Description
Book SynopsisChris Fill BA, MSc. is a Director of Fillassociates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on special projects and for clients in the UK and overseas.
Having authored over 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications.
Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketors and a Fellow of The Chartered Institute of Marketing. Prior to joining academia she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading aca
Table of Contents
Preface Acknowledgements
Part 1 An introduction to marketing communications
- The scope of marketing communications
- Communication: theory, interactivity and influencers
- Understanding buyer behaviour and improving engagement
- How does marketing communications work?
Part 2 Managing marketing communications
- Marketing communications: strategies and planning
- Marketing communications: objectives and positioning
- Branding and marketing communications
- Integrated marketing communications
- Budgeting and evaluation
Part 3 The marketing communications mix
- Advertising: role, forms and strategy
- Public relations and sponsorship
- Direct marketing and sales promotion
- Brand: placement, experience and packaging
- Content: messages, credibility and creative approaches
- Media: principles, practice and formats
- Media planning: concepts and practices
Author index Subject index Credits
