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Advertising and Promotion

Module 1

Overview of Integrated Marketing Communications:

• The Nature of Marketing Communications
• The Marketing Communicator's Tools
• Marketing Communications at the Brand Level
• The Integration of Marketing Communications
• A Definition of IMC        
• Key Features of IM

Module 2

The Marketing Communications Process and Brand-Equity Enhancement:

• A Model of the Marketing Communications
• Decision-Making Process
• Making Brand-Level MarCom Decisions
• MarCom Implementation Decisions
• MarCom Outcomes

IMC from the Customer's Perspective: Targeting, Communicating, and Persuading

Module 3

Positioning and Targeting for MarCom Efforts:

• Brand Positioning            
• Positioning via Product Attributes           
• Positioning via Brand Benefits   
• Targeting Customers and Prospects       
• Demographic Targeting
• Population Growth and Geographic Dispersion
• The Changing Age Structure       
• Online Focus: Purchasing Online Without a Credit Card  
• Ethnic Population Developments             
• Psychographic Targeting              
• Geodemographic Targeting        

Module 4

The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information:

• The Communication Process                      
• Elements in the Communication Process              
• Marketing Communications and Meaning
• The Nature of Signs       
• The Meaning of Meaning            
• Meaning Transfer: From Culture to Object to Consumer               
• The Use of Figurative Language in Marketing Communications  
• Behavioral Foundations of Marketing Communications

Module 5

Persuasion in Marketing Communications:

• The Nature and Role of Attitudes
• What Is an Attitude!
• Persuasion in Marketing Communications
• The Ethics of Persuasion
• Multiple Forms of Persuasion
• The Influence Process: The Persuader’s Perspective
• Message Arguments
• Peripheral Cues
• Receiver Involvement
• Receiver's Initial Position
• An Integrated Model of Persuasion
• The Central Route
• The Peripheral Route
• Dual Routes
• Practical Implications: Enhancing Consumer's Processing
• Motivation, Opportunity, and Ability
• Enhancing Motivation to Attend to Messages
• Enhancing Motivation to Process Messages
• Enhancing Opportunity to Encode Information
• Enhancing Opportunity to Reduce Processing Time
• Enhancing Ability to Access Knowledge Structures
• Enhancing Ability to Create Knowledge Structure
• Nose Knows
• Tools of Influence: The Persuader's Perspective
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity

  Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising

Module 6

MarCom's Role in Facilitating Product Adoption:

• New Products and Marketing Communications
• Product Characteristics That Facilitate Adoption
• The Diffusion Process
• Adopter Categories      
• Managing the Diffusion Process              
• Stimulating Word-of-Mouth Influence
• Strong and Weak Ties  
• Opinion Leadership      
• What's the Motivation?              
• Avoid Negative Information     
• Creating "Buzz"              
• Some Anecdotal Evidence

Module 7

Brand Names, Logos, Packages, and Point-of-Purchase Material:

• Brand Naming
• What Constitutes a Good Brand Name?
• The Brand-Naming Process        
• The Role of Logos           
• Packaging           
• Packaging Structure
• Evaluating the Package: The VIEW Model
• Designing a Package      
• Point-of-Purchase Advertising  
• The Spectrum of P-O-P Materials            
• What Does P-O-P Accomplish? 
• Functions Performed by P-O-P Materials             
• Interactive Displays        
• A Vital Result of P-O-P: Increased In-Store Decision Making        
• The Impact of Displays on Brand Sales
• The Use and Nonuse of P-O-P Materials

Advertising Management

Module 8

Overview of Advertising Management:

• The Magnitude of Advertising and Ad-Investment Considerations           
• Putting Matters in Perspective
• An Investment in the Brand Equity Bank              
• Advertising Functions and Process          
• Advertising Performs Valuable Functions             
• Managing the Advertising Process          
• Setting Advertising Objectives  
• The Hierarchy-of-Effects Framework     
• Requirements for Setting Good Advertising Objectives
• Is Sales (Versus Presales) an Appropriate Advertising Objective?
• Budgeting for Advertising           
• Advertising Budgeting in Theory
• Budgeting Considerations in Practice     
• Practical Budgeting Methods

