整合营销沟通 英文版PDF电子书下载

Part One FROM MARKETING COMMUNICATION TO IMC 1

1 From Marketing Communication to IMC 2

Chapter Perspective:Moving from Transactions to Relationships 3

Effectiveness Case:AirTran:How IMC Helped Rebuild a Brand 4

Integrated Marketing Communication(IMC) 7

What IMC Means 8

Communication Drives Relationships 10

IMC and the Marketing Umbrella 11

The Concept of a Brand 13

The Marketing Concept 13

The Marketing Mix 14

Marketing Communication 15

The Marketing Communication Functions 15

Types of Brand Contact 17

The Marketing Communication Mix 17

Integration Involves More Than Marketin Communication 19

What Needs to Be Integrated? 22

Employees 22

Customers and Business Partners 23

Databases 23

Corporate Mission 24

Corporate Culture and Learning 24

The Evolution of IMC 25

Move to Mass Marketing 25

Move to Mass Communication 26

Trends Driving Integration 27

External Trends 27

Internal Trends 30

Integrity 31

A Final Note:The Relationship Revolution 32

2 Brands and Stakeholder Relationships 38

Chapter Perspective:A Special Relationship 39

Effectiveness Case:Building a Relationship with Boots the Chemists 40

Creative Strategy 42

Message Delivery 42

Evaluation of the Boots Campaign 42

What Brand Means 43

How Brands Work:Transformation 44

The Brand Promise 45

Brand Equity 46

How Brands Are Built 48

Steps in Building a Brand 48

Distinction 50

Association 50

Pronounceability 50

Choosing a Brand Name 50

Benefit Description 50

Choosing a Brand Symbol 51

Branding Strategies 52

Brand Extensions 53

Multi-tier Branding 53

Co-branding 55

Ingredient Branding 55

Brand Licensing 56

Brand Relationships 56

Stakeholder Support 56

Employees 57

Customers 57

Other Stakeholders 58

IMC in Action:Pumping Up Employee Loyalty 59

Stakeholder Overlap 60

Stakeholder Capital Equals Brand Value 61

The Anatomy of Brand Relationships 62

Acquisition versus Retention 62

Trust 62

A Tale of Two Companies:Edward Jones and Prudential 63

Intensity 65

Managing Expectations 67

Loyalty 67

Profitable Brand Relationships 68

Technology in Action:Cleaning Up on License Plates 69

Benefits of Brand Relationship Programs 69

How Customers Benefit from Brand Relationships 71

A Final Note:IMC Builds the Relationship That Build Brands 72

3 IMC Partners and Cross-Functional Organization 78

Chapter Perspective:Organization Is the Foundation of IMC 79

Effectiveness Case:The Agency of the Consumer 80

Overview of the Marketing Communication Business 82

The Industry/Product Category 84

The Corporate Side 84

Roles and Positions 87

IMC in Action:Harnessing Peon Power 88

Cross-Functional Planning and Management 90

A Tale of Two Companies:Cross-Functional Planning at Met Life and General Electric 92

