Marketing communications
Week 1
• Keller, K.L. (2001), “Mastering the Marketing Communications Mix: Micro and Macro
Perspectives on Integrated Marketing Communication Programs,” Journal of
Marketing Management, 17, pp. 819-847.
• Nairn, A. and Fine, C., (2008). Who’s messing with my mind? The implications of dual-
process models for the ethics of advertising to children. International Journal of
Advertising, 27(3), pp.447-470.
• Freistad, M & Wright, P (1994). ‘The Persuasion Knowledge Model: How People
Cope with Persuasion Attempts’. Journal of Consumer Research. 21 pp 1-31.
• Pollay, R.W. (1986), “The Distorted Mirror: Reflections on the Unintended
Consequences of Advertising,” Journal of Marketing, 50 (April), pp. 18-36.
Week 2
• Gamson, W., Croteau, D., Hoynes, W. and Sasson, T. (1992). “Media images
and the social construction of reality,” Annual Review of Sociology, 18, pp.373-393.
• Branthwaite, A. (2002). Investigating the power of imagery in marketing
communication: evidence-based techniques. Qualitative Market Research: An
International Journal.
• Berger, J. & Iyengar (2013). Communication Channels and Word of Mouth: How the
Medium Shapes the Message. Journal of Consumer Research.
• Kaikati, J. and Kaikati, A. (2004). Stealth Marketing: how to reach consumers
surreptitiously. California Management Review
Week 3
• Harvey, M. and Evans, M. (2001), “Decoding Competitive Propositions: A
Semiotic Alternative to Traditional Advertising Research,” International Journal of
Market Research, 43 (Quarter 2), pp.171-187.
• Mick, D. (1986) Consumer Research and Semiotics: Exploring the Morphology of
Signs, Symbols, and Significance, Journal of Consumer Research, 13, (2), pp. 196-213.
• Mick, D. and Buhl, K. (1992) A Meaning Based Model of Advertising, Journal of
Consumer Research, 19, pp. 317-338.
• Stern, B. (1993) Feminist Literary Criticism and the Deconstruction of Ads: A
Postmodern View of Advertising and Consumer Responses”, Journal of Consumer
Research, 19, (4), pp. 556-566.
• Stern, B. (1996) Textual Analysis in Advertising Research: Construction and
Deconstruction of Meanings, Journal of Advertising, 25, (3), pp. 61-73.
Week 4
• Taylor, M. (2011). Building Social Capital Through Rhetoric and Public Relations.
Management Communication Quarterly, 25, 436-454.
• Smith, B. (2010). Socially distributing public relations: Twitter, Haiti, and interactivity
in social media. Public Relations Review, 36(4), 329-335
• de Gregorio, F and Sung, Y (2010) “Understanding Attitudes Toward and Behaviors in
Response to Product Placement: A Consumer Socialization Framework”, Journal of
Advertising , 39(1): 83-96
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, • Hsu, T. (2019). “I see Pepsi, you see Coke.” The New York Times,
https://www.nytimes.com/2019/12/20/business/media/streaming-product-
placement.html
Week 5
• Yi, Y., & Yoo, J. (2011). The long-term effects of sales promotions on brand attitude
across monetary and non-monetary promotions. Psychology & Marketing, 28(9), 879-
896.
• Van Doorn, J., & Hoekstra, J. C. (2013). Customization of online advertising: The role
of intrusiveness. Marketing Letters, 24(4), 339-351.
• Bleier, A., & Eisenbeiss, M. (2015). Personalized online advertising effectiveness: The
interplay of what, when, and where. Marketing Science, 34(5), 669-688.
• Spiekermann, S., Acquisti, A., Böhme, R., & Hui, K. L. (2015). The challenges of
personal data markets and privacy. Electronic Markets, 25(2), 161-167.
• Kannan, P.K., (2017). Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing, 34(1), pp.22-45.
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,Week 1 – introduction to marketing communications
Lane Keller, K. (2001). Mastering the marketing communications mix: Micro and macro
perspectives on integrated marketing communication programs.
• One difficult challenge for marketers is the large, diverse means of communication
and communication options that are available to support their brands. Marketers
must understand what various marketing communication options have to offer and
how they should be combined to optimize their marketing communications
programs.
• Marketing communications are the means by which the firms attempt to inform,
persuade, incite, and remind consumers – directly or indirectly – about the brands
they sell. This area of marketing has seen dramatic changes. One of these changes is
the increase in the number and diversity of communication options available to reach
consumers (fragmentation of traditional advertising media, emergence of new, non-
traditional media, promotion, other communication alternatives). As a result, a
modern marketing communication program employs a host of different
communication options (= any marketer-initiated form of communication that is
related directly or indirectly to the brand). Researchers typically researched the
effectiveness of different communication options or media types in isolation.
• Communication options:
o Media advertising: TV, radio, newspaper, magazines.
o Direct response and interactive advertising: mail, telephone, broadcast
media, print media and computer-related.
o Place advertising: bulletins, billboards, posters, cinema, and transit.
o Point-of-purchase advertising: shelf talkers, aisle markers, shopping cart ads,
and in-store radio or TV.
o Trade promotions: trade deals & buying allowances, point-of-purchase
display allowances, push money, contests and dealer incentives, training
programs, trade shows, and cooperative advertising.
o Consumer promotions: samples, coupons, premiums, refunds/rebates,
contests/sweepstakes, bonus packs, and price-offs.
o Event marketing and sponsorship: sports, arts, entertainment, fairs and
festivals, and cause-related.
o Publicity and public relations.
o Personal selling.
• Researchers studying integrated marketing communications (IMC) are generally
consistent with the notion that an IMC program requires that
o Multiple types of communication options are employed
o Communication options are designed in a way to reflect the existence and
content of other communication options in the program.
• The goal of this article to achieve a greater understanding as to what individual
marketing communication options can do for marketers, how they work, and what
makes different combinations of marketing communication options better or worse.
Role of marketing communications
• MC represent the voice of a brand and the means by which companies can establish
a dialogue with consumers concerning their product offerings. Product offerings can
be translated to benefits and related to higher-order values. MC allow marketers to
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, transcend the physical nature of their products or the technical specifications of their
services to imbue products and services with additional meaning and value. It can
contribute to greater brand purchases and sustained customer loyalty. MC can help
products or services that have arrived at the maturity stage to create points-of-
difference.
Understanding integrated marketing communication programs
• The key questions are:
o What effects do communication options have in isolation (i.e., when
consumers are not exposed to any other communication option)?
o What effects do communication options have in combination (i.e., when
consumers are also exposed to one or more other communication options)?
• They describe IMCP as involves the development, implementation, and evaluation of
marketing communication programs using multiple communication options where
the design and execution of any communication option reflects the nature and
content of other communication options that also makes up the communication
program.
Micro perspectives on IMC Programs
• One implication of the above discussion is the importance of tanking a broad view of
marketing communication programs. Jenkins (1979) made the following observation
concerning factors affecting memory performance: the memory phenomena that we
see depend on what kinds of subjects we study, what kinds of acquisition conditions
we provide, what kinds or material we choose to work with, and what kinds of critical
measures we obtain. These four factors can be represented as the theorist
tetrahedron.
The marketing communication tetrahedron
• The marketing communication tetrahedron (MCT) portrays four set of factors that
influence marketing communication effectiveness. The MCT implies that studying the
effects of individual marketing communication requires understanding how different
types of consumers, under different processing circumstances, exposed to different
types of communications, respond to different brand- or communication-related
tasks or measures.
Consumers
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