Module 9

Creative Advertising Strategy:

• The Relationship Between Client and Advertising Agency
• The Role of an Advertising Agency
• Advertising Agency Organization
• Agency Compensation
• Creating Effective Advertising
• The Role of Creativity
• Achieving Advertising Impact
• IMC Focus: Absolutely Brilliant!
• Advertising Plans and Strategy
• A Five-Step Program
• Constructing a Creative Brief
• Alternative Style of Creative Advertising
• Unique Selling-Proposition Strategy
• Brand Image Strategy
• Resonance Strategy
• Emotional Strategy
• Generic Strategy
• Preemptive Strategy
• Means-End Chaining the Method of Laddering as Guides to Advertising Strategy formulation    
• The Nature of Values    
• Which Values Are Most Relevant to Advertising
• Advertising Applications of Means-End Chains:
• The MECCAS Model       
• Determining Means-End Chains: The Method of Laddering         
• Practical Issues in Identifying Means-End Chains              
• Corporate Image and Issue Advertising
• Corporate Image Advertising     
• Corporate Issue (Advocacy) Advertising

Module 10

Endorsers and Message Appeals in Advertising:

• The Role of Endorsers in Advertising      
• Celebrity Endorsers       
• Typical-Person Endorsers            
• Endorser Attributes: The TEARS Model
• Endorser Selection Considerations: The "No Tears" Approach    
• The Role of Q-Ratings   
• The Role of Humor in Advertising             
• The Use of Appeals to Consumer Fears
• Fear-Appeal Logic           
• Appropriate Intensity   
• The Use of Appeals to Consumer Guilt  
• The Use of Sex in Advertising    
• What Role Does Sex Play in Advertising?              
• The Downside of Sex Appeals in Advertising
• Subliminal Messages and Symbolic Embeds        
• A Challenge       
• The Functions of Music in Advertising    
• Music's Role at the Point of Purchase    
• The Role of Comparative Shopping         
• Is Comparative Shopping Advertising More Effective?   
• Considerations Dictating the Use of Comparative Advertising      

Module 11

Assessing Ad Message Effectiveness:

• What Does Message Research Involve?
• Idealism Meets Reality in Advertising Research
• Measures of Recognition and Recall
• Starch Readership Service
• Bruzzone Tests
• Burke Day-After Recall Testing
• Measures of Physiological Arousal
• The Galvanometer
• The Pupillometer
• Measures of Persuasion
• The ARS Persuasion Method
• Measures of Sales Response (Single-Source Systems)
• IRl's Behavior Scan
• Nielsen's SCANTRACK

Module 12

Traditional Advertising Media:

• Out-of-Home Advertising
• Billboard Advertising
• Buying Out-of-Home Advertising
• Outdoor Advertising's Strengths and limitations
• Newspapers
• Buying Newspaper Space
• Newspaper Advertising's Strengths and limitations
• Magazines
• Buying Magazine Space
• Magazine Advertising's Strengths and limitations
• Magazine Audience Measurement
• Radio
• Buying Radio Time
• Radio Advertising's Strengths and limitations
• Radio Audience Measurement
• Television
• Television Programming Day parts
• Network, Spot, Syndicated, Cable, and Local Advertising
• Television Advertising's Strengths and limitations
• Infomercials
• Brand Placement in Television Programs
• Television Audience Measurement

Module 13

Alternative Offline Advertising Media and Mass Online Advertising:

• Alternative Offline Advertising Media
• Product Placements in Movies
• Video Advertising
• Virtual Signage
• CD• ROM Advertising
• Some Additional Alternative Media
• Yellow-Pages Advertising
• Mass Online Advertising
• The Two I's of the Internet: individualization and interactivity
• The Internet Compared with Other Ad Media
• Internet Advertising Formats
• Measuring Internet Ad Effectiveness
• Profiling and Targeting Internet Ad Recipients

