Magazines and Periodicals

APPENDIX I Bibliography

Adline, Edgbaston House, 361-363 Moseley Road, Birmingham, BI2 9DE. Monthly.

BPMA News, Osborn House, 21-25 Lower Stone Street, Maidstone, Kent, MEI5 6YT. 6 yearly.

British Rate and Data, Maclean Hunter Ltd, Maclean Hunter House, Chalk Lane, Cockfosters Road, Barnet, Herts. EN4 OBU. Monthly.

Campaign, 22 Lancaster Gate, London, W2 3LY. Weekly. Direct Response, 4 Market Square, Hertford, Herts. Monthly. Industrial Marketing Digest, The Old Rectory, Ranmore Common,

Dorking, Surrey, RH5 6SP. Quarterly. Journal of the Market Research Society, The Market Research Society, 175

Oxford Street, London, WIB ITA. Quarterly. Journal of Marketing Management, Westburn Publishers Ltd, Westburn,

Helensburgh. 3 per year. Marketing, 22 Lancaster Gate, London W2 3LY. Weekly. Marketing Week, St. Giles House, 50 Poland Street, London, WI.

Weekly. Promotions & Incentives, Maclaren Publishers Ltd, 19 Scarbrook Hill,

Scarbrook Road, Croydon, Surrey, CR9 IQH. 10 per year. PR Week, 22 Lancaster Gate, London, W2 3LP. Weekly. Public Relations, Institute of Public Relations, Gate House, St. John's

Square, London, ECIM 4DH. 3 per year. Quarterly Review of Marketing, Institute of Marketing, Moor Hall,

Cookham, Maidenhead, Berks, SL6 9QH. Sales Management & Marketing Management, Institute of Sales & Market­

ing Management, Georgian House, 31 Upper George Street, Luton, Beds, LUI 2RD. II per year.

Sponsorship News, Charterhouse Business Publications, PO Box 66, Wokingham, Berks, RG II 4RQ. II per year.

UK Press Gazette, Mitre House, 44 Fleet Street, London, EC4Y IBS. Weekly.

APPENDIX I 227

Directories and Works of Reference

Advertisers Annual, British Media Publications, Windsor Court, East Grinstead House, East Grinstead, W. Sussex RH19 lXA

Creative Handbook, The, British Media Publications, Windsor Court, East Grinstead House, East Grinstead, W. Sussex RH19 lXA.

Hollis Press & Public Relations Annual, Hollis Directories, Contact House, Lower Hampton Road, Sunbury-on-Thames, Middlesex, TW16 5HG.

APPENDIX II Associations

and Educational Bodies

The Advertising Association, Abford House, 15 Wilton Road, London, SWIV INS.

The Advertising Standards Authority, 2/16 Torrington Place, London, WCIE 7HN.

Association of Independent Radio Contractors Ltd, Regina House, 259-269 Old Marylebone Road London, NWI 5RA.

Association oj Media Independents, 34 Grand Avenue, London, NIO 3BP. Association of Point-of-Sale Advertising Ltd, c/o APSA, Pembroke House,

Campsbourne Road, Homsey, London, N8 Audit Bureau oj Circulations Ltd, 13 Wimpole Street, London WI M 7 AB. British Association of Industrial Editors, 3 Locks Yard, High Street,

Sevenoaks, Kent, TNI3 ILT. British Direct Marketing Association, I New Oxford Street, London,

WCIA INQ The British Premium Merchandise Association, Osborn House, 21-25 Lower

Stone Street, Maidstone, Kent MEI5 6YT. Chartered Institute oj Marketing, Moor Hall, Cookham, Berkshire, SL6

9QH. Communication Advertising & Marketing Education Foundation Ltd (CAM),

Abford House, 15 Wilton Road, London, SWIV IN]. Incorporated Society oj British Advertisers, 44 Hertford Street, London, WI Y

8AE. Independent Broadcasting Authority, 70 Brompton Road, London, SW3

lEY. Independent Television Association, Knighton House, 56 Mortimer Street,

London, WIN 8AN. Institute oj Practitioners in Advertising, 44 Belgrave Square, London,

SWIX 8QS. Institute oj Public Relations, Gate House, St. John's Square, London,

ECIM 4DH. Institute oj Sales & Marketing Management, Georgian House, 31 Upper

George Street, Luton, Beds, LUI 3RD.

