Sách Advertising and Promotion, Sixth Edition - George E. Belch and Michael A. Belch

Advertising and Promotion, Sixth Edition

George E. Belch
Michael A. Belch



Preface

The Changing World
of Advertising and Promotion
Nearly everyone in the modern world is influenced to
some degree by advertising and other forms of promotion.
Organizations in both the private and public sectors
have learned that the ability to communicate effectively
and efficiently with their target audiences is critical to
their success. Advertising and other types of promotional
messages are used to sell products and services as well
as to promote causes, market political candidates, and
deal with societal problems such as alcohol and drug
abuse. Consumers are finding it increasingly difficult to
avoid the efforts of marketers, who are constantly
searching for new ways to communicate with them.
Most of the people involved in advertising and promotion
will tell you that there is no more dynamic and fascinating
a field to either practice or study. However, they
will also tell you that the field is undergoing dramatic
changes that are changing advertising and promotion forever.
The changes are coming from all sides—clients
demanding better results from their advertising and promotional
dollars; lean but highly creative smaller ad
agencies; sales promotion and direct-marketing firms, as
well as interactive agencies, which want a larger share of
the billions of dollars companies spend each year promoting
their products and services; consumers who no
longer respond to traditional forms of advertising; and
new technologies that may reinvent the very process of
advertising. As the new millennium begins, we are experiencing
perhaps the most dynamic and revolutionary
changes of any era in the history of marketing, as well as
advertising and promotion. These changes are being
driven by advances in technology and developments that
have led to the rapid growth of communications through
interactive media, particularly the Internet.
For decades the advertising business was dominated
by large, full-service Madison Avenue–type agencies.
The advertising strategy for a national brand involved
creating one or two commercials that could be run on
network television, a few print ads that would run in
general interest magazines, and some sales promotion
support such as coupons or premium offers. However, in
today’s world there are a myriad of media outlets—print,
radio, cable and satellite TV, and the Internet—competing
for consumers’ attention. Marketers are looking
beyond the traditional media to find new and better ways
to communicate with their customers. They no longer
accept on faith the value of conventional advertising
placed in traditional media. The large agencies are recognizing
that they must change if they hope to survive in
the 21st century. Keith Reinhard, chairman and CEO of
DDB Worldwide, notes that the large agencies “have
finally begun to acknowledge that this isn’t a recession
we’re in, and that we’re not going back to the good old
days.”
In addition to redefining the role and nature of their
advertising agencies, marketers are changing the way
they communicate with consumers. They know they are
operating in an environment where advertising messages
are everywhere, consumers channel-surf past most commercials,
and brands promoted in traditional ways often
fail. New-age advertisers are redefining the notion of
what an ad is and where it runs. Stealth messages are
being woven into the culture and embedded into movies
and TV shows or made into their own form of entertainment.
Many experts argue that “branded content” is the
wave of the future, and there is a growing movement to
reinvent advertising and other forms of marketing communication
to be more akin to entertainment. Companies
such as BMW, Levi Straus & Co., Nike, and Skyy Spirits
are among the marketers using “advertainment” as a way
of reaching consumers: They create short films or commercials
that are shown on their websites.
Marketers are also changing the ways they allocate
their promotional dollars. Spending on sales promotion
activities targeted at both consumers and the trade has
surpassed advertising media expenditures for years and
continues to rise. In his book The End of Marketing as
We Know It, Sergio Zyman, the former head of marketing
for Coca-Cola, declares traditional marketing is “not
dying, but dead.” He argues that advertising in general is
overrated as part of the marketing mix and notes that all
elements of the marketing mix communicate, such as
brand names, packaging, pricing, and the way a product
is distributed. The information revolution is exposing
consumers to all types of communications, and marketers
need to better understand this process.
A number of factors are impacting the way marketers
communicate with consumers. The audiences that marketers
seek, along with the media and methods for
reaching them, have become increasingly fragmented.
Advertising and promotional efforts have become more
regionalized and targeted to specific audiences. Retailers
have become larger and more powerful, forcing
marketers to shift money from advertising budgets to
sales promotion. Marketers expect their promotional
dollars to generate immediate sales and are demanding
more accountability from their agencies. The Internet
revolution is well under way and the online audience is
growing rapidly, not only in the United States and Western
Europe but in many other countries as well. Many
companies are coordinating all their communications
efforts so that they can send cohesive messages to their
customers. Some companies are building brands with
little or no use of traditional media advertising. Many
advertising agencies have acquired, started, or become
affiliated with sales promotion, direct-marketing, interactive
agencies, and public relations companies to better
serve their clients’ marketing communications needs.
Their clients have become “media-neutral” and are asking
that they consider whatever form of marketing communication
works best to target market segments and
build long-term reputations and short-term sales.
This text will introduce students to this fast-changing
field of advertising and promotion. While advertising is
its primary focus, it is more than just an introductory
advertising text because there is more to most organizations’
promotional programs than just advertising. The
changes discussed above are leading marketers and their
agencies to approach advertising and promotion from an
integrated marketing communications (IMC) perspective,
which calls for a “big picture” approach to planning
marketing and promotion programs and coordinating the
various communication functions. To understand the
role of advertising and promotion in today’s business
world, one must recognize how a firm can use all the
promotional tools to communicate with its customers.
To the Student: Preparing
You for the New World of
Advertising and Promotion
Some of you are taking this course to learn more about
this fascinating field; many of you hope to work in advertising
or some other promotional area. The changes in the
industry have profound implications for the way today’s
student is trained and educated. You will not be working
for the same kind of communication agencies that existed
5 or 10 years ago. If you work on the client side of the
business, you will find that the way they approach advertising
and promotion is changing dramatically.
Today’s student is expected to understand all the
major marketing communication functions: advertising,
direct marketing, the Internet, interactive media, sales
promotion, public relations, and personal selling. You
will also be expected to know how to research and evaluate
a company’s marketing and promotional situation
and how to use these various functions in developing
effective communication strategies and programs. This
book will help prepare you for these challenges.
As professors we were, of course, once students ourselves.
In many ways we are perpetual students in that
we are constantly striving to learn about and explain how
advertising and promotion work. We share many of your
interests and concerns and are often excited (and bored)
by the same things. Having taught in the advertising and
promotion area for a combined 50-plus years, we have
developed an understanding of what makes a book in
this field interesting to students. In writing this book, we
have tried to remember how we felt about the various
texts we used throughout the years and to incorporate the
good things and minimize those we felt were of little
use. We have tried not to overburden you with definitions,
although we do call out those that are especially
important to your understanding of the material.
We also remember that as students we were not really
excited about theory. But to fully understand how integrated
marketing communications works, it is necessary
to establish some theoretical basis. The more you understand
about how things are supposed to work, the easier
it will be for you to understand why they do or do not
turn out as planned.
Perhaps the question students ask most often is, “How
do I use this in the real world?” In response, we provide
numerous examples of how the various theories and concepts
in the text can be used in practice. A particular
strength of this text is the integration of theory with practical
application. Nearly every day an example of advertising
and promotion in practice is reported in the media.
We have used many sources, such as Advertising Age,
Adweek, Brandweek, The Wall Street Journal, Business-
Week, Fortune, Forbes, Sales & Marketing Management,
Business 2.0, eMarketer, The Internet Advertising
Report, Promo, and many others, to find practical examples
that are integrated throughout the text. We have spoken
with hundreds of people about the strategies and
rationale behind the ads and other types of promotions
we use as examples. Each chapter begins with a vignette
that presents an example of an advertising or promotional
campaign or other interesting insights. Every
chapter also contains several IMC Perspectives that
present in-depth discussions of particular issues related
to the chapter material and show how companies are
using integrated marketing communications. Global
Perspectives are presented throughout the text in recognition
of the increasing importance of international marketing
and the challenges of advertising and promotion
and the role they play in the marketing programs of
multinational marketers. Ethical Perspectives focus
attention on important social issues and show how
advertisers must take ethical considerations into account
when planning and implementing advertising and promotional
programs. Diversity Perspectives discuss the
opportunities, as well as the challenges, associated with
marketers’ efforts to reach culturally and ethnically
diverse target markets. There are also a number of
Career Profiles, which highlight successful individuals
working in various areas of the field of advertising and
promotion.
Each chapter features beautiful four-color illustrations
showing examples from many of the most current and
best-integrated marketing communication campaigns
being used around the world. We have included more
than 350 advertisements and examples of numerous other
types of promotion, all of which were carefully chosen to
illustrate a particular idea, theory, or practical application.
Please take time to read the opening vignettes to
each chapter, the IMC, Global, Ethical, and Diversity
Perspectives, and the Career Profiles and study the
diverse ads and illustrations. We think they will stimulate
your interest and relate to your daily life as a consumer
and a target of advertising and promotion.
To the Instructor: A Text That
Reflects the Changes in the World
of Advertising and Promotion
Our major goal in writing the sixth edition of Advertising
and Promotion was to continue to provide you with the
most comprehensive and current text on the market for
teaching advertising and promotion from an IMC perspective.
This sixth edition focuses on the many changes
that are occurring in areas of marketing communications
and how they influence advertising and promotional
strategies and tactics. We have done this by continuing
with the integrated marketing communications perspective
we introduced in the second edition. More and more
companies are approaching advertising and promotion
from an IMC perspective, coordinating the various promotional
mix elements with other marketing activities
that communicate with a firm’s customers. Many advertising
agencies are also developing expertise in direct
marketing, sales promotion, event sponsorship, the
Internet, and other areas so that they can meet all their
clients’ integrated marketing communication needs—
and, of course, survive.
The text is built around an integrated marketing communications
planning model and recognizes the importance
of coordinating all of the promotional mix
elements to develop an effective communications program.
Although media advertising is often the most visible
part of a firm’s promotional program, attention must
also be given to direct marketing, sales promotion, public
relations, interactive media, and personal selling.
This text integrates theory with planning, management,
and strategy. To effectively plan, implement, and
evaluate IMC programs, one must understand the overall
marketing process, consumer behavior, and communications
theory. We draw from the extensive research in
advertising, consumer behavior, communications, marketing,
sales promotion, and other fields to give students
a basis for understanding the marketing communications
process, how it influences consumer decision making,
and how to develop promotional strategies.
While this is an introductory text, we do treat each
topic in some depth. We believe the marketing and
advertising student of today needs a text that provides
more than just an introduction to terms and topics. The
book is positioned primarily for the introductory advertising,
marketing communications, or promotions course
as taught in the business/marketing curriculum. It can
also be used in journalism/communications courses that
take an integrated marketing communications perspective.
Many schools also use the text at the graduate level.
In addition to its thorough coverage of advertising, this
text has chapters on sales promotion, direct marketing
and marketing on the Internet, personal selling, and publicity/
public relations. These chapters stress the integration
of advertising with other promotional mix elements
and the need to understand their role in the overall marketing
program.
Organization of This Text
This book is divided into seven major parts. In Part One
we examine the role of advertising and promotion in
marketing and introduce the concept of integrated marketing
communications. Chapter 1 provides an overview
of advertising and promotion and its role in modern marketing.
The concept of IMC and the factors that have led
to its growth are discussed. Each of the promotional mix
elements is defined, and an IMC planning model shows
the various steps in the promotional planning process.
This model provides a framework for developing the
integrated marketing communications program and is
followed throughout the text. Chapter 2 examines the
role of advertising and promotion in the overall marketing
program, with attention to the various elements of
the marketing mix and how they interact with advertising
and promotional strategy. We have also included
coverage of market segmentation and positioning in this
chapter so that students can understand how these concepts
fit into the overall marketing programs as well as
their role in the development of an advertising and promotional
program.
In Part Two we cover the promotional program situation
analysis. Chapter 3 describes how firms organize for
advertising and promotion and examines the role of ad
agencies and other firms that provide marketing and promotional
services. We discuss how ad agencies are
selected, evaluated, and compensated as well as the
changes occurring in the agency business. Attention is
also given to other types of marketing communication
organizations such as direct marketing, sales promotion,
and interactive agencies as well as public relations firms.
We also consider whether responsibility for integrating
the various communication functions lies with the client
or the agency. Chapter 4 covers the stages of the consumer
decision-making process and both the internal
psychological factors and the external factors that influence
consumer behavior. The focus of this chapter is on
how advertisers can use an understanding of buyer
behavior to develop effective advertising and other
forms of promotion.
Part Three analyzes the communications process.
Chapter 5 examines various communication theories and
models of how consumers respond to advertising messages
and other forms of marketing communications.
Chapter 6 provides a detailed discussion of source, message,
and channel factors.
In Part Four we consider how firms develop goals and
objectives for their integrated marketing communications
programs and determine how much money to spend trying
to achieve them. Chapter 7 stresses the importance of
knowing what to expect from advertising and promotion,
the differences between advertising and communication
objectives, characteristics of good objectives, and problems
in setting objectives. We have also integrated the
discussion of various methods for determining and allocating
the promotional budget into this chapter. These
first four sections of the text provide students with a solid
background in the areas of marketing, consumer behavior,
communications, planning, objective setting, and
budgeting. This background lays the foundation for the
next section, where we discuss the development of the
integrated marketing communications program.
Part Five examines the various promotional mix elements
that form the basis of the integrated marketing
communications program. Chapter 8 discusses the planning
and development of the creative strategy and advertising
campaign and examines the creative process. In
Chapter 9 we turn our attention to ways to execute the
creative strategy and some criteria for evaluating creative
work. Chapters 10 through 13 cover media strategy
and planning and the various advertising media. Chapter
10 introduces the key principles of media planning and
strategy and examines how a media plan is developed.
Chapter 11 discusses the advantages and disadvantages
of the broadcast media (TV and radio) as well as issues
regarding the purchase of radio and TV time and audience
measurement. Chapter 12 considers the same issues
for the print media (magazines and newspapers). Chapter
13 examines the role of support media such as outdoor
and transit advertising and some of the many new
media alternatives.
In Chapters 14 through 17 we continue the IMC
emphasis by examining other promotional tools that are
used in the integrated marketing communications process.
Chapter 14 looks at the rapidly growing areas of direct
marketing. This chapter examines database marketing and
the way by which companies communicate directly with
target customers through various media. Chapter 15 provides
a detailed discussion of interactive media and marketing
on the Internet and how companies are using the
World Wide Web as a medium for communicating with
customers. We discuss how this medium is being used for
a variety of marketing activities including advertising,
sales promotion and even the selling of products and services.
Chapter 16 examines the area of sales promotion
including both consumer-oriented promotions and programs
targeted to the trade (retailers, wholesalers and
other middlemen). Chapter 17 covers the role of publicity
and public relations in IMC as well as corporate advertising.
Basic issues regarding personal selling and its role in
promotional strategy are presented in Chapter 18.
Part Six of the text consists of Chapter 19, where we
discuss ways to measure the effectiveness of various elements
of the integrated marketing communications program,
including methods for pretesting and posttesting
advertising messages and campaigns. In Part Seven we
turn our attention to special markets, topics, and perspectives
that are becoming increasingly important in
contemporary marketing. In Chapter 20 we examine the
global marketplace and the role of advertising and other
promotional mix variables such as sales promotion, public
relations, and the Internet in international marketing.
The text concludes with a discussion of the regulatory,
social, and economic environments in which advertising
and promotion operate. Chapter 21 examines
industry self-regulation and regulation of advertising by
governmental agencies such as the Federal Trade Commission,
as well as rules and regulations governing sales
promotion, direct marketing, and marketing on the Internet.
Because advertising’s role in society is constantly
changing, our discussion would not be complete without
a look at the criticisms frequently levied, so in Chapter
22 we consider the social, ethical, and economic aspects
of advertising and promotion.
Chapter Features
The following features in each chapter enhance students’
understanding of the material as well as their reading
enjoyment.
Chapter Objectives
Objectives are provided at the beginning of each chapter
to identify the major areas and points covered in the
chapter and guide the learning effort.
