MARKETING
COMMUNICATIONS
Summary of lectures, seminars and articles
,Table of contents
Required readings ......................................................................................................................................................................................... 3
Exam information ......................................................................................................................................................................................... 4
To prepare ............................................................................................................................................................................................... 4
During the exam ...................................................................................................................................................................................... 4
Structure .................................................................................................................................................................................................. 4
Example question .................................................................................................................................................................................... 4
Week 1: Introduction to Marketing Communications ................................................................................................................................. 5
Lecture week 1 ............................................................................................................................................................................................... 5
Marketing communications ..................................................................................................................................................................... 5
The Communication Process ................................................................................................................................................................... 5
Marketing strategy and the Marketing Communication (Promotional) Mix ........................................................................................... 6
Contributions of marketing communications .......................................................................................................................................... 7
Social responsibility and the role of marketing ethics ............................................................................................................................. 7
Seminar week 1 .............................................................................................................................................................................................. 8
The Decision-Making Paradigms .............................................................................................................................................................. 8
Cognitive paradigm .................................................................................................................................................................................. 8
Behavioral paradigm ................................................................................................................................................................................ 8
Psychological influences on buyer behavior ............................................................................................................................................ 9
AIDA framework ...................................................................................................................................................................................... 9
Types of learning...................................................................................................................................................................................... 9
Classical conditioning ............................................................................................................................................................................... 9
Consumer buying decision process.......................................................................................................................................................... 9
Articles week 1 ............................................................................................................................................................................................. 10
Keller (2001): Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing
Communication Programs ..................................................................................................................................................................... 10
Nairn & Fine (2008): Who’s messing with my mind? The implications of dual-process models for the ethics of advertising to children
............................................................................................................................................................................................................... 11
Friestad & Wright (1994): The Persuasion Knowledge Model: How People Cope with Persuasion Attempts ...................................... 12
Pollay (1986): The Distorted Mirror: Reflections on the Unintended Consequences of Advertising .................................................... 13
Holbrook (1987): Mirror, Mirror, on the Wall, What’s Unfair in the Reflections on Advertising? ........................................................ 14
Week 2: The role of the Media ................................................................................................................................................................... 15
Lecture week 2 ............................................................................................................................................................................................. 15
Main media theories .............................................................................................................................................................................. 15
The medium is the message .................................................................................................................................................................. 15
Mediation .............................................................................................................................................................................................. 15
Hot and Cool media ............................................................................................................................................................................... 15
Two models of communication ............................................................................................................................................................. 15
Seminar week 2 ............................................................................................................................................................................................ 16
Marketers’ challenges ............................................................................................................................................................................ 16
The Media Planning Process .................................................................................................................................................................. 16
Articles week 2 ............................................................................................................................................................................................. 17
Gamson, Croteau, Hoynes & Sasson (1992): Media Images and the Social Construction of Reality ..................................................... 17
Branthwaite (2002): Investigating the power of imagery in marketing communication: evidence-based techniques ......................... 18
Berger & Iyengar (2013): Communication Channels and Word of Mouth: How the Medium Shapes the Message ............................. 19
Kaikati & Kaikati (2004): Stealth Marketing: How to Reach Consumers Surreptitiously ....................................................................... 19
Week 3: Advertising .................................................................................................................................................................................... 21
Lecture week 3 ............................................................................................................................................................................................. 21
The definition of advertising .................................................................................................................................................................. 21
Culture and advertising.......................................................................................................................................................................... 21
Approaches to form and content........................................................................................................................................................... 22
Seminar week 3 ............................................................................................................................................................................................ 23
Conceptual Map of Perspectives on Advertising ................................................................................................................................... 23
Semiotics ................................................................................................................................................................................................ 24
View of language ................................................................................................................................................................................... 24
Elements in semiotics and creating semiotics ....................................................................................................................................... 25
Denotation and connotation ................................................................................................................................................................. 25
Social nature of signs – Polysemy .......................................................................................................................................................... 25
Summary & Criticism of Semiotics ......................................................................................................................................................... 26
