Advertising, Promotion, and other aspects of

Integrated
Marketing
Communications
10th Edition

J. Craig Andrews
Marquette University

Terence A. Shimp
University of South Carolina

Australia • Brazil • Mexico • Singapore • United Kingdom • United States

Copyright 2018 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 Brief Contents
Part 1 The Practice and Environment of Integrated
Marketing Communications (IMC) 3
1 An Overview of Integrated Marketing Communications 5
2 Enhancing Brand Equity and Accountability 25
3 Brand Adoption, Brand Naming, and Intellectual Property Issues 41
4 Environmental, Regulatory, and Ethical Issues 59

Part 2 Fundamental IMC Planning and Decisions 85

5 Segmentation, Targeting, and Positioning 87
6 The Communications Process and Consumer Behavior 114
7 The Role of Persuasion in Integrated Marketing Communications 138
8 Objective Setting and Budgeting 160

Part 3 Advertising Management and Media

Choices 179
9 Overview of Advertising Management 181
10 Effective and Creative Ad Messages 200
11 Endorsers and Message Appeals in Advertising 226
12 Traditional Advertising Media 245
13 Digital Media: Online, Mobile, and App Advertising 270
14 Social Media 291
15 Direct Marketing, CRM, and Other Media 316
16 Media Planning and Analysis 340
17 Measuring Ad Message Effectiveness 369

Part 4 Sales Promotion Management 399

18 Sales Promotion Overview and the Role of Trade Promotion 401
19 Consumer Sales Promotion: Sampling and Couponing 427
20 Consumer Sales Promotion: Premiums and Other Promotions 449

Part 5 Other IMC Tools 473

21 Public Relations, Content Marketing, Viral Marketing, and Sponsorships 475
22 Packaging, Point-of-Purchase Communications, and Signage 501
23 Personal Selling 530

iv
Copyright 2018 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 Contents
Part 1 The Practice and Environment of Integrated
   Marketing Communications (IMC) 3
Chapter 1 An Overview of Integrated Marketing Communications 5

Marcom Insight: Checking in with Mobile Apps: The Key Feature #3: Speak with a Single Voice 15
Creative Use of Geo-Fencing and Geo-Conquesting 5 Key Feature #4: Build Relationships Rather Than Engage in
Introduction 6 Flings 15
Key Element #5: Don’t Lose Focus of the Ultimate Objective:
Marketing Communications Objectives and Affect Behavior 16
Terminology 8
Obstacles to Implementing the Key IMC Features 17
Promotional Mix Elements 8
The Marketing Communications Decision-Making
The Primary Tools of Marketing Communications 10 Process 17
The Integration of Marketing Communications 11 Fundamental Marcom Decisions 18
Why Integrate? 12 Marcom Implementation Decisions 19
IMC Practices and Synergy 12 Marcom Outcomes 20
Definition of IMC 12 Program Evaluation 21
Key Imc Features 12 Summary 22
Key Feature #1: IMC Should Begin with the Customer or Appendix 22
Prospect 12
Discussion Questions 23
Key Feature #2: Use Any Form of Relevant Contact 13

Chapter 2 Enhancing Brand Equity and Accountability 25

Marcom Insight: Are There Too Many Social Media What Benefits Result from Enhancing Brand Equity? 35
Brands? 25 Characteristics of World-Class Brands 36
Introduction 26 Affecting Behavior and Achieving Marcom
Brand Equity 26 Accountability 37
A Firm-Based Perspective on Brand Equity 27 Difficulty of Measuring Marcom Effectiveness 37
Brand Equity Models 28 Assessing Effects with Marketing Mix Modeling 39
Relationships among Brand Concepts, Brand Equity, and Summary 40
Brand Loyalty 31 Discussion Questions 40
Strategies to Enhance Brand Equity 33

