Marketing communication : a European perspective / created by Patrick De Pelsmacker, Maggie Geuens and Joeri Van Den Bergh

Includes index.

Cover; CONTENTS; ABOUT THE AUTHORS; PREFACE; AUTHORSâ#x80;#x99; ACKNOWLEDGEMENTS; PUBLISHERâ#x80;#x99;S ACKNOWLEDGEMENTS; LIST OF ACRONYMS; CHAPTER 1 Integrated communications; CHAPTER OUTLINE; CHAPTER OBJECTIVES; Introduction; Marketing and the instruments of the marketing mix; The communications mix; Integration of marketing communications; Integrating marketing communications across cultures; Standardisation or adaptation; Integration of corporate communications; Factors leading to integrated marketing and corporate communications; Levels of integration; Barriers to integrated communications The integrated communications planSummary; REVIEW QUESTIONS; Further reading; CASE 1: Walking the walk: how Walkers proved it can make any sandwich more exciting; References; CHAPTER 2 Branding; CHAPTER OUTLINE; CHAPTER OBJECTIVES; Introduction; Brands; Successful brands; Brand strategies; Brand portfolio; Brand equity; Benefits of branding; Marketing communications and brand equity; Summary; REVIEW QUESTIONS; Further reading; CASE 2: Barco, projecting the magic; References; CHAPTER 3 How marketing communications work; Chapter outline; Chapter objectives; Introduction Hierarchy-of-effects modelsAttitude formation and change; High elaboration likelihood, cognitive attitude formation; Low elaboration likelihood, cognitive attitude formation; High elaboration likelihood, affective attitude formation; Low elaboration likelihood, affective attitude formation; High elaboration likelihood, behavioural attitude formation; Low elaboration likelihood, behavioural attitude formation; Causes and consequences of irritation evoked by advertising; Advertising and brand confusion; Summary; Review questions; Further reading Case 3: Club Med: a â#x80;#x98;true creator of happinessâ#x80;#x99; fights non-considerationReferences; CHAPTER 4 Target groups; CHAPTER OUTLINE; CHAPTER OBJECTIVES; Introduction; The segmentingâ#x80;#x93;targetingâ#x80;#x93;positioning framework; Market segmentation; Requirements for effective segmentation; Positioning; Summary; REVIEW QUESTIONS; Further reading; CASE 4: The â#x80;#x98;Ex-smokers are Unstoppableâ#x80;#x99; campaign across 27 European Union countries; References; CHAPTER 5 Objectives; CHAPTER OUTLINE; CHAPTER OBJECTIVES; Introduction; Marketing communications objectives Stages in the product life cycle and marketing communications objectivesConsumer choice situations and marketing communications objectives; Summary; REVIEW QUESTIONS; Further reading; CASE 5: Yellow Pages: an old-fashioned brand that is revived through a ground-breaking campaign; References; CHAPTER 6 Budgets; CHAPTER OUTLINE; CHAPTER OBJECTIVES; Introduction; How the communications budget affects sales; Communications budgeting methods; Factors influencing budgets; Budgeting for new brands or products; Summary; REVIEW QUESTIONS; Further reading; CASE 6: Budgeting in the automobile industry

Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing.