Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium. Maggie Geuens is Associate Professor of Marketing at the University of Ghent, and Academic Director of the Brand Management Centre at the Vlerick Leuven Gent Management School. Joeri Van den Bergh is co-founder and managing partner of InSites Consulting, the European online market research pioneer.
A European Perspective
third edition
I S B N 0-273-70693-4
an imprint of
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780273 706939
www.pearson-books.com
0273706939_cover.indd 1
Patrick De Pelsmacker, Maggie Geuens and Joeri Van den Bergh
Marketing Communications A European Perspective
third edition
De Pelsmacker, Geuens and Van den Bergh
Marketing Communications
Filled with original, in-depth material, and supported by input from a number of premier marketing executives, Marketing Communications: A European Perspective offers coverage from globally-recognised companies and brands, including Microsoft, Ford, KitKat, McDonald’s and Samsung, as well as organisations like Handicap International and UNICEF.
Marketing Communications
Marketing Communications: A European Perspective is designed to be of use to both undergraduate and postgraduate students of marketing communications. Lecturers and practitioners will also be impressed with the many pedagogical features the text offers: realworld examples, mini-cases, chapter summaries, review questions and comprehensive reading lists for suggested further research.
A European Perspective
Now in its third edition, Marketing Communications: A European Perspective offers a comprehensive outline of the theories, methodologies and applications of marketing communications in a continental context. All elements of the communications mix are represented here, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. Brand new coverage of emerging topics such as ethics, creativity in advertising, and the ‘new’ consumer groups and trends are accompanied by a variety of insightful case studies.
third edition
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MARKETING COMMUNICATIONS A European Perspective
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We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including FT Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk
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MARKETING COMMUNICATIONS A European Perspective Third Edition
Patrick De Pelsmacker Maggie Geuens Joeri Van den Bergh
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Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk
First published 2001 Second edition published 2004 Third edition published 2007 © Pearson Education Limited 2001, 2004, 2007 The rights of Patrick De Pelsmacker, Maggie Geuens and Joeri Van den Bergh to be identified as authors of this work have been asserted by them in accordance with the Copyright Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. ISBN: 978-0-273-70693-9 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. Library of Congress Cataloguing-in-Publication data Pelsmacker, Patrick de, 1957– Foundations of marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh. — 3rd ed. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-273-70693-9 (pbk.) ISBN-10: 0-273-70693-4 (pbk.) 1. Communication in marketing—Europe. 2. Advertising. I. Geuens, Maggie, 1969– II. Bergh, Joeri van den, 1971– III. Title. HF5415.123.p45 2006 658.8'02—dc22 2006052745 10 11
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Typeset in 10/12.5pt Sabon by 35 Printed and bound in Malaysia The publisher’s policy is to use paper manufactured from sustainable forests.
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We dedicate this book to Isabel, Vita, Jan, Jolien and Jelle
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Contents
About the authors Preface Authors’ acknowledgements Publisher’s acknowledgements
1 Integrated communications Chapter outline Chapter objectives Introduction Marketing and the instruments of the marketing mix The communications mix Integration of marketing communications Integration of corporate communications Factors leading to integrated marketing and corporate communications Levels of integration Barriers to integrated communications Client–agency relations and IMC The integrated communications plan Summary Review questions Further reading Case 1: Marie Jo and PrimaDonna: when luxury meets quality References
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
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xi xiii xvi xvii 1 1 1 2 2 5 8 11 22 27 28 30 30 31 32 32 33 36 39 39 39 40 40 43 45 50 51 58 59 62 63 63
Case 2: Barco, Visibly Yours References
64 70
3 How marketing communications work
73 73 73 74 74 77
Chapter outline Chapter objectives Introduction Hierarchy-of-effects models Attitude 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: Mobistar: always together, never alone References
