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