APPENDIX II 229

Institute if Sales Promotion, Arena House, 66-68 Pentonville Road, London, N I 9HS

The London Chamber ojCommerce, Examinations Board, Marlowe House, Station Road, Sidcup, Kent, DAI5 7BJ.

Market Research Society, 175 Oxford Street, London, WIR ITA. Public Relations Consultants Association, Premier House, 10 Greycoat Place,

London, SWIP ISB. Verified Free Distribution, 13 Wimpole Street, London, WI M 7 AB.

APPENDIX III Syllabus for Marketing

CODlDlunications, Chartered Institute of Marketing DiploDla

(as revised 1988) Objectives

The aim of this syllabus is to give candidates a sound working understanding of: the marketing communications mix and its relation­ship to the marketing mix; the structure of the marketing communi­cations business and the working relationships within it; the environ­mental framework of marketing communications practice; the media of marketing communication; management planning and control for marketing communications.

Candidates should be able to:

(i) understand the relationship between marketing plans and marketing communications plans as the basis for selecting and achieving a balanced marketing communications mix;

(ii) explain how an organisation communicates with its markets through the marketing communications mix;

(iii) identify buying motivations in a given market; ensure that marketing communications plans are correctly based;

(iv) apply the criteria which determine the development of the marketing communications mix for given situations to achieve specified objectives;

(v) design and develop effective marketing communications plans; (vi) appoint, brief and evaluate external agencies that contribute to

the execution of marketing communications strategy; (vii) establish a system for evaluation and control of the marketing

communications strategy.

Content

(aJ The Marketing Communications Mix Marketing communications are one of the 4Ps of the marketing mix: 'promotion'. Strategic interactivity of the marketing communi-

APPENDIX III 231

cations mix with the other elements of the marketing mix. Ingredients of the marketing communications mix; advertising, publicity, sales promotion, packaging. Locating marketing communications strategy within the framework of corporate communication objectives; its relationship to corporate identity, branding and public relations policies in particular.

(b) The Business The four parties of the marketing communications transaction: marketer, specialist agency, agencies, media, audience. Working relationships at the macro (organisation-to-organisation) and micro (individ ual-to-individual) levels.

(c) The Environment Relevance of the economic, social, political and cultural context to marketing communications practice. Public opinion. Statutory regu­lation of advertising and packaging; self-regulation of advertising and sales promotion.

(d) Media 'The media' as vehicles for both advertising and publicity campaigns. The advertising media mix: press, television, posters, radio, cinema. Media selec.tion and planning; media vocabulary; quantitative and qualitative characteristics of the five major advertising media; selection criteria; media research. Publicity releases and the organisation of publicity events.

(e) Planning & Control Setting objectives as the basis for creative and media strategy and as criteria for the measurement of campaign effectiveness; creative plan­ning and execution; media planning and scheduling. Market segment­ation and the specification of target audiences. Budgeting; setting the marketing communications appropriation; exercising budgetary con­trol. Selecting, appointing and briefing external agencies to collaborate in the execution and testing of marketing communications strategy; reviewing their performance. The contribution of marketing research to the design, development, implementation and evaluation of the market­ing communications plan. The 'account planning' function in advertis­ing agencies. Management control systems for marketing communi­cations; quality control and performance evaluation. Integrating the marketing communications mix with personal selling and public relations management. Writing the marketing communications plan.

Index

AlB split run tests 215 ABC figure 184, 204, 216 above-the-line media 19, 128, 130, 134, 136 account executive 139, 141 ACORN 55, 131, 170-1 acronym 36,37-8, 177 Addison, Jim 152, 165, 209, 225 Adline 141, 142 - 3, 145, 226 adversarial situation 138 advertiser, the 127 - 35 Advertisers Annual 1, 135, 141, 145, 154,

155, 193, 227 advertising 8, 16, 17, 19 - 20, 85, 90, 99,

107, 125-45, 178, 179, 182, 186-7, 211 agency 19, 107, 118, 125, 127, 135-44 assessment of 131 burst 224 drip 224 expenditure 19, 99, 179 government expenditure 125 history 125, 128 institutional 130 media 134 research 20, 131-4, 210, 214-16 television 39, 87, 103, 126-7, 129,

132, 218-19 trade press 91- 2

advertising agency 19, 107, 118, 125, 127, 135-44 a la carte 136 acts as principal 135 client - agency liaison 139 - 42 commission system 127 -8, 135 full-service 135 - 6 kinds of 135 - 9 one-stop 107, 128 presentation 143 recognition 135, 136 third wave 136 - 7, 182 through-the-line 107, 128, 136

Advertising Association, The 39, 40, 169, 228

Advertising Association Statistics Yearbook, The 19, 22 Advertising Standards Authority 104- 5,

147, 164-5, 228

232

aerosols 49 Afro-Caribbean market 138 after market 2,20-1, 114-21 after-sales service 7, 116 American Marketing Association 146 American Notes 66, 69 Amstrad 12, 15, 38 annual report and accounts 68, 81, 195 apathy 179, 181 Apple Graphics 138 Apple Mackintosh 67 appreciation of the situation 183 Argos Achievement Awards 78 armchair shopping 167 Asda 160 Ashley, Laura 31 aspirin 42 assessing PR results 186 Association of Independent Radio Contractors 228 Association of Media Independents 229 Association of Point-of-Sale Advertising

228 Audi 32, 34 audience research 20, 210, 218 -19 audio tapes 67, 81, 109, 184 audio visuals 94, 109 Audit Bureau of Circulations 216, 228 Austin-Rover 15 average issue readership (AIR) 216

baby milk scandal 117 Baker, Michael 208, 225 Balance 207, 208 banded packs 161 Barker Traverse-Healy, Charles 195 Bayer 42 BBC 126

guidelines on sponsorship 205, 208 Becket Drake Ferrier Moseley 137 Beecham 32 below-the-line media 19, 128, 130, 134,

136, 146 Below The Line Projects 157 Benn's Media Directory 91, 95 Bernstein, David 61 Bic razors 44, 47

Big Bang 11, 24, 150 bingo 148 Bisto 21, 132, 162 blind product test 212 blister packs 48 Bonusbreaks 77 book face 59 Boots 39, 40, 57 Borden, Neil 7 bottle shapes 48 BP 203 BPMA News 76, 78, 154, 163, 226 brand

health 220 loyalty 148, 157, 161 manager 128, 149 share 131

Brand Naming Ltd 41 brands, branding 2, 8, 11-13, 6, 31- 42,

57 -8, 148 Brazil 35-6 British Airways 177 British Association of Industrial Editors

228 British Code of Advertising Practice

104 - 6, 135, 147, 168, 182 British Code of Sales Promotion Practice

147, 164-5 British Diabetic Association 207 - 8 British Gas 9, 19, 110, 179, 205 British Oxygen 58 British Promotional !vlerchandise

Association 76, 78, 146 Code of Practice 163

British Rail 58 British Rate and Data 226 British Telecom 19, 81, 110, 211 Broadcasters' Audience Research Board

218 broadsheet

direct mail 25, 94 newspaper 27

Brooke Bond PG Tips 39, 126, 132 bubble packs 49 budgeting (PR) 184-6 Building Societies Act 11, 24 bus companies 57 Butterfield Day Devito Hockney 137 buying

impulses 100 methods 101- 2 motives 99-106

Cable and Wireless 203 CACI Market Analysis 170-1 Cadbury 31, 35, 47, 58

INDEX

CAM Diploma 191 Camay soap 128 camera-ready copy 60

233

Campaign I, 76, 126, 138, 141, 145, 202, 226

Campbell soups 35 - 6 Canon 33, 201, 204, 207 CAP Committee 164 cash-and-carry warehouse 103 cash tokens, vouchers 146, 161 cash voucher 17 catalogue selling 168 - 9 CCN Systems Ltd 170 Channel 4 204 charge, credit cards 101 Chariots of Fire 126 charity schemes 157-8 Chartered Institute of Marketing 228

syllabus 230 - 2 cherry pickers 54, 148, 157 chief wage earner (CWE) 218 choice 99 cigarette sponsorships 205 circulation 216 city page 18 Clark Consultancy 152 coal 10, 26 Coca-Cola 11, 12, 16, 27, 35, 58, 157,

200 co-funding TV programmes 205 Coillate - Palmolive ,,)4

coll;ct and select promotions 155 - 6 Collins, Joan 132 colour coding 58 colour schemes 56, 60-1, 148, 201 colours, language, psychology of 47, 56,

178 Communication Advertising & Marketing

Education Foundation 91, 228 Communications Trading Company, The

142 community relations 175 Company Image and Reality 61 competitions, contests 148, 158 - 60 complaints 119 computerised phototypesetting 60 Concorde 108 consumer behaviour 99 -106

durables 17 panels 20, 210, 213-14

Consumer Protection Act 103 consumerism, consumer protection

103-6 controlled circulation journals 91, 216 Cook, Thomas 29 - 30 copper 10, 24, 26

234

copy platform 20 copy testing 19, 214-15 Corn Products Company 32 Cornhill Test cricket 204, 207, 211 Corning Pyrex 115 corporate advertising 1H corporate identity 2, 18, 56 - 61, 81, 136,

148, 201 components of 58 - 61 historical background 56 value of 57-8

corporate image 2, 17 -18, 32, 56, 61 Corporate PersORIJ/ity, The 61 corporate public relations 17 -18, 32, 1H cost-per-conversion 20, 210 cost-per-reply 20, 210 cost-per-thousand 218 Counter Products Marketing PLC 152,

209 countline 32 cowrie shells 101 Creative Handbook 227 credit worthiness 135 cricket sponsorship 203, 204, 207, 211 crisis management 195 cross couponing 156 - 7 cross-frontier advertising 36 cross-over test 215 Crosse and Blackwell 34-CSS Promotions 202 Cussons 33 customer interest, maintaining 21, 118 -19 customer

clubs 119 magazines 118 satisfaction H, 49

customers, identity of 100 role playing 100

Cyprus 52

Daf 38 Daihatsu 112 Daily Telegraph 134 Dalgety 18 Data Protection Act 9, 104 Davis, John 40, 42 De Lorean 13 dealer 85

audit 20, 89, 131, 135, 210, 214, 224 conferences 87 contests 88 magazines 94 - 5 receptions 88 relations 2, 14, 85-9, 90-5, 108 training 94

decay rates of advertising 220, 224

INDEX

Definitions advertising 1H corporate identity 56 corporate image 56 dealer 85 market education 107 market research 209 marketing communications marketing research 210 primary research 210 product mix 15 public relations 176, 181 secondary research 210 sales promotion 17, 147 technical press 91 trade press 91

de-listing 39 demassification of the media 194 Dentsu 138 Department of Health 206 Department of the Environment 206 Department of Trade & Industry 18 desktop editing 67 desk research 210 Dewe Rogerson 211 diaries 213, 218 Dichter, Dr Ernst 99, 133 Dickens. Charles 66, 69 Dictionary oj Trade Mark Origins 33, 42 Digital 68, 202 direct mail 25,93-4, 136, 146, 166, 167,

169 expenditure on 169

direct response 101, 103, 130, 136, 166-74,213,215 history of 166 media 166 techniques 168 - 74 Why does it work? 166 - 7

Direct &sponse 154, 173, 174, 191, 199, 226

direct selling 130 discretionary income 51 discussion groups 20, 210, 211 dispensers 49 display faces 59 Distillers 18, 202 distributors 19, 39-40, 85-9, 90-5, 148

communicating with 90-5 Donovan, Judith 191-2, 199 Donovan, Paul 126, IH Douglas, Torin 127, 145

Economist, The IH, 195 educational literature 110, 184 Edwards, Eddie the Eagle 202

electronic mail 67, 79, 166 electronic news 67 Elf 12, 35 Elgie Stewart Smith 137 embargoes 196 emotional buying triggers 99 employee relations 175 envelopes 170, 172

psychology of 170 selling off the 170 size of 170, 172

ESSO 36, 54, 151 Eurobrands 36 European Community 36, 54, 151 Eurotunnel 2, 107, 177 Ever Ready, Derby 201, 206 eyeball-to-eyeball 8 exhibitions 136, 146

British Rail coach 118 invitations to 88, 118 mobile 109 private 110, 184 trade 87 -88

fast moving consumer goods (FMCGs) 17, 27, 40, 106, 128, 130

feature articles 92, 109, 111, 118 reprints of 92 - 3, 111

Festival Foods Ltd 77 Fiat 38 field surveys 210, 211-12, 215 Fiesta 32-3 financial institutions 18 financial relations 2, 17 -18, 32, 175, 196 fl;lsh packs 17, 54, 148, 161 folder technique 214 Ford 9, 11, 15, 19, 25, 31, 32, 33, 35, 41,

58 Ford News 66 Fortune 144 football sponsorships 204 - 5 4Ps 2, 7, 16, 32, 43, 52, 129, 209 France 32, 34, 36 free

gifts 171, 161 newspapers 216 samples 162

Free Room (UK) pic 77 Freefone, Freepost 150 Freeman 132 Fuji 60 fulfilment houses 146, 154

games 158-9 Gartmore 109 Gatwick Experience 110

INDEX

General Motors 106 generic names, products 39, 41- 2 Gibbs'SR 39 gift catalogues 156 gimmicks 150, 173 global marketing 40 Goodman, Dave 179 Gordon's Gin 159 Granada motor-car/television 32, 41 Grand Metropolitan Retailing Ltd 77 guarantees 115 Guardian, The 27, 134 Guinness 12, 18, 27,.32, 33, 102 Guinness Book of Records 126

Hag 36,37 hall-testing 213 halo effect 12, 224 Harvard Business School Head of Household 217 Hehir, Peter 186, 198 Heinz 15, 34, 157 Hennessy Gold Cup 204

235

Henrion Ludlow & Schmidt 58, 59, 61 Hidden Persuaders, The 133, 145 High Street redemption schemes 156 High Street Vouchers Ltd 76 Hine 32,34 Hitachi 36 Holiday Inn 57 Hollis Press and Public Relations Annual

I, 186, 193, 202, 227 Hong Kong mass transit railway 9 hostility 177 -8, 181 house colours 56, 60-1 house journals 21,28,66-7,80,94-5,

196 external 111, 118, 184

Howley, Michael 128, 135, 145 HP sauce 10, 27, 47 Hughes, Philip 152, 165

IBA Code of Practice 106, 125 Guidelines on sponsorship 205, 208

ignorance 179, 181 image

brand 2, 32 corporate 2, 13, 17 -18, 32, 56, 61 current 13 mirror 13 multiple 20, 80 perceived 11, 18, 43, 211 product 13, 14, 43 - 4 projected 43 studies 181, 210, 211

impact test 215, 220

236

impulse buying 148 incentives 75, 76 - 8, 146 Incorporated Society of British

Advertisers 228 Independent Broadcasting Authority

228 Code of Practice 106, 125 Guidelines on sponsorship 205, 208

Independent, The 125, 127, 135, 145, 194 Indonesia 35 industrial democracy 66 Industrial Marketing Digest 226 industrial relations 18, 65 industrial research 212 innovations 8, 17, 28 innovators 107 - 8 inserts 173-4 instincts 99 Institute of Practitioners in Advertising

141, 228 Institute of Public Relations 176, 182,

191, 228 Institute of Sales & Marketing Management 228 Institute of Sales Promotion 146 - 7, 229 institutional advertising 130, 144 in-store demonstrations 162 instruction manuals, instructions 2, 3,

116-17 intellectual property 41 Inter-Continental 57 internal communications 55 internal media 66 - 9 international newspapers 194 - 5 International Public Relations Association

182 in-theatre tests 215 invented words 37 Irish Mist whisky 12 -13

Japan, Japanese 15, 33, 34, 36, 38, 58, 60, 112, 116, 127, 138, 144, 152, 177, 195

JICNARS 184, 216-17 Journal of the Market R£search Society

226 Journal of Marketing Management 226 jumbo packs 48, 161

Kellogg's 19, 35 All-Bran 158 Tour of Britain Cycle Race 204

keys 215, 216 Kimberley, Peter 142 - 3, 145 Kit-e-Kat 34 kiwi fruit 109

INDEX

Kleenex 34 KLM 38 Koan Creative Marketing Ltd 152, 153 Kodak 10, 27, 33, 35, 36, 60 Kotler, Philip 129, 179 Kreitzman, Leon 157 Krona margarine 162-3

label, labelling 2, 3, 4, 46, 116 Lean Cuisine 109 Lee 38 Lee, Ivy Ledbetter 179 letterpress 60 Lever Brothers 32 Lewis Partnership, John 66 life-style research 213 Lilly, Eli 207 Linguaphone 109 lion 31, 32 livery 56, 201 L1andudno 132 L10yds Bank 132 Loewy International, Raymond 59 logo 18, 38, 56, 58-9, 60-1, 77, 148,

201, 206 London Chamber of Commerce Examinations Board 229 London Marathon 206 loyalty builder 155 Lulu 132

mail drop 17, 162, 174 mail-ins 155, 162 mail order 166 mail order catalogues 161, 168-9 Mail Order Protection Scheme 104 - 5 mail shot contents 173 mailing lists 169 Malaysia 35, 54 Malaysia Airline System 57 malredemption 146, 151 management - employee relations 18, 65,

195 market

education 17, 25, 107 -13, 130, 179 forces 24 price 50 segment 13 -14 share 20

Market Research Society 229 marketing manager 2, 8, 129, 147 marketing mix 2, 4, 7 - 22, 30, 32, 55,

65, 90 Marketing I, 39, 76, 141, 152, 157, 160,

165, 202, 226 Marketing Education Group 108, 113

marketing research 11, 19, 181, 209 - 25 primary 209, 210 secondary 209, 210

Marketing Week I, 32 - 3, 76, 141, 202, 226

Marks & Spencer 10, 30, 31, 40, 45, 57, 115, 181

Marlboro 32, 33 Martin, Kerry 211, 222 Maslow hierarchy of needs 99 MEAL 19,20 media 134

above-the-line 19, 128, 130, 134, 136 below-the-line 19, 128, 130, 134, 136 primary 134 secondary 134 schedules 135

Media Register, The 142 Mercedes-Benz 58, 59 merchandising 16, 147 Mexican Statement 181- 2 Midland Bank 56, 57, 58, 201 Milk Marketing Board 203 Minolta 38 MINTEL 174 misredemption 151 Mitsubishi 58 Mobil Oil 144 money off future purchases 157 money-off offers 161 Montgomery Ward 166 Morecambe and Wise 36 MOSAIC 170, 172 motivational research 19, 20, 99, 1:13 motor sport sponsorship 200, 201, 203,

206 multi-screen presentations 109

McCann consultancy 202 McCann - Erickson 126 - 7 McCanhy, E. Jerome 7, 21 McDougall, William 99 Mcintyre Marketing 170 McLaughlin, Nicola 193, 199

Nader, Ralph 106 names

first letter of 35 length of 34 meaning of 33 - 4 pronunciation of 32, 34 translation of 35 - 6

naming and branding 11-13, 31-42 National Coal Strike 66 National Readership Survey 218-20, 225 Nelson Ltd, PHS 154-5

INDEX

Nescafe 36, 40, 131 Nestle 19, 32, 39, 40, 127 Nestle Gold Blend 126 New Zealand 52

237

news releases 3, 7, 8, 92, 112, 187, 197 newscasters 67 niche markets 40 Nielsen 33

Clearing House 152, 155 Nigeria Airways 59 Nissan 15 Nor Pax Promotions 159 Norwich Union 150 notice boards 67 nuclear power 177 - 8 Nuttall, Gwen 160-165

Observ~ The 40, 42 Observer Magazine 126, 144, 150, 159,

179 obsolescence 116 off-the-page 101, 166, 168 offset-litho 60, 66 Old Spice 34 Olins, Wally 61 omnibus survey 213 on-pack offers 156, 160 op-ed advertising 144 opinion leaders 2 opinion polls, surveys 206, 210, 211 Opt rex 34, 36 Orlof, Count 33 01ltlets, retail 1O~

own labels 39 - 40 Oxo 34

P&O 11, 29, 38 European Ferries 18, 38

pack recognition 16, 60 packaging 8,15-16,44-9,57-8

after-use 49 purpose of 44 - 6

Packard, Vance 133, 145 paired comparison test 212 Paragon communications 65 Parallel Pursuits 78 Parliamentary relations 175 pany selling 103 Pascoe Associates, Alan 202 persuaders 99 Peugeot 32, 34 photographs PR 92 picnics 86 piggy-backing 213 pillow gifts 74

