Integrated Brand Promotion Management: Text, Cases, and Exercises

Author(s): John H Murphy , Liza S DeLewis , ISABELLA C CUNNINGHAM

Edition: 1

Copyright: 2011

Pages: 604. LSI page count does not change

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Integrated Brand Promotion Management: Text, Cases, and Exercises provides the foundation for university-level courses that help students explore and understand the range of options available to brand decision-makers.

Integrated Brand Promotion Management covers a wide range of decision-making areas in 17 chapters.

Traditional areas included are:

establishing objectives
budgeting
creative strategy
direct marketing
public relations
client/agency relations
ethical considerations

These areas are supplemented with a chapter discussing event sponsorship, product placements, and branded entertainment. Internet marketing, web sites, viral and social networking, as well as, experiential and guerrilla marketing are examined in an additional chapter.

Using the case method of learning, students are challenged to analyze a mix of actual situations selected by their professor. Professors may select from 52 cases that include a wide range of contemporary brand marketers, such as Home Depot, the non-profit Wildflower Center, Whole Foods Market, The Wall Street Journal, CW’s “Gossip Girl,” Bethany College, Shiner Beer, and Costa del Mar sunglasses.

Exercises providing the basis for guiding student thinking and generating classroom discussion are incorporated throughout Integrated Brand Promotion Management.

Part I Introduction
Chapter 1 The Case Method
Chapter 2 How to Develop and Deliver Effective Presentations
Chapter 3 The Marketing Context of Advertising and Promotion
    Exercises
    Case 3.1 Lady Bird Johnson Wildflower Center (A)
    Case 3.2 Amy’s Ice Creams (A)
    Case 3.3 The Home Depot: Eco Options Program

Part II Advertising Management Decision Making
Chapter 4 Advertising Research
    Exercises
    Case 4.1 Sports Trading Cards
    Case 4.2 Amplex Consumer Products Super Ultra Bathroom Tissue
    Case 4.3 Diet and Exercise Campaign Extension—North Central Region
Chapter 5 Establishing IBP Objectives
    Exercises
    Case 5.1 MacLeod’s Furniture Centers
    Case 5.2 Don’t Mess with Texas (A)
Chapter 6 Determining the Advertising Appropriation and Budgeting
    Exercises
    Case 6.1 The Happy Dog Company
    Case 6.2 BusinesSuites (A)
    Case 6.3 The Corner Flower Market
    Case 6.4 Ben’s Workshop
Chapter 7 Developing Creative Strategies
    Exercises
    Case 7.1 Rita’s TasteeBurger
    Case 7.2 Costa Del Mar Sunglasses
    Case 7.3 BusinesSuites (B)
Chapter 8 Developing Media Strategy
    Exercises
    Case 8.1 Hospitality Inns
    Case 8.2 Healthy Dog Gourmet
    Case 8.3 Henigan’s Department Stores

Part III Integrated Brand Promotion Mix
Chapter 9 Personal Selling
    Exercises
    Case 9.1 Mary Kay Cosmetics, Inc.
    Case 9.2 The Vino, Vino! Company
Chapter 10 Sales Promotion
    Exercises
    Case 10.1 BusinesSuites (C)
    Case 10.2 Don’t Mess with Texas (B)
    Case 1 0.3 Bath- So- Nice
    Case 10.4 New Chase Condominiums
Chapter 11 Direct Marketing
    Exercises
    Case 11.1 Lady Bird Johnson Wildflower Center (B)
    Case 11.2 Bethany College
    Case 11.3 Alloy.com
Chapter 12 Public Relations
    Exercises
    Case 12.1 Amy’s Ice Creams (B)
    Case 12.2 Shawntana Development Corporation
    Case 12.3 Whole Foods Markets
    Case 12.4 BusinesSuites (D)
    Case 12.5 Carlyle Labs, Inc. (A)
    Case 12.6 The Coca-Cola Company
    Case 12.7 The Wall Street Journal’s “Two Brothers” Commercial
    Case 12.8 Decker, Villani & Bishop
Chapter 13 Event Sponsorships, Product Placements and Branded Entertainment
    Exercises
    Case 13.1 Shiner Beer
    Case 13.2 And Now, a Word from Our Sponsor
    Case 13.3 Bank of America Sports Sponsorship
    Case 13.4 I Lost My Volvo in New Haven
Chapter 14 Internet Marketing, Web Sites, Viral, Social Networking, Experiential, and Guerrilla Marketing
    Exercises
    Case 14.1 “Gossip Girl” Viral Promotion
    Case 14.2 Amy’s Ice Creams (C)
    Case 14.3 BusinesSuites (E)
    Case 14.4 Imperial Majestic Hotels
Chapter 15 Evaluating the Effectiveness of IBP Strategies
    Exercises
    Case 15.1 MedNet.com Confronts “Click- Through” Competition
    Case 15.2 Giant Consumer Products
    Case 15.3 Reliance Baking Soda

