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LUBS5455M
Marketing Communication-Reading List

Marketing Communications, 2021/22, Semester 2
Evangelia Mavroudi
E.Mavroudi@leeds.ac.uk
Tutor information is taken from the Module Catalogue

Fill, C. & Turnbull, S. (2019) Marketing Communications: touchpoints, sharing and disruption, 8th edition, Pearson Education Ltd., available Blackwell’s bookshop

The text book provides a good introduction to many of the subjects covered. Rather than simply repeat the content of the book in lectures, we generally use these sessions to explore specific topics in more depth. Thus, by reading the recommended chapters and participating in classes, your understanding and knowledge of Marketing Communications will set you up well not just for the final examination, but for your future marketing career!

 

Week Topic Chapter(s)
1 Introduction to Marketing Communications 1, 2, 3, 6
2 Building the Brand Communications Campaign 7, 8, 11, 12
3 Advertising + Creativity 13 
4 Sponsorship 15
5 Direct Marketing 16
6 Sales Promotion 17
7 Marketing Media Relations (PR) 14, 20
8 Digital 21, 22
9 Ethics None 
10 Revision-Exam Prep None 

 

 

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Supplementary text:

Week 01 - Introduction to Marketing Communications

  • Focus on chapter readings from Fill and Turnbull 1, 2, 3, 6

Week 2: Building the Brand Campaign

Week 03 - Advertising & Creativity

  • Okazaki, S., Mueller, B. & Taylor, C. 2010. Measuring Soft-Sell Versus Hard-Sell Advertising Appeals. Journal of advertising. ISSN: 0091-3367 39(2) pp5-20
  • Vakratsas, D. & Ambler, T. 1999. How advertising works: What do we really know? Journal of marketing. ISSN: 0022-2429. 63(1) pp26-43
  • Zarantonello, L., Jedidi, K. & Schmitt, B. 2013. Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets. International journal of research in marketing. ISSN: 0167-8116. 30(1) pp46-56
  • Chen, J., Yang, X. & Smith. R. 2016. The effects of creativity on advertising wear-in and wear-out. Journal of the Academy of Marketing Science. ISSN: 0092-0703. 44(3) pp334-34   
  • Cline, T. & Kellaris, J. 2007. The effect of humor strength and humor-message relatedness on ad memorability. Journal of advertising. ISSN: 0091-3367 36(1) pp55-67   
  • Reinartz, W. & Saffert, P. 2013. Creativity in Advertising: When it works and when it doesn't. Harvard business review. ISSN: 0017-8012 91(6) pp106-112   
  • Turnbull, S. & Wheeler, C. 2017. The advertising creative process: A study of UK agencies. Journal of Marketing Communications ISSN: 1352-7266 23(2) pp176-194   

Week 04 - Sponsorship

  • Abril, C., Sanchez, J. & Recio, T. 2017. How Does Wall Street React To Global Sports Sponsorship Announcements? An Analysis of the Effect On Sponsoring Companies' Stock Market Prices. Journal of advertising research. ISSN: 0021-8499; 1740-1909 57(3)
  • Meenaghan, T. (1991), The Role of Sponsorship in the Marketing Communications Mix, International Journal of Advertisingg, Volume 10, Page 35-47
  • O'Reilly, N. & Horning, D. 2013. Leveraging Sponsorship: The activation ratio. Sport Management Review ISSN: 1441-3523 16 pp424-437
  • Walliser, B. (2003), An International Review of Sponsorship Research: Extension and Update. International Journal of Advertising, 22, pp.5-40.

Week 05 - Direct Marketing

  • Chang, C. & Zhang, J. 2016. The effects of channel experiences and direct marketing on customer retention in multichannel settings. Journal of interactive marketing. . 36 pp77-90   
  • Verhoef, P., Kannan, P. & Inman, J. 2015. From Multi-Channel to Omni-Channel Retailing. Journal of retailing. . 91(2) pp174-181  

Week 06 - Sales Promotion

  • Buttner, O., Florack, A. & Goritz, A. 2015. How shopping orientation influences the effectiveness of monetary and non-monetary promotions. European journal of marketing. ISSN: 0309-0566 49(1/2) pp.170-189
  • Mishra, A. & Mishra, H. 2011. The influence of price discount versus bonus pack on the preference for virtue and vice foods. Journal of marketing research. ISSN: 0022-2437 48(2) pp.196-206
  • Palazon, M. & Delgado-Ballester, E. 2009. Effectiveness of Price Discounts and Premium Promotions. Psychology and marketing. ISSN: 0742-6046. 26(12) pp1108-1129

 Week 07 - Public Relations

  • Gregory, A. & Halff, G. 2017. Understanding public relations in the 'sharing economy'. Public relations review. ISSN: 0363-8111 43 pp.4-13
  • Hong Ha, J. & Ferguson, M. 2015. Perception Discrepancy of Public Relations Functions and Conflict among Disciplines: South Korean Public Relations Versus Marketing Professionals. Journal of Public Relations Research ISSN: 1062-726X 27(1) pp1-21
  • McKie, D. & Willis, P. 2012. Renegotiating the terms of engagement: Public relations, marketing, and contemporary challenges. Public relations review. ISSN: 0363-8111 38 pp.846–852

 

Week 08 - Digital Marketing

Week 09 - Ethics & regulation

  • Black, I. & Morton, P. 2017. Appealing to men and women using sexual appeals in advertising: In the battle of the sexes, is a truce possible? Journal of Marketing Communications 23(4) pp331-350

  • Cockrill, A. & Parsonage, I. 2016. Shocking People Into Action: Does It Still Work? Journal of advertising research. . 56(4) pp401-413

  • Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B. & Rozendaal, E. 2017. Shedding New Light on How Advertising Literacy Can Affect Children's Processing of Embedded Advertising Formats: A Future Research Agenda. Journal of advertising. 46(2) pp333-349

 

 

This list was last updated on 24/11/2021