Marketing management 14th edition

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About the Authors
iv
Authors
Philip Kotler
is one of the world’s leading authorities on market-
ing. He is the S. C. Johnson & Son Distinguished Professor of International
Marketing at the Kellogg School of Management, Northwestern University.
He received his master’s degree at the University of Chicago and his Ph.D.
at MIT, both in economics. He did postdoctoral work in mathematics at
Harvard University and in behavioral science at the University of Chicago.
Dr. Kotler is the coauthor of Principles of Marketing and Marketing:
An Introduction. His Strategic Marketing for Nonprofit Organizations,
now in its seventh edition, is the best seller in that specialized area.
Dr. Kotler’s other books include Marketing Models; The New Competi-
tion; Marketing Professional Services; Strategic Marketing for Educational
Institutions; Marketing for Health Care Organizations; Marketing Congregations;
High Visibility; Social Marketing; Marketing Places; The Marketing of Nations;
Marketing for Hospitality and Tourism; Standing Room Only—Strategies for
Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves;
Kotler on Marketing; Lateral Marketing: Ten Deadly Marketing Sins; and Corporate
Social Responsibility.
In addition, he has published more than one hundred articles in leading journals, in-
cluding the Harvard Business Review, Sloan Management Review, Business
Horizons, California Management Review, the Journal of Marketing, the Journal of
Marketing Research, Management Science, the Journal of Business Strategy, and
Futurist. He is the only three-time winner of the coveted Alpha Kappa Psi award for the
best annual article published in the Journal of Marketing.
Professor Kotler was the first recipient of the American Marketing Association’s (AMA)
Distinguished Marketing Educator Award (1985). The European Association of Marketing
Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was
chosen as the Leader in Marketing Thought by the Academic Members of the AMA in
a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his
original contribution to marketing. In 1995, the Sales and Marketing Executives International
(SMEI) named him Marketer of the Year. In 2002, Professor Kotler received the Distinguished
Educator Award from the Academy of Marketing Science. He has received honorary
doctoral degrees from Stockholm University, the University of Zurich, Athens University of
Economics and Business, DePaul University, the Cracow School of Business and
Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public
Administration, and the University of Economics and Business Administration in Vienna.
Professor Kotler has been a consultant to many major U.S. and foreign companies, in-
cluding IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines,
Michelin, and others in the areas of marketing strategy and planning, marketing organiza-
tion, and international marketing.
He has been Chairman of the College of Marketing of the Institute of Management
Sciences, a Director of the American Marketing Association, a Trustee of the Marketing
Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory
Board, and a member of the Copernicus Advisory Board. He was a member of the Board
of Governors of the School of the Art Institute of Chicago and a member of the Advisory
Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia,
and South America, advising and lecturing to many companies about global marketing
opportunities.
Philip Kotler
Kevin Lane Keller
is widely recognized as one of the top mar-
keting academics of the last 25 years. He is the E. B. Osborn Professor of
Marketing at the Tuck School of Business at Dartmouth College. Professor
Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At
Dartmouth, he teaches MBA courses on marketing management and strate-
gic brand management and lectures in executive programs on those topics.
Previously, Professor Keller was on the faculty of the Graduate School
of Business at Stanford University, where he also served as the head of the
marketing group. Additionally, he has been on the marketing faculty at the
University of California at Berkeley and the University of North Carolina at
Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School
of Management, and has two years of industry experience as Marketing Consultant for
Bank of America.
Professor Keller’s general area of expertise lies in marketing strategy and planning,
and branding. His specific research interest is in how understanding theories and con-
cepts related to consumer behavior can improve marketing strategies. His research has
been published in three of the major marketing journals—the Journal of Marketing, the
Journal of Marketing Research, and the Journal of Consumer Research. He also has
served on the Editorial Review Boards of those journals. With over ninety published pa-
pers, his research has been extensively cited and has received numerous awards.
Professor Keller is acknowledged as one of the international leaders in the study of
brands and branding. His textbook on those subjects, Strategic Brand Management,
has been adopted at top business schools and leading firms around the world and has
been heralded as the “bible of branding.”
