Marketing communication: principles and practice

participative planning 310
participatory conception of
communication 19, 75
partnership agreements 349
I N D E X
386

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‘pay-per-click through’ basis, Internet
advertisers 283
Pennsylvania Packet and Advertiser
270
Peppers, D. 85, 237, 245
Peppers and Rogers Group 239
perception 20
Persil, a brand 152
personal influence, opinion leaders and
65–7
personalization, a brand and 154
personalized virtual television
programming 269–70
persuading 84
persuasion, short-term strategy 243
persuasive communication 129, 130,
133
Peru 123
Peugeot owners, interactive personal
website 145–6
planning process 306–8
play 115
Point of Purchase Advertising Institute
180
post-action control 320
power 33, 208, 325
power-distance, degree of authority 119
practicality, role of brand 152, 153
pre-selling, effect on advertising 88
Prensky, D. 49, 51, 65, 69
prescribed networks 37
Presse, La
270
Price Waterhouse 201
‘primary message systems’ 115
‘privatism’, collapse and quest for
interconnection 103
‘proactive procurement’ 48
Proctor & Gamble (P&G) 284, 319
producers, produce and communicate
170
product life cycle 87, 297
product placement, ‘stealth advertising’
166–8
productive marketing communication
activities 132
productivity, subgroup prestige judged
220
products 116
Promise (Internet-based mortgage
lender) 154
promotion 13, 132, 265
promotion mix 304
promotional communication 3, 129,
154
promotional impression management
207
promotional marketing activity 87
propaganda 126–7
providers, customer patronage and 238
provider’s task, relationship with
consumers and buyers 18–19
6Ps, ‘megamarketing’ and 208
psychological testing, cognitive
responses and 319
‘public affairs’ 103
public relations, as impression
management 206–8
publicity, word of mouth and 176–7
pull-through communication 294–5
purchase behaviour, theories of 43
purchase decision-making process 56;
evaluation of consumption
experience 58; feedback 58; 
need recognition 56; purchase 
58; search 56–7; selection 57;
termination 58
push-through communication 295
Radio Authority 336
Ray, M. 21, 314
re-engineering 347
reciprocity, social systems and 104
recognition, re-cognition 151
reflexive impression management 207
reinforcement learning 46
relationship marketing 139, 230–1,
349; characteristics of 235, 236;
intensive 250; task 233; traditional
marketing 235; when not appropriate
242
relationships 2, 345; status 233–4; as
value added 232–3
reminding 84
representative marketing
communication activities 132
reputation 152, 192–3, 192–4;
constitution of corporate 
202–3; corporate 194–5, 196,
218–21; management 207;
management of corporate 
204–6; product quality and 
200; significance to business
performance 198–200
response cards 318
retention strategy 238–9
reverse marketing 48, 243, 343
reward card 241
rhetorical logic 32
Rosengren, K. E. 3; `Great Wheel of
Culture in Society’ 8, 12–13
Royal Bank of Scotland 186
Royal National Institute for the Blind
(RNIB) 147