Chapter Opening Vignettes
Each chapter begins with a vignette that shows the effective
use of integrated marketing communications by a
company or ad agency or discusses an interesting issue
that is relevant to the chapter. These opening vignettes are
designed to draw the students into the chapter by presenting
an interesting example, development, or issue that
relates to the material covered in the chapter. Some of the
companies, brands, and organizations profiled in the opening
vignettes include the U.S. Army, BMW, Samsung,
TiVo, Red Bull, Nike, Skyy Spirits, and Rolling Stone
magazine. In addition, some of the chapter openers discuss
current topics and issues such as branding, convergence,
the role of advertising versus public relations, and
the controversy over the advertising of hard liquor on network
television.
IMC Perspectives
These boxed items feature in-depth discussions of interesting
issues related to the chapter material and the
practical application of integrated marketing communications.
Each chapter contains several of these insights
into the world of integrated marketing communications.
Some of the companies/brands whose IMC programs are
discussed in these perspectives include Jet Blue, Dell
Computer, Jupiter Media Matrix, BMW Mini-Cooper,
Intel, USA Today, PT-Cruiser, and Dunkin’ Donuts.
Issues such as the use of music to enhance the effectiveness
of commercials, the value of stadium naming rights,
public relations blunders, and problems that companies
have encountered when using contests and sweepstakes
are also discussed in the IMC Perspectives.
Global Perspectives
These boxed sidebars provide information similar to that
in the IMC Perspectives, with a focus on international
aspects of advertising and promotion. Some of the companies/
brands whose international advertising programs
are covered in the Global Perspectives include MTV,
Microsoft, Sony, McDonald’s, and Nike. Topics such as
the Cannes international advertising awards, celebrities
who appear in commercials in Japan while protecting
their image in the United States, advertising in China,
and the challenges of communicating with consumers in
Third World countries are also discussed.
Ethical Perspectives
These boxed items discuss the moral and/or ethical
issues regarding practices engaged in by marketers and
are also tied to the material presented in the particular
chapter. Issues covered in the Ethical Perspectives
include subliminal advertising, the battle between television
networks and advertisers over tasteful advertising,
and controversies arising from the increase in direct-toconsumer
advertising of prescription drugs and the commercialization
of schools.
Diversity Perspectives
These boxed items discuss topics related to the opportunities
and challenges facing companies as they develop
integrated marketing communications programs for markets
that are becoming more ethnically diverse. The
Diversity Perspectives include the rapid growth of the
Hispanic market and issues involved in communicating
with this important segment, the emergence of Spanishlanguage
television stations in the United States, and the
use of sales promotion to target the African-American
market.
Career Profiles
Also included are Career Profiles of successful individuals
working in the communications industry. The individuals
featured in Career Profiles include an account
executive for the Leo Burnett advertising agency, a
director of corporate communications for JetBlue airlines,
the vice president of the iDeutsch interactive
agency, the manager of Corporate Communications and
Creative Services for Savin Corporation, a media salesperson
for Rolling Stone magazine, the vice president of
marketing and communication for Cox Target Media, a
marketing and sales promotion analyst for Chicken of
the Sea International, the president of eMarketer, and the
president of the Ipsos-ASI, Inc., global marketing and
advertising research firm.
Key Terms
Important terms are highlighted in boldface throughout
the text and listed at the end of each chapter with a page
reference. These terms help call students’ attention to
important ideas, concepts, and definitions and help them
review their learning progress.
Chapter Summaries
These synopses serve as a quick review of important topics
covered and a very helpful study guide.
Discussion Questions
Questions at the end of each chapter give students an
opportunity to test their understanding of the material
and to apply it. These questions can also serve as a basis
for class discussion or assignments.
Four-Color Visuals
Print ads, photoboards, and other examples appear
throughout the book. More than 400 ads, charts, graphs,
and other types of illustrations are included in the text.
Changes in the Sixth Edition
We have made a number of changes in the sixth edition
to make it as relevant and current as possible, as well as
more interesting to students:
ã Updated Coverage of the Emerging Field of
Integrated Marketing Communications The
sixth edition continues to place a strong emphasis
on studying advertising and promotion from an
integrated marketing communications perspective.