Chapter 3 Brand Adoption, Brand Naming, and Intellectual Property Issues 41

Marcom Insight: Goodwill Boutiques: Thrifty Brand The Brand-Naming Process 53

Takes Off 41 The Role of Logos 54
Introduction 42 Intellectual Property 55
Marcom and Brand Adoption 42 Patents 55
Brand Characteristics That Facilitate Adoption 44 Copyrights 56
Quantifying the Adoption-Influencing Characteristics 48 Trademarks 56
Brand Naming 49 Summary 57
What Constitutes a Good Brand Name? 49 Discussion Questions 57

v
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 vi Contents

Chapter 4 Environmental, Regulatory, and Ethical Issues 59

Marcom Insight: Graphic Visual Tobacco Warnings in Advertising Self-Regulation 73

the United States 59 Ethical Issues in Marketing Communications 74
Introduction 60 The Ethics of Targeting 75
Environmental Marketing Communications 61 Ethical Issues in Advertising 77
Green Marketing Initiatives 61 Ethical Issues in Public Relations and Product Placement 79
Social Media Campaigns 65 Ethical Issues in Packaging and Branding 79
Guidelines for Green Marketing 65 Ethical Issues in Sales Promotions 80
Ethical Issues in Online and Social Media Marketing 80
Regulation of Marketing Communications 66
Fostering Ethical Marketing Communications 80
When Is Regulation Justified? 66
Regulation by Federal Agencies 68 Summary 82
False Advertising and Lanham Act Cases in Federal Court 73 Discussion Questions 82
Regulation by State Agencies 73

Part 2 Fundamental IMC Planning and Decisions 85

Chapter 5 Segmentation, Targeting, and Positioning 87

Marcom Insight: Positioning and “McBucks”: Should Demographic Segmentation 96

McDonald’s Try to Become Starbucks? 87 The Changing Age Structure 98
Introduction 88 The Ever-Changing American Household 102
Ethnic Population Developments 102
Segments and the Market Segmentation Process 89
Market Targeting 106
Segmentation Bases: Behavioral Segmentation 90
Online Behavioral Targeting 90  arket Positioning in Practice: The Fundamentals
M 107
Privacy Concerns 91 Benefit Positioning 108
Attribute Positioning 109
Psychographic Segmentation 92
Repositioning a Brand 110
Customized Psychographic Profiles 92
Marketing Mix Development 111
General Purpose Psychographic Profiles 92
Summary 112
Geodemographic Segmentation 96
Discussion Questions 112

Chapter 6 The Communications Process and Consumer Behavior 114

Marcom Insight: Everyday Consumer Habits Helping The Use of Figurative Language in Marketing
the World 114 Communications 120
The Communications Process 115  ehavioral Foundations of Marketing
B
Elements in the Communication Process 115 Communications 122
Marketing Communication and Meaning 117 The Consumer Processing Model (CPM) 123
The Meaning of Meaning 118 The Hedonic, Experiential Model (HEM) 133
The Dimensions of Meaning 118 Summary 136
Meaning Transfer: From Culture to Object to Consumer 118 Discussion Questions 136

Chapter 7 The Role of Persuasion in Integrated Marketing Communications 138

Marcom Insight: Can We Be Persuaded to Overcome Tools of Influence: The Persuader’s Perspective 141
Bad Habits? The Cell-Free Club 138 Reciprocation 141
The Nature and Role of Attitudes 139 Commitment and Consistency 142
What Is an Attitude? 139 Social Proof 142
Using Attitudes to Predict Behavior 140 Liking 142
Authority 142
Persuasion in Marketing Communications 141
Scarcity 143
The Ethics of Persuasion 141
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 Contentsvii