Sector 4: Active Social/Cultural group ................................................................................................................................................... 26
Articles week 3 ............................................................................................................................................................................................. 27
Harvey & Evans (2001): Decoding Competitive Propositions: A Semiotic Alternative to Traditional Advertising Research ................. 27
1
, Mick (1986): Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance .............................. 28
Mick & Buhl (1992): A Meaning Based Model of Advertising ................................................................................................................ 29
Stern (1993): Feminist Literary Criticism and the Deconstruction of Ads: A Postmodern View of Advertising and Consumer Responses
............................................................................................................................................................................................................... 29
Stern (1996): Textual Analysis in Advertising Research: Construction and Deconstruction of Meanings ............................................. 31
Week 4: PR and Product Placement ........................................................................................................................................................... 32
Lecture week 4 ............................................................................................................................................................................................. 32
Public Relations...................................................................................................................................................................................... 32
The value of PR shown through the example of Aéropostale ............................................................................................................... 33
Measuring PR campaigns in digital media ............................................................................................................................................. 33
Consumer Generated Marketing ........................................................................................................................................................... 33
How PR differs from Advertising ............................................................................................................................................................ 33
Product Placement ................................................................................................................................................................................ 34
Effectiveness of Product Placement ...................................................................................................................................................... 35
Elaboration Likelihood Model and product (dis)placement .................................................................................................................. 35
Seminar week 4 ............................................................................................................................................................................................ 35
Articles week 4 ............................................................................................................................................................................................. 36
Taylor (2011): Building Social Capital Through Rhetoric and Public Relations ...................................................................................... 36
Smith (2010): Socially Distributing Public Relations: Twitter, Haiti, and interactivity in social media .................................................. 37
De Gregorio & Sung (2010): Understanding Attitudes Toward and Behaviors in Response to Product Placement.............................. 37
Hsu (2019): I see Pepsi, you see Coke .................................................................................................................................................... 38
Week 5: Direct Marketing and Sales Promotion ........................................................................................................................................ 39
Lecture week 5 ............................................................................................................................................................................................. 39
Direct Marketing .................................................................................................................................................................................... 39
Addressable vs non-addressable media ................................................................................................................................................ 39
The rise of the direct marketing approach ............................................................................................................................................ 39
Differences between mass and direct media ........................................................................................................................................ 39
Effectiveness of direct communication ................................................................................................................................................. 40
Measuring direct marketing effectiveness ............................................................................................................................................ 40
Privacy concerns .................................................................................................................................................................................... 40
Sales Promotions ................................................................................................................................................................................... 40
Seminar week 5 ............................................................................................................................................................................................ 41
Sales Promotion Theory ......................................................................................................................................................................... 41
Target audience and objectives of sales promotions ............................................................................................................................ 41
Types of sales promotions ..................................................................................................................................................................... 41
Articles week 5 ............................................................................................................................................................................................. 43
Kannan (2017): Digital Marketing: A Framework, Review and Research Agenda ................................................................................. 43
Yi & Yoo (2011): The Long-Term Effects of Sales Promotions on Brand Attitude Across Monetary and Non-Monetary Promotions .. 45
Spiekermann-Hoff, Acquisti, Böhme & Hui (2015): The Challenges of Personal Data Markets and Privacy ......................................... 45
Van Doorn & Hoekstra (2013): Customization of Online Advertising: The Role of Intrusiveness.......................................................... 46
Bleier & Eisenbeiss (2015): Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where ...................... 46
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, Required readings
Week 1 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.
2 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.
3 Friestad, M & Wright, P (1994). ‘The Persuasion Knowledge Model: How People Cope with
Persuasion Attempts’. Journal of Consumer Research. 21 pp 1-31.
4 Pollay, R.W. (1986), “The Distorted Mirror: Reflections on the Unintended Consequences of
Advertising,” Journal of Marketing, 50 (April), pp. 18-36.
5 Holbrook, M.B. (1987), “Mirror, Mirror, on the Wall, What’s Unfair in the Reflections on Advertising?”
Journal of Marketing, 51(July), pp.95-103.
Week 2 1 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.
2 Branthwaite, A. (2002). Investigating the power of imagery in marketing communication: evidence-
based techniques. Qualitative Market Research: An International Journal.
3 Berger, J. & Iyengar (2013). Communication Channels and Word of Mouth: How the Medium Shapes
the Message. Journal of Consumer Research.
4 Kaikati, J. and Kaikati, A. (2004). Stealth Marketing: how to reach consumers surreptitiously. California
Management Review
AD Additional reading: WIRED guide to Emoji (NOT INCLUDED)
Week 3 1 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.
2 Mick, D. (1986) Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and
Significance, Journal of Consumer Research, 13, (2), pp. 196-213.
3 Mick, D. and Buhl, K. (1992) A Meaning Based Model of Advertising, Journal of Consumer Research, 19,
pp. 317-338.
4 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.
5 Stern, B. (1996) Textual Analysis in Advertising Research: Construction and Deconstruction of
Meanings, Journal of Advertising, 25, (3), pp. 61-73.
AD Additional Economist Article: From plandemic to breadcrumbs: conspiracy-theory slang (NOT INCLUDED)
AD Additional Color Article AMA: The many ways in which color affects product or brand marketing (NOT
INCLUDED)
SITE THIS IS AN IMPORTANT SITE - http://visual-memory.co.uk/daniel/Documents/S4B/
Week 4 1 Taylor, M. (2011). Building Social Capital Through Rhetoric and Public Relations. Management
Communication Quarterly, 25, 436-454.
2 Smith, B. (2010). Socially distributing public relations: Twitter, Haiti, and interactivity in social media.
Public Relations Review, 36(4), 329-335
3 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
4 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 1 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.
2 Van Doorn, J., & Hoekstra, J. C. (2013). Customization of online advertising: The role of
intrusiveness. Marketing Letters, 24(4), 339-351.
3 Bleier, A., & Eisenbeiss, M. (2015). Personalized online advertising effectiveness: The interplay of what,
when, and where. Marketing Science, 34(5), 669-688.
4 Spiekermann, S., Acquisti, A., Böhme, R., & Hui, K. L. (2015). The challenges of personal data markets
and privacy. Electronic Markets, 25(2), 161-167.
5 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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