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  • ISBN-10 ‏ : ‎ 9781337282659
  • ISBN-13 ‏ : ‎ 978-1337282659
  • Author:  J. Craig Andrews, Terence Shimp

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today’s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

 

Table of Content:

  1. Part 1: The Practice and Environment of Integrated Marketing Communications (IMC)
  2. Chapter 1: An Overview of Integrated Marketing Communications
  3. Marcom Insight: Checking in with Mobile Apps: The Creative Use of Geo-Fencing and Geo-Conquesting
  4. Introduction
  5. Marketing Communications Objectives and Terminology
  6. Promotional Mix Elements
  7. The Primary Tools of Marketing Communications
  8. The Integration of Marketing Communications
  9. Why Integrate?
  10. IMC Practices and Synergy
  11. Definition of IMC
  12. Key Imc Features
  13. Key Feature #1: IMC Should Begin with the Customer or Prospect
  14. Key Feature #2: Use Any Form of Relevant Contact
  15. Key Feature #3: Speak with a Single Voice
  16. Key Feature #4: Build Relationships Rather Than Engage in Flings
  17. Key Element #5: Don’t Lose Focus of the Ultimate Objective: Affect Behavior
  18. Obstacles to Implementing the Key IMC Features
  19. The Marketing Communications Decision-Making Process
  20. Fundamental Marcom Decisions
  21. Marcom Implementation Decisions
  22. Marcom Outcomes
  23. Program Evaluation
  24. Summary
  25. Appendix
  26. Discussion Questions
  27. Chapter 2: Enhancing Brand Equity and Accountability
  28. Marcom Insight: Are There Too Many Social Media Brands?
  29. Introduction
  30. Brand Equity
  31. A Firm-Based Perspective on Brand Equity
  32. Brand Equity Models
  33. Relationships among Brand Concepts, Brand Equity, and Brand Loyalty
  34. Strategies to Enhance Brand Equity
  35. What Benefits Result from Enhancing Brand Equity?
  36. Characteristics of World-Class Brands
  37. Affecting Behavior and Achieving Marcom Accountability
  38. Difficulty of Measuring Marcom Effectiveness
  39. Assessing Effects with Marketing Mix Modeling
  40. Summary
  41. Discussion Questions
  42. Chapter 3: Brand Adoption, Brand Naming, and Intellectual Property Issues
  43. Marcom Insight: Goodwill Boutiques: Thrifty Brand Takes Off
  44. Introduction
  45. Marcom and Brand Adoption
  46. Brand Characteristics That Facilitate Adoption
  47. Quantifying the Adoption-Influencing Characteristics
  48. Brand Naming
  49. What Constitutes a Good Brand Name?
  50. The Brand-Naming Process
  51. The Role of Logos
  52. Intellectual Property
  53. Patents
  54. Copyrights
  55. Trademarks
  56. Summary
  57. Discussion Questions
  58. Chapter 4: Environmental, Regulatory, and Ethical Issues
  59. Marcom Insight: Graphic Visual Tobacco Warnings in the United States
  60. Introduction
  61. Environmental Marketing Communications
  62. Green Marketing Initiatives
  63. Social Media Campaigns
  64. Guidelines for Green Marketing
  65. Regulation of Marketing Communications
  66. When Is Regulation Justified?
  67. Regulation by Federal Agencies
  68. False Advertising and Lanham Act Cases in Federal Court
  69. Regulation by State Agencies
  70. Advertising Self-Regulation
  71. Ethical Issues in Marketing Communications
  72. The Ethics of Targeting
  73. Ethical Issues in Advertising
  74. Ethical Issues in Public Relations and Product Placement
  75. Ethical Issues in Packaging and Branding
  76. Ethical Issues in Sales Promotions
  77. Ethical Issues in Online and Social Media Marketing
  78. Fostering Ethical Marketing Communications
  79. Summary
  80. Discussion Questions
  81. Part 2: Fundamental IMC Planning and Decisions
  82. Chapter 5: Segmentation, Targeting, and Positioning
  83. Marcom Insight: Positioning and “McBucks”: Should McDonald’s Try to Become Starbucks?
  84. Introduction
  85. Segments and the Market Segmentation Process
  86. Segmentation Bases: Behavioral Segmentation
  87. Online Behavioral Targeting
  88. Privacy Concerns
  89. Psychographic Segmentation
  90. Customized Psychographic Profiles
  91. General Purpose Psychographic Profiles
  92. Geodemographic Segmentation
  93. Demographic Segmentation
  94. The Changing Age Structure
  95. The Ever-Changing American Household
  96. Ethnic Population Developments
  97. Market Targeting
  98. Market Positioning in Practice: The Fundamentals
  99. Benefit Positioning
  100. Attribute Positioning
  101. Repositioning a Brand
  102. Marketing Mix Development
  103. Summary
  104. Discussion Questions
  105. Chapter 6: The Communications Process and Consumer Behavior
  106. Marcom Insight: Everyday Consumer Habits Helping the World
  107. The Communications Process
  108. Elements in the Communication Process
  109. Marketing Communication and Meaning
  110. The Meaning of Meaning
  111. The Dimensions of Meaning
  112. Meaning Transfer: From Culture to Object to Consumer
  113. The Use of Figurative Language in Marketing Communications
  114. Behavioral Foundations of Marketing Communications
  115. The Consumer Processing Model (CPM)
  116. The Hedonic, Experiential Model (HEM)
  117. Summary
  118. Discussion Questions
  119. Chapter 7: The Role of Persuasion in Integrated Marketing Communications
  120. Marcom Insight: Can We Be Persuaded to Overcome Bad Habits? The Cell-Free Club
  121. The Nature and Role of Attitudes
  122. What Is an Attitude?
  123. Using Attitudes to Predict Behavior
  124. Persuasion in Marketing Communications
  125. The Ethics of Persuasion
  126. Tools of Influence: The Persuader’s Perspective
  127. Reciprocation
  128. Commitment and Consistency
  129. Social Proof
  130. Liking
  131. Authority
  132. Scarcity
  133. The Influence Process: The Persuadee’s Perspective
  134. Message Arguments
  135. Peripheral Cues
  136. Communication Modality
  137. Receiver Involvement
  138. Receiver’s Initial Position
  139. An Integrated Model of Persuasion
  140. The Central Route
  141. The Peripheral Route
  142. Dual Routes
  143. Enhancing Consumers’ Motivation, Ability, and pportunity to Process Advertisements
  144. Motivation to Attend to Messages
  145. Motivation to Process Messages
  146. Opportunity to Encode Information
  147. Opportunity to Reduce Processing Time
  148. Ability to Access Knowledge Structures
  149. Ability to Create Knowledge Structures
  150. Section Summary
  151. The Theory of Reasoned Action (Tora)
  152. Attitude Change Strategies
  153. Changing Preferences and Behavioral Modification Strategies
  154. Summary
  155. Discussion Questions
  156. Chapter 8: Objective Setting and Budgeting
  157. Marcom Insight: The Gecko, Flo, Mayhem, Magic Jingles, and the Insurance Industry Ad Brawl
  158. Introduction
  159. Setting Marcom Objectives
  160. The Hierarchy of Marcom Effects
  161. The Integrated Information Response Model
  162. Section Summary
  163. Requirements for Setting Suitable Marcom Objectives
  164. Should Marcom Objectives Be Stated in Terms of Sales?
  165. Marcom Budgeting
  166. Budgeting in Theory
  167. Budgeting in Practice
  168. Section Summary
  169. Summary
  170. Discussion Questions
  171. Part 3: Advertising Management and Media Choices
  172. Chapter 9: Overview of Advertising Management
  173. Marcom Insight: The Story of “Mad Man,” the “Elvis of Advertising”
  174. Introduction
  175. The Magnitude of Advertising
  176. Advertising-to-Sales Ratios
  177. Advertising Effects Are Uncertain
  178. Advertising’s Effect on the Economy
  179. Advertising = Market Power
  180. Advertising = Information
  181. A Synthesis
  182. Advertising Functions
  183. Informing
  184. Influencing
  185. Reminding and Increasing Salience
  186. Adding Value
  187. Assisting Other Company Efforts
  188. The Advertising Management Process
  189. Managing the Advertising Process: The Client Perspective
  190. The Role of Advertising Agencies
  191. Agency Compensation
  192. Ad-Investment Considerations
  193. The Case for Investing in Advertising
  194. The Case for Disinvesting
  195. Which Position Is More Acceptable?
  196. Summary
  197. Discussion Questions
  198. Chapter 10: Effective and Creative Ad Messages
  199. Marcom Insight: Perhaps the Greatest TV Commercial of All Time
  200. Introduction
  201. Suggestions for Creating Effective Advertising