The Influence Process: The Persuadee’s Perspective 143 Motivation to Process Messages 152
Message Arguments 145 Opportunity to Encode Information 153
Peripheral Cues 146 Opportunity to Reduce Processing Time 153
Communication Modality 146 Ability to Access Knowledge Structures 153
Receiver Involvement 146 Ability to Create Knowledge Structures 154
Receiver’s Initial Position 146 Section Summary 155
An Integrated Model of Persuasion 146 The Theory of Reasoned Action (Tora) 155
The Central Route 148 Attitude Change Strategies 156
The Peripheral Route 149 Changing Preferences and Behavioral Modification
Dual Routes 149 Strategies 157
Enhancing Consumers’ Motivation, Ability, and Summary 158
­Opportunity to Process Advertisements 149
Discussion Questions 158
Motivation to Attend to Messages 150

Chapter 8 Objective Setting and Budgeting 160

Marcom Insight: The Gecko, Flo, Mayhem, Magic Marcom Budgeting 169
J­ ingles, and the Insurance Industry Ad Brawl 160 Budgeting in Theory 169
Introduction 161 Budgeting in Practice 171
Setting Marcom Objectives 161 Section Summary 175
The Hierarchy of Marcom Effects 162 Summary 176
The Integrated Information Response Model 165 Discussion Questions 176
Section Summary 166
Requirements for Setting Suitable Marcom Objectives 166
Should Marcom Objectives Be Stated in Terms of Sales? 168

Part 3 Advertising Management and

Media Choices 179
Chapter 9 Overview of Advertising Management 181

Marcom Insight: The Story of “Mad Man,” the “Elvis of Adding Value 189
Advertising” 181 Assisting Other Company Efforts 189
Introduction 182 The Advertising Management Process 190
The Magnitude of Advertising 183 Managing the Advertising Process: The Client
Advertising-to-Sales Ratios 185 Perspective 190
Advertising Effects Are Uncertain 185 The Role of Advertising Agencies 191
Agency Compensation 193
Advertising’s Effect on the Economy 185
Advertising = Market Power 187 Ad-Investment Considerations 193
Advertising = Information 187 The Case for Investing in Advertising 194
A Synthesis 187 The Case for Disinvesting 194
Which Position Is More Acceptable? 194
Advertising Functions 188
Informing 188 Summary 199
Influencing 188 Discussion Questions 199
Reminding and Increasing Salience 188

Chapter 10 Effective and Creative Ad Messages 200

Marcom Insight: Perhaps the Greatest TV Commercial Qualities of Successful Advertising 202
of All Time 200 What Exactly Does Being “Creative” and
Introduction 201 “Effective” Mean? 203
Suggestions for Creating Effective Advertising 201 Creativity: The CAN Elements 204

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 viii Contents

Getting Messages to “Stick” 204 Identifying Means-End Chains: The Method of Laddering 215
Illustrations of Creative and Sticky Advertising Executions 205 Practical Issues in Identifying ­Means-End Chains 216
Making an Impression 207 Alternative Styles of Creative Advertising 217
Advertising Plans and Strategy 208 Generic Creative Style 218
A Five-Step Program 208 Preemptive Creative Style 218
Unique Selling Proposition Creative Style 219
Constructing a Creative Brief 210
Brand Image Creative Style 219
Advertising Objectives 210
Resonance Creative Style 220
Target Audience 210
Emotional Creative Style 220
Motivations, Thoughts, and Feelings 210
Section Summary 221
Brand Positioning and Personality 211
Primary Outcome or “Take Away” 211 Corporate Image and Corporate Issue Advertising 222
Other Details and Mandatories 211  orporate Image Advertising 222
C
Corporate Issue (Advocacy) Advertising 223
Means-End Chaining and Laddering 211
The Nature of Values 212 Summary 224
Which Values Are Most Relevant to Advertising? 212 Discussion Questions 224
Advertising Applications of Means-End Chains:
The MECCAS Model 213

