科学技术研究报告.1127,化学纤维梳毛法半精梳制条

Preface p. vii
The Concept, Practice, and Environment of Integrated Marketing Communications p. 1
Overview of Integrated Marketing Communications p. 2
Opening Vignette: Branding Energy p. 2
The Nature of Marketing Communications p. 3
Brands, Brand Equity, and Brand Equity Enhancement p. 5
Managing Brand Concepts p. 12
Integrated Marketing Communications p. 17
Summary p. 24
The Marketing Communications Process p. 28
Opening Vignette: A Korean Car Company Aims at College Students p. 28
A Model of the Marketing Communications Decision Process p. 29
Making Brand-Level Marketing Communications Decisions p. 34
Summary p. 44
Environmental, Regulatory, and Ethical Issues in Marketing Communications p. 48
Opening Vignette: Trash Bags, Degradability, Ethics, and Regulation p. 48
Overview p. 49
The Physical Environment and Green Marketing Communications p. 50
Regulation of Marketing Communications p. 57
Ethical Issues in Marketing Communications p. 66
Summary p. 77
Integrated Marketing Communications From the Customer's Perspective: Targeting, Communicating, and Persuading p. 84
Demographic, Psychographic, and Geodemographic Targets of Marketing Communications p. 86
Opening Vignette: Targeting the Extreme Generation p. 86
Overview p. 87
Population Growth and Geographic Dispersion p. 88
The Changing Age Structure p. 88
The Ever-Changing American Household p. 98
Ethnic Population Developments p. 99
Psychographic Targeting p. 104
Geodemographic Targeting p. 108
Summary p. 110
The Communication Process and Fundamentals of Buyer Behavior p. 114
Opening Vignette: Losing Sales to Bottled Water, the Plight of Diet Soft Drinks p. 114
Communication Objectives p. 116
The Communication Process p. 117
Marketing Communications and Meaning p. 119
Behavioral Foundations of Marketing Communications: The Consumer Processing Model (CPM) p. 129
Behavioral Foundations of Marketing Communications: The HEM Perspective p. 152
Summary p. 156
Persuasion in Marketing Communications p. 162
Opening Vignette: Selling Calcium p. 162
The Nature and Role of Attitudes p. 164
Persuasion in Marketing Communications p. 165
Tools of Influence: The Persuader's Perspective p. 166
The Influence Process: The Persuadee's Perspective p. 169
An Integrated Model of Persuasion p. 173
Practical Implications: Enhancing Consumers' Processing Motivation, Opportunity, and Ability p. 181
Summary p. 190
New Products, Brand Names, Logos, Packages, and Point-of-Purchase Materials p. 194
Marketing Communications and New Product Adoption p. 196
Opening Vignette: Steve Jobs Does a Job with the iMac p. 196
New Products and Marketing Communications p. 198
The Diffusion Process p. 205
Stimulating Word-of-Mouth Influence p. 210
Summary p. 212
Brand Names, Logos, Packages, and Point-of-Purchase Materials p. 216
Opening Vignette: Transforming Bell Labs into Lucent Technologies p. 216
Introduction p. 217
Brand Naming p. 217
Packaging p. 223
Point-of-Purchase Advertising p. 232
Summary p. 251
Advertising Management p. 256
Overview of Advertising Management p. 258
Opening Vignette: With Soaring Sales, Why Advertise? p. 258
Overview p. 260
The Advertising Management Process p. 265
Setting Advertising Objectives p. 267
Budgeting for Advertising p. 283
Summary p. 292
Creative Advertising Strategy p. 296
Opening Vignette: Two of the Greatest Ads in the History of Advertising p. 296
The Relationship between Client and Advertising Agency p. 298
What Makes Effective Advertising? p. 302
Advertising Plans and Strategy p. 305
Means-End Chains and Advertising Strategy p. 310
Alternative Creative Strategies p. 317
Corporate Image and Issue Advertising p. 325
