Chris Fill Marketing Communications

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Marketing Communications Interactivity Cut through clutter Multichannel campaigns Recency planning Effective Frequency Duplication Gross rating points Frequency Reach and coverage Planning concepts Switching behaviour Media richness Linear and interactive media Media classification Introduction to media planning Podcasting Communities RSS Web Logs/Microblogging Social media Online video Online gaming Search Real time blogging Banners and display Online Advertising Pop-Ups and Microsites The Internet Mobile Databases amd Big Data Interactive Screens Video Conferencing Social networks Interactive advertising Applications Benefits of interactive media Interactive technologies Email Viral Webinars/Conferencing QR codes Apps and widgets SMS Augmented reality Affiliate marketing Website behaviour Website design Web sites Cut through clutter Enhanced relationships Personalisation Speed and efficiency Interactivity Multichannel campaigns Transit Billboards and Street Furniture Radio Television Point of Purchase Rich media centres Communication Dimensions of packaging Packaging Magazines Newspapers Direct-Response Media Ambient Cinema In-store Outdoor Print Broadcast Viral marketing Online communities Search Social media Internet advertising Technologies Benefits Multichannel campaigns Multimedia Ambient media In-Store Cinema Print media Outdoor media Broadcast media Media planning Interactive media Linear media Linear and Interactive media Media classification User generated content Advertising tactics Emotion based appeals Information based appeals Message framing Storytelling The creative code The creative process Awareness Attitudes Learning Involvement and its impact on marketing communications Engagement and marketing communications Shock advertising Sources credibility Message appeals Message structure Creativity and attention An introduction to creativity Sponsorship theory Sponsorship objectives Development of sponsorship Other forms of sponsorship Programme sponsorship Arts sponsorship Sports sponsorship How sponsorship might work Introduction to sponsorship Role of sponsorship in the MC mix Ambush marketing Packaging Key characteristics of brand placement Brand placement Key characteristics of personal selling Key characteristics of direct marketing Key characteristics of public relations Key characteristics of sales promotion Consumer generated advertising Key characteristics of advertising Key characteristics of exhibitions and trade shows Exhibitions Crisis recovery Crisis communications Media catching Sponsorship Mental budgets Field marketing Other tools and disciplines Principles of personal selling Principles of direct marketing Principles of public relations Principles of sales promotion Principles of advertising Introduction to the MC mix Media and the mix Tools and the mix Criteria when building a communications mix Content and the mix Communication richness Interactive potential Audience profiles Costs Message appeals - Informational Message appeals - emotional Linear and interactive media Media classification Principles of personal selling Principles of direct marketing Principles of public relations Principles of sales promotion Principles of advertising Foundations of the MC's mix Relational Portfolio Perspective Planning Harmonization 5 Interpretations of IMC What needs to be integrated Definitions Reasons for the development of IMC Development of IMC Introduction to IMC The scope of marketing communications Engagement and the role of marketing communications Around the line Below the line Through the line Above the line Brand associations Brand architecture and structures Brand forms Generic ways to build brand associations Building brands The role of marketing communications in branding Brand characteristics Brand definitions Marketing communcations and brands The strategic role of branding Agency remuneration Agency operations Agency selection Types of agency Links and essential points Configuration Platform Audience Positioning Managing Positions Best Practice - IPA objectives SMART objectives The marketing communications industry Rationale for planning General views about strategy Implementing and evaluating marketing communications A planning framework for marketing communications Introduction to MC's and 4 interpretations strategy Positioning Types of marketing communication objectives Role of objectives DAGMAR Managing positions Positioning An introduction to marketing communications strategy Criteris when building a MC's mix Evaluation Implementation The MC's mix Strategy Objectives Marketing communications objectives Context analysis The MC Planning Framework Background to planning and MC's Interpretation 5 = Cognitive Processing Interpretation 4 = Developing Significant Value Interpretation 3 = Shaping Relationships Interpretation 2 = Attitude Change Interpretation 1 = Sequential How does MC's work? Customer relationship lifecycle Low Attention Processing The tasks of marketing communications Engagement - underpinning what we know Behavioural economics Tribal consumption Hedonic consumption An introduction to purchase decision making Involvement theory Influences on the DMU Decision making unit Organisational decision making Behavioural learning Cognative learning Personality Involvement and the impact of marketing communications Perceived risk Types of consumer decision making Attitudes Learning and decay Perception Awareness Information processing and behaviour Opinion leadership Interactivity Word of Mouth communication Interactional form of communication Influencer form of communication Response form of communication Linear form of communication Forms of communication Ethical issues in marketing communications Influences on marketing communications So what does engagement mean Engagement and marketing communications Communications for consumer and business markets The marketing communications mix The tasks of marketing communications The scope of marketing communications A spectrum of value opportunities Exchange, value and context The concept of marketing as an exchange