It is difficult to imagine economic activities without marketing communications that include advertising, sales promotion, public relations, direct marketing, personal selling, and Internet marketing. Indeed, the success of many for-profit organizations depends, above all, on their abilities to communicate effectively and efficiently with their target audiences. Marketing communications have also invaded the not-for-profit sector. They are used with increasing frequency to promote causes, market political candidates, deal with societal problems, and support governmental programs and services. In this course, we advocate the use of an integrated marketing communications (IMC) approach to cope with these issues. In other words, we have adopted the view that to effectively and efficiently reach an organization’s marketing communication goals, it is necessary to design communication campaigns that create a multiplicative effect between various promotional mix elements and activities.
Glazer, R. (1999). Winning in smart markets.
This paper claims that understanding customer behaviour in a rapidly changing environment is critical to effective marketing communications. This can be achieved with the use of a single virtual database that captures all relevant information about a firm's customers. This information can then be processed and used to design individual customer-centric strategies to maximize the profitability per customer (sometimes referred to as "lifetime value of a customer") or customer share (the total share of a customer's purchases in a broadly defined product category). Credit card companies such as MBNA excel in designing customer-centric strategies.
Bendixen, M. T. (1993). Advertising effects and effectiveness.
An econometric time-series model of advertising effectiveness is presented to assess three possible advertising effects: brand loyalty, current effects (both simple and compound), and carryover effects. It is shown that the inherent nature of these effects is related to the degree of involvement and purchase decision's affective or cognitive aspects.
Ailawadi, K., Farris, P., & Shames, E. (1999). Trade promotion: Essential to selling through resellers.
This paper focuses on how certain trade promotions increase total channel profits and the manufacturer's share of those profits beyond levels achievable with a single price and without promotions. It is claimed that contrary to the way it is sometimes portrayed, pricing can be a creative area of marketing, and promotion is an important tool in this creative process. The manufacturer must design pricing schedules so the retailer finds it optimal to price at a level that maximizes total channel profit.
Sigué, S. P. (2008). Consumer and retailer promotions: Who is better off?
This paper examines the use of both consumer and retailer promotions in marketing channels. It is shown analytically that retailers always invest in retailer promotions, while manufacturers may find it optimal to not invest in consumer promotions. The economic power does shift from manufacturers to retailers when consumer promotions significantly expand the baseline demand in the long-term. Otherwise, manufacturers remain economically more powerful. Trade promotions or other forms of profit transfer mechanisms may be indispensable in easing conflicts over who should undertake promotions, especially when these promotions substantially increase future sales.
McWilliam, G. (2000). Building stronger brands through online communities.
The popularity of communities on the Internet has captured the attention of marketing professionals. Consumer brand companies need new management skills, and brand managers must understand online behavior if they wish to develop strong, sustainable, and beneficial online communities around their brands. The reasons why successful online communities thrive are discussed, along with what skills will be required to manage a successful online community.
Cho, C.-H. (2003). The effectiveness of banner advertisements: Involvement and click-through.
This study indicates that people who are highly involved with a product are more likely to click a banner ad than those with low product involvement. In addition, this study found an interaction effect of peripheral cues (ad size and animation) and level of product involvement on clicking of banner ads; i.e., the positive relationship between peripheral cues and banner clicking is found to be more pronounced among those with low, rather than high, product involvement.
Trudel, R., & Cotte, J. (2009). Does it pay to be good?
This study questioned whether consumers would pay a higher price for goods that are “ethically produced.” Experiments proved that they will, and that they will also demand a lower price from companies they do not see as ethical. The research also showed that even a small degree of “ethicalness” pays off because “the ethicality of a company's behavior is, indeed, an important consideration for consumers (as demonstrated in their willingness-to-pay decisions).”