03/06/16
MKB3461 Marketing communication (Berwick) | Monash University
MKB3461 Marketing communication
(Berwick)
(Semester 1, 2015)
View Online
Mr. Boris Kolar, Department of Marketing, Faculty of
Business and Economics, Boris.Kolar@monash.edu. List
maintained by Monash University Library contact
Tony.Lyons@monash.edu
1. Library Guide - Business and Economics [Internet]. Available from:
http://guides.lib.monash.edu/cat.php?cid=17670
2. Belch GE, Belch MA, Kerr G, Powell I. Advertising and promotion: an integrated
marketing communication perspective. Sydney: McGraw-Hill Australia; 2009.
3. Drewniany BL, Jewler AJ. Creative strategy in advertising. Boston, MA:
Wadsworth/Cengage Learning; 2011.
4. Duncan T, Duncan T. Principles of advertising & IMC [Internet]. Chicago, IL:
McGraw-Hill/Irwin; 2005. Available from:
http://www.loc.gov/catdir/enhancements/fy0702/2003064200-d.html
5. Duncan T, Duncan T. Principles of advertising & IMC [Internet]. Chicago, IL:
McGraw-Hill/Irwin; 2005. Available from:
http://www.loc.gov/catdir/enhancements/fy0702/2003064200-d.html
6. Belch GE, Belch MA, Kerr G, Powell I. Advertising and promotion: an integrated
marketing communication perspective. Sydney: McGraw-Hill Australia; 2009.
7. O’Guinn TC, Semenik RJ, Allen CT. Introductory scenario: old media meets new media
[Chapter 16 from: Advertising and integrated brand promotion] [Internet]. Advertising and
integrated brand promotion. Mason, OH: South-Western Cengage Learning; 2009. p.
524–54. Available from: http://images.lib.monash.edu.au/mkw2460/04136790.pdf
8. Star Awards 2010. (a) Best sponsorship or tie-in campaign. (b) Best use of direct
marketing and CRM in a promotional campaign. (c) Best digital/interactive marketing in a
promotional campaign. Available from:
http://images.lib.monash.edu.au/mkw2460/04126051.pdf
9. YOUI tailors its message to consumer behaviour. Available from:
http://images.lib.monash.edu.au/mkw2460/04126168.pdf
10. Special report - Million dollar brief. AdNews, [Internet]. Available from:
http://images.lib.monash.edu.au/mkw2460/04134563.pdf
11. Soccio M. Are you on a horse?. [case study on Old Spice campaign]. Marketing, 39,
42-44 [Internet]. Available from: http://images.lib.monash.edu.au/mkw2460/04126266.pdf
12. Nike scores with widgets. Available from:
http://images.lib.monash.edu.au/mkw2460/04126049.pdf
13. The Caxton Awards Winners 2009. Available from:
http://images.lib.monash.edu.au/mkw2460/04136658.pdf
14. Best integrated communications campaign. Available from:
http://images.lib.monash.edu.au/mkw2460/04135803.pdf
15. Best use of direct marketing and CRM. Available from:
http://images.lib.monash.edu.au/mkw2460/04135804.pdf
16. Best Brand building campaign. Available from:
http://images.lib.monash.edu.au/mkw2460/04135805.pdf
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17. Belch GE, Belch MA. Advertising and promotion: an integrated marketing
communications perspective. Boston, Mass: McGraw-Hill; 2007.
18. Clow KE, Baack D. Integrated advertising, promotion and marketing
communications. Upper Saddle River, N.J.: Pearson Prentice Hall; 2007.
19. O’Guinn TC, Semenik RJ, Allen CT. Advertising and integrated brand promotion.
Mason, OH: South-Western Cengage Learning; 2009.
20. Parente D. Advertising campaign strategy: a guide to marketing communication
plans [Internet]. Mason, Ohio: Thomson/South-Western; 2006. Available from:
http://www.loc.gov/catdir/toc/fy0605/2005931612.html
21. Shimp TA, Shimp TA. Advertising, promotion, and other aspects of integrated
marketing communications. Mason, Ohio: Thomson South-Western; 2007.
