Integrated marketing communications /
Hans Ouwersloot, Tom Duncan.
- London: McGraw-Hill, c2008.
- xvii, 218 p. : ill. ; 24 cm.
Includes index.
A History of Integrated Marketing Communications: Why Is It Important Now? World War II. The Manufacturing Hero. Mass Marketing. Demassification. Empowerment. Future Trends. Integration -- How Marketing Communications Works: Or At Least How We Think It Works. How Communications Changed. Understanding Information Processing. Information Processing and Integrated Marketing Communications. Replacement or Accumulation? Which Is the Right Model? -- The Basics of Developing an Integrated Marketing Program: How to Get Started. Logistics and Communication. The New Concept of Marketing Communications. Networks and Accumulation Revisited. Category and Brand Networks. Moving from One-Way to Two-Way Communications. Enter the Database. The Integrated Marketing Communications Planning Model. The Circular Nature of Integrated Marketing Communications. Some Additional Examples of the Planning Form. The Specifics of Planning -- 1. 2. 3. Strategy Is Everything: Planning the Direction of the Communications Program. You Need a Communication Strategy! A New Way of Thinking. The Strategy Is the Thinking Process. How to Think through a Strategy. The Target Buying Incentive. The Product Reality - What's in the Product? Product Perception - What's in the Head? Know Your Competition. The Competitive Consumer Benefit. The Reason to Believe. Tonality/Personality. Communication/Action Objectives. Perceptual Change. Customer Contact Points. The Future -- From Strategy to Creative Execution: Capturing the Imagination. The Creative Process. The Creative Person. The Selling Idea. Where Does the Selling Idea Come From? Don't Settle for Less than a Good Idea -- Compensation: How Much for Doing What? Incentive Systems. Other Compensation Systems -- Measurement: What Did We Really Get from All the Time, Work, and Money We Invested? Database Analysis. Measuring Integrated Marketing Communications -- 4. 5. 6. 7. How to Measure Consumer Responses: Establishing Effective Two-Way Communication. Plan in Advance. How to Measure Changes in the Brand Network. How to Measure Contacts. How to Measure Consumer Commitment. How to Measure Customer Purchases. Circular Systems. The Next Stages of Measurement -- Barriers to Integration: Overcoming the Stumbling Blocks. Why Doesn't Everyone Buy In Immediately? Planning Systems and Marketing Thinking. Organizational Structure As a Barrier to IMC. Capability, Control, and Commitment. Basic Requirements to Overcome The Barriers to IMC -- Two Case Histories: Does Integrated Marketing Communications Really Work? The American Cancer Society. The Milk Carton Case. 8. 9. 10.
Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing - the fact, that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete - and shows marketers how to get back on track. The answer lies in customer-focused marketing, a key planning tool that can - in today's diverse, fragmented marketplace - explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message. This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as who should control the communications program? How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options? How can companies resolve "turf battles" and combat fears of budget loss? How should the different players - agencies and suppliers - be compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable? Extensive-examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs. An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists.