Mark2053 Readings Notes

Description

Includes notes from the prescribed readings Week 1: How Advertising Works: What do we really know? How advertising works: alternative situational and attitudinal explanations Spotlight on Digital Customer Engagement Integrating Marketing Communications: New Findings, New Lessons and New Ideas Unlocking the Power of Integrated Marketing Communications: How Integrates is your IMC Program? KPI’s and See-Think-Do-Care Framework Week 2: Possessions and the Extended Self The Self and the Brand The Elaboration Likelihood Model: Review, Critique and Research Agenda Word of Mouth and Interpersonal Communication: A Review and Directions for Future Research Harnessing the Science of Persuasion Influence Contiguous Week 3: Creativity in Advertising when It Works and When It Doesn't The Definition and Measurement of Creativity: What do we Know? Toward a general theory of creativity in advertising: Examining the role of divergence Briefing an Agency Constructing a Creative Brief Week 4: Advertising Appeals, Moderators and Impact on Persuasion: A Quantitative Assessment Creates a Hierarchy of Appeals What do consumers do emotionally with advertising? Week 5: Executing the Creative Seven Steps to Writing Great Copy The More You Learn Advertising Critique Example How to Think Deeply Metaphor in Advertising Beyond Visual Metaphor: A New typology of visual rhetoric in advertising Conceptual Blending in an Advertisement Guidelines for creating effective slogans Week 7: Media Planning Why Three Exposures May be Enough Effective Frequency: One Exposure or Three Factors? Advertising’s New Medium: Human Experience Week 8: Promotional Marketing Active Passive Stage and Triggers Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research Visual Store Layout: an experimental comparison in the context of grocery retail Week 9: Competing on Analytics Getting Started with Google Analytics Learning Web Analytics Google Analytics Week 10: Click-Through Behaviour across Devices in Paid Search Advertising Paid search: The innovation that changed the Web Targeting college students on Facebook? How to stop wasting your money Say yes to Facebook and get your customers involved! Relationships in a world of social networks Consumers’ Responses to Facebook Advertising across PCs and Mobile Phones Good Native Advertising isn’t a secret Attribution Modelling in Digital Advertising