We examine developments that are impacting the
way marketers communicate with their customers,
such as the movement toward “branded content,”
whereby marketers and agencies are becoming more
involved in creating an entertainment product and
integrating their messages into it. New technologies
such as personal video recorders and the convergence
of television, computers, and the Internet are
changing the way companies are using advertising
along with other marketing tools to communicate
with their customers. In this new edition we examine
how these cutting-edge developments are impacting
the IMC program of marketers.
ã Updated Chapter on the Internet and
Interactive Media The sixth edition includes upto-
date information on the Internet and other forms
of interactive media and how they are being used
by marketers. We also discuss developments such
as wireless communications as well as regulations
affecting the use of the Internet and important
issues such as privacy. This chapter also discusses
the latest developments in areas such as audience
measurement and methods for determining the
effectiveness of Internet advertising. Discussion of
the emerging role of the Internet as an important
integrated marketing communications tool and of
the ways it is being used by marketers is integrated
throughout the sixth edition.
ã Diversity Perspectives—New to This Edition
In this edition we introduce a new feature called
Diversity Perspectives. These boxed items are
designed to focus attention on the increase in the
diversity of the consumer market in the United
States. The 2000 census showed that the Hispanic
market grew by 58 percent over the past decade,
and another 35 percent increase is forecast over the
next 10 years. Marketers are recognizing the importance
of being able to communicate with a diverse
market that includes Hispanics, African-Americans,
Asian-Americans, and other ethnic groups. This
new feature focuses on the opportunities and challenges
facing companies as they develop integrated
marketing communications programs for markets
that are becoming more ethnically diverse.
ã Online Cases Six short cases written to
correspond to various sections of the text are available
online and can be downloaded for classroom
use and assignments. These cases are designed to
build on the material presented in the text and provide
students with the opportunity to apply various
IMC tools and concepts. The cases include companies
and organizations such as Gateway, the U.S.
Armed Forces, Chicken of the Sea International,
the Partnership for a Drug Free America, and the
U.S. Office of National Drug Control Policy. The
online cases include information beyond that
provided in the text and require that students evaluate
an advertising and promotional issue and make
a decision and recommendation.
ã New Chapter Opening Vignettes All of the chapter
opening vignettes in the sixth edition are new
and were chosen for their currency and relevance to
students. They demonstrate how various companies
and advertising agencies use advertising and other
IMC tools. They also provide interesting insights
into some of the current trends and developments
that are taking place in the advertising world.
ã New and Updated IMC Perspectives All of the
boxed items focusing on specific examples of how
companies and their communications agencies are
using integrated marketing communications are
new or updated, and they provide insight into many
of the most current and popular advertising and
promotional campaigns being used by marketers.
The IMC Perspectives also address interesting
issues related to advertising, sales promotion, direct
marketing, marketing on the Internet, and personal
selling.
ã New and Updated Global and Ethical
Perspectives Nearly all of the boxed items focusing
on global and ethical issues of advertising and
promotion are new; those retained from the fifth
edition have been updated. The Global Perspectives
examine the role of advertising and other promotional
areas in international markets. The Ethical
Perspectives discuss specific issues, developments,
and problems that call into question the ethics of
marketers and their decisions as they develop and
implement their advertising and promotional
programs.
ã New Career Profiles The sixth edition has all
new Career Profiles that discuss the career path of
successful individuals working in various areas of
advertising and promotion, including clients,
advertising agencies, and the media. These
profiles provide students with insight into various
types of careers that are available in the area of
advertising and promotion on the client and
agency side as well as in media. They discuss the
educational backgrounds of the individuals
profiled, some of the responsibilities and requirements
of their positions, and their career paths.
This feature has been very popular among students
and in this edition we provide eight new profiles.
These profiles have been written by the individuals
themselves and provide students with insight
into the educational background of the persons
profiled, how they got started in the field of advertising
and promotion, their current responsibilities,
and interesting aspects of their jobs as well as
experiences.