Actively involved with industry, he has worked on a host of different types of marketing
projects. He has served as a consultant and advisor to marketers for some of the world’s
most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi
Strauss, Procter & Gamble, and Samsung. Additional brand consulting activities have been
with other top companies such as Allstate, Beiersdorf (Nivea), BlueCross BlueShield,
Campbell’s, Colgate, Eli Lilly, ExxonMobil, General Mills, GfK, Goodyear, Intuit, Johnson &
Johnson, Kodak, L.L.Bean, Mayo Clinic, Nordstrom, Ocean Spray, Red Hat, SAB Miller,
Shell Oil, Starbucks, Unilever, and Young & Rubicam. He has also served as an academic
trustee for the Marketing Science Institute.
A popular and highly sought-after speaker, he has made speeches and conducted
marketing seminars to top executives in a variety of forums. Some of his senior manage-
ment and marketing training clients have included such diverse business organizations as
Cisco, Coca-Cola, Deutsche Telekom, GE, Google, IBM, Macy’s, Microsoft, Nestle,
Novartis, and Wyeth. He has lectured all over the world, from Seoul to Johannesburg,
from Sydney to Stockholm, and from Sao Paulo to Mumbai. He has served as keynote
speaker at conferences with hundreds to thousands of participants.
An avid sports, music, and film enthusiast, in his so-called spare time, he has helped to
manage and market, as well as serve as executive producer for, one of Australia’s great rock
and roll treasures, The Church, as well as American power-pop legends Dwight Twilley and
Tommy Keene. Additionally, he is the Principal Investor and Marketing Advisor for Second
Motion Records. He is also on the Board of Directors for The Doug Flutie, Jr. Foundation for
Autism and the Montshire Museum of Science. Professor Keller lives in Etna, NH, with his
wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison.
v
Kevin Lane Keller
Brief Contents
vi
Preface xvi
PART 1
Understanding Marketing Management 2
Chapter 1 Defining Marketing for the 21st Century 2
Chapter 2 Developing Marketing Strategies and Plans 32
PART 2
Capturing Marketing Insights 66
Chapter 3 Collecting Information and Forecasting Demand 66
Chapter 4 Conducting Marketing Research 96
PART 3
Connecting with Customers 122
Chapter 5 Creating Long-term Loyalty Relationships 122
Chapter 6 Analyzing Consumer Markets 150
Chapter 7 Analyzing Business Markets 182
Chapter 8 Identifying Market Segments and Targets 212
PART 4
Building Strong Brands 240
Chapter 9 Creating Brand Equity 240
Chapter 10 Crafting the Brand Positioning 274
Chapter 11 Competitive Dynamics 298
PART 5
Shaping the Market Offerings 324
Chapter 12 Setting Product Strategy 324
Chapter 13 Designing and Managing Services 354
Chapter 14 Developing Pricing Strategies and Programs 382
PART 6
Delivering Value 414
Chapter 15 Designing and Managing Integrated Marketing Channels 414
Chapter 16 Managing Retailing, Wholesaling, and Logistics 446
PART 7
Communicating Value 474
Chapter 17 Designing and Managing Integrated Marketing
Communications 474
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions,
Events and Experiences, and Public Relations 502
Chapter 19 Managing Personal Communications: Direct and Interactive
Marketing, Word of Mouth, and Personal Selling 534
PART 8
Creating Successful Long-term Growth 566
Chapter 20 Introducing New Market Offerings 566
Chapter 21 Tapping into Global Markets 594
Chapter 22 Managing a Holistic Marketing Organization for the Long Run 620
Appendix: Sonic Marketing Plan A1
Endnotes E1
Glossary G1
Image Credits C1
Name Index I1
Company, Brand, and Organization Index I4
Subject Index I14
Contents
vii
Preface xvi
PART 1
Understanding Marketing
Management 2
CHAPTER 1 Defining Marketing for the 21st
Century 2
The Importance of Marketing 3
The Scope of Marketing 5
What Is Marketing? 5
What Is Marketed? 5
Who Markets? 7
Core Marketing Concepts 9
Needs, Wants, and Demands 9
Target Markets, Positioning, and
Segmentation 10
Offerings and Brands 10
Value and Satisfaction 10
Marketing Channels 11
Supply Chain 11
Competition 11
Marketing Environment 11
The New Marketing Realities 12
Major Societal Forces 12
New Company Capabilities 14
Marketing in Practice 15
MARKETING INSIGHT Marketing in an Age
of Turbulence 16
Company Orientation toward the
Marketplace 17
The Production Concept 18
The Product Concept 18
The Selling Concept 18
The Marketing Concept 18
The Holistic Marketing Concept 18
MARKETING MEMO Marketing Right
and Wrong 19
Relationship Marketing 20
Integrated Marketing 20
Internal Marketing 21