Summary p. 328
Message Appeals and Endorsers in Advertising p. 332
Opening Vignette: Dead Is Alive ... in Celebrity Endorsements p. 332
The Role of Endorsers in Advertising p. 334
The Role of Humor in Advertising p. 344
The Use of Fear Appeals p. 346
The Use of Guilt Appeals p. 349
The Use of Sex in Advertising p. 350
Subliminal Messages and Symbolic Embeds p. 353
The Functions of Music in Advertising p. 356
The Role of Comparative Advertising p. 357
Summary p. 361
Analysis of Advertising Media p. 368
Opening Vignette: Revamping Miller Lite's Image Required a Media Overhaul p. 368
Overview of Major Media p. 369
Out-of-Home Advertising p. 372
Newspapers p. 376
Magazines p. 379
Radio p. 385
Television p. 388
Interactive Advertising Media p. 395
Alternative Advertising Media p. 398
Summary p. 402
Direct Advertising and Database Marketing p. 406
Opening Vignette: An Effective Direct-Mail and Telemarketing Campaign for the Saab 9-5 p. 406
Direct Marketing p. 407
Direct-Response Advertising p. 410
Catalog Marketing p. 419
Outbound and Incoming Telemarketing p. 420
Summary p. 426
Media Strategy p. 430
Opening Vignette: The Introductory Media Campaign for the Saab 9-5 p. 430
The Media-Planning Process p. 432
Selecting the Target Audience p. 433
Specifying Media Objectives p. 434
Tradeoffs, Tradeoffs, Tradeoffs p. 450
The Diet Dr Pepper Campaign p. 456
Summary p. 462
Assessing Advertising Effectiveness p. 466
Opening Vignette: Two Illustrations of Potentially Risky Ad Campaigns p. 466
Overview of Advertising Research p. 468
Media Research Methods p. 469
Message Research Methods p. 475
Measuring Web Ads p. 498
Summary p. 499
Sales Promotion Management p. 504
Overview of Sales Promotion Management p. 506
Opening Vignette: Three Exemplary Cases of Using Promotions Effectively p. 506
Introduction to Sales Promotion p. 507
Increased Budgetary Allocations to Promotions p. 510
Sales Promotion Capabilities and Limitations p. 514
What Generalizations Can Be Made about Promotions? p. 518
Promotion Dealing Is Not Always Profitable p. 520
Summary p. 526
Trade-Oriented Sales Promotion p. 530
Opening Vignette: Now You See It, Now You Don't--The Old "Switcharoo" in the Modern Retail Establishment p. 530
Introduction to Trade Promotion p. 532
Trade Allowances p. 533
Efforts to Rectify Trade Promotion Problems p. 539
Cooperative Advertising and Vendor Support Programs p. 544
Trade Contests and Incentives p. 547
Specialty Advertising p. 548
Trade Shows p. 549
Summary p. 550
Consumer-Oriented Promotions p. 554
Opening Vignette: Promotional Disasters p. 554
Introduction p. 556
Sampling p. 558
Couponing p. 568
Premiums p. 580
Price-Offs p. 585
Bonus Packs p. 586
Rebates/Refunds p. 586
Contests and Sweepstakes p. 588
Continuity Promotions p. 591
Internet Promotions p. 592
Overlay and Tie-In Promotions p. 593
Retailer Promotions p. 595
Evaluating Sales Promotion Ideas p. 596
Summary p. 598
Public Relations, Sponsorship Marketing, and Personal Selling p. 604
Marketing Public Relations and Sponsorship Marketing p. 606
Opening Vignette: Good to the Last Drop--And Good for the Economically Disadvantaged p. 606
Marketing Public Relations p. 608
Sponsorship Marketing p. 613
Summary p. 622
Personal Selling Fundamentals p. 626
Opening Vignette: What Qualities Are Liked and Disliked in a Salesperson? p. 626
Overview p. 628
Modern Selling Philosophy p. 629
Selling Activities and Types of Personal-Selling Jobs p. 631
Salesperson Performance p. 636
Excellence in Selling p. 640
From Selling to Sales Management p. 643
Summary p. 644
Glossary p. 648
Credits p. 655
Name Index p. 658
Subject Index p. 664