22. Waller D. How to prepare a promotional plan. Sydney: McGraw-Hill Book; 1998.
23. Copley A. An unexpected outcome. The baffling media preferences of Gen Y.
Available from: http://images.lib.monash.edu.au/mkw2460/04126239.pdf
24. Copley A. Gender marketing : We’re Different, Man. Available from:
http://images.lib.monash.edu.au/mkw2460/04126265.pdf
25. Milman O. How to reach youth 3.0. Available from:
http://images.lib.monash.edu.au/mkw2460/04126056.pdf
26. Milman O. Targeting grocery buyers. Available from:
http://images.lib.monash.edu.au/mkw2460/04126263.pdf
27. Special Report - Kids & Youth Marketing. Available from:
http://images.lib.monash.edu.au/mkw2460/04126053.pdf
28. Special Report - Luxury brands. Available from:
http://images.lib.monash.edu.au/mkw2460/04126050.pdf
29. Special Report - Marketing Groceries to Buyers. Available from:
http://images.lib.monash.edu.au/mkw2460/04126055.pdf
30. Smith S, Paladino A. Eating clean and green? Investigating consumer motivations
towards the purchase of organic food. Australasian Marketing Journal (AMJ). 18(2):93–104.
31. Dahlén, Micael. LONG LIVE CREATIVE MEDIA CHOICE: The Medium as a Persistent
Brand Cue. Journal of Advertising [Internet]. Taylor & Francis Ltd.; 38(2):121–9. Available
from: http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236509087/abstract
32. One, two, three: A practical brand anatomy. Available from:
http://www.palgrave-journals.com.ezproxy.lib.monash.edu.au/bm/journal/v17/n6/pdf/bm20
101a.pdf
33. Xavier Drèze. Feeling Superior: The Impact of Loyalty Program Structure on
Consumers’ Perceptions of Status. Journal of Consumer Research [Internet]. The University
of Chicago Press; 2009;35(6):890–905. Available from:
http://www.jstor.org.ezproxy.lib.monash.edu.au/stable/10.1086/593946
34. Harris P. We the people: The importance of employees in the process of building
customer experience. Journal of Brand Management. 15(2):102–14.
35. Jooyoung Kim. Antecendents of true brand loyalty. Journal of Advertising [Internet].
37(2). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=ufh&AN=32579438&site=ehost-live&scope=site
36. Building brand equity. Available from:
http://www.collectivelearningaustralia.com/files/hr_professional_canada_07_minchington.p
df
37. Ouwersloot H, Odekerken‐Schröder G. Who’s who in brand communities – and why?
European Journal of Marketing. 2008 May 30;42(5/6):571–85.
38. Slywotzky, Adrian J. The Neglected Secret Ingredients. Marketing Management
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[Internet]. 16(6). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=27743599&site=ehost-live&scope=site
39. Soh, Hyeonjin. MEASURING TRUST IN ADVERTISING: Development and Validation of
the ADTRUST Scale. Journal of Advertising [Internet]. Taylor & Francis Ltd.; 38(2):83–103.
Available from:
http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236506696/abstract
40. Australia rebranded. Available from:
http://images.lib.monash.edu.au/mkw2460/04126048.pdf
41. Nguyen, Maria. What influences modern consumers’ brand choices? B&T Magazine
[Internet]. 58(2648). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=32508342&site=ehost-live&scope=site
42. Stand by your brand. Why customer loyalty matters. Available from:
http://images.lib.monash.edu.au/mkw2460/04144261.pdf
43. Anonymous. Best tech innovations in media/marketing/advertising. Advertising Age
[Internet]. Crain Communications, Incorporated; 80(42). Available from:
http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/208357731
44. Baack, Daniel W. Creativity and memory effects. Journal of Advertising [Internet].
37(4). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=ufh&AN=35996279&site=ehost-live&scope=site
45. Dens, Nathalie. How advertising strategy affects brand and USP recall for new
brands and extensions. International Journal of Advertising [Internet]. 29(2). Available
from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=ufh&AN=50265614&site=ehost-live&scope=site
46. Gráinne M. Fitzsimons. Automatic Effects of Brand Exposure on Motivated Behavior:
How Apple Makes You “Think Different”. Journal of Consumer Research [Internet]. The
University of Chicago Press; 35(1):21–35. Available from:
http://www.jstor.org.ezproxy.lib.monash.edu.au/stable/10.1086/527269
47. Heiser, Robert S. Creativity via cartoon spokespeople in prints ads. Journal of
Advertising [Internet]. 37(4). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=ufh&AN=35996278&site=ehost-live&scope=site
48. Kohli C, Leuthesser L, Suri R. Got slogan? Guidelines for creating effective slogans.
Business Horizons. 50(5):415–22.
