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(Assignment) Reading List/Literature and Data Required Materials The materials required for this Module are:

Essential course text: Fill, C., (2009), Marketing Communications: Interactivity, Communities and Content, 5th ed., London, Prentice Hall. OR Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, 2nd ed., London, Prentice Hall.

Advertising and consumer response to advertising


Du Plessis E. (2005) The advertised mind: Groundbreaking insights into how our brains respond to advertising, Kogan Page. New media Bayne, K.M. (2000) The internet marketing plan: the complete guide to instant web presence, 2nd ed., New York, Wiley. Rooke, R. (2009) European Media in the Digital Age: Analysis and Approaches, Pearson. Ryan, D. and Jones C. (2008) Marketing Strategies for Engaging the Digital Generation, Kogan Page. Direct marketing Nash, E.L. (2000) Direct marketing: strategy, planning and execution, 4th ed., New York, London, McGraw Hill. Sales promotions Yeshin, T. (2006) Sales promotions, Thomson Learning. Public Relations and Crisis Management Heath, R.L. and Vasquez, G. (2001) Handbook of public relations, Thousand Oaks, Calif., London, Sage Publications. Franklin, B., Hogan, M., Langley, Q., Mosdell, N. and Pill, E. (2009) Key Concepts in Public Relations, London: Sage. Phillips, D. and Young P. (2009) Online public relations, 2nd edition, Kogan Page. Crandall, W., Parnell, J.A. and Spillan, J.E. (2009) Crisis management in the new strategy landscape, London: Sage. Branding De Chernatony, L. and McDonald, M. (1999) Creating powerful brands, 2nd ed., Oxford, Butterworth Heinemann. Kapferer, J.-N. (2008) The new strategic brand management, 4 ed., Kogan Page. Personal selling Leboff, G. (2007) Sales Therapy: Effective Selling for the Small Business Owner, Capstone. Various topics in Marketing Communications FitzGerald M., and Arnott, D. C. (1999) Marketing Communications Classics, London, International Thompson Publishing Terence A. (2003) Advertising, Promotion Supplemental Aspects of Integrated Marketing Communications, London, Dryden Press

Journals: Journal of Advertising Research, Journal of Advertising, Journal of Marketing Communications, Journal of Marketing, European Journal of Marketing. Data on the costs of advertising, trends in media consumption and advertising Wright, J. (2002) The media pocketbook 2002/3 , Advertising Association in association with NTC Publications (Henley-onThames). World Advertising Research Center, Advertising statistics yearbook, 2003, 2004 and 2006, WARC. World Advertising Research Center (2004) Targeting Customers, 3rd. ed., WARC. World Advertising Research Center (2006) Marketing pocketbook 2007, WARC. World Advertising Research Center (2007) Advertising works: proving the effectiveness of marketing communications: case studies from the IPA effectiveness Awards 2006, WARC. Trade press: Advertising Age, Campaign, Brand Republic, Marketing Week.