Performance Marketing 22
The New Four Ps 25
Marketing Management Tasks 26
Developing Marketing Strategies and
Plans 26
Capturing Marketing Insights 26
MARKETING MEMO Marketers’ Frequently
Asked Questions 26
Connecting with Customers 27
Building Strong Brands 27
Shaping the Market Offerings 27
Delivering Value 27
Communicating Value 27
Creating Successful Long-Term Growth 27
Summary 28
Applications 28
CHAPTER 2 Developing Marketing Strategies
and Plans 32
Marketing and Customer Value 33
The Value Delivery Process 33
The Value Chain 34
Core Competencies 35
A Holistic Marketing Orientation and
Customer Value 36
The Central Role of Strategic Planning 36
Corporate and Division Strategic
Planning 37
Defining the Corporate Mission 38
Establishing Strategic Business Units 39
Assigning Resources to Each SBU 42
Assessing Growth Opportunities 42
Organization and Organizational Culture 45
Marketing Innovation 45
MARKETING INSIGHT Creating Innovative
Marketing 46
Business Unit Strategic Planning 47
The Business Mission 48
SWOT Analysis 48
Goal Formulation 50
Strategic Formulation 50
MARKETING MEMO Checklist for Performing
Strengths/Weaknesses Analysis 52
Program Formulation and
Implementation 53
Feedback and Control 53
Product Planning: The Nature and Contents
of a Marketing Plan 54
MARKETING MEMO Marketing Plan
Criteria 55
The Role of Research 55
The Role of Relationships 55
From Marketing Plan to Marketing
Action 55
Summary 56
Applications 56
Sample Marketing Plan: Pegasus Sports
International 60
PART 2
Capturing Marketing
Insights 66
CHAPTER 3 Collecting Information and
Forecasting Demand 66
Components of a Modern Marketing
Information System 67
Internal Records 70
The Order-to-Payment Cycle 70
Sales Information Systems 70
Databases, Data Warehousing, and Data
Mining 71
Marketing Intelligence 71
The Marketing Intelligence
System 71
Collecting Marketing Intelligence on the
Internet 72
Communicating and Acting on Marketing
Intelligence 73
Analyzing the Macroenvironment 74
Needs and Trends 74
Identifying the Major Forces 74
The Demographic Environment 75
MARKETING INSIGHT Finding Gold at the
Bottom of the Pyramid 76
The Economic Environment 77
The Sociocultural Environment 78
The Natural Environment 80
The Technological Environment 81
MARKETING INSIGHT The Green Marketing
Revolution 82
The Political-Legal Environment 84
Forecasting and Demand
Measurement 85
The Measures of Market Demand 85
A Vocabulary for Demand
Measurement 86
Estimating Current Demand 88
Estimating Future Demand 90
Summary 92
Applications 92
CHAPTER 4 Conducting Marketing
Research 96
The Marketing Research System 97
The Marketing Research Process 99
Step 1: Define the Problem, the Decision
Alternatives, and the Research
Objectives 99
Step 2: Develop the Research Plan 100
MARKETING MEMO Conducting Informative
Focus Groups 102
MARKETING MEMO Questionnaire Dos and
Don’ts 104
MARKETING INSIGHT Getting into the
Heads of Consumers 106
MARKETING INSIGHT Understanding Brain
Science 108
Step 3: Collect the Information 110
Step 4: Analyze the Information 111
Step 5: Present the Findings 111
Step 6: Make the Decision 111
MARKETING INSIGHT Bringing Marketing
Research to Life with Personas 112
Overcoming Barriers to the Use of Marketing
Research 112
Measuring Marketing Productivity 114
Marketing Metrics 114
Marketing-Mix Modeling 116
Marketing Dashboards 116
MARKETING INSIGHT Marketing
Dashboards to Improve Effectiveness and
Efficiency 117
Summary 118
Applications 119
PART 3
Connecting with
Customers 122
CHAPTER 5 Creating Long-term Loyalty
Relationships 122
Building Customer Value, Satisfaction, and
Loyalty 123
Customer Perceived Value 124
Total Customer Satisfaction 128
Monitoring Satisfaction 128
MARKETING INSIGHT Net Promoter and
Customer Satisfaction 129
Product and Service Quality 131
viii
Maximizing Customer Lifetime Value 132
MARKETING MEMO Marketing and Total
Quality 132
Customer Profitability 133
Measuring Customer Lifetime Value 134
Cultivating Customer Relationships 134
MARKETING MEMO Calculating Customer
Lifetime Value 134
Customer Relationship
Management 135
Attracting and Retaining
Customers 139
Building Loyalty 141
Win-Backs 143
Customer Databases and Database
Marketing 143
Customer Databases 143
Data Warehouses and Data Mining 143
The Downside of Database Marketing and
CRM 145
MARKETING INSIGHT The Behavioral
Targeting Controversy 146
Summary 147
Applications 147
CHAPTER 6 Analyzing Consumer
Markets 150
What Influences Consumer Behavior? 151
Cultural Factors 151
Social Factors 153
MARKETING MEMO The Average U.S.