49. Nyilasy, Gergely. Agency practitioner theories of how advertising works. Journal of
Advertising [Internet]. Taylor & Francis Ltd.; 38(3):81–96. Available from:
http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236467313/abstract
50. Poels, Karolien. Getting a line on print Ads. Journal of Advertising [Internet]. 37(4).
Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=ufh&AN=35996257&site=ehost-live&scope=site
51. Taylor CR, Lee D. Introduction: New media: Mobile advertising and marketing.
Psychology and Marketing. 25(8):711–3.
52. Verbeke, Willem. Finding the keys to creativity in AD agencies. Journal of
Advertising [Internet]. 37(4). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=35996691&site=ehost-live&scope=site
53. West, Douglas C. Practitioner and customer views of advertising creativity. Journal
of Advertising [Internet]. 37(4). Available from:
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=true&db=bth&AN=35996243&site=ehost-live&scope=site
54. Special Report - Top Media Advertisers. Available from:
http://images.lib.monash.edu.au/mkw2460/04137189.pdf
55. Special Report - Retail marketing. Available from:
http://images.lib.monash.edu.au/mkw2460/04135788.pdf
56. Special Report - Asia Pacific media trends. Available from:
http://images.lib.monash.edu.au/mkw2460/04143352.pdf
57. The relationship between reach and brand attitude and the relationship between
household penetration and consumer spend. Available from:
http://images.lib.monash.edu.au/mkw2460/04137188.pdf
58. Special Report - TV. Available from:
http://images.lib.monash.edu.au/mkw2460/04126314.pdf
59. Special Report - Circulation & Readership. Available from:
http://images.lib.monash.edu.au/mkw2460/04126315.pdf
60. Special Report - Radio. Available from:
http://images.lib.monash.edu.au/mkw2460/04126312.pdf
61. Diaz, Ann-Christine. Best non-TV campaigns. Advertising Age [Internet]. Crain
Communications, Incorporated; 80(42). Available from:
http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/208369607
62. Englisch A. Augmented reality: Marketing’s bold new frontier. Available from:
http://images.lib.monash.edu.au/mkw2460/04136662.pdf
63. Hudson R. Governments who get social media. Available from:
http://images.lib.monash.edu.au/mkw2460/04126264.pdf
64. Nguyen M. Nothing new, but that’s advertainment. Available from:
http://images.lib.monash.edu.au/mkw2460/04143345.pdf
65. Schuller H. Creation in the digital age. Available from:
http://images.lib.monash.edu.au/mkw2460/04136661.pdf
66. Special Report - Direct Mail. Available from:
http://images.lib.monash.edu.au/mkw2460/04126054.pdf
67. Fernandez, Joe. EMAIL MARKETING: Personal touch sends out the right message.
Marketing Week [Internet]. Centaur Communications Ltd.; 27–9. Available from:
http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/228146056
68. Maloney, Chris. The DNA of Direct Marketing. B&T Magazine [Internet].
2009;59(2705). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=47279312&site=ehost-live&scope=site
69. Timson L. Special Report - Direct mail. Mail dominated society. Available from:
http://images.lib.monash.edu.au/mkw2460/04134523.pdf
70. Lea V. Special report - Out-of Home. Available from:
http://images.lib.monash.edu.au/mkw2460/04133406.pdf
71. McEldowney T. Out-of-home’s move finally arrives. Available from:
http://images.lib.monash.edu.au/mkw2460/04126240.pdf
72. Two held after ad campaign triggers Boston bomb scare - CNN.com. Available from:
http://edition.cnn.com/2007/US/01/31/boston.bombscare/index.html
73. Ryan-Segger, Tanya. What technology can brands deploy in-store? B&T Magazine
[Internet]. 58(2669). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=34006094&site=ehost-live&scope=site
74. Timson L. Media path to cash register (Special Report). Available from:
http://images.lib.monash.edu.au/mkw2460/04144237.pdf
75. White, Louis. How brands meet consumers in-store. B&T Magazine [Internet].
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58(2669). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=34006097&site=ehost-live&scope=site
76. Is discounting a risk to brand equity or a vital marketing tool? Marketing (00253650)
[Internet]. Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=26259733&site=ehost-live&scope=site
77. Axford J. The rights and wrongs of promotions. Available from:
http://images.lib.monash.edu.au/mkw2460/04136754.pdf
78. Smith A, Sparks L. Reward Redemption Behaviour in Retail Loyalty Schemes. British
Journal of Management. 20(2):204–18.
79. Corlette P. The rise of branded content. Available from:
http://images.lib.monash.edu.au/mkw2460/04126313.pdf
80. Homer, Pamela Miles. Product placements: The Impact of Placement Type and
Repetition on Attitude. Journal of Advertising [Internet]. Taylor & Francis Ltd.; 38(3):21–31.
