Marketing Communications

About our authors Sarah Turnbull PhD, MBA, MSc, FCIM, FHEA, is a Professor of Marketing at the University of Portsmouth. Sarah is a Liveryman of the Worshipful Company of Marketors, a Fellow of The Chartered Institute of Marketing and a member of the Marketor’s Trust Committee. Prior to joining academia, she worked in a number of global advertising agencies and spent eight years as Account Director on the Emirates account in Dubai. Her research on advertising practice and creativity has been published in leading academic and professional journals. Sarah serves on the Editorial Review Board of the International Journal of Advertising, the Journal of Advertising Education and the Journal of Current Issues & Research in Advertising. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.Chris Fill BA, MSc, is Director of Fill Associates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and, for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on speciaI projects and for clients in the UK and overseas. Having authored more than 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contributions to marketing communications.

• The scope of marketing communicationsHow marketing communications works: theory and modelsIntegrated marketing communicationsUnderstanding audiencesThe marketing communications planning framework (MCPF)Marketing communications: objectives and positioningBudgeting and evaluationThe marketing communications mixPublic relations and sponsorshipDirect marketing and sales promotionPersonal selling, word-of-mouth and influencer marketingBrand: placement, experience and packagingContent: messages, credibility and creative approachesMedia: principles, practice and formatsMedia planning: concepts and practices