Cover title: Marketing Communication : New Approaches, Technologies, and Styles author: Kimmel, Allan J. publisher: Oxford University Press isbn10 | asin: 0199276951 print isbn13: 9780199276950 ebook isbn13: 9781423771005 language: English subject Communication in marketing, gtt--Marketing, gtt--Communicatie, gtt--Klantgerichtheid. publication date: 2005 lcc: HF5415.123.K55 2005eb ddc: 658.8/02 subject: Communication in marketing, gtt--Marketing, gtt--Communicatie, gtt--Klantgerichtheid. cover Page i Marketing Communication page_i Page ii This page intentionally left blank page_ii Page iii Marketing Communication New Approaches, Technologies, and Styles edited by ALLAN J. KIMMEL page_iii Page iv OXFORD UNIVERSITY PRESS Great Clarendon Street, Oxford ox2 6dp Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide in Oxford New York Auckland Cape Town Dar es Salaam Hong Kong Karachi Kuala Lumpur Madrid Melbourne Mexi co City Nairobi New Delhi Shanghai Taipei Toronto With offices in Argentina Austria Brazil Chile Czech Republic France Greece Guatemala Hungary Italy Japan Poland Portugal Singapore South Korea Switzerland Thailand Turkey Ukraine Vietnam Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries Published in the United States by Oxford University Press Inc., New York © Oxford University Press 2005 The moral rights of the authors have been asserted Database right Oxford University Press (maker) First published 2005 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, or under terms agreed with the appropriate reprographics rights organization. Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above You must not circulate this book in any other binding or cover and you must impose the same condition on any acquirer British Library Cataloguing in Publication Data Data available Library of Congress Cataloging in Publication Data Data available Typeset by SPI Publisher Services, Pondicherry, India. Printed in Great Britain on acidfree paper by Biddles Ltd, King's Lynn, Norfolk ISBN 0199276943 9780199276943 ISBN 0199276951 (pbk.) 9780199276950 (pbk.) page_iv Page v In memory of James A. Fasanelli, who taught me how to see. page_v Page vi Preface This book represents one of the first attempts to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the twentyfirst century. The fourteen chapters that comprise this volume were written by some of the leading authorities in the field, resulting in a broad tableau of perspectives reflecting the insights and experiences of academics and practitioners from both sides of the Atlantic. It goes without saying that I owe a great debt of gratitude to each of the twentyfive contributors who agreed to participate in this project and I wish to convey to them my heartfelt thanks for a job well done. With its timely and comprehensive focus on contemporary and evolving trends in marketing communication, it is hoped that this volume will be of interest to a diverse audience of academics, students, and professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, I trust that the focus on emerging developments in the field will also be appealing to a broad range of researchers and marketing professionals. AJK Paris, France page_vi Page vii Contents Preface vi List of Figures ix List of Tables ix List of Abbreviations xi Notes on Contributors xiii Introduction: Marketing Communication in the New Millennium 1 Allan J. Kimmel Part I: New Approaches to Marketing Communication 7 1. New Trends in the Promotion of Companies and Brands to Stakeholders: A Holistic Approach 11 Maurice Lévy and Dan O'Donoghue 2. Past, Current, and Future Trends in Mass Communication Research 23 Matthew S. Eastin and Terry Daugherty 3. The TwentyFirst-Century Consumer Society 42 James Fitchett 4. Marketing Communications in a World of Consumption and Brand Communities 63 Albert M. Muñiz, Jr. and Thomas C. O'Guinn 5. Marketing Communications Trends in the Emerging Global Marketplace 86 H. David Hennessey page_vii Page viii Part II: Developments in Marketing Communication Technologies 109 6. The Future of Television Advertising 113 Tina M. Lowrey, L. J. Shrum, and John A. McCarty 7. Electronic Marketing and Marketing Communications: The Role of Technology 133 John O'Connor, Eamonn Galvin, and Martin Evans 8. Recent Developments in Below-the-Line Marketing Communications 154 Chris Fill 9. Integrated Marketing Communications and the Emerging Role of the Website 175 Thomas W. Gruen 10. Word of Mouth: The Oldest, Newest Marketing Medium 