Available from:
http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236573873
81. Nguyen, Maria. The power of great packaging. B&T Magazine [Internet]. 58(2648).
Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=32508341&site=ehost-live&scope=site
82. Hunter J. Semiotic power. Available from:
http://images.lib.monash.edu.au/mkw2460/04126267.pdf
83. Pope, Nigel. WINNING WAYS: Immediate and Long-Term Effects of Sponsorship on
Perceptions of Brand Quality and Corporate Image. Journal of Advertising [Internet]. Taylor
& Francis Ltd.; 38(2):5–20. Available from:
http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236498540
84. Davidson J. Are sports sponsorships worth the risk?. Available from:
http://images.lib.monash.edu.au/mkw2460/04126052.pdf
85. Weeks CS, Cornwell TB, Drennan JC. Leveraging sponsorships on the Internet:
Activation, congruence, and articulation. Psychology and Marketing. 25(7):637–54.
86. Wohlfeil, Markus. Consumer Motivations to Participate in Event-Marketing
Strategies. Journal of Marketing Management [Internet]. 22(5). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=21638957&site=ehost-live&scope=site
87. Wohlfeil M, Whelan S. Like being a drop in a freshly-poured <I>Guinness</I> pint:
consumer motivations to participate in the “<I>Guinness Storehouse</I>”. The Marketing
Review [Internet]. 7(3):283–300. Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=26767097&site=ehost-live&scope=site
88. Miller, Barbara. Community stakeholders responses to advocacy advertising: Trust,
Accountability, and the Persuasion Knowledge Model (PKM). Journal of Advertising
[Internet]. Taylor & Francis Ltd.; 38(2):37–51. Available from:
http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236540211/abstract
89. McDonnell L. Without spin doctors, society would be in the dark. Available from:
http://www.theage.com.au/federal-politics/without-spin-doctors-society-would-be-in-the-dar
k-20080918-4jdn.html
90. Sellers P. Remodeling Martha. Available from:
http://fortune.com/2012/05/27/remodeling-martha-fortune-2005/
91. Special report - Top Online Advertisers. Available from:
http://images.lib.monash.edu.au/mkw2460/04126311.pdf
92. Social Networking Update. B&T Magazine [Internet]. 58(2650). Available from:
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93. Hall A. Facebook. Making it work for your brand. Available from:
http://images.lib.monash.edu.au/mkw2460/04133336.pdf
94. Lee D-H, Im S, Taylor CR. Voluntary self-disclosure of information on the Internet: A
multimethod study of the motivations and consequences of disclosing information on
blogs. Psychology and Marketing. 25(7):692–710.
95. Yaveroglu, Idil. Advertising repetition and placement issues in on-line environments.
Journal of Advertising [Internet]. 37(2). Available from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=32579163&site=ehost-live&scope=site
96. Yoon D, Choi SM, Sohn D. Building customer relationships in an electronic age: The
role of interactivity of E-commerce Web sites. Psychology and Marketing. 25(7):602–18.
97. Frame B, Newton B. Promoting sustainability through social marketing: examples
from New Zealand. International Journal of Consumer Studies. 31(6):571–81.
98. Wicks, Jan Leblanc. Dual-modality disclaimers, emotional appeals, and production
techniques in food advertising airing during programs rated for children: Is there a good
balance? Journal of Advertising [Internet]. Taylor & Francis Ltd.; 38(4):93–105. Available
from: http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236573743
99. Madrigal R, Boush DM. Social responsibility as a unique dimension of brand
personality and consumers’ willingness to reward. Psychology and Marketing.
25(6):538–64.
100. Mitra A, Raymond MA, Hopkins CD. Can consumers recognize misleading
advertising content in a media rich online environment? Psychology and Marketing.
25(7):655–74.
101. Milne, George R. If it’s legal, is it acceptable?: Consumer reactions to online covert
marketing. Journal of Advertising [Internet]. Taylor & Francis Ltd.; 38(4):107–22. Available
from: http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236467231
102. Rapp, Justine. Advertising and consumer privacy: Old practices and new
challenges. Journal of Advertising [Internet]. Taylor & Francis Ltd.; 38(4):51–61. Available
from: http://search.proquest.com.ezproxy.lib.monash.edu.au/docview/236508640
103. Johnson, Celia. Not child’s play. B&T Magazine [Internet]. 2009;59(2705). Available
from:
http://ezproxy.lib.monash.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=bth&AN=47279314&site=ehost-live&scope=site
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