Communications

CommunicationsExplore agency and client management, communications planning and effectiveness, creativity, sponsorship and other below-the-line disciplines, as well as laws, ethics and regulation.



Agency management
Agency costs and finance
Agency models and structures
Agency staff and training
Agency trends
New business development


Client-agency relationships
Agency remuneration
Auditing and evaluating agencies
Briefing agencies, contracts
Developing client-agency relationships
Pitching and agency selection


Communications planning
Account planning and strategy
Communication budgets and budgeting
Communications development research
Integrated communications


Creativity
Advertorials and infomercials
Age and sexual stereotyping
Celebrities and endorsement
Copywriting and slogans
Creative briefing
Creativity and research
Cultural stereotyping
Engagement, emotion
Environmental claims
Humour and jokes
Imagery and art direction
Music and sound
Shock tactics
Storytelling
User generated content


Direct marketing
Database marketing
Direct mail
Email and online direct marketing


Effectiveness
Accountability and ROI
Copytesting and pretesting
Creative effectiveness
Econometric modelling
Effectiveness awards
Emotional and sensory appeals
Engagement
Evaluation and tracking
Likeability
Long-term effects of communications
Neuromarketing, brain science
Persuasion, preference shift
Psychological effects of communications
Recall and recognition
Sales and market share
Short-term effects of communications
Theories and ideas of communications
Wearout and decay


Effectiveness in media
Cinema effectiveness
Digital media effectiveness
Direct mail effectiveness
Mobile effectiveness
Newspapers and magazines effectiveness
Outdoor, out-of-home effectiveness
Radio effectiveness
TV effectiveness


Laws and ethics
Advertising to children
Alcoholic drinks advertising
Attitudes to advertising
Cause-related marketing
Data protection and privacy
Food advertising, diet and obesity
Offensive, misleading advertising
Pharmaceutical advertising
Regulation and control of advertising
Tobacco advertising
Trademarks and patents


Other below the line
Content marketing
Experiential and event marketing
Packaging and design
Point-of-purchase marketing
Product placement
Public relations
Real-time marketing
Sales promotion


Sponsorship
Event sponsorship
Media sponsorship
Sponsorship measurement
Sports sponsorship


Types of advertising
Business to business advertising
Classified and recruitment advertising
Comparative advertising
Corporate advertising
Global, multinational advertising
Political advertising
Public service, social advertising