Includes index (p.332 - p. 346).

Acknowledgements
About the author
About the content
About frame concepts
Dedication
Foreword
References
Prologue: a call to visual action about the author and this book
First-hand knowledge of communication challenges and visual solution
Presented from the perspective of a business person, not a designer about this book
Main sections
Brief contents
Contents
Preface
Authors' acknowledgements
Part 1 An introduction to marketing communications
1 The scope of marketing communications
Aims and learning objectives
Introduction
Defining marketing communications
The engaging role of marketing communications
The tasks of marketing communications
The marketing communications mix
Marketing communications in context
Marketing communications in a customer journey context
Delivering consumer experiences Marketing communications in an international context
Standardisation versus adaptation
Global consumer culture theory
The impact of social media in a global context
Marketing communications in a technological context
Big Data
Data management platforms
Programmatic technologies
Mobile
Consolidation and convergence
Marketing communications in an ethical context
Comment
Key points
Case: From running shops to serving customers: The Tesco turnaround story
Review questions
References
2 Communication: theory, interactivity and influencers Aims and learning objectives
Introduction
A linear model of communications
Issues associated with the linear communication process
The influencer model of communications
The interactional model of communications
Dialogue
Relational approaches to communications
Word-of-mouth communications
Definition and motives
Opinion leaders
Opinion formers
Developing brands with word-of-mouth communications
Influencer marketing
Amplification
Visual communication
Brands and the use of visual communication
Adoption and diffusion
Process of diffusion Key points
Case: Gymshark
Review questions
References
3 Understanding buyer behaviour and improving engagement
Aims and learning objectives
Introduction
Information processing
Attention
Perception
Learning
Attitudes
Decision making
Fear, uncertainty and perceived risk
Decision-making processes
Consumer purchase decision-making processes
Organisational decision-making processes
Social selling
Ethics and decision making
Involvement theory
The influence of mobile technologies on buyer behaviour
Usage
Multitasking and layering media Attention levels
Visual vocabulary
Chat
User-generated content
Contemporary approaches to understanding buyer behaviour
Hedonic consumption
Tribal consumption
Ethical consumption
Behavioural economics
Key points
Case: How Aldi re-energised an existing advertising concept to reignite growth
Review questions
References
4 How does marketing communications work?
Aims and learning objectives
Introduction
Engagement and the role of marketing communications
How does marketing communications work?
Interpretation 1: sequential models

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