  202. Qualities of Successful Advertising
  203. What Exactly Does Being “Creative” and “Effective” Mean?
  204. Creativity: The CAN Elements
  205. Getting Messages to “Stick”
  206. Illustrations of Creative and Sticky Advertising Executions
  207. Making an Impression
  208. Advertising Plans and Strategy
  209. A Five-Step Program
  210. Constructing a Creative Brief
  211. Advertising Objectives
  212. Target Audience
  213. Motivations, Thoughts, and Feelings
  214. Brand Positioning and Personality
  215. Primary Outcome or “Take Away”
  216. Other Details and Mandatories
  217. Means-End Chaining and Laddering
  218. The Nature of Values
  219. Which Values Are Most Relevant to Advertising?
  220. Advertising Applications of Means-End Chains: The MECCAS Model
  221. Identifying Means-End Chains: The Method of Laddering
  222. Practical Issues in Identifying Means-End Chains
  223. Alternative Styles of Creative Advertising
  224. Generic Creative Style
  225. Preemptive Creative Style
  226. Unique Selling Proposition Creative Style
  227. Brand Image Creative Style
  228. Resonance Creative Style
  229. Emotional Creative Style
  230. Section Summary
  231. Corporate Image and Corporate Issue Advertising
  232. Corporate Image Advertising
  233. Corporate Issue (Advocacy) Advertising
  234. Summary
  235. Discussion Questions
  236. Chapter 11: Endorsers and Message Appeals in Advertising
  237. Marcom Insight: When Celebrity Endorsers Go Bad
  238. Introduction
  239. The Role of Celebrity Endorsers in Advertising
  240. Source Attributes and Receiver Processing Modes
  241. Credibility: The Process of Internalization
  242. Attractiveness: The Process of Identification
  243. Power: The Process of Compliance
  244. Practical Issues in Selecting Celebrity Endorsers
  245. The Role of Q Scores
  246. The Role of Humor in Advertising
  247. Appeals to Consumer Fears
  248. Fear Appeal Logic
  249. Appropriate Intensity
  250. The Related Case of Appeals to Scarcity
  251. Appeals to Consumer Guilt
  252. The Use of Sex in Advertising
  253. What Role Does Sex Play in Advertising?
  254. The Potential Downside of Sex Appeals in Advertising
  255. Subliminal Messages and Symbolic Embeds
  256. Why It Is Unlikely That Subliminal Advertising Works
  257. The Functions of Music In Advertising
  258. The Role of Comparative Advertising
  259. Is Comparative Advertising More Effective?
  260. Considerations Dictating the Use of Comparative Advertising
  261. Summary
  262. Discussion Questions
  263. Chapter 12: Traditional Advertising Media
  264. Marcom Insight: Has Traditional Advertising Media Lost Its Effectiveness? The Rise of Cord Cutting,
  265. Introduction
  266. Some Preliminary Comments
  267. Newspapers
  268. Buying Newspaper Space
  269. Newspaper Advertising’s Strengths and Limitations
  270. Magazines
  271. Buying Magazine Space
  272. Magazine Advertising’s Strengths and Limitations
  273. Magazine Audience Measurement
  274. Using Simmons and MRI Reports
  275. Customized Magazines
  276. Radio
  277. Buying Radio Time
  278. Radio Advertising’s Strengths and Limitations
  279. Radio Audience Measurement
  280. Television
  281. Television Programming Dayparts
  282. Network, Spot, Syndicated, Cable, and Local Advertising
  283. Television Advertising’s Strengths and Limitations
  284. Infomercials
  285. Brand Placements in Television Programs
  286. Recent Developments in TV Advertising
  287. Television Audience Measurement
  288. Summary
  289. Discussion Questions
  290. Chapter 13: Digital Media: Online, Mobile, and App Advertising
  291. Marcom Insight: Mobile Headache? The Excitement and Challenges of Mobile Advertising
  292. Introduction
  293. Online Advertising: Benefits and Costs
  294. The Online Advertising Process
  295. Online Advertising Formats
  296. Search Engine Advertising
  297. Purchasing Keywords and Selecting Content-Oriented Websites
  298. SEA Problems and Suggestions
  299. Display Advertising
  300. Static Banner Ads
  301. Click-Through Rates
  302. Standardization of Display Ad Sizes
  303. Rich Media: Pop-Ups, Interstitials, Superstitials, and Online Video Ads
