrays what the firm sells. In a business-to-business operation, creating the right image can be challenging. Figure 2. Rejuvenating an image helps a firm sell new products and can attract new customers.

At that point, company leaders consider what they wish to change, why, and how they intend to accomplish it. Target sought to change its image to become accepted by readers of Vogue magazine. Learning Objective 3: What are the different types of brand names? Brand Names A corporate name is the overall banner under which all other operations occur. Conceptual names imply the essence of the brand Google, Krispy Kreme.

Iconoclastic names do not reflect the company's goods or services Apple, Monster. Ask students to provide additional examples of each of these types of names Figure 2. Learning Objective 4: What are the characteristics of effective logos? Brand Logos A logo is a symbol used to identify a company and its brands, helping to convey the corporate image. Quality logos and corporate names should pass four tests, a shown in Figure 2. They should be easily recognizable.

They should be familiar. They should evoke positive feelings. Logos are especially important for in-store shopping. To be advantageous the logo should help with two things: 1. Consumers must remember seeing the logo in the past 2.

The logo must remind consumers of the brand or corporate name The notion that a logo can elicit a consensual meaning among customers is known as stimulus codability. Simple logos can be effective, such as the Nike Swoosh. Changing logos does not always modify public opinion of a company.

When completed properly, logo changes can trigger positive reactions and symbolize a positive change, such as when Pepsi developed a new logo. Tips for changing logos are provided in Figure 2.

Question for Students: Companies at times choose to modify the logo. Can you think of some examples? Learning Objective 5: What different kinds of brands can firms offer? Types of Brands Brands develop histories. They have personalities.

They include strengths, weaknesses, and flaws. Family Brands A family brand means a company offers a series or group of products under one brand, such as Campbell's. The advantage of a family brand is that consumers usually transfer the image associated with the brand name to any new products added to current lines. Brand Extensions Brand extension is the use of an established brand name on goods or services that are not related to the core brand.

The company was not as successful in extending the line to small kitchen appliances. Flanker Brands A flanker brand is the development of a new brand by a company in a good or service category it currently has as a brand offering. Flanker brands can help a company offer a more complete line of products, creating barriers to entry for competing firms.

Co-Branding Co-branding or alliance branding is the combination of two brands. Co-branding can take three forms, as shown in Figure 2. Ingredient branding—is the placement of one brand within another brand. Cooperative branding—a joint venture of two or more brands into a new product or service. Complementary branding—is the marketing of two brands together to encourage co-consumption or co-downloads.

Co-branding succeeds when it builds the brand equity of both brands. Recently, Wholly Guacamole developed a brand alliance with Sonic There can be risks in co-branding. If the relationship fails to do well in the marketplace both brands normally suffer.

Learning Objective 6: How are brands developed, built, and sustained in order to build brand equity and fend off perceptions of brand parity? Developing Brands Developing a strong brand begins with discovering why consumers download a brand and why they re-download the brand.

Questions to be asked include: What are the brand's most compelling benefits? What emotions are elicited by the brand either during or after the download? What is the one word that best describes the brand? What is important to consumers in the download of the product? The goal of branding is to set a product apart from its competitors.

One primary feature that keeps a brand strong is that it contains something that is salient to customers. Building Powerful Brands Figure 2.

Branding begins with awareness, which may be achieved by featuring the brand name prominently in repeated advertisements. Brands should be authentic or unique in some manner. Business and retail customers trust powerful brands. Powerful brands go beyond delivering functional features. They focus on providing an experience that involves the opportunity to be to customized and personalized. Building powerful brands requires the effective use of social media and mobile advertising.

The final ingredient of powerful brands results when the company acts responsibly. Brand Loyalty Brand loyalty means customers download only one brand. They consider no other brand, regardless of price differences. A brand adds value when it creates the "delight factor" by exceeding expectations and making an emotional connection with the consumer.