238

PIN 170 Pinpoint Systems Ltd 170 PIP Price Guide 78 Player's Navy Cut 155

special racing car 206 point-of-sale 17, 146

material 93, 94 Polyfilla 157 Ponds 21 positioning 13-14 postal surveys 210, 212 PR exercises 182 PR media, techniques 183 - 4

private media 184 PR objectives 183 PR mtk 1 193, 199, 202, 225, 226 prejudice 178-9, 181 premium buying agencies 146 premium house 154 pre-selling 17, 108, 113 Press Association 197 press cutting agency 90, 206 press facility visits 93

receptions 93 press relations 90, 92, 109 Prestel 67 pre-testing advertisements 214 -15 price, pricing 14, 50 - 55

bargain 50 basic point 5 competitive 53 controls 52 creaming 24, 52, 53 distorted 51 divisionary 53 double 53 dumping 53 economic 50 geographic 54 guaranteed 54 last 50 manufacturer's recommended retail 51 market 50 multiple basing point 51 non-discriminatory 51 opportunity 50 penetration 52 plateau 52 psychological 50 research 55 skimming 24, 52, 53 special price discrimination 51 stability 52 status 50 subsidised 54

INDEX

price, pricing cont'd theories 50 - 4 uniform delivery 51

privatisation 9, 110, 174, 178, 196, 211 Procter & Gamble 32, 128 product life cycle to, 23 - 31

continuous 26 - 7, 32 leapfrog 28 - 9 recycled 27-8 staircase 29 - 30 standard 10, 23, 24 - 5

product manager 128-9, 133, 134 mix 14-15, 47 pre-testing 19, 210, 212 - 213 publicity 7, 8, 19, 137, 181 recall 2, 7, 120-1

promises 21, 115 promotion 17 Promotions & Incmtivl!S 226 prototypes, testing of 111-12, 212 proving flights 108, 213 public affairs 175 public interest 182 Public Relations 21, 22, 226 public relations 1, 2, 3, 7, 9, 17 -18, 52,

81,90, 109-12, 118, 129, 137, 147, 149, 175-99 and marketing 175 assessing results 186 budgeting 184-6 objectives 183 publics 182 - 6 Six Point Planning Model 182 - 6

Public Relations Annual 1, 193 public relations consultancy 8, 65, 137,

187, 190-3 appointment of 193 budget 185 fees 185-6 hourly rates 185, 186 strengths of 190 weaknesses of 190 - 2

Public Relations Consultants Association 182, 191, 229

public relations department 182, 186-9 positioning of 65 strengths of 187 - 8 weaknesses of 188 - 9

Public Relations Register 193 public relations transfer process

177-81 publicity 3, 7, 1289 publics 183 push-pull strategy 90

Quaker Oats 10

quality circles 68 - 9 Quarterly Review of Marketing 128, 145,

226

radio audience research 218 Radio Times 133, 149, 174, 206 Rantzen, Esther 119 rationalisation 14 -15 readership surveys 20, 210, 216-17 reading and noting tests 20, 210, 215 rebate schemes 162 recall test 20, 215, 218, 220 redemption 146 refunds 115 registered names 41- 2 relocation 68 Rentokil 12, 34, 35, 57, 130, 132, 181 replacements 115 Research Services Ltd 207 respondents 214, 217 RETAL 152, 155 Reuters 197 RGM Consultants 138 Roe, A. V. 38 role playing 100 -I, 183 Rolls-Royce 9, 44, 178, 211 Rosenthal 78 Rothman, James 216, 225 Rothmans Honda motor cycling

sponsorship 204 Rowntree 31, 32 Royal Society for the Protection of Birds

161 Russia, holidays in, 178-9, 180

Saatchi & Saatchi 136 Sabena 177 sachets 48 Sainsbury 10, 31, 39, 40, 103, 130,

160 Sales & Marketing Management 152,

165, 209, 225, 226 sales bulletins 79, 80 sales conferences 70-4, 87 sales contests 75 - 8 sales force 20, 70 sales letters 170 sales points 103 sales promotion 3, 7, 8, 16-17, 19, 40,