  304. Online Video Ads
  305. Mobile Advertising and Apps
  306. App Advertising
  307. Websites and Sponsored Sites
  308. Blogs and Podcasts
  309. Blogs
  310. Podcasts
  311. E-Mail Advertising
  312. Opt-in E-Mailing versus Spam
  313. E-Mail Magazines (E-zines)
  314. Behavioral Targeting, Programmatic Advertising, and Privacy Issues
  315. Behavioral Targeting
  316. Programmatic Ads
  317. Consumer Privacy
  318. Measuring Online Ad Effectiveness
  319. Metrics for Measuring Online Ad Performance
  320. Summary
  321. Discussion Questions
  322. Chapter 14: Social Media
  323. Marcom Insight: Is Facebook Becoming Passé? Or Are We Hopelessly Addicted?
  324. Introduction
  325. Social Media Background and Landscape
  326. Comparisons with Traditional Media
  327. Social Media Advantages and Disadvantages
  328. Social Media Categories and Brands
  329. Social Networking
  330. Facebook
  331. Twitter
  332. Instagram
  333. Snapchat
  334. Successful Social Media Campaigns
  335. Common Objectives and Themes for These Successful Social Media Campaigns
  336. Factors That “Work” in Social Media Campaigns and Why
  337. Organizing Social Media Efforts
  338. How to Advertise on Social Networks
  339. Privacy and Other Concerns
  340. Other Social Media Network Concerns
  341. Measurement of Social Media Campaigns
  342. Summary
  343. Discussion Questions
  344. Chapter 15: Direct Marketing, CRM, and Other Media
  345. Marcom Insight: During Tough Times, Flex Seal and ShamWow March On
  346. Introduction
  347. Direct Marketing
  348. Direct Marketing’s Phenomenal Growth
  349. Direct-Response Advertising
  350. Direct Mail
  351. Illustrations of Successful Direct-Mail Campaigns
  352. Direct Mail’s Distinctive Features
  353. Who Uses Direct Mail and What Functions Does It Accomplish?
  354. The Special Case of Catalogs and Video Media
  355. CRM and the Use of Databases
  356. Outbound and Inbound Telemarketing
  357. Outbound Telemarketing
  358. Inbound Telemarketing
  359. Major Telemarketing Regulation
  360. Other Media
  361. Brand Placements
  362. Brand Placements in Movies
  363. Brand Placements in TV Programs
  364. Yellow-Pages Advertising
  365. Video-Game Advertising
  366. Measuring Video-Game Audiences
  367. Cinema Advertising
  368. Alternative Advertising Media
  369. Summary
  370. Discussion Questions
  371. Chapter 16: Media Planning and Analysis
  372. Marcom Insight: Is Super Bowl Advertising Worth the Expense?
  373. Introduction
  374. Some Useful Terminology: Media versus Vehicles
  375. Messages and Media: A Hand-in-Glove Relation
  376. Programmatic Ad Buying
  377. Cross-Media Platforms
  378. Selecting and Buying Media and Vehicles
  379. The Media-Planning Process
  380. Selecting the Target Audience
  381. Specifying Media Objectives
  382. Reach
  383. Frequency
  384. Weight
  385. Continuity
  386. Recency Planning (a.k.a. the Shelf-Space Model)
  387. Cost Considerations
  388. The Necessity of Making Trade-Offs
  389. Media-Scheduling Software
  390. Hypothetical Illustration: A One-Month Magazine Schedule for the Esuvee Safety Campaign
  391. Review of Media Plans
  392. The Diet Dr Pepper Plan
  393. The FDA’s “The Real Cost” Campaign
  394. Summary
  395. Discussion Questions
  396. Chapter 17: Measuring Ad Message Effectiveness
  397. Marcom Insight: Lessons in Ad Copy Testing and Track-ing: The National Youth Anti-Drug Media Campaig
  398. Introduction to Advertising Research
  399. It Is Not Easy or Inexpensive
  400. Testing TV Commercials in Prefinished (Rough) Form
  401. What Does Advertising Research Involve?
  402. Industry Standards for Message Research
  403. What Do Brand Managers and Ad Agencies Want to Learn from Message Research?
  404. Two General Forms of Message Research
  405. Qualitative Message Research
  406. Quantitative Message Research
  407. Measures of Recognition and Recall
  408. Starch Ad Readership Studies
  409. Bruzzone Tests
  410. Day-After Recall Testing
  411. Measurement of Emotional Reactions
  412. BBDO’s Emotional Measurement System
  413. Facial Imaging Technology