Cross-Functional IMC Teams 92

Agency Partners 94

Types of Agency Services 96

Full-Service Agencies 96

Agency Networks 98

Media Buying Services 99

How Agencies Specialize 99

Business-to-Business Specialists 100

Ethnic Agencies 100

High-Tech Agencies 100

In-House Agencies 101

IMC Agencies 101

Public Relations Firms 102

Direct-Response Agencies 104

Sales Promotion Agencies 104

Other MC Agencies 105

MC Suppliers 106

Creative Boutiques 106

Freelancers 106

Agency Approaches to IMC 107

Add-on Functions 107

Reinvention 107

Agency Compensation 109

Lead Agency 109

Commission 110

Fee or Retainer 110

Markups 110

Performance-Based Compensation 111

Agency Evaluation 111

Media Partners 112

A Final Note:The Agency-Client Relationship 114

Part Two STRATEGIC FOUNDATIONS OF IMC 119

4 The Brand Communication Process 120

Chapter Perspective:A Gooey Interface 121

Effectiveness Case:Love and Ice Cream:The HB Case 122

How Communication Works 125

How Marketing Communication Works 126

1.The Message 128

Everything Communicates 128

The Four Types of Brand Messages 129

Planned Messages 129

A Tale of Two Companies:Southwest and American Airlines Deliver Messages 130

Product Messages 131

Service Messages 133

Technology in Action:The Customer Side of Demand Pricing 134

Unplanned Messages 135

Three Types of Brand Contact Points 138

Managing the Message Typology 138

2.Media Channels and Brand Contact Points 138

Global Focus:Coffee with Car to Go 139

Company-Created Contact 139

Intrinsic Contact Points 140

Customer-Created Contacts 141

3.Noise from Conflict and Clutter 142

Mixed Messages and Message Conflict 143

Message Clutter and Overload 143

4.Receiver Decoding and Perceptions 144

The Importance of Perceptions 145

5.Feedback and Interactivity 146

The Role of Communication in Perception 146

Purposeful Dialogue 147

The Five Rs of Purposeful Dialogue 148

Recourse 148

Recognition 149

Responsiveness 149

Respect 149

Reinforcement 150

Final Note:Two-Way Communication 150

5 The Brand Decision Process 156

Chapter Perspective:Speaking to the Head and the Heart 157

Effectiveness Case:Using Heads and Hearts to Make Health Decisions 158

Involvement 160

Factors That Influence Brand Decisions 160

Customers and Prospects 161

Consumers and Businesses 162

Three Buying-Behavior Situations 164

Cognitive Decision Making 164

Experiential Decision Making 165

IMC in Action:Marketing the Experience 166

Habit/Repeat Decision Making 166

Basic Brand Decision-Making Steps 168

Step 1:Problem and Opportunity Recognition 168

Needs and Wants 169

The Attention Factor 170

Step 2:Information Search 171

The Awareness Factor 171

The Relevance Factor 172

Central and Peripheral Routes 173

Step 3:Evaluation of Choices 174

Cognitive Responses 174

Evoked Sets 175

Affective Responses 175

Technology in Action:Shower Yourself with Pleasure 177

Attitude Formation 178

Creditility 179

Likability 179

IMC Strategy:Changing Attitudes and Behaviors with a Gross-out Campaign 180

Step 4:Behavior and Action 182

Step 5:Review of Buying Decision 182

Learning 182

Cognitive Dissonance 183

Persuasion:Hierarchy-of-Effects Models 183

Think/Feel/Do Model 183

A Final Note:Persuading People to Persuade Themselves 186

6 IMC Planning 192

Chapter Perspective:Knowing the Score 193

Effectiveness Case:Traveling with an Envoy 194

Strategic Planning 197

Objectives 199

How Planning Works 199

Strategies 200

Tactics 200

Cascading Objectives and Strategies 201

The Zero-Based Planning Process 201

Step 1:Analyzing SWOTs 202

Internal Factors 202

External Factors 204

Customer-Focused Analysis 205

IMC In Action:Using a Customer Focus to Create an IMC Attitude 206

Account Planning 207

Prioritizing SWOTs 207

Step 2:Analyzing Targets and Relationships 210

A Tale of Two Companies:Snapple before and after Quaker 212

Step 3:Determining MC Objectives 213

Communication Objectives 214

Behavioral Objectives 216

Step 4:Developing Strategies and Rationales 216

IMC Strategy:Price/McNabb s Brand Studio 217

Selecting the MC Mix 218

Creating the Big Idea 219

Step 5:Budgeting 220

Providing the Rationale 220

Selecting the Media Mix 220

Step 6:Timing and Scheduling 223

Step 7:Test Marketing MC Mixes 224

Step 8:Evaluating Effectiveness 224

Internal Marketing 225

Communication Dimensions 225

Informing 226

Empowering 226

Listening 226

Internal Communication Systems 227

A Final Note:Playing from the Same Score 228

Technology in Action:Creating a Brochure via an intranet 228

7 Segmenting and Targeting 232

Chapter Perspective:Carving Up the Market 233

Effectiveness Case:Insights from Everywhere 234

Reasons for Segmenting and Targeting 238

Moving Away from Mass Marketing 238

Segments and Niches 240

Segments of One 241

Segmentation Strategies 241

Current Customers 242

Buyers versus Users 243

Profitability Segmentation 243

Relationship Maintenance Costs 244

Recency,Frequency,Monetary(RFM) 245

IMC in Action:Midas Turns Segments into Gold 246

Activity-Based Costing 247

New Customers and Self-Selection 247

Types of Market Segmentation 248

Behavior/Benefits Segments 248

Demographic Segments 250

Ethnic Segments 251

Geodemographic Segments 251

Psychographic Segments 252

Lifestyle and Life Stage Segments 253

Relationship Segments 256

Combining Profile Variables with Size Segments 257

Adopter Segments 258

How Targeting Works 259

Media and Message Dimensions of Targeting 260

IMC Strategy:Hip-Hop and the Hood 261

Profitability-Based Targeting 262

Segmenting and Targeting BtB Customers 263

Ethics of Targeting 264

Ethics and Issues:Offensive Targeting 265

A Final Note:Balancing Acquisition and Retention 266

8 Data-Driven Communication 270

Chapter Perspective:Relationships of Steel 271

Effectiveness Case:British Airways Leisure Relationship Marketing Program Takes Off 272