Part IV Additional Consideration Affecting IBP Programs
Chapter 16 Client/Agency Relations
    Exercises
    Case 16.1 Columbia Savings
    Case 16.2 Carlyle Labs, Inc. (B)
    Case 16.3 Gordon, Wolfberg, Miller & Friends
Chapter 17 Ethical Considerations
    Exercises
    Case 17.1 The Maryland State Planning Council on Developmental Disabilities
    Case 17.2 Abel, Atwater and Combs Advertising and Public Relations
    Case 17.3 Tropical Distributing Company

Index

John H Murphy

Joe C. Thompson Centennial Professor of Advertising & Distinguished University Teaching Professor
Ph.D., The University of Texas at Austin (Marketing)
M.B.A., Texas Tech University (Marketing)
B.B.A., Texas Tech University (Marketing)

Dr. Murphy's professional experience is on the media side of the industry, where he has worked in many capacities including advertising sales, marketing research, and strategic planning. His research interests include integrated brand promotion campaigns planning and media management with an emphasis on practical applications. He has published three advertising management textbooks and has a fourth under contract for publication in August 2010. His research articles have appeared in the Journal of Business, Journal of Business Research, Journal of Marketing, Journal of Advertising, Journal of Social Psychology, Journal of Experimental Education, Journal of Marketing Education, Journal of Consumer Affairs, and Journalism Quarterly, among others.

Dr. Murphy has served on the Board of Directors of the American Advertising Federation, the Board of Directors of both the American Advertising Foundation and the Austin Advertising Federation. He has served as a member of UT's Faculty Council, the University of Texas Press Advisory Committee, the Texas Union, and Texas Student Media. He presently serves on the corporate Board of Directors of Business Suites (an Austin-based company operating in the office suites rental industry with properties in four states).

Dr. Murphy is the Program Coordinator of the American Advertising Federation’s Vance and Betty Lee Stickell Student Internship Program. Established in 1988 with Dr. Murphy's help, the program matches outstanding students from universities around the country with host companies for a 10-week internship. The program has placed 193 honors students over the past 21 years. In the summer of 2011, 16 students participated in the program.

Dr. Murphy has received ten awards for outstanding teaching. He was elected to UT's Academy of Distinguished University Teachers in 1998.

Liza S DeLewis

Lecturer
Ph.D., M.A., and B.B.A. from The University of Texas at Austin

Dr. Stavchansky-de Lewis' Ph.D. and M.A. are in advertising and her B.B.A is in marketing. She joined the Department of Advertising in 2004, after working in the pharmaceutical and marketing research industries for about five years. Dr. Stavchansky-de Lewis worked as a full-time marketing consultant at Schering Plough Laboratories in Kenilworth, NJ. She worked on brands such as Claritin, Clarinex, Zetia, Peg-Intron, Asmanex, Foradil, and Proventil HFA. Dr. Stavchansky-de Lewis' research focuses on direct-to-consumer prescription marketing and other health topics. She has published work in The Journal of Advertising, Health Communication, Health Marketing Quarterly, Journal of Health Communication, and the Journal of Interactive Advertising. Dr. Stavchansky-de Lewis has also published a couple of book chapters and is currently working on co-authoring a new textbook. She enjoys teaching the Department's senior students in management and campaigns, preparing them for their role in industry. She is teaching "Integrated Communications Management" in fall 2010.

ISABELLA C CUNNINGHAM

Ernest A. Sharpe Centennial Professor in Communication and Department Chair

Dr. Cunningham holds J.D. and M.B.A. degrees from universities in Brazil, and an M.B.A. and Ph.D. in Marketing from Michigan State University. She joined the Department of Advertising in 1974, after serving one year as a Visiting Assistant Professor in the Department of Marketing and two years at St. Edward's University as an Assistant Professor of Marketing and Acting Dean. Her publications include eight books, along with articles that have appeared in Journal of Marketing, Journal of Retailing, Journal of Advertising, Journal of Advertising Research, Journal of Marketing Research, Journal of Business Research, Public Opinion Quarterly, Journalism Quarterly, and Journal of Consumer Research, among others. Dr. Cunningham was Chair of the Department of Advertising from 1978 to 1985. She currently serves on the Board of Trustees or Board of Directors for numerous organizations, and was recently appointed to the Sunset Commission for the State of Texas.

Introduction

Chapter 6