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“Simply Marketing Communications” offers a concise overview of the engagements, strategies and practice of marketing communications. Unlike most competing texts that describe the ‘How’ behind Marketing Communications, this book provides the ‘Why’ behind Marketing Communications. Based on Chris Fill’s comprehensive “Marketing Communications: Engagement, Strategies and Practice”, this book is geared towards both undergraduate and postgraduate students who want to extend their knowledge of marketing communications, as well as meeting the needs of those students studying for a professional qualification with the Chartered Institute of Marketing. Read more… Cover — Simply Marketing Communications — Brief Contents — Contents — Preface — Acknowledgements — Part 1 Introduction — Marketing communications58; an introduction — Aims and objectives — Introduction — The concept of marketing as an exchange — The tasks of marketing communications — Defining marketing communications — The role of marketing communications — Marketing communications and the environment — The marketing communications mix — Effectiveness of the communication tools — Selection criteria — Branding and the role of marketing communications — Communication differences in consumer and business markets — Summary of key points — Review questions — References — Communication58; theory44; interactivity and people — Aims and objectives — An introduction to the communications process — Linear model of communications — Factors influencing the communications process — Word45;of45;mouth communications — Process of adoption — Process of diffusion — Interactional communications — Engaging audiences through dialogue — Summary of key points — Review questions — References — Audiences58; behaviour44; attitudes and decision making — Aims and objectives — Introduction — Audience information processing — Decision45;making — Types of consumer decision45;making — Perceived risk — Involvement theory — Two approaches to decision45;making — Organisational buying45;decision processes — Summary of key points — Review questions — References — Part 1 summary — Review — Questions and exercises — Mini Case Study58; adidas Originals training shoes — Mini Case Study58; Cr232;me — Part 2 Managing marketing communications — Strategy58; approaches44; integration and planning — Aims and objectives — Introduction — The 3Ps of marketing communications strategy — Integrated marketing communications — What is to be integrated63; — Reasons for the developing interest in IMC — Resistance to integration — Implementing IMC — Planning for marketing communications — A framework for integrated marketing communications plans — Links and essential points — Summary of key points — Review questions — References — Targeting audiences58; segmentation44; targeting44; positioning and objectives — Aims and objectives — Introduction — Segmentation — Targeting — Positioning — The positioning concept — Developing and managing a position — Positioning strategies — Repositioning — Marketing communications objectives — Derivation of promotional objectives — Smart objectives — Summary of key points — Review questions — References — Using technology58; scope44; applications and websites — Aims and objectives — Introduction — The breadth of technological applications — The influence of technology on marketing communications — ecommerce — Websites — Website design — Websites 8211; visitor behaviour