What Is Data-Driven Communication? 275

Customer Relationship Management(CRM) 275

Databases 276

Digitization 277

Information Technology(IT) 278

Learning Organizations 279

Database Applications 280

Privacy and Security Issues 281

Data Collection 281

Privacy and Situational Ethics 282

Ethical Data Use 283

Ethics and Issues:How Much Is Too Much? 283

Designing Database Programs 284

Setting Up a Customer Database 285

Database Architecture 286

Collecting Customer Data 287

Scanner Data 288

Data from Marketing Communication Efforts 288

Relationship Tracking 291

Data Overlays 292

Data Mining 292

Technology in Action:The Data Gold Mine 293

Data Maintenance 295

How to Manage and Use Customer Databases 296

Using Databases to Manage Relationship Stages 297

Acquisition Programs 297

Retention Programs 297

IMC Strategy:Skiing Goes Downhill 298

Customer Growth Programs 299

Reacquisition Programs 300

Personalizing the Message 301

Customer Recognition and Reward 302

A Final Note:Relationship Memory 303

Part Three CREATING,SENDING,AND RECEIVING BRAND MESSAGES 307

9 IMC Message Strategy 308

Chapter Perspective:Strategic Mandates for the Creative Side 309

Effectiveness Case:Creating Brand Value for a Biscuit 310

Brand Message Strategy Development 313

The Creative Message Brief 313

Targeting and Customer Insight 315

Selling Strategy 316

Purpose or Key Problem 316

Functional-Area Message Objectives 317

Standard Message Strategies 317

A Tale of Two Brands:Clamato and Quik 318

Appeals and Selling Premises 322

Strategic Consistency 323

One-Voice,One-Look 324

Strategic Consistency 324

Core Values 325

IMC Strategy: Steaking Out a Quality Position 326

Marketing Level 327

Marketing Communication Level 327

The Consistency Triangle 327

Consistency Gaps 328

A Final Note:A Mess of Messages 329

10 Brand Message Execution 334

Chapter Perspective:The Big O 335

Effectiveness Case:How a Shark Swims Past the Secretary 336

Brand Message Executions 339

Creating the Big Idea 339

The Creative Concept 339

IMC in Action:Black Gold:Turning a Brand Around with an Event 340

Creative Thinking 341

Exploration 342

Insight 343

Execution 343

Evaluation 343

The Anatomy of a Brand Message 344

Printed Pieces 344

Functional-Area Executions 344

Ethics and Issues:You Be the Judge 345

Broadcast Pieces 347

Message Formats 347

Tone and Style 350

Words and Pictures 350

Writing 351

Writing for Electronic Media 353

Writing Publicity Messages 355

Art and Design 356

Visualizing Creative Strategies 357

Corporate and Brand Image Design 359

Package Design 360

Print Layout and Design 361

Exhibit Design 362

Video Design 363

Online Design 364

A Final NOte:The ROI Of the Creative Side 364

11 Media Characteristics 368

ChaPter Perspective:Connecting with Customers 369

Effectiveness Case:Driving a ReLauneh 370

The Media Business 373

Media Overview 373

Media Classifications 374

IMC in Action:Martha Stewart s Omnimedia Empire 375

Mass versus Niche Media 376

Addressable and Interactive Media 377

Media Intrusiveness 377

Media Strengths and Weaknesses 378

Print Media 378

Newspapers 380

Formats and Features 380

Classified,Display,and Inserts 380

Coverage and Audiences 381

Sales and Pricing 382

Newspaper Strengths and Weaknesses 382

Magazine Formats and Features 383

Magazines 383

Magazine Coverages and Audiences 384

Magazine Sales and Pricing 386

Magazine Strengths and Weaknesses 386

Directories 387

Broadcast Media 388

Technology in Action:Directories Go Electronic 388

Audience Measurement 389

Sales and Pricing 390

Radio 391

Radio Formats and Features 391

Radio Audience Measurement 394

Coverage and Audiences 394

Radio Sales and Pricing 395

Strengths and Weaknesses of Radio 395

Television 396

TV Formats and Features 398

TV Sales and Pricing 399

TV Strengths and Weaknesses 400

Infomercials 401

Interactive TV 401

Out-of-Home Media 401

Outdoor 401

Signs and Posters 402

Audience Measurement 403