ã Contemporary Examples The field of
advertising and promotion changes very rapidly,
and we continue to keep pace with it. Wherever
possible we updated the statistical information presented
in tables, charts, and figures throughout the
text. We reviewed the most current academic and
trade literature to ensure that this text reflects the
most current perspectives and theories on advertising,
promotion, and the rapidly evolving area of
integrated marketing communications. We also
updated most of the examples and ads throughout
the book. Advertising and Promotion continues to
be the most contemporary text on the market,
offering students as timely a perspective as
possible.
Support Material
A high-quality package of instructional supplements
supports the sixth edition. Nearly all of the supplements
have been developed by the authors to ensure their coordination
with the text. We offer instructors a support
package that facilitates the use of our text and enhances
the learning experience of the student.
Instructor’s Manual
The instructor’s manual is a valuable teaching resource
that includes learning objectives, chapter and lecture
outlines, answers to all end-of-chapter discussion questions,
transparency masters, and further insights and
teaching suggestions. Additional discussion questions
are also presented for each chapter. These questions can
be used for class discussion or as short-answer essay
questions for exams.
Manual of Tests
Atest bank of more than 1,500 multiple-choice questions
has been developed to accompany the text. The questions
provide thorough coverage of the chapter material,
including opening vignettes and IMC, Global, Diversity,
and Ethical Perspectives.
Computerized Test Bank
A computerized version of the test bank is available to
adopters of the text.
Instructor CD-ROM
This exciting presentation CD-ROM allows the professor
to customize a multimedia lecture with original
material from the supplements package. It includes
video clips, commercials, ads and art from the text, electronic
slides and acetates, the computerized test bank,
and the print supplements.
Electronic Slides
A disk containing nearly 300 PowerPoint® slides is
available to adopters of the sixth edition for electronic
presentations. These slides contain lecture notes, charts,
graphs, and other instructional materials.
Home Page
Ahome page on the Internet can be found at
www.mhhe.business/marketing/
It contains Web Exploration Links (hot links to other
websites) as well as various other items of interest. For
instructors, the home page will offer updates of examples,
chapter opener vignettes and IMC, Global, and Ethical
Perspectives; additional sources of advertising and
promotion information; and downloads of key supplements.
Adopters will be able to communicate directly
with the authors through the site (contact your McGraw-
Hill/ Irwin representative for your password).
Four-Color Transparencies
Each adopter may request a set of over 100 four-color
acetate transparencies that present print ads, photoboards,
sales promotion offers, and other materials that
do not appear in the text. A number of important models
or charts appearing in the text are also provided as color
transparencies. Slip sheets are included with each transparency
to give the instructor useful background information
about the illustration and how it can be integrated
into the lecture.
Video Supplements
Avideo supplement package has been developed specifically
for classroom use with this text. The first set of
videos contains nearly 200 television and radio commercials
that are examples of creative advertising. It can be
used to help the instructor explain a particular concept or
principle or give more insight into how a company executes
its advertising strategy. Most of the commercials
are tied to the chapter openings, IMC and Global Perspectives,
or specific examples cited in the text. Insights
and/or background information about each commercial
are provided in the instructor’s manual written specifically
for the videos. The second set of videos contains
longer segments on the advertising and promotional
strategies of various companies and industries. Included
on this video are three segments showing campaigns
chosen as Ogilvy Award Winners by the Advertising
Research Foundation. Each segment shows how
research was used to guide the development of an effective
advertising campaign. Other segments include highlights
of promotions that won Reggie Awards (given
each year to the best sales promotion campaigns) and
case studies of the integrated marketing communications
programs used by the U.S. Army, Skyy Spirits, Mazda,
and Chicken of the Sea International.
Acknowledgments
While this sixth edition represents a tremendous amount
of work on our part, it would not have become a reality
without the assistance and support of many other people.
