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 Marketing Communications

Marketing Communications
A European Perspective
A European Perspective Fourth Edition

Marketing Communications: A European Perspective provides an extensive overview

Marketing
of the key concepts, techniques and applications of marketing communications
within a European context.
The book covers all elements of the communications mix, including advertising,
public relations, sponsorship, sales promotion, direct marketing, point-of-

Communications
purchase communications, exhibitions, and personal selling. It also offers up-to-
date coverage of e-communication, including e-marketing, mobile marketing,
interactive television and relationship marketing.
Building on the success of the third edition, the fourth edition comes fully updated
with brand new material on a diverse range of products and brands such as Coke
Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack
Obama campaign and the EU anti-smoking campaign. A European Perspective

Fourth Edition
New to this edition:
● A brand new chapter examining ethical issues in marketing
communications.
● Brand new end-of-chapter cases on international companies and
organisations such as Mars, UNICEF, Carrefour and many more.
● Video case material linking key marketing communication theory
with the practical issues faced by marketing professionals in a variety of Fourth Edition
companies.

The book is suitable for both undergraduate and postgraduate students of Patrick De Pelsmacker
marketing communications.
Maggie Geuens and

Van den Bergh

Geuens and
De Pelsmacker
About the authors
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Joeri Van den Bergh
Belgium and part-time Professor of Marketing at the University of Ghent, Belgium.
Maggie Geuens is Professor of Marketing at the University of Ghent, Belgium.
She is also the Academic Director of the Brand Management Centre at the Vlerick
Leuven Ghent Management School.
Joeri Van den Bergh is one of the founders and managing partners of InSites
Consulting, an Internet research and consultancy firm. He is a regular teacher in
various marketing programmes, and has been involved in in-company training and
consultancy.

Visit the accompanying website at:

www.pearsoned.co.uk/depelsmacker

www.pearson-books.com

CVR_DEPE1383_04_SE_CVR.indd 1 25/1/10 15:19:35

A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page i

MARKETING
COMMUNICATIONS

Visit the Marketing Communications, 4th edition

Companion Website at www.pearsoned.co.uk/depelsmacker
to find valuable student learning material including:
■ Video podcasts to contextualise your learning in the
real world
■ Multiple-choice questions to test your learning
■ Weblinks to relevant, specific Internet resources to
facilitate in-depth independent research
■ Classic case studies and exercises
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page ii

We work with leading authors to develop the

strongest educational materials in marketing,
bringing cutting-edge thinking and best learning
practice to a global market.

Under a range of well-known imprints, including

FT Prentice Hall, we craft high quality print and
electronic publications which help readers to understand
and apply their content, whether studying or at work.

To find out more about the complete range of our

publishing, please visit us on the World Wide Web at:
www.pearsoned.co.uk
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page iii

Fourth edition
MARKETING
COMMUNICATIONS
A European Perspective

Patrick De Pelsmacker
Maggie Geuens
Joeri Van den Bergh
A01_PELS1383_04_SE_FM.QXD 2/11/10 10:34 AM Page iv

Pearson Education Limited

Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world

Visit us on the World Wide Web at:

www.pearsoned.co.uk

First published 2001

Second edition published 2004
Third edition published 2007
Fourth edition published 2010

© Pearson Education Limited 2001, 2004, 2007, 2010

The rights of Patrick De Pelsmacker, Maggie Geuens and Joeri Van den Bergh to be
identified as authors of this work have been asserted by them in accordance with the
Copyright, Designs and Patents Act 1988.

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, electronic, mechanical,
photocopying, recording or otherwise, without either the prior written permission of the
publisher or a licence permitting restricted copying in the United Kingdom issued by the
Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS.

All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership
rights in such trademarks, nor does the use of such trademarks imply any affiliation with
or endorsement of this book by such owners.

Crown Copyright material is reproduced with the permission of the Controller of HMSO
and the Queen’s Printer for Scotland

ISBN: 978-0-273-72138-3

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data

A catalog record for this book is available from the Library of Congress

10 9 8 7 6 5 4 3 2 1
14 13 12 11 10

Typeset in 10/12.5pt Sabon by 35

Printed and bound by Rotolito Lombarda, Italy

The publisher’s policy is to use paper manufactured from sustainable forests.

A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page v

We dedicate this book to Isabel, Vita, Jina, Jan, Jolien and Jelle
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page vi

Supporting resources
Visit www.pearsoned.co.uk/depelsmacker to find valuable online resources

Companion Website for students

■ Video podcasts to contextualise your learning in the real world
■ Multiple-choice questions to test your learning
■ Weblinks to relevant, specific Internet resources to facilitate in-depth independent research
■ Classic case studies and exercises

For instructors
■ PowerPoint slides that can be downloaded and used for presentations
■ Complete, downloadable Instructor’s Manual

Also: The Companion Website provides the following features:

■ Search tool to help locate specific items of content

■ E-mail results and profile tools to send results of quizzes to instructors
■ Online help and support to assist with website usage and troubleshooting

For more information please contact your local Pearson Education sales representative or
visit www.pearsoned.co.uk/depelsmacker
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page vii

Contents

About the authors xi Brand equity 64

Preface xii Benefits of branding 71
Authors’ acknowledgements xiv Marketing communications and brand equity 72
Publisher’s acknowledgements xv Summary 75
List of acronyms xviii Review questions 76
Guided tour xx Further reading 76
Case 2: Barco, visibly yours 76
References 83