Consumer Quiz 155
Personal Factors 155
Key Psychological Processes 160
Motivation: Freud, Maslow, Herzberg 160
Perception 161
Learning 163
Emotions 163
Memory 163
MARKETING INSIGHT Made
to Stick 165
The Buying Decision Process:
The Five-Stage Model 166
Problem Recognition 167
Evaluation of Alternatives 168
ix
Purchase Decision 170
Postpurchase Behavior 172
Moderating Effects on Consumer Decision
Making 173
Behavioral Decision Theory and Behavioral
Economics 174
Decision Heuristics 174
MARKETING INSIGHT Predictably
Irrational 176
Framing 177
Summary 177
Applications 178
CHAPTER 7 Analyzing Business Markets 182
What Is Organizational Buying? 183
The Business Market versus the Consumer
Market 183
Buying Situations 185
Systems Buying and Selling 187
Participants in the Business Buying
Process 188
The Buying Center 188
Buying Center Influences 189
Targeting Firms and Buying Centers 190
MARKETING INSIGHT Big Sales to Small
Businesses 191
The Purchasing/Procurement
Process 193
Stages in the Buying Process 195
Problem Recognition 196
General Need Description and Product
Specification 196
Supplier Search 196
Proposal Solicitation 198
Supplier Selection 198
MARKETING MEMO Developing Compelling
Customer Value Propositions 199
Order-Routine Specification 201
Performance Review 201
Managing Business-to-Business Customer
Relationships 201
The Benefits of Vertical Coordination 202
MARKETING INSIGHT Establishing
Corporate Trust, Credibility, and
Reputation 203
Business Relationships: Risks and
Opportunism 203
New Technology and Business
Customers 204
Institutional and Government Markets 205
Summary 207
Applications 208
CHAPTER 8 Identifying Market Segments and
Targets 212
Bases for Segmenting Consumer
Markets 214
Geographic Segmentation 214
Demographic Segmentation 216
MARKETING INSIGHT Trading Up, Down,
and Over 218
Psychographic Segmentation 225
Behavioral Segmentation 227
Bases for Segmenting Business Markets 230
Market Targeting 231
Effective Segmentation Criteria 231
Evaluating and Selecting the Market
Segments 232
MARKETING INSIGHT Chasing the Long
Tail 235
Summary 236
Applications 237
PART 4
Building Strong
Brands 240
CHAPTER 9 Creating Brand Equity 240
What Is Brand Equity? 241
The Role of Brands 242
The Scope of Branding 243
Defining Brand Equity 243
Brand Equity Models 245
MARKETING INSIGHT Brand Bubble
Trouble 248
Building Brand Equity 249
Choosing Brand Elements 250
Designing Holistic Marketing Activities 251
Leveraging Secondary Associations 252
Internal Branding 253
Brand Communities 253
Measuring Brand Equity 255
MARKETING INSIGHT The Brand Value
Chain 255
MARKETING INSIGHT What Is a Brand
Worth? 257
Managing Brand Equity 258
Brand Reinforcement 258
Brand Revitalization 259
Devising a Branding Strategy 260
Branding Decisions 261
Brand Portfolios 262
Brand Extensions 263
Customer Equity 267
MARKETING MEMO Twenty-First-Century
Branding 267
Summary 268
Applications 269
CHAPTER 10 Crafting the Brand Positioning 274
Developing and Establishing a Brand
Positioning 275
Determining a Competitive Frame of
Reference 276
MARKETING INSIGHT High Growth Through
Value Innovation 278
Identifying Optimal Points-of-Difference and
Points-of-Parity 280
Choosing POPs and PODs 283
Brand Mantras 284
Establishing Brand Positioning 286
MARKETING MEMO Constructing a Brand
Positioning Bull’s-eye 287
Differentiation Strategies 289
Alternative Approaches to Positioning 291
Positioning and Branding a Small
Business 293
Summary 294
Applications 294
CHAPTER 11 Competitive Dynamics 298
Competitive Strategies for Market
Leaders 299
MARKETING INSIGHT When Your
Competitor Delivers More for Less 300