Authors tend to think they have the best ideas, approach,
examples, and organization for writing a great book. But
we quickly learned that there is always room for our
ideas to be improved on by others. A number of colleagues
provided detailed, thoughtful reviews that were
immensely helpful in making this a better book. We are
very grateful to the following individuals who worked
with us on earlier editions. They include
Lauranne Buchanan, University of Illinois
Roy Busby, University of North Texas
Lindell Chew, University of Missouri–St. Louis
Catherine Cole, University of Iowa
John Faier, Miami University
Raymond Fisk, Oklahoma State University
Geoff Gordon, University of Kentucky
Donald Grambois, Indiana University
Stephen Grove, Clemson University
Ron Hill, University of Portland
Paul Jackson, Ferris State College
Don Kirchner, California State University–Northridge
Clark Leavitt, Ohio State University
Charles Overstreet, Oklahoma State University
Paul Prabhaker, Depaul University, Chicago
Scott Roberts, Old Dominion University
Harlan Spotts, Northeastern University
Mary Ann Stutts, Southwest Texas State University
Terrence Witkowski, California State University–
Long Beach
Robert Young, Northeastern University
Terry Bristol, Oklahoma State University
Roberta Ellins, Fashion Institute of Technology
Robert Erffmeyer, University of Wisconsin–
Eau Claire
Alan Fletcher, Louisiana State University
Jon B. Freiden, Florida State University
Patricia Kennedy, University of Nebraska
Susan Kleine, Arizona State University
Tina Lowry, Rider University
Elizabeth Moore-Shay, University of Illinois
Notis Pagiavlas, University of Texas–Arlington
William Pride, Texas A&M University
Joel Reedy, University of South Florida
Denise D. Schoenbachler, Northern Illinois
University
James Swartz, California State University–Pomona
Robert H. Ducoffe, Baruch College
Robert Gulonsen, Washington University
Craig Andrews, Marquette University
Subir Bandyopadhyay, University of Ottawa
Beverly Brockman, University of Alabama
John H. Murphy II, University of Texas–Austin
Glen Reicken, East Tennessee State University
Michelle Rodriquez, University of Central Florida
Elaine Scott, Bluefield State College
We are particularly grateful to the individuals who
provided constructive comments on how to make this
edition better: Craig Andrews, Marquette University;
Christopher Cakebread, Boston University; Robert Cutter,
Cleveland State University; Don Dickinson, Portland
State University; Karen James, Louisiana State
University–Shreveport; Robert Kent, University of
Delaware; Herbert Jack Rotfield, Auburn University;
Lisa Sciulli, Indiana University of Pennsylvania; Janice
Taylor, Miami University, and Richard Wingerson,
Florida Atlantic University. A very special thank-you
goes to Roberta Elins and the faculty at the Fashion
Institute of Technology, who provided many useful
insights and interesting examples.
We would also like to acknowledge the cooperation
we received from many people in the business, advertising,
and media communities. This book contains several
hundred ads, illustrations, charts, and tables that have
been provided by advertisers and/or their agencies, various
publications, and other advertising and industry
organizations. Many individuals took time from their
busy schedules to provide us with requested materials
and gave us permission to use them. A special thanks to
all of you.
Amanuscript does not become a book without a great
deal of work on the part of a publisher. Various individuals
at Irwin/McGraw-Hill have been involved with this
project over the past several years. Our sponsoring editor
on the sixth edition, Barrett Koger, provided valuable
guidance and was instrumental in making sure this was
much more than just a token revision. A special thanks
goes to Nancy Barbour, our developmental editor, for all
of her efforts and for being so great to work with. Thanks
also to Natalie Ruffatto for doing a superb job of managing
the production process. We also want to acknowledge
the outstanding work of Charlotte Goldman for her
help in obtaining permissions for most of the ads that
appear throughout the book. Thanks to the other members
of the product team, Keith McPherson, Judy
Kausal, Joyce Chappetto, Debra Sylvester, and Craig
Atkins, for all their hard work on this edition.
We would like to acknowledge the support we have
received from the College of Business at San Diego
State University. As always, a great deal of thanks goes
to our families for putting up with us while we were
revising this book. Once again we look forward to
returning to normal. Finally, we would like to acknowledge
each other for making it through this ordeal again.
Our mother to whom we dedicate this edition, will be
happy to know that we still get along after all this—
though it is definitely getting tougher and tougher.
George E. Belch
Michael A. Belch