193 George R. Silverman Part III: Rethinking Marketing Communication Styles 211 11. Marketing Communications in a Postmodern World 215 A. Fuat Firat and Lars Thøger Christensen 12. Hypermodernity and the New Millennium: Scientific Language as a Tool for Marketing 236 Communications Eric J. Arnould and Elisabeth Tissier-Desbordes 13. Identity in Marketing Communications: An Ethics of Visual Representation 256 Janet L. Borgerson and Jonathan E. Schroeder 14. The Communication of Marketing: A Critical Analysis of Discursive Practice 278 Douglas Brownlie and Michael Saren Index 297 page_viii Page ix List of Figures 4.1. Classic model of the communication process 78 4.2. Social model of brand creation 80 4.3. Computer-mediated environment/brand community model 82 6.1. Advertising minutes per prime time hour on US network television 123 7.1. Framework for electronic marketing 136 7.2. Direct marketing expenditures in the UK by media type 144 7.3. Knowledge management framework 150 7.4. Pyramidal model of relationship interactions 152 List of Tables 3.1 Three eras in the development of consumer society 50 6.1 Minutes of advertising time per hour for day parts network television, USA (1992, 2001) 124 6.2 Analysis of commercial break time, network television, USA, for total 3 hours of prime time 124 6.3 Average number of minutes of advertising per hour 124 7.1 Traditional versus electronic marketing 135 7.2 Interactive services 140 10.1 The decision matrix 206 11.1 Changes in the forms of communication 227 11.2 Changes in meaning of communication 231 page_ix Page x 13.1 Recommended websites for ethical analysis of marketing communication 272 14.1 Example of the process of signification and reification in marketing discourse 281 page_x Page xi List of Abbreviations ACORN A Classification of Residential Neighborhoods CEO chief executive officer CRM customer relationship management CME computer-mediated exchange DoJ Department of Justice DTV digital television DRTV direct response television ELM Elaboration Likelihood Model EPOS electronic point-of-sale ESL electronic shelf label ESP emotional selling proposition FMCG fast-moving consumer goods GAM global account management GSM Global System for Mobile Communication GPS global positioning system GSR galvanic skin response GPRS General Packet Radio Service HIPAA Health Insurance Probability and Accountability IIT Information Integration Theory IOC International Olympic Committee IST information systems and technology IMC integrated marketing communications KMS knowledge management systems LCSP Lead Client Service Partners LED light-emitting diode MMS multimedia message service NAB National Association of Broadcasters PDA personal digital assistant PSA personal shopping assistant page_xi Page xii PVR personal video recording RFID radio frequency identification SCT Social Cognitive Theory SFA Sales Force Automation SMS short message service USP unique selling proposition VOIP voice over Internet protocol VOD video on demand WAP Wireless Application Protocol WHO World Health Organization WOM word of mouth page_xii Page xiii Notes on Contributors Eric Arnould is E. J. Faulkner Professor of Agribusiness and Marketing and Interim Director of Agribusiness Programs in the College of Business Administration at the University of Nebraska, Lincoln. He has taught at universities in North America, Europe, Australia, and New Zealand. He received his Ph.D. in Social Anthropology from the University of Arizona in 1982, and pursued postdoctoral work in marketing there. Continuing work begun during his doctoral research, he spent more than ten years working in economic development, conducting fieldwork in more than a dozen West and East African nations for governmental and nongovernmental organizations. Since 1990, he has been a full-time academic, teaching courses in consumer behavior, international marketing, and research employing qualitative data. His research investigates consumer ritual, inalienable wealth, postmodern motivation, magical consumption, service relationships, West African marketing channels, and the uses of qualitative data. His research appears in a variety of marketing and social science periodicals and books. He served for five years as an Associate Editor of the Journal of Consumer Research. Janet Borgerson is Lecturer in the University of Exeter School of Business and Economics. She receiv ed her MA and Ph.D. in Philosophy from the University of Wisconsin, Madison, and completed postdoctoral work