1 Integrated communications 1

Chapter outline 1 3 How marketing communications work 85

Chapter objectives 1
Introduction 2 Chapter outline 85
Marketing and the instruments of the Chapter objectives 85
marketing mix 2 Introduction 86
The communications mix 4 Hierarchy-of-effects models 86
Communication in a business-to-business Attitude formation and change 89
context 7 High elaboration likelihood, cognitive
Communications across cultures 9 attitude formation 95
Standardisation or adaptation 12 Low elaboration likelihood, cognitive
Integration of marketing communications 17 attitude formation 101
Integration of corporate communications 21 High elaboration likelihood, affective
Factors leading to integrated marketing and attitude formation 1 03
corporate communications 29 Low elaboration likelihood, affective
Levels of integration 35 attitude formation 1 04
Barriers to integrated communications 36 High elaboration likelihood, behavioural
Client–agency relations and IMC 37 attitude formation 1 09
The integrated communications plan 38 Low elaboration likelihood, behavioural
Summary 39 attitude formation 1 12
Review questions 39 Causes and consequences of irritation
Further reading 40 evoked by advertising 1 12
Case 1: How to sell ‘don’t’ to a target audience Advertising and brand confusion 1 15
that hates ‘don’t’? The ‘Help. For a life without Summary 1 17
tobacco campaign’ of the European Union 40 Review questions 1 17
References 48 Further reading 1 18
Case 3: Mobistar: always together, never alone 1 18
References 1 27

2 Branding 50

Chapter outline 50 4 Target groups 131

Chapter objectives 50
Introduction 51 Chapter outline 131
Brands 51 Chapter objectives 131
Successful brands 55 Introduction 1 32
Brand strategies 57 The segmenting–targeting–positioning
Brand portfolio 63 framework 1 32
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page viii

viii CONTENTS

Market segmentation 1 33 Types of advertising 213

Requirements for effective segementation 1 46 Campaign development 215
Targeting 1 48 Message strategy 216
Positioning 1 50 Creative idea 219
Primary and secondary target groups 1 55 Creative appeals 223
Summary 1 56 Rational appeals 224
Review questions 1 56 Emotional appeals 232
Further reading 1 57 Endorsers 239
Case 4: Electrolux: taking care of new born Campaign implementation 24 1
babies and their parents 1 57 Advertising in a business-to-business context 242
References 161 Advertising in a cross-cultural environment 244
Summary 25 1
Review questions 252
Further reading 252
5 Objectives 163 Case 7: L’Oréal’s Biotherm and Biotherm
Homme: a global brand of skin care products 253
Chapter outline 1 63
References 258
Chapter objectives 1 63
Introduction 1 64
Marketing communications objectives 1 64
Stages in the product life-cycle and
8 Media planning 264
marketing communications objectives 1 78
Consumer choice situations and marketing Chapter outline 264
communications objectives 1 82 Chapter objectives 264
Corporate communications objectives 1 84 Introduction 265
Summary 1 86 The media planning process 265
Review questions 1 86 Media objectives 266
Further reading 1 86 Selecting media 278
Case 5: Dove – Campaign for real beauty 1 87 Media context 29 1
References 191 Summary 296
Review questions 297
Further reading 297
Case 8: Relaunching Nizoral in Russia 297
6 Budgets 192
References 305
Chapter outline 1 92
Chapter objectives 1 92
Introduction 1 93
How the communications budget affects sales 1 93 9 Advertising research 308
Communications budgeting methods 1 96
Chapter outline 308
Factors influencing budgets 203
Chapter objectives 308
Budgeting for new brands or products 205
Introduction 309
Summary 206
Strategic advertising planning and the role
Review questions 206 of research 309
Further reading 206
Strategic advertising research 310
Case 6: Budgeting in the automobile industry 207
Pre-testing of advertising 312
References 21 1
Post-testing of advertising 32 1
Advertising campaign evaluation research 324
Summary 330

7 Advertising 212
Review questions 330
Further reading 33 1
Chapter outline 212 Case 9: Euro Millions: From outrageously rich
Chapter objectives 212 to sympathetic 33 1
Introduction 213 References 337
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page ix

CONTENTS ix

Sales promotions research 427

10 Public relations 338
Summary 430
Chapter outline 338 Review questions 430
Chapter objectives 338 Further reading 430
Introduction 339 Case 12: ‘The Perfect Size’: for every moment,
Public relations as a communications tool 339 there is a Mars bar 43 1
Target groups, objectives and tasks 344 References 436
Instruments and channels 35 1
Budgets 356
Measuring public relations results 357
Communications in times of crisis 358 13 Direct marketing 438
Summary 36 1
Review questions 36 1 Chapter outline 438
Further reading 362 Chapter objectives 438
Case 10: SUEZ: Liquefied natural gas in Introduction 439
New England 362 Direct marketing as a marketing
References 366 communications technique 439
Objectives and target groups 44 1
Direct marketing media and tools 447
Database marketing 457
11 Sponsorship 368 Relationship marketing 462
Measuring direct marketing effectiveness 464
Chapter outline 368 Summary 467
Chapter objectives 368 Review questions 467
Introduction 369 Further reading 467
Sponsorship: what it is and what it is not 369 Case 13: Direct marketing at Tesco –
How sponsorship works 37 1 ‘Join the Club . . .’ 468
The growing importance of sponsorship 372 References 472
Target groups 375
Objectives 376
Types of sponsorship 379
Budgets 390 14 Point-of-purchase communications 474
Measuring sponsorship effectiveness 39 1
Summary 394 Chapter outline 474
Review questions 395 Chapter objectives 474
Further reading 395 Introduction 475
Case 11: Silence–Lotto: Positioning an The importance of point-of-purchase
anti-snoring medicine and a lottery by communications 475
sponsoring a professional cycling team 396 Objectives and tools of point-of-purchase
References 403 communications 476
The effectiveness of point-of-purchase
communications tools 480
Store image 484
12 Sales promotions 406 Store organisation 486
Product presentation 488
Chapter outline 406 Store atmospherics 488
Chapter objectives 406 Packaging 49 1
Introduction 407 Summary 493
The growing importance of sales Review questions 493
promotions 407 Further reading 494
Objectives and target groups 409 Case 14: Carrefour: Setting up convenience
Consumer promotions 412 stores at music festivals 494
Trade promotions 423 References 497
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page x

x CONTENTS

Introduction 554
15 Exhibitions and trade fairs 500
The growing importance of e-media 554
Chapter outline 500 E-communications objectives 56 1
Chapter objectives 500 E-marketing tools 562
Introduction 50 1 Mobile marketing 578
Types of exhibitions and trade fairs 50 1 Interactive television 582
The role of exhibitions in marketing From Web 1.0 to Web 3.0 and further . . . 585
communications 504 Relationship marketing and the internet 59 1
Objectives and target groups 504 Tracking the effectiveness of
Planning an exhibition 51 1 e-communications 592
Assessing effectiveness 515 Summary 598
Limitations of fairs and exhibitions 519 Review questions 599
Online trade shows 519 Further reading 600
Summary 520 Case 17: Nokia Concept Lounge: creating
Review questions 52 1 online buzz around the brand 600
Further reading 52 1 References 604
Case 15: FISA – Batibouw: How to calculate
the effectiveness of a trade show 52 1
References 527
18 Ethical issues in marketing
communications 607