Brand Equity Brand equity is the perception that a good or service with a given brand name is different and better. Brand equity allows the company the opportunity to charge a higher price and retain a market share that is greater than would otherwise be expected for an undifferentiated product. Brand parity is the perception that there are no tangible differences between competing brands.

In business-to-business markets, brand equity often allows a company to charge a higher price. Brand equity is a strong weapon that might dissuade consumers from looking for a cheaper product or for special deals or incentives to download another brand. Brand name recognition and recall can be built through repetitious advertising.

Measuring Brand Equity Marketers have developed four different methods to measure brand equity see Figure 2. Brand equity based on financial value estimates the future cash flows of a brand based on its unique strength and characteristics, which will then be discounted to determine a net present value.

The stock market approach means the financial value of the company is determined through stock valuation. Then an estimate of the portion of the value allocated to brand equity and not physical assets is made. The revenue premium compares a branded product to the same product without a brand name. The consumer value, attempts to measure the value of a brand based on input from consumers. Typical measures include familiarity, quality, download considerations, customer satisfaction, and willingness to seek out the brand.

Learning Objective 7: What trends currently affect private brands? Advantages to Retailers Several changes have occurred in the private brand arena, summarized in Figure 2. Many are perceived as a value download. Loyalty towards stores has been gaining although loyalty towards individual brands has been declining, giving an advantage to private labels. Private labels are used to differentiate retail outlets. Many firms are now advertising company private brands.

There is increase in the quality of in-store displays for and packaging of private labels. Responses from Manufacturers Some manufacturers have begun to respond to the inroads made by private labels. Packaging A unique package and label can help sell a product, build brand recognition, and inspire repeat downloads.

The primary purposes of packages are displayed in Figure 2. An example advantages created by packaging is the new forms of refrigerator-friendly 12 packs, as created by Alcoa Rigid Packaging. Sometimes packaging changes are necessitated by adverse market conditions. Labels Labels must: Meet legal requirements Point out distinguishing features of the product Help lead to the download The label represents another marketing opportunity.

Labels with QR Codes The placement of QR codes for consumers to access with mobile devices represents a new trend in packaging and labeling. Two common uses are to access product information and videos or instructions on how to use the product.

Ethical Issues in Brand Management Brand infringement occurs when a company creates a brand name the closely resembles a popular or successful brand Korrs, Victor's Secret. Domain squatting or cyber squatting means downloading a domain name with the purpose of making a profit by re-selling it to the firm.

Learning Objective 9: How are brands managed in international markets? International Implications Carefully consider standardization versus adaptation when developing global brands.

[PDF] Integrated Advertising Promotion and Marketing Communications (7th Edition) [Download]

Make sure packages and labels are legal and protect the product being shipped over long distances. Be aware of the complications that occur when trying to position products in global markets. The label must meet the legal requirements of the country in which the product is sold. MyMarketingLab Go to mymktlab. Broadcasts material such as video ads, TV ads, and radio ads are embedded using YouTube and Pearson servers.

These features bring to life the exciting process of building integrated advertising and marketing campaigns. Most important, you will have access to insights and background information from the agencies and the companies involved in how the campaigns were created.

They provide a method for you to summarize the chapter in a different way Note the tricky relationship between a strong corporate image and bottom line profits. In other words, be aware that it is difficult to use numbers to express the value of an effective image in an era where accountability is such a major concern. Use the attributes of price, competition, use, quality, users, product class, or cultural symbols to identify the position that the company and its products hold.

Then, make decisions about the following issues: Is this position where we thought we were? Is this the position we want?

If we intend to change our position, where do we aspire to be? Which tactics will move the company and its products to the correct, appropriate, or desired position? What are the tangible aspects of a brand image? What are the intangible aspects? Corporate image is how consumers view a company, which has many intangible and tangible aspects. How does it help the specific company? Providing assurance for downloads when there is little previous experience. Reducing search time in download decisions.

Providing psychological reinforcement and social acceptance of download decisions. A corporation's image helps the company by: Making brand extensions easier.

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