Marketing communication: principles and practice

F I G U R E S
xii

---

13.3
Demographic segmentation of the small-car market
258
13.4
The two streams of pre-launch activity of the Yaris launch
261
13.5
The three phases of the launch communications
262
13.6
Use of TV medium during phase two of the Yaris launch
262
13.7
Schedule of promotional activities
265
14.1
The Foote, Cone and Belding grid
274
14.2
Advertising formats
274
14.3
Aspects of human cognition that advertising seeks to 
affect
276
14.4
Advertiser’s communication act design tactics
277
14.5
Advertising goals
278
15.1
The role of communication in marketing
288
15.2
A systematic process for planning, implementation, and 
control
289
15.3
The classification of buyer awareness levels
291
15.4
Marketing communication goals
291
15.5
Levels of communication
293
15.6
Outline proforma marketing communication strategy
294
15.7
Detailed decisions of a marketing community strategy
296
15.8
The objectives of advertising: a summary
298
16.1
The 10 Ps of marketing communication planning
305
16.2
Planning for marketing communication
308
16.3
The valuable plan
309
16.4
Feedback is often not incorporated in real time
311
16.5
Indispensable characteristics of effective marketing 
strategy
312
16.6
Strategic and tactical performance
314
16.7
Types of communication effect
314
16.8
Evaluating the marketing system
315
16.9
The promotion research process
317
16.10
Techniques for measuring advertising response
319
16.11
The basic process of control
320
17.1
Job and person specification
338
18.1
Determinants of corporate performance
348
18.2
Levitt’s marketing matrix
351
18.3
Communicative relationships
352