  414. Neuroscience and Brain Imaging
  415. Self-Report Measurement
  416. Physiological Testing and Biometrics
  417. Measures of Persuasion
  418. The Ipsos ASI: Connect® Method
  419. The Ipsos ASI Next*TV® Method
  420. The MSW*ARS Brand Preference Method
  421. Measures of Sales Response (Single-Source Systems)
  422. Nielsen Catalina’s Advantics on Demand
  423. Some Major Conclusions about Television Advertising
  424. Conclusion 1—All Commercials Are Not Created Equal: Ad Copy Must Be Distinctive
  425. Conclusion 2—More Is Not Necessarily Better: Weight Is Not Enough
  426. Conclusion 3—All Good Things Must End: Advertising Eventually Wears Out
  427. Conclusion 4—Do Not Be Stubborn: Advertising Works Quickly or Not at All
  428. Summary
  429. Discussion Questions
  430. Part 4: Sales Promotion Management
  431. Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
  432. Marcom Insight: The Latest in Trade Promotions: New Thinking and Old Ways
  433. Introduction
  434. The Nature of Sales Promotion
  435. Promotion Targets
  436. Increased Budgetary Allocations to Promotions
  437. Factors Accounting for the Shift
  438. A Consequence of the Increase: A Shift in Accounting Rules
  439. What Are Sales Promotions’ Capabilities and Limitations?
  440. What Promotions Can Accomplish
  441. What Promotions Cannot Accomplish
  442. Problems with an Excessive Emphasis on Sales Promotion
  443. The Role of Trade Promotions
  444. Trade Promotions’ Scope and Objectives
  445. Ingredients for a Successful Trade Promotion Program
  446. Trade Allowances
  447. Major Forms of Trade Allowances
  448. Undesirable Consequences of Off-Invoice Allowances: Forward Buying and Diverting
  449. Efforts to Rectify Trade Allowance Problems
  450. Category Management
  451. Everyday Low Pricing (EDLP)
  452. Pay-for-Performance Programs
  453. Customizing Promotions: Account-Specific Marketing
  454. Other Forms of Trade Promotions
  455. Generalizations about Promotions
  456. Generalization 1: Temporary Retail Price Reductions Substantially Increase Sales—But Only in the
  457. Generalization 2: The Greater the Frequency of Deals, the Lower the Height of the Deal Spike
  458. Generalization 3: The Frequency of Deals Changes the Consumer’s Reference Price
  459. Generalization 4: Retailers Pass through Less Than 100 Percent of Trade Deals
  460. Generalization 5: Higher-Market-share brands Are less deal elastic
  461. Generalization 6: Advertised promotions Can result in increased store Traffic
  462. Generalization 7: Feature advertising and displays operate synergistically to influence sales of dis
  463. Generalization 8: Promotions in one product category affect sales of brands in complementary and com
  464. Generalization 9: The effects of promoting higher- and lower-quality brands Are asymmetric
  465. Summary
  466. Discussion Questions
  467. Chapter 19: Consumer Sales Promotion: Sampling and Couponing
  468. Marcom Insight: Groupon: Is the “New” Model for Couponing Still Working?
  469. Introduction
  470. Why Use Consumer Promotions?
  471. Brand Management Objectives and Consumer Rewards
  472. Classification of Promotion Methods
  473. Sampling
  474. Major Sampling Practices
  475. When Should Sampling Be Used?
  476. Sampling Problems
  477. Couponing
  478. Couponing Background
  479. Point-of-Purchase Couponing
  480. Mail- and Media-Delivered Coupons
  481. In- and On-Pack Coupons
  482. Online and Social Group Couponing
  483. The Coupon Redemption Process and Misredemption
  484. The Role of Promotion Agencies
  485. The Rise of the Online Promotion Agency
  486. Summary
  487. Discussion Questions
  488. Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
  489. Marcom Insight: Whopper Sacrifice: is an Online Premium Offer Worth 10 Friends?
  490. Introduction
  491. Premiums
  492. Free-with-Purchase Premiums
  493. Mail-In and Online Offers
  494. In-, On-, and Near-Pack Premiums
  495. Self-Liquidating Offers
  496. What Makes a Good Premium Offer?
  497. Price-Offs
  498. Federal Trade Commission Price-Off Regulations
  499. Bonus Packs
  500. Games
  501. Avoiding Snafus