Chapter 11 Endorsers and Message Appeals in Advertising 226

Marcom Insight: When Celebrity Endorsers Go Bad 226 Appeals to Consumer Guilt 236
Introduction 227 The Use of Sex in Advertising 236
The Role of Celebrity Endorsers in Advertising 227 What Role Does Sex Play in Advertising? 237
The Potential Downside of Sex Appeals in
Source Attributes and Receiver Processing Modes 228
Advertising 237
Credibility: The Process of Internalization 228
Attractiveness: The Process of Identification 230 Subliminal Messages and Symbolic Embeds 238
Power: The Process of Compliance 230 Why It Is Unlikely That Subliminal Advertising Works 239
Practical Issues in Selecting Celebrity Endorsers 230 The Functions of Music In Advertising 240
The Role of Q Scores 232 The Role of Comparative Advertising 240
The Role of Humor in Advertising 233 Is Comparative Advertising More Effective? 241
Appeals to Consumer Fears 235 Considerations Dictating the Use of Comparative
Fear Appeal Logic 235 Advertising 242
Appropriate Intensity 235 Summary 243
The Related Case of Appeals to Scarcity 236 Discussion Questions 243

Chapter 12 Traditional Advertising Media 245

Marcom Insight: Has Traditional Advertising Media Radio 256

Lost Its Effectiveness? The Rise of Cord Cutting, Ad Buying Radio Time 257
Blocking, and the Video Streaming Revolution 245 Radio Advertising’s Strengths and Limitations 257
Introduction 246 Radio Audience Measurement 258
Some Preliminary Comments 247 Television 259
Newspapers 247 Television Programming Dayparts 259
Buying Newspaper Space 248 Network, Spot, Syndicated, Cable, and Local Advertising 260
Newspaper Advertising’s Strengths and Limitations 248 Television Advertising’s Strengths and Limitations 261
Infomercials 264
Magazines 249
Brand Placements in Television Programs 265
Buying Magazine Space 250
Recent Developments in TV Advertising 265
Magazine Advertising’s Strengths and Limitations 252
Television Audience Measurement 265
Magazine Audience Measurement 253
Using Simmons and MRI Reports 253 Summary 268
Customized Magazines 256 Discussion Questions 268

Chapter 13 Digital Media: Online, Mobile, and App Advertising 270

Marcom Insight: Mobile Headache? The Excitement Introduction 271

and Challenges of Mobile Advertising 270 Online Advertising: Benefits and Costs 272
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 Contentsix

The Online Advertising Process 273  logs and Podcasts

B 282
Online Advertising Formats 274 Blogs 282
Search Engine Advertising 274 Podcasts 283
Purchasing Keywords and Selecting Content-Oriented E-Mail Advertising 283
Websites 275 Opt-in E-Mailing versus Spam 284
SEA Problems and Suggestions 277 E-Mail Magazines (E-zines) 284
Display Advertising 277 Behavioral Targeting, Programmatic Advertising, and
Static Banner Ads 277 Privacy Issues 285
Click-Through Rates 277 Behavioral Targeting 285
Standardization of Display Ad Sizes 278 Programmatic Ads 285
Rich Media: Pop-Ups, Interstitials, Superstitials, and Consumer Privacy 286
Online Video Ads 278  easuring Online Ad Effectiveness 287
M
Online Video Ads 279 Metrics for Measuring Online Ad Performance 287
Mobile Advertising and Apps 280 Summary 289
App Advertising 281
Discussion Questions 289
Websites and Sponsored Sites 282

Chapter 14 Social Media 291

Marcom Insight: Is Facebook Becoming Passé? Or Are Successful Social Media Campaigns 303
We Hopelessly Addicted? 291 Common Objectives and Themes for These Successful Social
Introduction 292 Media Campaigns 308
Factors That “Work” in Social Media Campaigns and Why 309
Social Media Background and Landscape 292
 omparisons with Traditional Media 294
C Organizing Social Media Efforts 310
Social Media Advantages and Disadvantages 295 How to Advertise on Social Networks 310
Social Media Categories and Brands 296 Privacy and Other Concerns 311
Other Social Media Network Concerns 312
Social Networking 299
Facebook 299 Measurement of Social Media Campaigns 312
Twitter 300 Summary 315
Instagram 301 Discussion Questions 315
Snapchat 303