54, 130, 136, 146-75 agencies 154 and public relations 147 changes and developments 155-62 negative reasons for 148 - 50 planning 151- 2 positive reasons for 147 - 8

INDEX

sales promotion cont'd questionable practices 150-1 services 154 - 5

sales reports 79 salesmanship 20 Salisburys 78 sample 212, 217, 218, 220

quota 212 random 212, 217

Sandemans Port 58 sans serif type 59, 60 Sanyo 33 satellite, newspapers by 194 - 5 satellite television 36, 134, 194 Saudi 59 Schmertz, Herb 145 schools programmes TV 205 Schweppes 158 Scottish Widows II scratch cards 148, 158 Sears Roebuck 166, 168 self-liquidating premium offer 17, 54,

149 self-regulatory controls 125 seminars 110 -II, 184 serif type 59 Seven to Eleven 102 share price 18, 82 Shredded Wheat 42 shrink-wrapping 45, 49 Sinclair C5 9, 44 Singapore 54

239

Singapore Institute of Management 21 single European market 2, 12, 36, 41, 70,

127, 151 single key direct input 194 single-union agreements 66 Six Point PR Planning Model 182 - 6 Skoda 44 slide presentations 74, 109 slogan 148 Smith watch 14, 51 Smith, W. H. 40, 57 snooker sponsorship 207 soap operas 194 social/biological drives 99 social grades 217 Sorrell, Martin 40 South African goods 177 spare parts 115 Spillers 18 spin-offs, from marketing education

113 Spitting Image 44 split run tests 215 sponsored television 205

240

sponsorship 21, 119, 136, 146, 200-8 and advertising 205, 208 BBC guidelines 205 billings in &dio Times 206 costs of 203 - 4 hospitality 203 IBA guidelines 205 reasons for 200 -1 researching results 206 results of 204 - 5 tobacco companies 206

Sponsorship News 202, 226 St. Ivel Gold 41, 103 standardisation 14 -15 store traffic 148 stuffer 116 suggestion schemes 68 Sun, The 131, 133, 196 Sunday Times 178 Super Profiles 170 Swan Vestas 11, 27 Swarfega 33 - 4 swastika 59 symbols 56, 57 synergy 58, 61

tailor-made promotions 160 take-over 18, 113 Tales oj the Unexpected 126, 144 Teleconferencing 79, 81 telephone surveys 210, 212 television advertising 39, 87, 103, 126 - 7,

129, 132, 218 personalities 132 satellite 36, 134

Television Viewing Rating 218 Tellex Monitors 206 Tesco 39, 40, 103 test marketing 18 -19, 224 - 5 testing by journalists 112 That's Life 119 Thatcher, Mrs Margaret 125 third-party deals 156 - 7 Third I#we, The 194, 199 Thompson, J. Walter 40, 136, 138 Thomson Holidays 30, 178, 179 Thoresen ferries 108 Times, The 27, 134 Tobacco Advisory Council 206 Taday 41, 194 Toffler, Alvin 194, 199 Tomorrow's World 109

INDEX

Top Ten TV programmes 218 Toshiba 38, 152 Toyota 36 Tracking Advertising & Brand Strength

Ltd 218, 220 - 24 tracking studies 20, 218, 220 - 24 trade descriptions 4 trade exhibitions 87 trade marks 41 trade press 91

advertising 91 PR 92-3

trade unions 18, 66 trends, analysing 181 Turtle Wax 157 TV Times 133, 169, 174, 204 Twix 157 Tylee, John 138, 145 typography 3, 34, 47, 58, 59-60, 148

UK Press Gazelle 42, 226 understanding 9, 11, 176, 194 Unique Communications Proposition

152, 153 Universal News Services 196-8

Van den Berghs 32, 162 Vauxhall 9, 15 Verified Free Distribution 216, 229 video house magazines 67, 81, 195 video shows 119 videotapes 67, 95, 109, 184, 203

uses of 68, 109 Vim 37 Volkswagen 106

wall newspapers 67 web-offset 66, 194 Whiskas 34 Whitbread 203 Whitbread Gold Cup 202 Will's Gold Flake 155 Wolf Olins/Smythe 59, 61 Woolworth 40, 57, 76 works visits 85 - 6 WPP Group 40

x-height 59

Zambia 24 zonal marketing 106 Zoological Society 159