THE NEW WORLD OF MARKETING COMMUNICTION
- What is advertising?
- Is Advertising the Only Tool in the Promotional Toolkit?
- Why Advertising?
- What Are the Most Common Types of Advertising?
- How Did Current Practices and Concepts Develop?
- Eras and Ages,
What Are the Key Components of Advertising? INTEGRATED BRAND COMMUNICATION
- The Agency World
- Who Are the Key Players?
- How Is the Practice of Advertising Changing?
- Consumer in Charge Blurring Lines and Converging Media Accountability and Effectiveness
- Integrated Marketing Communication (IMC)
- What Is Marcom’s Role in Branding?
- How Does a Brand Acquire Meaning?
- Why Integrated Marketing Communication?
- Total Brand Communication, Organizing for IMC
- Brand Communication in a Time of Change Accountability, Global Marketing, Looking Ahead
BRAND COMMUNICATION AND SOCIETY
- What Is the Social Impact of Brand Communication?
- What Are the Debates about Marcom’s Social Role?
- Other Social Responsibility Issues
- What Are Communicators’ Ethical Responsibilities?
- Why and How Is Advertising Regulated?
- Marketing Communication’s Legal Environment, Marketing Regulatory, Environment,
The Impact of Regulation, Media Review of Advertising, Self-
HOW MARKETING COMMUNICATION WORKS?
- Does Advertising Work?
- How Does Marketing Communication Work?
- The Mass Communication Approach, Advertising as Mass, Communication,
- Adding Interaction to Marketing Communication
- What Are the Effects Behind Effectiveness?
- Traditional Approaches, What Effects Are Critical?
- What Are the Facets of Impact?
- The Perception Facet: See/Hear, The Emotional or Affective Facet: Feel
- The Power of Brand Communication
- Interaction and Impact, Strong and Weak Effects
SEGMENTING AND TARGETING AUDIENCE
- What Influences Consumer Decisions?
- Cultural Influences
- How Do We Segment Consumer Groups?
- Segmentation Strategies, Types of Segmentation, Demographics
- Consumer Decision Making
- The Paths to a Brand Decision
- Targeting the Right Audience
Profiling the Target Audience, Microtargeting, Ethical Issues
- The Implications of Islam for Advertising Messages:
The Middle Eastern Context by Gillian Rice and Mohammed Al-Mossawi
- Advertising Ethics: A Review by Mohammad Noorizzuddin Nooh