Integrated Marketing Communication : Advertising and Promotion in a Digital World.

Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Detailed Contents -- Dedication -- Author -- Foreword -- Preface -- Chapter 1 Artificial Intelligence: Another Digital Transformation for the Future of Marketing -- Learning Objectives -- Introduction -- What Is Artificial Intelligence? -- Definition of Artificial Intelligence -- Threats to Privacy -- Human and Machine Communication -- Data-Driven Marketing -- Marketing Technology's Digital Landscape -- Facial Recognition -- Definition of Facial Recognition -- Surveillance Environments -- Public Places -- Homes and Apartments -- Offices and Warehouses -- Retail Stores -- Transportation -- Social Media -- Companies Using Facial Recognition -- Disney Theme Parks -- McDonald's -- Walmart -- Chevron -- MAC Cosmetics -- MasterCard -- Privacy Rights and Laws -- Biometric Privacy Act -- Consumer Concerns -- Interactive Voice Commerce -- Voice Assistants and Smart Speakers -- Definition of Voice Commerce -- What Is an API? -- Seamless Voice Purchasing -- Synthetic Media -- Definition of Synthetic Media -- Digital Avatars -- Text-to-Speech Video Technology -- Virtual Backgrounds -- Music Tracks -- Applications for Integrated Marketing Communications -- Dangers of Deep Fakes -- Three-Dimensional Social Media -- Artificial Reality -- Virtual Reality -- Oculus Headset Equipment -- Facebook Horizon -- Personal Identity Chips -- Orwellian Images -- Radio-Frequency Identification (RFID) Technology -- Starlink: The Alternative Internet -- Who Owns the Internet? -- Elon Musk and Starlink -- Private Internet Systems -- Summary -- Discussion Questions -- Chapter Assignments -- Chapter 2 Integrated Marketing Communication: Pathways for Brand Messages and Content -- Learning Objectives -- Introduction -- Definition of IMC -- Communication Pathways -- Advertising -- Sales Promotion.

Public Relations -- Brand Visibility -- Digital Platforms -- Personal Contact -- Message Consistency -- IMC Industry Structure -- Advertisers -- Consumer Advertising -- B2B Advertising -- Agricultural Advertising -- Government Advertising -- Non-Profit Advertising -- Advocacy Advertising -- Agencies -- Types of Agency -- Methods of Compensation -- Employment Positions and Functions -- Selection Procedures for a New Agency -- Media -- Suppliers -- Research Firms -- Production Companies -- Independent Consultants -- Technological Support -- The Customer's Journey -- AIDA Model -- Sales Funnel -- Top of the Funnel -- Middle of the Funnel -- Bottom of the Funnel -- Attribution Model -- The IMC Planning Process -- Purpose of the Plan -- Responsibility for Development -- Procedures for Approval -- Structure of the IMC Plan -- Executive Summary -- Marketing Research -- Segmentation Strategies -- Target Audience -- Communication Objectives -- Budget Allocations -- Creative Message Strategies -- Media Delivery Strategies -- Performance Metrics -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 3 Marketing Research Methods: Collecting and Analyzing Input for Decision-Making -- Learning Objectives -- Introduction -- Why Research Is Needed -- Types of Research -- Quantitative Research -- Qualitative Research -- Marketing Research Categories -- Industry Research -- Product Research -- Communication Research -- Consumer Research -- Secondary Marketing Research -- Internet Search -- Syndicated Reports -- Industry Associations -- Business Media -- Government Documents -- Academic Journals -- Consulting Companies -- Library Databases -- Primary Research -- Zoom Online Sessions -- Traditional Focus Groups -- Social Media Listening -- Brand Website Analysis -- Digital Research Surveys.

Personal Interviews -- Behavioral Observations -- Role-Playing Exercises -- Projective Techniques -- Summary -- Discussion Questions -- Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 4 IMC Objectives and Budgets: Funding Methods and Allocating Financial Resources -- Learning Objectives -- Introduction -- Funding Sequence for IMC -- Estimating Costs -- Marketing Approvals -- Budget Calculation Methods -- Historic Patterns -- Annual Increases -- Industry Ratios -- Percentage of Sales -- Fixed Amount per Unit -- Market Share Strategies -- Share of Voice -- IMC Objectives -- Share of Media Expenditures -- Media Models -- Competitive Plus -- Break-Even Points -- New Brand Entries -- Predictive Algorithms -- Writing IMC Objectives -- Requirements for Objectives -- Budget Allocation Strategies -- Allocation by IMC Category -- Allocations by Product Life Cycle -- Allocation by Time Periods -- Allocation by Geographic Potential -- Flexible Budget Adjustments -- Competitive Activity -- New Brand Introductions -- Media Cost Increases -- Unexpected Opportunities -- Fiscal Year-End Reductions -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 5 Segmentation Strategies: Prioritizing Target Groups for Effective Brand Communication -- Learning Objectives -- Introduction -- Importance of Segmentation -- Size of the Population -- Advertising Media Prices -- Relevance of Creative Content -- Financial Affordability of Products and Services -- Positioning of Competitive Brands -- Maximizing Return on Investment (ROI) -- Consumer Segmentation Categories -- Demographic Segmentation -- Age -- Gender -- Income -- Marital Status -- Family Size -- Ethnic Heritage -- Race -- Religion -- Sexual Identification -- Choice of Residence -- Physical Attributes -- Health Status.