Chapter 15 Direct Marketing, CRM, and Other Media 316

Marcom Insight: During Tough Times, Flex Seal and Inbound Telemarketing 330
ShamWow March On 316 Major Telemarketing Regulation 330
Introduction 317 Other Media 331
Direct Marketing 317 Brand Placements 331
Direct Marketing’s Phenomenal Growth 319 Brand Placements in Movies 332
Direct-Response Advertising 320 Brand Placements in TV Programs 333
Direct Mail 322 Yellow-Pages Advertising 333
Illustrations of Successful Direct-Mail Campaigns 322 Video-Game Advertising 334
Direct Mail’s Distinctive Features 324 Measuring Video-Game Audiences 335
Who Uses Direct Mail and What Functions Does It Cinema Advertising 335
Accomplish? 325
Alternative Advertising Media 335
The Special Case of Catalogs and Video Media 325
CRM and the Use of Databases 326 Summary 338
Outbound and Inbound Telemarketing 329 Discussion Questions 338
Outbound Telemarketing 329

Chapter 16 Media Planning and Analysis 340

Marcom Insight: Is Super Bowl Advertising Worth Some Useful Terminology: Media versus Vehicles 341
the Expense? 340 Messages and Media: A Hand-in-Glove Relation 342
Introduction 341 Programmatic Ad Buying 342
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 x Contents

Cross-Media Platforms 342 Cost Considerations 356

Selecting and Buying Media and Vehicles 343 The Necessity of Making Trade-Offs 357
The Media-Planning Process 343 Media-Scheduling Software 357
Selecting the Target Audience 345 Hypothetical Illustration: A One-Month Magazine Schedule
for the Esuvee Safety Campaign 358
Specifying Media Objectives 345
Reach 345 Review of Media Plans 362
Frequency 346 The Diet Dr Pepper Plan 362
Weight 347 The FDA’s “The Real Cost” Campaign 365
Continuity 353 Summary 367
Recency Planning (a.k.a. the Shelf-Space Model) 353 Discussion Questions 367

Chapter 17 Measuring Ad Message Effectiveness 369

Marcom Insight: Lessons in Ad Copy Testing and Track- Self-Report Measurement 384
ing: The National Youth Anti-Drug Media Campaign 369 Physiological Testing and Biometrics 384
Introduction to Advertising Research 371 Measures of Persuasion 385
It Is Not Easy or Inexpensive 372 The Ipsos ASI: Connect® Method 386
Testing TV Commercials in Prefinished (Rough) Form 372 The Ipsos ASI Next*TV® Method 386
What Does Advertising Research Involve? 373 The MSW*ARS Brand Preference Method 386
Industry Standards for Message Research 373 Measures of Sales Response (Single-Source Systems) 388
What Do Brand Managers and Ad Agencies Want to Learn Nielsen Catalina’s Advantics on Demand 388
from Message Research? 374
Some Major Conclusions about Television
Two General Forms of Message Research 375 Advertising 390
Qualitative Message Research 375 Conclusion 1—All Commercials Are Not Created Equal: Ad
Quantitative Message Research 376 Copy Must Be Distinctive 390
Measures of Recognition and Recall 377 Conclusion 2—More Is Not Necessarily Better: Weight Is Not
Starch Ad Readership Studies 377 Enough 390
Bruzzone Tests 379 Conclusion 3—All Good Things Must End: Advertising
Day-After Recall Testing 381 ­Eventually Wears Out 394
Measurement of Emotional Reactions 383 Conclusion 4—Do Not Be Stubborn: Advertising Works
BBDO’s Emotional Measurement System 383 Quickly or Not at All 394
Facial Imaging Technology 383 Summary 396
Neuroscience and Brain Imaging 384 Discussion Questions 396

Part 4 Sales Promotion Management 399

Chapter 18 Sales Promotion Overview and the Role of Trade Promotion 401

Marcom Insight: The Latest in Trade Promotions: New Trade Allowances 411
Thinking and Old Ways 401 Major Forms of Trade Allowances 412
Introduction 402 Undesirable Consequences of Off-Invoice Allowances:
The Nature of Sales Promotion 402 ­Forward Buying and Diverting 414
Promotion Targets 403 Efforts to Rectify Trade Allowance Problems 416
Increased Budgetary Allocations to Promotions 403 Category Management 416
Factors Accounting for the Shift 404 Everyday Low Pricing (EDLP) 417
A Consequence of the Increase: A Shift in Accounting Rules 406 Pay-for-Performance Programs 418
Customizing Promotions: Account-Specific Marketing 419
 hat Are Sales Promotions’ Capabilities and
W
Other Forms of Trade Promotions 420
Limitations? 407
What Promotions Can Accomplish 407 Generalizations about Promotions 422
What Promotions Cannot Accomplish 410 Generalization 1: Temporary Retail Price Reductions S­ ubstantially
Problems with an Excessive Emphasis on Sales Promotion 410 Increase Sales—But Only in the Short Term 422
Generalization 2: The Greater the Frequency of Deals, the
The Role of Trade Promotions 410
Lower the Height of the Deal Spike 423
Trade Promotions’ Scope and Objectives 411
Ingredients for a Successful
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 Contentsxi

Generalization 3: The Frequency of Deals Changes the Generalization 7: Feature advertising and displays ­operate
­Consumer’s Reference Price 423 synergistically to influence sales of discounted
Generalization 4: Retailers Pass through Less Than 100 Percent brands 423
of Trade Deals 423 Generalization 8: Promotions in one product category affect
Generalization 5: Higher-Market-share brands Are less deal sales of brands in complementary and competitive
elastic 423 categories 424
Generalization 6: Advertised promotions Can result in Generalization 9: The effects of promoting higher- and
increased store Traffic 423 lower-quality brands Are asymmetric 424
Summary 425
Discussion Questions 426

Chapter 19 Consumer Sales Promotion: Sampling and Couponing 427

Marcom Insight: Groupon: Is the “New” Model for Couponing 437

Couponing Still Working? 427 Couponing Background 437
Introduction 428 Point-of-Purchase Couponing 438
Why Use Consumer Promotions? 428 Mail- and Media-Delivered Coupons 442
Brand Management Objectives and Consumer In- and On-Pack Coupons 442
Rewards 429 Online and Social Group Couponing 443
Classification of Promotion Methods 430 The Coupon Redemption Process and Misredemption 444
Sampling 431 The Role of Promotion Agencies 445
Major Sampling Practices 433 The Rise of the Online Promotion Agency 446
When Should Sampling Be Used? 435 Summary 447
Sampling Problems 436 Discussion Questions 447

Chapter 20 Consumer Sales Promotion: Premiums and Other Promotions 449

Marcom Insight: Whopper Sacrifice: is an Online Sweepstakes and Contests 458

­ remium Offer Worth 10 Friends? 449
P Sweepstakes 458
Introduction 450 Contests 459
Online Sweeps and Contests 461
Premiums 451
Free-with-Purchase Premiums 451 Continuity Promotions 462
Mail-In and Online Offers 452 Overlay and Tie-In Promotions 463
In-, On-, and Near-Pack Premiums 453 Overlay Programs 463
Self-Liquidating Offers 453 Tie-In Promotions 463
What Makes a Good Premium Offer? 454 Retailer Promotions 464
Price-Offs 454 Retail Coupons 464
Federal Trade Commission Price-Off Regulations 455 Frequent-Shopper (Loyalty) Programs 464
Bonus Packs 455 Special Price Deals 466
Samples, Premiums, and Games 466
Games 456
Avoiding Snafus 456 Evaluating Sales Promotion Ideas 466
A Procedure for Evaluating Promotion Ideas 466
Refunds and Rebates 457
Postmortem Analysis 468
Phantom Discounts 457
Rebate Fraud 458 Summary 470
Discussion Questions 471