x
Expanding Total Market Demand 301
Protecting Market Share 302
Increasing Market Share 304
Other Competitive Strategies 305
Market-Challenger Strategies 305
Market-Follower Strategies 307
Market-Nicher Strategies 308
MARKETING MEMO Niche Specialist
Roles 309
Product Life-Cycle Marketing
Strategies 310
Product Life Cycles 310
Style, Fashion, and Fad Life Cycles 311
Marketing Strategies: Introduction Stage and
the Pioneer Advantage 312
Marketing Strategies: Growth Stage 313
Marketing Strategies: Maturity Stage 313
Marketing Strategies: Decline Stage 315
MARKETING INSIGHT Managing a Brand
Crisis 316
Evidence for the Product Life-Cycle
Concept 316
Critique of the Product Life-Cycle
Concept 317
Market Evolution 317
Marketing in an Economic
Downturn 318
Explore the Upside of Increasing
Investment 318
Get Closer to Customers 318
Review Budget Allocations 319
Put Forth the Most Compelling Value
Proposition 319
Fine-tune Brand and Product
Offerings 320
Summary 320
Applications 321
PART 5
Shaping the Market
Offerings 324
CHAPTER 12 Setting Product Strategy 324
Product Characteristics and
Classifications 325
Product Levels: The Customer-Value
Hierarchy 326
Product Classifications 327
xi
Product and Services Differentiation 328
Product Differentiation 329
Services Differentiation 330
Design 332
Product and Brand Relationships 333
MARKETING INSIGHT Marketing Luxury
Brands 334
The Product Hierarchy 336
Product Systems and Mixes 336
Product Line Analysis 337
Product Line Length 337
MARKETING INSIGHT When Less Is
More 339
Product Mix Pricing 342
Co-Branding and Ingredient
Branding 344
MARKETING MEMO Product-Bundle Pricing
Considerations 344
Packaging, Labeling, Warranties, and
Guarantees 346
Packaging 346
Labeling 348
Warranties and Guarantees 349
Summary 349
Applications 350
CHAPTER 13 Designing and Managing
Services 354
The Nature of Services 355
Service Industries Are Everywhere 356
Categories of Service Mix 356
Distinctive Characteristics of Services 358
The New Services Realities 361
A Shifting Customer Relationship 362
Achieving Excellence in Services
Marketing 365
Marketing Excellence 365
Best Practices of Top Service
Companies 366
Differentiating Services 368
MARKETING INSIGHT Improving Company
Call Centers 369
Managing Service Quality 370
MARKETING MEMO Recommendations for
Improving Service Quality 372
Managing Customer Expectations 373
Incorporating Self-Service Technologies
(SSTs) 375
Managing Product-Support Services 375
Identifying and Satisfying Customer
Needs 376
MARKETING MEMO Assessing E-Service
Quality 376
Postsale Service Strategy 377
Summary 378
Applications 378
CHAPTER 14 Developing Pricing Strategies and
Programs 382
Understanding Pricing 383
A Changing Pricing Environment 384
MARKETING INSIGHT Giving It All
Away 384
How Companies Price 386
Consumer Psychology and
Pricing 386
Setting the Price 389
Step 1: Selecting the Pricing
Objective 389
Step 2: Determining Demand 390
Step 3: Estimating Costs 392
Step 4: Analyzing Competitors’ Costs, Prices,
and Offers 395
Step 5: Selecting a Pricing
Method 395
Step 6: Selecting the Final Price 402
MARKETING INSIGHT Stealth Price
Increases 403
Adapting the Price 403
Geographical Pricing (Cash, Countertrade,
Barter) 404
Price Discounts and Allowances 404
Promotional Pricing 405
Differentiated Pricing 406
Initiating and Responding to Price
Changes 407
Initiating Price Cuts 407
Initiating Price Increases 408
Responding to Competitors’ Price
Changes 409
Summary 410
Applications 410
PART 6
Delivering Value 414
CHAPTER 15 Designing and Managing Integrated
Marketing Channels 414
Marketing Channels and Value Networks 415