16 Personal selling 528 Chapter outline 607

Chapter objectives 607
Chapter outline 528 Introduction 608
Chapter objectives 528 Ethics and marketing communications 608
Introduction 529 Ethical decision-making models
Personal selling as a marketing and rules 61 1
communications instrument 529 Unethical marketing communication
The personal selling process 532 practices 613
Planning and organising the salesforce 537 Unethical use of marketing communications
Recruiting and selecting the salesforce 540 instruments 62 1
Training, motivating and compensating Regulation of marketing communication
the salesforce 54 1 practices 626
Performance evaluation 543 Corporate social responsibility 629
Summary 544 Summary 633
Review questions 545 Review questions 634
Further reading 545 Further reading 634
Case 16: Tele Atlas – the reference in Case 18: Pampers and UNICEF: helping protect
digital mapping 546 babies together 635
References 55 1 References 640

Subject index 645

17 E-communication 553
Name index 659
Chapter outline 553
Chapter objectives 553
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xi

About the authors

Patrick De Pelsmacker (b. 1957) holds a PhD in eco- Management School. She also has teaching experience
nomics (University of Ghent, Belgium). He is Professor in The Netherlands, Italy, Kazakhstan, Russia and
of Marketing at the University of Antwerp, Belgium Vietnam. She is involved in consultancy on a regular
and part-time Professor of Marketing at the University basis.
of Ghent. He is or has been a regular guest lecturer at Her main field of research interest is in advertising,
various institutes, such as the Solvay Business School branding and consumer behaviour. She has co-
(Univeristy of Brussels, Belgium), the Rotterdam School authored a book on Marketing Management, has con-
of Management (The Netherlands), the Swedish Institute tributed to over sixty papers and research reports in
of Management (Brussels, Stockholm), the Centre for her interest field, and has published in journals such as
Management Training (University of Warsaw, Poland), International Journal of Research in Marketing, Journal
the Institute of Business Studies (Moscow, Russia), of the Academy of Marketing Science, Journal of Health
the University of Lugano (Lugano, Switzerland), the Communication, Psychology and Marketing, Journal
Copenhagen Business School (Copenhagen, Denmark) of Advertising, International Journal of Advertising,
and Ca’Foscari University (Venice, Italy). He also has Journal of Business Research, Journal of Marketing
teaching experience in management and marketing Communications, International Marketing Review,
programmes in France, Thailand, Indonesia, the Philip- Psychologica Belgica, Tourism Management, Advances
pines, Vietnam, Italy, the Czech Republic, Hungary and in Consumer Research, Journal of Business and
Romania. He has undertaken numerous in-company Psychology, Psychological Review, Educational and
training and consultancy assignments. Psychological Measurement, Applied Psychological
His field of interest is in marketing research tech- Measurement, International Journal of Advertising and
niques, consumer behaviour and marketing communi- Marketing to Children, and Journal of Consumer and
cations. He has co-authored textbooks on marketing Market Research.
research techniques, and has written over one hundred
articles in various journals, including Applied Economics, Joeri Van den Bergh (b. 1971) holds a masters degree
International Journal of Research in Marketing, Journal in marketing (University of Ghent and the Vlerick Leuven
of Advertising, Psychology and Marketing, International Gent Management School). He started his career as a
Journal of Advertising, Journal of Marketing Com- researcher at the Marketing Communication Research
munications, Advances in Consumer Research, Journal Centre, and later became senior researcher, involved in
of Business Ethics, Journal of Consumer Affairs, Journal the activities of this Centre, as well as the Kids and
of International Consumer Marketing, International Teens Marketing Centre, and the Senior Consumer
Marketing Review, Marketing Letters, Journal of Marketing Centre. He is co-founder and managing
Business Research, Journal of Advertising Research, partner of InSites Consulting, the European online
Cyberpsychology and Behavior, Accident Analysis and market research pioneer. He is now director of InSites
Prevention, Health Communication, Journal of Busi- Consulting ON SNEAKERS, the kids & youth division
ness and Psychology, Journal of International Advertis- where he manages European accounts suchs as MTV
ing, Educational and Psychological Measurements, and Networks and Nokia. He is a regular teacher in various
Psychological Reports. He has contributed to more marketing programmes, has been involved in in-
than twenty books and over sixty research reports company training and consultancy, and is Secretary of
and working papers on various marketing-related the Board of Ancienne Belgique (AB), one of Europe’s
topics. leading music venues.
His main field of interest is marketing communica-
Maggie Geuens (b. 1969) holds a PhD in Applied tions, especially internet communications and research
Economics at the University of Antwerp, Belgium, techniques and kids & youth marketing. He has con-
where she also worked as an assistant professor. tributed to various books and to over thirty research
Currently she is Professor of Marketing at the reports in these fields. He has published in journals
University of Ghent. She is the academic director of the including International Journal of Advertising and the
Brand Management Centre at the Vlerick Leuven Gent Journal of International Consumer Marketing.
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xii