Part 5 Other IMC Tools 473

Chapter 21 Public Relations, Content Marketing, Viral Marketing, and

Sponsorships 475

Marcom Insight: Rats and False Eight-Legged Chicken Introduction 476

Rumors: KFC/Taco Bell Restaurants 475 Marketing Public Relations (MPR) versus Advertising
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477
 xii Contents

Proactive versus Reactive Mpr 477 Igniting Explosive Self-Generating Demand 490
Proactive MPR 478 Summing Up 491
Content Marketing 479 Sponsorship Marketing 491
Reactive MPR 480
Event Sponsorships 492
Crisis Management 482
Selecting Sponsorship Events 492
The Special Case of Rumors and Urban Legends 483 Sponsorship Agreements 494
What Is the Best Way to Handle a Rumor? 484 Creating Customized Events 494
Word-of-Mouth Influence 485 Ambushing Events 495
Strong and Weak Ties 485 Measuring Success 495
The Role of Opinion Leaders in WOM Dissemination 485 Cause Sponsorships 495
Prevent Negative WOM 486 The Benefits of Cause-Related Marketing 497
Viral Marketing 486 The Importance of Fit and Community-Driven CRM Efforts 497
Viral Marketing Is Akin to Creating an Epidemic 486 Accountability Is Critical 498
Some Anecdotal Evidence 488 Summary 499
Formal Perspectives on Buzz Creation 489
Discussion Questions 499

Chapter 22 Packaging, Point-of-Purchase Communications, and Signage 501

Marcom Insight: The “Appification” of Grocery Measuring In-Store Advertising’s Audience 520
Shopping 501 On-Premise Business Signage 520
Introduction 502 Types of On-Premise Signs 520
Packaging 502 The ABCs of On-Premise Signs 520
Packaging Structure 503 Seek Expert Assistance 521
Evaluating the Package: The VIEW Model 505 Out-of-Home (OOH, Off-Premise) Advertising 521
Quantifying the VIEW Components 508 Forms of Billboard Ads 522
Designing a Package 509 Buying Billboard Advertising 523
Point-of-Purchase (POP) Communications 510 Billboard Advertising’s Strengths and Limitations 524
The Spectrum of POP Materials 510 Measuring Billboard Audience Size and Characteristics:
What Does POP Accomplish? 511 OAAA’s Geopath Ratings 525
POP’s Influence on Consumer Behavior 512 A Case Study of Billboard Effectiveness 526
Evidence of In-Store Decision Making 514 Other Forms of OOH Advertising 527
Evidence of Display Effectiveness 516 Summary 528
Latest POPAI Research 519 Discussion Questions 528
The Use and Nonuse of POP Materials 519

Chapter 23 Personal Selling 530

Marcom Insight: What Qualities Are Liked and Disliked Step 3: Approach 537
in a Salesperson? 530 Step 4: The Sales Presentation 537
Introduction 531 Step 5: Handling Objections 538
Step 6: The Close 539
Personal Selling 532
Step 7: The Follow-Up 540
Personal Selling’s Role in the Promotion Mix and IMC 532
In Summary 540
Attitudes Toward Selling 532
Attractive Features of Personal Selling 532 Salesperson Performance and Effectiveness 540
Specific Determinants of Salesperson Performance 541
Modern Selling Philosophy 533
Excellence in Selling 543
Selling Activities and Types of Personal-Selling Jobs 534
Specific Characteristics of High-Performers 544
Selling Activities 534
Types of Sales Jobs 535 Summary 546
The Basic Steps in Personal Selling 536 Discussion Questions 546
Step 1: Prospecting and Qualifying 537
Step 2: Preapproach 537

Glossary 549
End Notes 559
Name Index 609
Subject Index 618
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