Module 14

Offline and Online Direct Advertising:

• Database Marketing and Data Mining
• Database Assets
• Lifetime Value Analysis
• Mailing Lists
• The Practice of Data Mining
• P-Mail Advertising
• What Can P-Mail Accomplish?
• Who Uses P-Mail Advertising?
• Why the Trend Toward P-Mailing
• The Special Case of Catalogue Marketing
• Email Advertising
• Opt-In Emailing Versus Spam
• The Virtues of Email Advertising
• Acquiring Opt-In Lists
• The Special Case of Wireless Email Advert

Module 15:

Media Planning and Analysis:

• Selecting the Target Audience
• Specifying Media Objectives
• Reach
• Frequency
• Weight
• Continuity
• Cost Considerations
• Trade-offs, Trade-offs, Trade-offs
• Media Planning Software
• Hypothetical Illustration

Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships

Module 16

Overview of Sales Promotion Management:

• What Exactly Is Sales Promotion?
• Promotion Targets
• Increased Budgetary Allocations to Promotions
• Factors Accounting for the Shift
• Sales Promotion Capabilities and Limitations
• What Promotions Can Accomplish
• What Promotions Cannot Accomplish
• What Generalizations Can Be Made About Promotions
• Promotion Dealing Is Not Always Profitable
• Consumer Responsiveness to Promotional Deals
• Profit Implications for Each Consumer Segment

Module 17

Trade-Oriented Sales Promotion:

• Introduction to Trade Promotion
• Types of Trade Promotions
• Trade Allowances
• Major Forms of Trade Allowances
• Forward Buying and Diverting
• Efforts to Rectify Trade Allowance Problems
• Efficient Consumer Response (ECR)
• Category Management
• Everyday Low Pricing (EDLP)
• Pay-for-Performance Programs
• Account-Specific Marketing
• Cooperative Advertising and Vendor Support Programs
• Cooperative Advertising
• Vendor Support Programs
• Trade Contests and Incentives
• Trade Shows

Module 18

Consumer-Oriented Promotions:

• Brand Management Objectives and Consumer Rewards
• Classification of Promotion Methods
• Sampling
• Major Sampling Practices
• How Effective Is Sampling?
• When Should Sampling Be Used?
• Sampling Problems
• Couponing
• Couponing Background
• Point-of-Purchase Couponing
• Mail- and Media-Delivered Coupons
• In- and On-Pack Coupons
• Online Couponing
• The Coupon Redemption Process and Misredemption
• Premiums
• Free With Purchase Premiums
• Mail-in Offers
• Phone Cards
• What Makes a Good Premium Offer?
• Price-Offs
• FTC Price-Off Regulations
• Bonus Packs
• Rebates/Refunds
• Phantom Discounts
• Rebate Fraud
• Sweepstakes. Contests, and Games
• Continuity Promotions
• Overlay and Tie-In Promotions
• Overlay Programs
• Tie-In Promotions
• Retailer Promotions
• Evaluating Sales Promotion Ideas
• A Procedure for Evaluating Promotion Ideas

Module 19

Marketing Public Relations and Sponsorship Marketing

• The MPR Aspect of General Public Relations
• Proactive MPR
• Reactive MPR
• The Special Case of Rumours and Urban legends
• Sponsorship Marketing
• Event Sponsorships
• Cause-Related Marketing

External pressures on Marketing Communications

Module 20

Regulatory, Ethical, and "Green" Issues in Marketing Communications

• When Is Regulation Justified?
• Regulation of Marketing Communications by Federal Agencies
• Regulation of Marketing Communications by State Agencies
• Advertising Self-Regulation
• Ethical Issues in Marketing Communications
• The Ethics of Targeting
• Ethical Issues in Advertising
• Ethical Issues in Public Relations
• Ethical Issues in Packaging
• Ethical Issues in Sales Promotions
• Ethical Issues in Online Marketing
• Fostering Ethical Marketing Communications
• Green Marketing Communications
• Green Marketing Initiatives
• Guidelines for Green Marketing