Strengths and Weaknesses of Outdoor 403

Cinema and Video 404

Nontraditional Media 405

Product Placement 406

A Final Note: Connectivity 407

12 The Internet and Interactive Media 412

Chapter Perspective:Adding Two-Way to One-Way Media 413

Effectiveness Case:An E-Business Pioneer 414

Communication and Technology 415

The Internet 417

Intranets and Extranets 418

Communication Networks 418

Benefits of Network Technology 419

Wireless Communication 420

Technology in Action:M-Commerce Is the Future of Interactive Media 421

Addressable and Interactive Media 421

Mail Formats and Features 423

Costs 423

Strengths and Limitations 424

Phone Formats and Features 424

Outbound Calls 425

Inbound Calls 425

E-mail Formats and Features 427

Strengths and Limitations 427

Strengths and Limitations 429

E-Commerce 429

Offline Advertising 431

E-Commerce Navigation 431

Online Marketing Communication 433

Online Advertising 433

Banners 434

Classified Advertising 436

Ad Targeting 437

Online Public Relations 437

Website Design and Operation 438

Online Sponsorship and Events 438

Promoting Brands through Online Communities 438

Strategic Planning for a Website 439

Setting Up the Website 440

Designing the Website 440

Managing the Website 442

Customer Service 443

Infrastructure 444

Internet Privacy 444

Privacy Policies 445

Ethics and Issues:The Cookie Monster 447

A Final Note:Hypercharged Cybermarketing 448

Security 448

13 Media Planning 454

Chapter Perspective:Planning Media Connections 455

Effectiveness Case:Using a Media Context to Help Revive an Old Brand 456

Media Planning Overview 458

Brand Contacts and Media 458

Media Planning and Buying Functions 459

Media Integration 461

Basic Media Planning Concepts 462

Media Audiences 462

Ethics and Issues:Lighting Fire under Tobacco Media 463

How to Determine CDIs,BDIs 466

Reach 467

Measuring Reach 469

Targeted Reach 470

How Much Reach Is Enough? 471

Media Waste 472

Frequency 472

Effective Frequency 473

Frequency Distribution Analysis 475

Media Environment 475

Cost per Thousand 476

Free Media 476

Media Cost 476

Cost per Point and Cost per Response 478

Creating the Media Plan 480

Target Audiences 481

Media Objectives 481

Media Strategy Considerations 483

Customers Buying Decision Process 483

Response Media 484

Apertures 485

Self-Selection 485

Media Weight:Gross Rating Points 485

Calculating GRPs 486

Targeted Rating Points 486

Caluclating Targeted Rating Points 487

Media Scheduling 488

Seasonality and Timing 488

Product Introduction 490

Purchase Cycle 490

Media Mix 490

Lead Time 490

Media Concentration 491

Technology in Action:Optimizing the Media Buy 492

Creative Strategy Considerations 493

A Final Note:Closed-Loop Media Marketing 494

Part Four MARKETING COMMUNICATION FUNCTIONS 499

14 Advertising:The Awareness Builder 500

Chapter Perspective:The Mass in Brand Building 501

Effectiveness Case:The Natal Sharks Win More Than Matches 502

Mass Media Advertising:The Awareness Builder 506

Overview of the Advertising Industry 507

The Function of Mass Media Advertising 508

IMC in Action:The Ad Works When the Company Works 509

Types of Advertising 509

Target Audiences 509

Strengths and Objectives of Mass Media Advertising 510

Geography 510

Media 510

The Added Value of Advertising 511

Cost-Effectiveness 513

Control 513

IMC-Related Strengths 513

Technology in Action:Dialing for Dealers 514

Objectives 514

Limitations of Mass-Media Advertising 515

Low Credibility 516

Clutter 516

One-Way Communication 516

Waste 516

Ethics and Issues:Ad Jamming 517

Merchandising and POP:The Reminder Drivers 518

Strengths and Limitations of Merchandising 519

Packaging:The Last Ad Seen before Buying 520

Objectives of Packaging 521

The Package as a Free Medium 522

Strengths and Limitations of Packaging 522

A Final Note:Everything Says Sharks 523

15 Public Relations:The Credibility Builder 528

Chapter Perspective:The Relationship Angle 529

