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Chapter 1: The scope of marketing communications
Chapter 2: Communication: interactivity & conversations
Chapter 3: Audiences: attitudes, behaviour & decision making
Chapter 4: Strategies, objectives and positioning
Chapter 5: Integration and planning
Chapter 6: Branding, budgeting & evaluation
Chapter 7: Agencies: Practice, regulation & international communications
Chapter 8: Shaping relationships with marketing communications
Chapter 9: Advertising
Chapter 10: Public relations and sponsorship
Chapter 11: Direct marketing and personal selling
Chapter 12: Sales promotion, exhibitions and product placement
Chapter 13: Media: conventional and digital
Chapter 14: Interactive marketing communications
Chapter 15: Content: Credibility, messages and creative approaches
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