The Importance of Channels 416
Hybrid Channels and Multichannel
Marketing 416
Value Networks 417
The Role of Marketing Channels 418
Channel Functions and Flows 418
Channel Levels 420
Service Sector Channels 421
Channel-Design Decisions 422
Analyzing Customer Needs and Wants 422
Establishing Objectives and
Constraints 423
Identifying Major Channel Alternatives 424
Evaluating Major Channel Alternatives 426
Channel-Management Decisions 427
Selecting Channel Members 427
Training and Motivating Channel
Members 428
Evaluating Channel Members 429
Modifying Channel Design and
Arrangements 429
Channel Modification Decisions 429
Global Channel Considerations 430
Channel Integration and Systems 431
Vertical Marketing Systems 431
MARKETING INSIGHT Channel Stewards
Take Charge 432
Horizontal Marketing Systems 433
Integrating Multichannel Marketing
Systems 433
Conflict, Cooperation, and Competition 435
Types of Conflict and Competition 435
Causes of Channel Conflict 436
Managing Channel Conflict 436
Dilution and Cannibalization 438
Legal and Ethical Issues in Channel
Relations 438
E-Commerce Marketing Practices 438
Pure-Click Companies 439
Brick-and-Click Companies 440
M-Commerce Marketing Practices 441
Summary 442
Applications 442
xii
CHAPTER 16 Managing Retailing, Wholesaling,
and Logistics 446
Retailing 447
Types of Retailers 448
The New Retail Environment 451
Marketing Decisions 453
Channels 454
MARKETING MEMO Helping Stores to
Sell 458
Private Labels 459
Role of Private Labels 460
Private-Label Success Factors 460
MARKETING INSIGHT Manufacturer’s
Response to the Private Label Threat 461
Wholesaling 461
Trends in Wholesaling 463
Market Logistics 464
Integrated Logistics Systems 464
Market-Logistics Objectives 465
Market-Logistics Decisions 466
Organizational Lessons 469
Summary 469
Applications 470
PART 7
Communicating Value 474
CHAPTER 17 Designing and Managing Integrated
Marketing Communications 474
The Role of Marketing Communications 476
The Changing Marketing Communications
Environment 476
MARKETING INSIGHT Don’t Touch That
Remote 476
Marketing Communications, Brand Equity,
and Sales 478
The Communications Process Models 480
Developing Effective Communications 482
Identify the Target Audience 482
Determine the Communications
Objectives 482
Design the Communications 484
MARKETING INSIGHT Celebrity
Endorsements as a Strategy 486
Select the Communications Channels 486
xiii
Establish the Total Marketing
Communications Budget 488
Deciding on the Marketing
Communications Mix 490
Characteristics of the Marketing
Communications Mix 490
Factors in Setting the Marketing
Communications Mix 492
Measuring Communication Results 494
Managing the Integrated Marketing
Communications Process 494
Coordinating Media 495
Implementing IMC 496
MARKETING MEMO How Integrated Is Your
IMC Program? 496
Summary 497
Applications 497
CHAPTER 18 Managing Mass Communications:
Advertising, Sales Promotions,
Events and Experiences, and Public
Relations 502
Developing and Managing an Advertising
Program 504
Setting the Objectives 504
Deciding on the Advertising Budget 505
Developing the Advertising Campaign 506
MARKETING MEMO Print Ad Evaluation
Criteria 509
Deciding on Media and Measuring
Effectiveness 510
Deciding on Reach, Frequency, and
Impact 511
Choosing among Major Media Types 512
Alternate Advertising Options 512
MARKETING INSIGHT Playing Games with
Brands 516
Selecting Specific Media Vehicles 516
Deciding on Media Timing and
Allocation 517
Evaluating Advertising Effectiveness 518
Sales Promotion 519
Objectives 519
Advertising versus Promotion 519
Major Decisions 520
Events and Experiences 524