4 Target groups Chapter outline Chapter objectives Introduction The segmenting-targeting-positioning framework Market segmentation Requirements for effective segmentation Targeting Positioning Primary and secondary target groups
83 88 90 91 96 98 99 102 104 104 105 105 114 118 118 118 119 119 120 129 131 133 138
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CONTENTS
Summary Review questions Further reading Case 4: Electrolux: taking care of new born babies and their parents References
139 139 140
5 Objectives
146 146 146 147 147
Chapter outline Chapter objectives Introduction Marketing communications objectives Stages in the product life cycle and marketing communications objectives Consumer choice situations and marketing communications objectives Corporate communications objectives Summary Review questions Further reading Case 5: Dove – Campaign for real beauty References
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 References
7 Advertising Chapter outline Chapter objectives Introduction Types of advertising Campaign development Message strategy Creative idea Geative appeals Rational appeals Emotional appeals Endorsers
140 144
158 162 164 166 167 167 167 171 172 172 172 173 173 176 183 185 186 187 187 187 190 191 191 191 192 192 194 195 198 201 201 205 211
Campaign implementation Summary Review questions Further reading Case 7: Launching the Citroën Xsara Picasso and relaunching the Volkswagen Sharan References
212 213 213 213
8 Media planning
223 223 223 224 224 225 237 246 251 251 252 252 260
Chapter outline Chapter objectives Introduction The media planning process Media objectives Selecting media Media context Summary Review questions Further reading Case 8: Relaunching Nizoral in Russia References
9 Advertising research Chapter outline Chapter objectives Introduction Strategic advertising planning and the role of research Strategic advertising research Pre-testing of advertising Post-testing of advertising Advertising campaign evaluation research Summary Review questions Further reading Case 9: Building added brand value for Smiths and transferring it to Lay’s References
10 Public relations Chapter outline Chapter objectives Introduction Public relations as a communications tool Target groups, objectives and tasks Instruments and channels Budgets Measuring public relations results Communications in times of crisis Summary
214 218
263 263 263 264 264 265 267 276 279 285 285 285 286 289 290 290 290 291 291 297 302 306 308 310 313
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CONTENTS
Review questions Further reading Case 10: SUEZ: Liquefied Natural Gas in New England References
11 Sponsorship Chapter outline Chapter objectives Introduction Sponsorship: what it is and what it is not How sponsorship works The growing importance of sponsorship Target groups Objectives Types of sponsorship Budgets Measuring sponsorship effectiveness Summary Review questions Further reading Case 11: Sponsoring championship football – France 98, Euro 2000 and the Nordic 2008 proposal References
12 Sales promotions Chapter outline Chapter objectives Introduction The growing importance of sales promotions Objectives and target groups Consumer promotions Trade promotions Are sales promotions effective? Sales promotions research Summary Review questions Further reading Case 12: Febreze – safely eliminating odours References
13 Direct marketing Chapter outline Chapter objectives Introduction Direct marketing as a marketing communications technique Objectives and target groups Direct marketing media and tools
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313 314 314 318 320 320 320 321 321 323 324 328 330 332 341 342 345 346 346
347 350 353 353 353 354 354 356 359 368 370 373 376 377 377 377 380 382 382 382 383 383 385 389
Database marketing Relationship marketing Measuring direct marketing effectiveness Summary Review questions Further reading Case 13: Direct marketing at Tesco – ‘Join the Club . . .’ References
397 402 405 407 408 409
14 Point-of-purchase communications
415 415 415 416
Chapter outline Chapter objectives Introduction The importance of point-of-purchase communications Objectives and tools of point-of-purchase communications The effectiveness of point-of-purchase communications tools Store image Store organisation Product presentation Store atmospherics Packaging Summary Review questions Further reading Case 14: POP in the c-store – the case of Red Bull References
15 Exhibitions and trade fairs Chapter outline Chapter objectives Introduction Types of exhibitions and trade fairs The role of exhibitions in marketing communications Objectives and target groups Planning an exhibition Assessing effectiveness Limitations of fairs and exhibitions On-line trade shows Summary Review questions Further reading Case 15: Etap – unsinkable sailing pleasure References
409 413
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