Effectiveness Case:Swimming to Industry Leadership 530

The Practice of Public Relations 532

Overview of the Public Relations Industry 533

Types of Public Relations 534

Public Relations Strategy and Planning 535

IMC Strategy:Maytag Takes a Spin with Public Relations 536

Corporate Communication 537

Corporate Advertising 538

Corporate Mission and Vision 539

Corporate Culture 540

Change Agent 540

Corporate Image and Reputation 540

IMC in Action:Fanning the Goblet of Fire PR Blaze 543

Marketing Public Relations 543

Marketing and Public Relations 545

MPR Media 546

News Releases 547

Advertising versus Editorial 551

Strengths and Objective of MPR 551

Brand Awareness 552

Acceptance and Credibility 552

Cost-Effectiveness 552

IMC in Action:The Beetle s Back 553

Reaching the Hard to Reach 554

Limitations of MPR 554

Clutter Busting 554

Other Public Relations Functions That Affect Brands 555

Ethics and Issues:The Incredible Credibility Crisis 555

Crisis Management 556

Word of Mouth 558

Social Marketing 559

A Final Note:Reputation and Relationships 559

16 Sales Promotion:Intensifying the Brand Message Consideration 564

Chapter Perspective:Intensifying the Brand Message 565

Effectiveness Case:Nescafe Serves Continuous Happiness 566

Sales Promotion:The Value-Added Function 569

How Sales Promotion Works 570

Coupons 572

Consumer Sales Promotions Tools 572

Price Reductions 573

Rebates 573

Ethics and Issues:Can Teens Responsibly Handle Credit? 574

Premiums 574

Specialties 575

Sampling 575

Sweepstakes and Contests 576

Tie-in Promotions 577

Loyalty Programs 577

Loyalty Programs:The Retention Driver 577

How Loyalty Programs Work 577

Loyalty Program Strengths and Limitations 578

Managing a Loyalty Program 579

Media of Consumer Sales Promotion 579

Strengths of Consumer Sales Promotion 580

MC Objectives 581

IMC in Action:Promotions for Segments of One 583

Limitations of Consumer Sales Promotion 583

Trade and BtB Promotions 585

Trade Promotion Objectives 586

Types of Trade Promotions 586

BtB Promotions 588

A Final Note:Promotion and Strategic Creativity 589

17 The Personal Connection:Direct Response and Personal Sales 594

Chapter Perspective:Making It Personal 595

Effectiveness Case:Charlotte Pipe and Foundry 596

Direct Response:The Dialogue Builder 600

Size and Scale of Direct-Response Marketing 600

Four Basic Components of Direct Marketing 602

The Offer 602

The Database 603

The Response 605

Fulfillment 605

The Media of Direct Marketing 606

Types of Direct Response 606

Telemarketing 607

IMC in Action:Dialing for Flowers 607

Call Centers 609

Direct Mail 609

Catalogs 611

Infomercials 612

Measuring the Results 612

Testing 614

Strengths of Direct-Response Marketing 615

Limitations of Direct-Response Marketing 616

Personal Sales:The Face-to-Face Function 617

Acquiring New Customers 618

Retaining Current Customers 618

The Functions of Personal Sales 618

The Personal-Selling Process 620

Qualifying Leads 620

Measurement of Personal-Selling Efforts 621

SFA and CRM 622

Compensation and Rewards 623

Personal Selling Strengths and Limitations 624

Limitations of Personal Sales 625

A Final Note:Contact with Integrity 626

18 Experiential Contact:Events,Sponsorships,and Customer Service 630

Chapter Perspective:Getting Involved with the Brand 631

Effectiveness Case:Jeans for Genes 632

Events and Sponsorships:The Experience Builders 634

Event Marketing 635

Types of Events 636

Creating Events 636

Participating Events 637

Trade Shows 638

Trade Show Strengths and Objectives 639

Sponsorships 640

Sports Sponsorships 641

Global Focus:The Olympics Tops the List 642

Cause Marketing 643

Mission Marketing 644

Strengths and Limitations of Events and Sponsorships 646

Customer Service:The Responsiveness Driver 646

Ethics and Issues:The Strategic Debates Behind a Sponsorship 647

Customer Service Functions 648

Complaints and Compliments 649

Customer Contact 649

Customer Feedback 649

