Marketing communications in the digital age
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Contents

  • Introduction
  • Learning outcomes
  • 1 The role of marketing communications
  • 2 The communication process
    • 2.1 Macro-model of communication
    • 2.2 Managing the communications process
    • 2.3 Barriers to effective marketing communications
  • 3 Marketing communications messages
    • 3.1 Message source
      • Message source and credibility
      • Celebrity endorsement
    • 3.2 Message balance
    • 3.3 Message appeal
  • 4 Informational appeals
    • 4.1 Four types of informational appeal
  • 5 Emotional appeals
    • 5.1 Fear and guilt
      • Fear, guilt and the psychology of risk
    • 5.2 Shock
    • 5.3 Sex
      • Are sex appeals acceptable?
    • 5.4 Humour
      • Uses of humour in marketing communications
    • 5.5 Nostalgia
      • Historical nostalgia
      • Personal nostalgia
  • 6 Marketing communications mix in the digital era
    • 6.1 Digital marketing communications tools
      • Digital advertising
      • Online sales promotions using mobile
      • Online public relations
      • Digital direct marketing using email
      • Online word-of-mouth and viral marketing
      • Social media marketing
    • 6.2 Media selection
  • 7 Ethical issues in marketing communications
    • 7.1 Ethics and advertising
      • Advertising and society
      • The ethics of sexualised images in marketing communications
    • 7.2 Ethics and sales promotion
    • 7.3 Ethics and direct marketing
    • 7.4 Ethics and personal selling
    • 7.5 Ethics and online marketing communications
  • Conclusion
  • References
  • Acknowledgements

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