Preface

Marketing communications are not only one of the major objectives of marketing communications is to
most visible and widely discussed instruments of the build and maintain strong brands. Branding is covered
marketing mix, with an overwhelming impact on both in Chapter 2. The following chapter discusses the
society and business, they are also one of the most groundwork of all marketing communications activity.
fascinating. Every private consumer and business It is devoted to the intriguing question of how commu-
executive is exposed to advertising. They make use of nications influence consumers.
sales promotions, are approached by sales persons, In subsequent chapters the different steps in the
visit trade fairs and exhibitions, buy famous or not so marketing communications plan and the various instru-
famous brands, are a target of public relations activity, ments and techniques of marketing communications
are exposed to sponsorship efforts, receive direct mail, are covered. Separate chapters are devoted to the
telemarketing or research calls and visit stores in which definition of target groups (4) and objectives (5) and to
no stone is left unturned to influence their buying budgeting issues (6).
behaviour. Furthermore, an increasing number of con- Chapters 7–17 cover each of the marketing com-
sumers are regular users of the Internet. munications instruments. Chapters 7–9 address
Marketing executives constantly face the challenge advertising-related issues, including media planning
of integrating their promotional effort into strategic and advertising research. Subsequent chapters each
management and marketing plans. They must inte- cover one tool of the marketing communications mix:
grate the various instruments of the marketing com- public relations (10), sponsorship (11), sales promotion (12),
munications mix, build successful brands, try to find out direct marketing (13), point-of-purchase communica-
how marketing communications can be instrumental in tions (14), exhibitions and trade fairs (15), personal
achieving company objectives, and how they can be selling (16) and e-communications (17). In Chapter 18
applied in specific marketing situations. the increasingly important ethical side of marketing
Following the success of the first three editions, communications is discussed.
this fourth edition of Marketing Communications:
A European Perspective continues to offer a compre-
hensive overview of the cornerstones, techniques and Pedagogy
applications of marketing in a European context.
To help reinforce key learning points, each chapter
The market includes the following:

■ Chapter Outline, which presents the contents of the

This book is geared to undergraduate and postgradu-
chapter graphically.
ate students who have attended introductory courses
■ Chapter Objectives, Summaries and Review Questions
in marketing, and who want to extend their knowledge
to various aspects of marketing communications. The and references to interviews videos assist the
book can also be used by marketing communication reader in understanding the important elements
professionals who want an overview of the whole field and help test one’s knowledge.
■ Main text organised in sections and sub-sections to
and may find inspiration and new angles to their market-
ing communications practice in the many examples, help students digest and retain the information.
■ Tables, figures, outlines and other illustrative mater-
cases and research results that are covered in this text.
ial help the reader grasp the essential facts.
■ Separate highlights throughout text cover extended
Organisation examples, mini-cases, interesting research results or
more technical issues.
The book is organised as follows. Chapter 1 provides a ■ Suggested further readings offer the opportunity to
global overview of marketing and corporate communi- refer to other, more specialised or specific sources
cations and discusses the crucial topic of the integra- of information on many subjects.
tion of marketing communications activity. One of the ■ An extensive European or global case study.
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xiii

PREFACE xiii

Distinctive characteristics New to the fourth edition

■ This is not just a book about advertising, supplemented While the structure of the fourth edition of this book
by a brief discussion of the other instruments of the and its chapters has largely remained the same as the
marketing mix. Although advertising-related topics third edition, case studies, vignettes, examples and
are thoroughly discussed, the book is comprehensive references have been updated and new materials have
in that it covers all instruments of the marketing been added in every chapter. Some of the new material
communications mix. draws upon the following companies and organisations:
■ The book has a consistent European focus. Although Barack Obama campaign, Coke Zero, Wii Fit, Smartfortwo,
research results and examples from other parts of SonyEricsson Walkman, Intel Duo Centrino, Vicks, Audi
the world are covered, the main focus is the appli- R8, Accenture, Nivea, Facebook, Twitter, O’Neill, Puma,
cation of marketing communications concepts in a Google, Dove Go Fresh, Starbucks, Fortis, Nissan, Mars,
European environment. Bacardi, Hyundai, Wash & Go, Corega, Smart, Nivea.
■ Every chapter contains an extensive European or Furthermore, most end-of-chapter cases have
global case study in a wide variety of industries, been updated and several new cases and vignettes
markets and countries. Most of these cases contain have been added: Mars, Silence-Lotto, Euromillions,
original and in-depth material, often provided by the Carrefour, Pampers and Unicef, and the EU Anti-smoking
marketing executives of the brands and companies campaign. New theories, frameworks and research
discussed. Challenging case questions are designed results were added in many chapters, amongst others
to encourage the reader to apply the concepts from integrating communication efforts, creativity in adver-
the chapter to the solution of the case at hand. tising, young consumers, ethical issues, trade fair
Furthermore, many of these cases can be used with marketing, communication models, branding, new
more than one chapter. consumer groups and new trends. The chapter on e-
■ A number of chapters focus extensively on parti- communications has been thoroughly updated to
cularly important and/or relatively new fields of reflect the most recent evolutions and best-practice
interest related to marketing communications. This applications in this fast-growing area. A new chapter on
is the case for the chapters on branding, how com- ethics in marketing communications has been added.
munications work, e-communications and ethics. Finally, we are proud to offer instructor and
■ Throughout the text, numerous examples, case student support materials at our website: http://
studies and research results from various countries, www.pearsoned.co.uk/depelsmacker. Visit this site
industries and markets are given, to illustrate and to find valuable teaching and learning materials on
make the concepts as practice-oriented as possible. Marketing Communications.
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xiv

Authors’ acknowledgements

While we assume full responsibility for the content of the whole book, important parts of it could not have been
written without the help and support of numerous people. We would particularly like to thank the following
people, and hope we have not forgotten anyone.

Malaika Brengman (Free University of Brussels) Marc Frederix, Nathalie Laskoutoff (National Lottery
Kristiaan Cloots (FreeMobility & CIA) Belgium)
Danny Cools (Sony I.T.E.) Lars Vervoort, Tine Nelissen (Carrefour Belgium)
Laurent De Hauwere, Pia Steen Hansen, Vincent Toon Coursement
Maenhaut, Sandra Deblander (Tele Atlas) Marianne Vansummeren (Silence-Lotto Cycling Team)
Serge Dekoninck (Saatchi and Saatchi Business Emile Clemens
Communication) Christine Edier (Unicef)
Dimitri De Lauw, Sofie Huygelen, Wouter Alain Heureux (IAB Europe)
Van den Herreweghen, Fons Van Dijck (VVL/BBDO) Marc Michils (Quattro Saatchi and Saatchi)
Ann Galland (Barco) Jorgen Nygaard Andreassen (Fedma)
Derek Gosselin, Rick Grant, Julie Vitek, Katja Damman Veerle Ringoir (Bacardi-Martini)
(Suez) Chris Van Roey (Mobistar)
Martin Kingdon (Retail Marketing In-Store Services) Theo van Roy (Hints and Hits)
Nigel Lawrence (Dunnhumby) Joëlle Van Ryckevorsel, Teresa di Campello (L’Oréal)
Pascal Libyn and Filip Eeckhoudt (RISC) A number of reviewers: Paul Copley, University of
Klaus Lommatsch (Duval Guillaume) Northumbria; Claude Pecheux, Les Facultés
Yuri Malinin (Mediafirst Russia) Universitaires Catholiques de Mons; Jane Underhill,
Robin McCammon (General Motors) University of Northumbria; Tania Van den Bergh,
Luc Suykens, Nicolas Frèrejean, Nada Dugas (Procter Arteveldehogeschool, Flanders, Belgium
& Gamble)

Finally, we would like to thank Pearson Education for supporting and publishing the fourth edition of this book. In
particular we thank the following: Rachel Gear Acquisitions Editor; Joy Cash, Desk Editor; Maggie Wells, Senior
Designer for cover and text; Caterina Pellegrino, Senior Project Controller and Emma Violet, Editorial Assistant.
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xv

Publisher’s acknowledgements

We are grateful to the following for permission to reproduce copyright material:

Figures
Figure on page 19 from A Method for the Selection of Appropriate Business-to-Business Integrated Marketing
Communications Mixes, Journal of Marketing Communications, 8(1), pp. 1–18 (Garber, L.L. and Dotson, M.J. 2002),
Taylor & Francis, reprinted by permission of the publisher (Taylor & Francis Group, http://www.informaworld.com);
Figure 1.5 from Integrated marketing communication and the evolution of marketing thought, Journal of Business
Research, Vol. 37, pp. 155–62 (Hutton, J.H. 1996), with permission from Elsevier.; Figure 1.6 from Determinants of the
Corporate Identity Construct: A Review of the Literature, Journal of Marketing Communications, 9(4), pp. 195–220
(Melewar, T.C. 2003), reprinted by permission of the publisher (Taylor & Francis Group, http://www.informaworld.com);
Figures 1.11, 1.12 from Special Eurobarometer ‘Attitudes of Europeans towards Tobacco. Fieldwork October 2006 –
November 2006. ‘Special Eurobarometer 272c/Wave 66.2 – TNS Opinion & Social. European Commission
(Publication May 2007); Figure 2.1 from PLMA Yearbook 2006; Figure 3.1 after How Advertising Works: A Planning
Model, Journal of Advertising Research, 20(5), pp. 27–33, www.warc.com/jar.; Figure 3.3 after The Elaboration
Likelihood Model of Persuasion, Advances in Experimental Social Psychology, 19, pp. 123–205 (Petty, R.E. and
Cacioppo, J.T. 1986), Copyright 1986 Academic Press Inc., with permission from Elsevier.; Figure 3.6 after The
Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,
Journal of Marketing Research, 23, p. 131 (MacKenzie, S.B., Lutz, R.J. and Belch, G.E. 1986), American Marketing
Association; Figure 5.2 from Defining Advertising Goals for Measured Advertising Results, Association of National
Advertisers (Colley, R.H. 1961); Figures 6.4, 6.5 after Ad Spending: Growing Market Share, Harvard Business
Review, 68(1), pp. 44–8 (Schroer, J.C. 1990), Harvard Business School Publishing, Reprinted by permission of
Harvard Business Review. Copyright (c) 1990 by the Harvard Business School Publishing Corporation; all rights
reserved.; Figure 8.5 from JFC Informatique & Media, Paris, France (2003); Figure 13.1 after Survey on Direct and
Interactive Marketing Activities in Europe, Federation of European Direct Marketing (FEDMA 2002); Figure 13.4
after The Loyalty Effect. The Hidden Force Behind Growth, Profits and Lasting Value, Boston: Harvard Business
School Press (Reichheld, F.F. 2001) Harvard Business School Publishing, Reprinted by permission of Harvard
Business School Publishing Corporation; all rights reserved; Figure 13.6 after Survey on Direct and Interactive
Marketing Activities in Europe, FEDMA (FEDMA 2002); Figure 13.10 from The Mismanagement of Customer
Loyalty, Harvard Business Review, pp. 86–94 (Reinartz, W. and Kumar, V. July 2002), Reprinted by permission of
Harvard Business Review. Copyright (c) 2002 by the Harvard Business School Publishing Corporation; all rights
reserved.; Figures 14.1, 14.3 from The POPAI Europe Consumer Buying Habits Study, POPAI UK & Ireland (POPAI
UK & Ireland 1998), from the POPAI European Consumer Buying Habits Study 1998 (POPAI UK & Ireland); Figures
15.3, 15.4 from Geert Maes, CEO, FISA; Figure 16.1 from Sales Management, New York: John Wiley & Sons
(Dalrymple, D.J. and Cron, W.L. 1992), Reproduced with permission of John Wiley & Sons, Inc.; Figure 16.4 from
Exploring Strategies for Companies that Use Manufacturers’ Representatives as Their Sales Force, Industrial
Marketing Management, 25(5), p. 455 (Dishman, P. 1996), Copyright 1996, with permission from Elsevier.;
Figure 17.1 from Insites, www.insites-consulting.com

Tables
Tables 1.3, 1.4 adapted from An Exploratory Study of the Internet as an Industrial Communication Tool. Examining
Buyers’ Perceptions, Industrial Marketing Management Vol. 31, No. 2, pp. 145–54 (Deeter-Schmelz, D.R. and
Kennedy, K.N. 2002), Copyright 2001, with permission from Elsevier.; Table 1.5 adapted from van Raaij, W.F. (1998),
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xvi

xvi PUBLISHER’S ACKNOWLEDGEMENTS

‘Integratie van Communicatie: vanuit de Zender of vanuit de Ontvanger’ (Integration of Communication: Start-
ing from the Sender or the Receiver?), in Damoiseaux, V.M.G., van Ruler, A.A. and Weisink, A., Effectiviteit in
Communicatiemanagement (Effectiveness in Communication Management). ISBN: 9014058411, 9789014058412,
pp. 169–84 Deventer: Samson; Table 4.4 from Segmenting the Industrial Marketing, Lexington Books (Bonoma, V.
and Shapiro, B.P. 1983); Table on page 177 from Esomar (c) 2000 Esomar, (c) Copyright 2000 Esomar (R) – The
World Association of Research Professionals.; Table 6.2 after Ad Spending: Maintaining Market Share, Harvard
Business Review, 68(1), pp. 38–43 (Jones, J.P. 1990), Harvard Business School Publishing, Reprinted by permis-
sion of Harvard Business Review. Copyright (c) 1990 by the Harvard Business School Publishing Corporation; all
rights reserved.; Table 6.3 after Advertising Media Planning, Lincolnwood, Il: NTC Business Books (Sissors, J.Z.
and Surmanek, J. 1986); Table 6.4 from FPS Economy, S.M.E.s, Self-employed and Energy – Statistics Belgium;
Table 6.5 with thanks to Nancy Vranken of VMMTV for providing advertising budgets of the car industry based
on MediaXim – CIM MDB.; Tables 11.1, 11.2, 11.6 from Sports Sponsorship Development in Leading Canadian
Companies: Issues and Trends, International Journal of Advertising, 17(1), pp. 29–50 (Thwaites, D., Anguilar-
Manjarrez, R. and Kidd, C. 1998); Table on page 454 from Food for thought, Precision Marketing, pp. 14–15 (Croft,
M. 5 December 1994), Centaur Communication Ltd; Table 14.3 after Store Atmosphere, Mood and Purchasing
Behavior, International Journal of Research in Marketing, Vol. 14 No. 1, pp. 1–6 (Spies, K., Hesse, F. and Loesch, K.
1997), Elsevier Science BV, Copyright 1997, with permission from Elsevier.; Table 15.2 after Selecting and
Evaluating Trade Shows, Industrial Marketing Management, 21, pp. 335–41 (Shoham, A. 1992), Elsevier, Copyright
1992, with permission from Elsevier.; Table 16.6 adapted from Sales Management, New York: John Wiley & Sons
(Dalrymple, D.J. and Cron, W.L. 1992), (c) 1992 John Wiley & Sons, Inc. Reproduced with permission of John Wiley
& Sons, Inc.; Table on page 631 after Doukakis, I., Krambia-Kapardis, M. and Katsioloudes, M., Corporate Social
Responsibility: A Pilot Study into the Realities of the Business Sector in Cyprus, New Challenges for Corporate and
Marketing Communications. Proceedings of the Eighth International Conference on Marketing and Corporate
Communications, pp. 64–80 (Bennett, R. 2003), London Metropolitan University.

Text
Box on pages 141–2 adapted from From lad mag to dad mag, The Guardian, 9th April 2003 (Janes, H.), Copyright
Guardian News & Media Ltd 2003; Box on pages 143–4 from Van den Bergh, J. & Verhaeghe A., InSites Consulting
2008 lifestyle segmentation of Dutch youngsters for MTV Networks.

The Financial Times

Figure on page 559 from Global ad spending to fall 7% Publicis unit warns, Financial Times, 14 April 2009, p. 13
Companies & Markets (Tim Bradshaw).

In some instances we have been unable to trace the owners of copyright material, and we would appreciate any
information that would enable us to do so.

Picture Credits
The publisher would like to thank the following for their kind permission to reproduce their photographs:
(Key: b-bottom; c-centre; l-left; r-right; t-top)

The Absolut Company: 15; AMVBBDO: 233; Reproduced with permission of Barco: 79; BBDO, Daimler AG: 444;
Corbis: Ashley Cooper 468, Richard Cummins 417, Henry Diltz 172, John Hicks 284, Richard Klune 171, Tony Savino
213; Reproduced with permission of De Lijn, Belgium: 222; European Anti-smoking Campaign: 42, 44, 45;
Reproduced with permission by FISA, Belgium.: 522–524; Getty Images: 12, 139, 348, 350, 380b, 413, 609, 614,
AFP 61, Guinness 380t, Max Nash/AFP 102; Grey Communications Group Ltd: 241; L’Oreal UK: 257; Reproduced
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xvii

PUBLISHER’S ACKNOWLEDGEMENTS xvii

with permission of Mobistar: 122, 126; Nationale Loterij, Belgium: 396, 401; Reproduced with permission of
Nissan: 219; NV Mars Belgium SA: 432–433; Omega Pharma www.omega-pharma.be: 398; Pampers: UNICEF
636–637; Smart Center Antwerpen: 485; The Advertising Archives: 235; Reproduced by permission of
V.F. Corporation: AMVBBDO 220

Every effort has been made to trace the copyright holders and we apologise in advance for any unintentional
omissions. We would be pleased to insert the appropriate acknowledgement in any subsequent edition of this
publication.
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xviii

List of acronyms

ABC Audit Bureau of Circulations

AIM Affect Infusion Model
AIO activities, interests and opinions
ATR awareness trial reinforcement
BPI Buying Power Index
BPS Brand Personality Scale
CARU Children’s Advertising Review Unit
CEIR Centre for Exhibition Industry Research
CEO chief executive officer
CMA Corporate Major Accounts
CPM cost per thousand
CPM-TM CPM of target market
CPT cost per thousand
CRM customer relationship marketing
CSR corporate social responsibility
CTLC Community-based Technology and Learning Centres
DAGMAR Defining Advertising Goals for Measured Advertising Results
DAR Day After Recall
DEA data envelopment analysis
DOSS degree of overall similarity of strategy
DRTV direct-response television
DSEF Dove Self-Esteem Fund
EASA European Advertising Standards Alliance
EDLP every day low pricing
ELM Elaboration Likelihood Model
ENQ European Network of Quitlines
ENSP European Network for Smoking Prevention
EPG Electronic Programme Guide
ERP effective rating points
ESP emotional selling proposition
FCB Foot–Cone–Belding
FMCG fast-moving consumer goods
GRP gross rating points
HSM Heuristic-Systematic Model
IAB Interactive Advertising Bureaux
IAT Implicit Association Test
ICC International Chamber of Commerce
IMC integrated marketing communications
JEP Jury of Ethical Practices
LBS location-based services
MAO motivation, ability and opportunity
MC marketing communications
MMA Mobile Marketing Association
MOP multiple original print
MUSH Municipal, University, Social, Hospital
NPD 4.27
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xix

LIST OF ACRONYMS xix

OOH out-of-home
OTS opportunity to see
PBC perceived behavioural control
PLC product life-cycle
PMT Protection Motivation Theory
POP point-of-purchase
POPAI Point-of-Purchase Advertising Institute
POS point-of-sales
PPC pay per click
PR public relations
PVR personal video recorder
RE Reading Ease
RFID radio frequency identification
RFM recency-frequency-monetary value
RNR Radio News Release
ROI return on investment
RQ Relationship Quality
SEM search engine marketing
SMA Small and Medium Accounts
SMS Sports Marketing Surveys
SOI Share of Investment
SOM share of market
SOV share of voice
SRO self-regulatory organisation
SRC self-reference criterion
STAS Short-Term Advertising Strength
STP segmenting–targeting–positioning
TOMA Top of Mind Awareness
TORA Theory of Reasoned Action
TPB Theory of Planned Behaviour
TRP television rating point
USP Unique Selling Proposition
VNR Video News Release
WFA World Federation of Advertisers
VOD video-on-demand
YFJ European Youth Forum
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xx

Guided tour

Chapter 1

Integrated communications
Chapter outline The Chapter Outline section
guides you through each chapter
allowing you to see the key points
and topics which will be covered.

Chapter objectives
The Chapter Objectives enable
This chapter will help you to:
■ Situate marketing communications in the marketing mix you to focus on what you need to
■ Get an overview of the instruments of the marketing communications mix
and the special business-to-business and international marketing
have understood by the end of
communication context
■ Understand what integrated marketing and corporate communications mean,
each chapter.
and their organisational implications
■ Learn to know the factors leading to integrated communications
■ Get an overview of the different levels of integration
■ Understand why fully integrated communications are not easily implemented
■ Get an overview of the essential steps in the marketing communications plan

Visit the Marketing Communications website at: www.pearsoned.co.uk/

depelsmacker to find out more about Royal Enfield. Royal Enfield is an Indian based
motorcycle manufacturer which advertises and sells its products internationally. How
does Royal Enfield adapt its message, creative strategy and its media choice to cultural
differences between the countries they market their products in?

Chapter objectives
This chapter will help you to:
■ Understand the various aspects of branding
■ Learn about the characteristics of successful brands
■ Make the distinction between major types of brand strategies and their
New to this edition! Video Case
advantages and disadvantages
■ Form an idea of the composition of a brand portfolio
Studies. These fascinating
■ Understand the concept of brand value or brand equity and its major documentaries help to develop your
components
■ Assess the benefits of branding for the consumer and the manufacturer learning further by examining how
■ Get an overview of how marketing communications contribute to brand
strength well-known companies use marketing
Visit the Marketing Communications website at: www.pearsoned.co.uk/
communications to enhance
depelsmacker to find out more about Electrolux. Electrolux is an international company
specialising in innovative electronic products. How does Electrolux combine its brand their businesses success. Visit
values and consumer insights to develop the message and creative strategy of its
communication campaigns? www.pearsoned.co.uk/depelsmacker
to view the videos and answer the
questions.
A01_PELS1383_04_SE_FM.QXD 2/2/10 2:06 PM Page xxi

GUIDED TOUR xxi

Case 7: L’Oréal’s Biotherm and Biotherm Homme: a global brand

of skin care products

The L’Oréal Group ■ respect for personal diversity; the company strives
to match personal diversity with the diversity of
The L’Oréal group, with headquarters in Clichy, France,
was founded in 1907, and is the world’s number one
their products and brands (age, type of skin, over Each chapter concludes with a
time, culture . . . )
company in cosmetics. The group has 67 500 employ-
ees in 58 countries and 42 production facilities around
■ the effectiveness of the products is built upon detailed Case Study. These will
in-depth research and a dedication to investing
the world. It is present in 130 countries with almost 300
subsidiaries. In 2008, group turnover was a17.5 billion,
in innovation, product safety and the highest provide a range of material for
standards of reliability and product quality.
2.7 billion of which was profit. The competition is heavy
and global, with companies such as Procter & Gamble, seminars and private study by
With respect to R&D, in 2008 about 3300 employees
Unilever, Beiersdorf, Wella, Estée Lauder and LVMH.
Western Europe, North America and Asia Pacific each
of 60 nationalities worldwide were working in 30 dif- illustrating real life applications
ferent research disciplines. a580 million was invested
account for 26–29% of sales. The world market for
hygiene and beauty in 2002 was about a100.16 billion,
in R&D, one third of which is devoted to advanced and implications of the topics
research. In 18 research centres and 13 evaluation
13.9% of which was made up of L’Oréal products.
L’Oréal’s vision is that cosmetics are part of the
centres around the world, each year 5000 formulas are covered in the chapter.
developed and, in 2008, 628 new patents were regis-
universal quest for beauty and wellbeing. As a form of
tered. L’Oréal has 100 active co-operations with leading
self-expression, they are personal, part of social life,
academic and research institutions.
and they serve a daily need for self-confidence and
Attention to consumer needs and personal diversity
contact with others. L’Oréal claims to put all their
is reflected in the branding and product range strategy
expertise and research resources to work for the
of the group. The company markets 17 global brands, 16
wellbeing of men and women, in all their diversity,
of which are responsible for 95% of cosmetics sales.
around the world. Consequently, the company’s focus
They can be divided into four categories (Table 7.6).
centres around three important principles:
Each brand has its own well-designed brand proposition,
■ unfailing attention to consumers and and brand equity is continuously built and supported
understanding and anticipating their individual by means of advertising and other forms of marketing
needs and aspirations communications. L’Oréal also recognises that there is

Table 7.6 Four categories of cosmetics

Type of product Consumer product Professional product Luxury products Active cosmetics

Definition Are priced Meet the requirements Offer customers Dermocosmetic

competitively and of hair salons and products and products sold in
distributed through provide customers premium service in pharmacies and
mass-market with a wide range of department stores specialist retailers
retailing channels innovative products and specialty stores
Brands ■ L’Oréal Paris ■ L’Oréal professional ■ Lancôme ■ Vichy
■ Garnier ■ Kérastase ■ Biotherm ■ La Roche – Posay
■ Maybelline NY ■ Redken ■ Helena ■ Innéov
■ Softsheen Carson ■ Matrix ■ Rubinstein ■ SkinCeuticals
■ CCB Paris ■ Mizani ■ Kiehl’s
■ Shu Uemura
■ Giorgio Armani
■ Ralph Lauren
■ Cacharel
■ Viktor & Rolf

258 CHAPTER 7 / ADVERTISING

find the product that is best suited to his personal skin Questions
care needs.
In March 2003, a qualitative brand study in four focus 1. Is the vision and branding strategy mainly global
groups of men aged 20–45 was carried out in Germany. (standardised) or local (adapted to local cultures)? Each Case Study ends with a
In this study, the brand statement was tested as well as Explain and give examples.
a number of advertising campaigns for both Biotherm 2. Looking at the different types of needs that people number of questions to test
and some of its competitors, merchandising programmes can experience (for instance, Maslow’s hierarchy
and product offers. The conclusion was that the idea of with physiological as the most basic followed by your knowledge.
a ‘coach’ was too business-like and authoritative, did safety, love/belonging, esteem and finally self-
not fit into the need for autonomy of men, and lacked actualisation – see http://www.businessballs.com/
pleasure, character, sensuality and emotionality. maslow.htm.), to which needs do L’Oréal in general,
However, the notion of personalisation, and the and Biotherm and Biotherm Homme in particular,
description of ingredients and scientific research were appeal? Do you believe these needs are universal?
noted as strong points. In terms of advertising effects, 3. Clinique is mentioned as one of the closest com-
the conclusions were that they were identifiable, petitors of Biotherm. Why? In what ways is the posi-
attractive, aesthetic, masculine, informative and simple. tioning of Biotherm and Clinique similar or different
However, the non-German name of the product, the (use communication materials, websites . . . to
‘coach’ idea and the non-selective packaging were illustrate)?
negative points, leading to low spontaneous recognition. 4. Summarise the main similarities and differences of
The conclusion was that the brand statement needed the results of the focus group discussions in the
to be redefined, using elements such as: skin care three countries studied. Can you find a relationship
specialist, scientific knowledge, innovation, highlighting between the cultural characteristics of the countries
skin care benefits and sensations. The communication and the attitudes and perceptions of the group
elements to stress were the specific characteristics of members from these countries?
the product, and the sensuality of the product and the 5. Is Biotherm Homme positioned differently in differ-
models, and the key colour codes on each product. ent countries? (consult communication materials,
It was further concluded that, in order to build brand websites . . . ). Why or why not?
loyalty, the identification of men with the product 6. Are the conclusions and the marketing communi-
needed to be enhanced by means of clear claims, visible cation implications of the German Biotherm Homme
skin results, identification of skin types, needs and study correct? Would you adapt the communication
benefits, and identification of products offer. strategy in a different way?
Sources:
Materials provided by Teresa di Campello and Joëlle Van Rijckevorsel, L’Oréal. www.loreal.com; www.biotherm.com;
http://www.loreal.com/_en/_ww/pdf/Rapport_Annuel_2008_FR.pdf.

References Consumers. A Psychological Analysis of the Young

People’s Market, London: Routledge; Acuff, D.S. (1997), Every chapter is supported by
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Kotler, P. and Armstrong, G. (2010). Principles of Marketing, What Kids Buy and Why. The Psychology of Marketing to

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13th edition. Upper Saddle River, NJ: Prentice Hall.
Many organisations offer software to help companies to 5
Kids, New York: The Free Press.
Clegg, A. (2006), Mining the Golden Years, 24 April, http://
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3
www.paloalto.com.
6
(accessed June 2009). independent study to both printed
Solomon, B. and Askegaard, H. (2007), Consumer Weijters, B. and Geuens, M. (2003), ‘Evaluation of Age-
Behaviour. A European Perspective, 3rd edition. London,
Pearson Education.
Related Labels by Senior Citizens’, Working paper, Vlerick
Leuven Gent Management School; Young, G. (2002),
and electronic sources.
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Geuens, M., De Pelsmacker, P. and Mast, G. (2003), ‘Family ‘Ageing and the UK economy’, Bank of England Quarterly
Structure as a Moderator of Parent–Child Communication Bulletin, 42(3), 285–92.
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about Consumption’, International Journal of Advertising Walker, M.M. and Macklin, M.C. (1992), ‘The Use of Role
and Marketing to Children, 4(1), 1–6; Roedder John, D. Modeling in Targeting Advertising to Grand-parents’,
(1999), ‘Consumer Socialization of Children: A Retrospec- Journal of Advertising Research, 32(4), 37–45.
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tive Look at Twenty-five Years of Research’, Journal of Ahmad, R. (2002), ‘The Older Ageing Consumers in the
Consumer Research, 26(3), 183–213; McNeal, J.U. (1999), UK: Are They Really that Different?’ International Journal
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Market; Gunter, B. and Furnham, A. (1998), Children as Mathur, A. (1997), ‘Targeting the Mature Market:
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