Geographic Segmentation -- Traditional Definitions -- Zip Codes -- Core Based Statistical Areas (CBSAs) -- Designated Market Areas (DMAs) -- Company Sales Regions -- Psychographic Segmentation -- Personality -- Life Style -- Values -- Attitudes -- Activities -- Behavioral Segmentation -- Buyer Status -- First Time Buyers -- Brand Switchers -- Brand Loyal -- Purchase Rate -- Developing Audience Profiles -- Existing Customers -- Competitive Brands -- Media Composition -- Prioritizing Target Audiences -- Primary Target Audience -- Secondary Target Profile -- Focused Target Segment -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 6 Creativity Strategies and Advertising: The Storytelling Process, People, and Procedures -- Learning Objectives -- Introduction -- What Is Creativity? -- Definition of Creativity -- Cognitive Structuralism -- Physiology of Your Brain -- Cognitive Spheres -- Measuring Creativity -- Personality Characteristics -- Developing Creative Ideas -- Brainstorming -- Morphing and Visualizing -- Creative Planning at Agencies -- Creative Teams -- Brand Briefs -- Buyer Personas -- Storytelling Frameworks -- Animation -- Announcer -- Aspirational -- Before/After -- Blended -- Celebrities -- Comparison -- Demonstration -- Dramatization -- Emotional -- Entertainment -- Episodes -- Fantasy -- Fear -- Historical -- Humor -- Inspirational -- Life style -- Mystery -- Negative -- Problem/Solution -- Real people -- Romantic -- Sexual energy -- Shock value -- Slice-of-life -- Teaser -- Technical -- Testimonial -- User-Generated -- Format for Creative Proposal -- Copy and Layout -- Audio Scripts -- Wireframes -- Evaluating Creative Presentations -- Agency Perspective -- Advertiser's Reaction -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study.

IMC Plan Development -- Chapter 7 Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content -- Learning Objectives -- Introduction -- Digital Media Pathways -- Paid, Owned, and Shared Media -- Consumer-Generated Content -- Understanding the Media Spectrum -- Web-Centric Marketing -- Omnichannel Media -- Television Delivery Systems -- Mobile Apps -- Advertising Costs in Digital Media -- Audience/Price Relationship Model -- Cost-Per-Thousand -- Impressions -- Brand Websites -- Landing Page -- Home Page -- Visual Design -- Interior Pages -- Navigation -- Dashboard Metrics -- Retargeting -- Social Media Platforms -- Advertising on Social Media -- Budgets -- Audience Selection -- Time Scheduling -- Messages -- Measurements -- Email Marketing -- List Building -- Subject Headlines -- Open-Rate Analysis -- Conversion Rate -- Streaming Video -- Summary -- Discussion Questions -- Chapter Assignments -- Continuity Case Study -- IMC Plan Development -- Chapter 8 Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns -- Learning Objectives -- Introduction -- Legacy Media Categories -- Media Terminology -- Reach -- Frequency -- Duplication -- Impressions -- Rating Points -- Gross Rating Points -- Target Rating Points -- Characteristics of Legacy Media -- Determining Media Objectives -- Purchasing Legacy Advertising -- Magazines -- Editorial Content -- Circulation -- Size of Advertisements -- Comparison of CPMs -- Newspapers -- Size of Advertisements -- Categories of Newspapers -- Newspaper Formats -- Newspaper Rates -- Television -- Availabilities -- The Pricing Grid -- Radio -- Station Formats -- Dayparts -- Average Quarter Hour (AQH) -- Cumes -- Total Audience Plans (TAP) -- Outdoor/Transit Advertising -- Outdoor Bulletin -- Showings -- Transit Advertising -- Preparing Media Spreadsheets -- Summary.

Discussion Questions.

This textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. It guides the reader through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.