  502. Refunds and Rebates
  503. Phantom Discounts
  504. Rebate Fraud
  505. Sweepstakes and Contests
  506. Sweepstakes
  507. Contests
  508. Online Sweeps and Contests
  509. Continuity Promotions
  510. Overlay and Tie-In Promotions
  511. Overlay Programs
  512. Tie-In Promotions
  513. Retailer Promotions
  514. Retail Coupons
  515. Frequent-Shopper (Loyalty) Programs
  516. Special Price Deals
  517. Samples, Premiums, and Games
  518. Evaluating Sales Promotion Ideas
  519. A Procedure for Evaluating Promotion Ideas
  520. Postmortem Analysis
  521. Summary
  522. Discussion Questions
  523. Part 5: Other IMC Tools
  524. Chapter 21: Public Relations, Content Marketing, Viral Marketing, and Sponsorships
  525. Marcom Insight: Rats and False Eight-Legged Chicken Rumors: KFC/Taco Bell Restaurants
  526. Introduction
  527. Marketing Public Relations (MPR) versus Advertising
  528. Proactive versus Reactive Mpr
  529. Proactive MPR
  530. Content Marketing
  531. Reactive MPR
  532. Crisis Management
  533. The Special Case of Rumors and Urban Legends
  534. What Is the Best Way to Handle a Rumor?
  535. Word-of-Mouth Influence
  536. Strong and Weak Ties
  537. The Role of Opinion Leaders in WOM Dissemination
  538. Prevent Negative WOM
  539. Viral Marketing
  540. Viral Marketing Is Akin to Creating an Epidemic
  541. Some Anecdotal Evidence
  542. Formal Perspectives on Buzz Creation
  543. Igniting Explosive Self-Generating Demand
  544. Summing Up
  545. Sponsorship Marketing
  546. Event Sponsorships
  547. Selecting Sponsorship Events
  548. Sponsorship Agreements
  549. Creating Customized Events
  550. Ambushing Events
  551. Measuring Success
  552. Cause Sponsorships
  553. The Benefits of Cause-Related Marketing
  554. The Importance of Fit and Community-Driven CRM Efforts
  555. Accountability Is Critical
  556. Summary
  557. Discussion Questions
  558. Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
  559. Marcom Insight: The “Appification” of Grocery Shopping
  560. Introduction
  561. Packaging
  562. Packaging Structure
  563. Evaluating the Package: The VIEW Model
  564. Quantifying the VIEW Components
  565. Designing a Package
  566. Point-of-Purchase (POP) Communications
  567. The Spectrum of POP Materials
  568. What Does POP Accomplish?
  569. POP’s Influence on Consumer Behavior
  570. Evidence of In-Store Decision Making
  571. Evidence of Display Effectiveness
  572. Latest POPAI Research
  573. The Use and Nonuse of POP Materials
  574. Measuring In-Store Advertising’s Audience
  575. On-Premise Business Signage
  576. Types of On-Premise Signs
  577. The ABCs of On-Premise Signs
  578. Seek Expert Assistance
  579. Out-of-Home (OOH, Off-Premise) Advertising
  580. Forms of Billboard Ads
  581. Buying Billboard Advertising
  582. Billboard Advertising’s Strengths and Limitations
  583. Measuring Billboard Audience Size and Characteristics: OAAA’s Geopath Ratings
  584. A Case Study of Billboard Effectiveness
  585. Other Forms of OOH Advertising
  586. Summary
  587. Discussion Questions
  588. Chapter 23: Personal Selling
  589. Marcom Insight: What Qualities Are Liked and Disliked in a Salesperson?
  590. Introduction
  591. Personal Selling
  592. Personal Selling’s Role in the Promotion Mix and IMC
  593. Attitudes Toward Selling
  594. Attractive Features of Personal Selling
  595. Modern Selling Philosophy
  596. Selling Activities and Types of Personal-Selling Jobs
  597. Selling Activities
  598. Types of Sales Jobs
  599. The Basic Steps in Personal Selling
  600. Step 1: Prospecting and Qualifying
  601. Step 2: Preapproach
  602. Step 3: Approach
  603. Step 4: The Sales Presentation
  604. Step 5: Handling Objections
  605. Step 6: The Close
  606. Step 7: The Follow-Up
  607. In Summary
  608. Salesperson Performance and Effectiveness
  609. Specific Determinants of Salesperson Performance
  610. Excellence in Selling
  611. Specific Characteristics of High-Performers
  612. Summary
  613. Discussion Questions
  614. Glossary
  615. End Notes
  616. Name Index
  617. Subject Index

 

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