How Customer Service Works 650

Characteristics of Good Customer Service 651

Accessibility 651

Product Knowledge 651

Customer-Service Support 652

Attitude and Behavior 652

Responsiveness 652

Strengths and Limitations 653

A Final Note:Adding Experience to a Brand Relationship 653

Part Five THE BIG PICTURE 659

19 Social,Ethical,and Legal Issues 660

Chapter Perspective:Managing MC with Sensitivity 661

Effectiveness Case:Winning the Big Brother Match 662

The Role of Marketing Communication in Society 665

Does MC Mirror or Shape Society? 667

Concerns about Marketing Communication 667

Ethics and Marketing Communication 671

Children 672

Stereotyping 672

Targeting Vulnerable Groups 672

Ethics and Issues:Joe Camel and Kids 673

Minorities 674

The Elderly 674

Developing Countries 675

Offensive Brand Messages 675

Sex 675

Taboo Topics 676

Manipulation Issues 676

Puffery 677

Legal Aspects of Marketing Communication 677

Fraud 678

Regulatory Methods and Agencies 678

Questionable Business-to-Business Tactics 678

Self-Regulation 679

Internal Policies 679

Industry Standards 680

Media Review 680

Government Oversight 681

Federal Trade Commission(FTC) 682

State and Local Regulations 683

Foreign Regulations 683

Approval Processes 684

Consumer Groups 684

Dbligations of Marketing Communication Professionals 684

Dealing with Corporate Ethics 685

A Final Note:Social Marketing 685

20 International Marketing Communication 690

Chapter Perspective:Marketing to the World 691

Effectiveness Case:Whiskas Creates a Tiny Tiger 692

Defining Global Marketing 695

Successful Global Companies 695

The Cultural Factor 696

Cultural Differences and Similarities 697

Hofstede s Dimensions 699

High and Low Context 699

Culture and Values 699

Dimension of Culture 699

Cultural Sensitivity and Social Responsibility 700

Media Sensitivity 701

Cultural Imperialism 702

Exploitation 702

Cultural Mistakes 702

Segmenting International Target Markets 703

By Geography 703

By Level of Development 703

IMC in Action:Building Brands in the Bush 705

By Cultural Cohort Group 705

The Global Youth Market 706

Message Design:Think Globally,Act Locally 707

Standardize or Localize? 707

Combination Strategies 707

Message Delivery:Media and Technology 710

Level of Media Development 710

The Growth in International Media 710

Global Focus:Capturing the World Cup Audience 711

Internet:A True Global Medium 712

Media Convergence 714

Global Tracking Systems for the Internet 714

Media Regulation 715

A Final Note:Integration at the International Level 716

21 Measurement,Evaluation,and Effectiveness 722

Chapter Perspective:The Mandate for Accountability 723

Effectiveness Case:Buitoni Repositions Its Brand Image 724

Evaluating the IMC Process 726

The IMC Mini-Audit 727

The IMC In-Depth Audit 727

Examples of Audit Findings 729

Benefits of an IMC Audit 731

Communication Audits 732

Evaluation and Measurement of Brand Messages 733

What Should Be Evaluated? 734

The Cost/Value Factor 734

What Information Already Exists? 735

When Should Evaluation be Conducted? 735

The Critical Role of Objectives 736

Measuring Objectives 736

Baselines and Benchmarks 737

Measurement and Evaluation Methods 737

Concept,Creative Strategy Testing 738

Measuring Communication Effects 739

Copytesting for Predicting Communication and Persuasion 739

Attention 740

Awareness and Knowledge 740

IMC in Action:The Starch Challenge 742

Emotional Responses 742

Physiological Responses 742

Measuring Persuasion Effects 742

Theater Tests 744

Theater Tests with Purchase 744

Test Marketing 744

Scanner Market Tests 745

Tracking Studies 746

Real-Time Tracking 748

BtB Measurement 749

Online Measurement and Evaluation 749

Online Panels versus Spam Surveys 750

Advantages and Disadvantages of Online Surveying 752

Relationship Metrics 752

Benefits and Limitations of Evaluation 754

Benefits 754

Limitations 754

A Final Note:Continuous Feedback 757

Glossary 761

Index 769