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MARKETING COMMUNICATIONS
‘. . . quite simply the best introduction to Marketing Communications that I have read. Chris
Fill and Sarah Turnbull have managed to produce a book, now in its seventh edition, that is
exceptionally easy to read and thoroughly up-to-date. Its viewpoints, scholarly synopses and
engaging content will enliven the learning experience of every student who reads it.’
Anthony Patterson, University of Liverpool
‘The very best fusion of academic intelligence and contemporary

commercial communications practice available.’
Rod Radford MBA, FCIM, FCMI, Chartered Marketer & Manager, Marketing
Communications Degree Leader, Sheffield Business School, Sheffield Hallam University
‘Chris Fill’s books have been my core recommended texts for years. This seventh edition with
the addition of Sarah Turnbull takes another leap forward and does not disappoint. It strikes
the balance between theory and practice, is well structured, and is packed with insight.’
Dr Jonathan A.J. Wilson, Programme Director, Postgraduate
SEVENTH EDITION
Marketing degrees, University of Greenwich
This seventh edition of Marketing Communications provides both a rich source of theory and an
invaluable insight into how brands create communications and engage audiences in brand conversations.
SEVENTH
EDITION MARKETING
COMMUNICATIONS
With contributions from brand owners and their advertising agencies from around the world, the book
provides a unique blend of the theory and practice of brand communications.
SARAH TURNBULL
CHRIS FILL
Sarah Turnbull joins Chris Fill as co-author on the seventh edition and together their passion for marketing
communications comes alive in this book as they share their expertise and experience. Its strong theoretical
underpinning and selection of contemporary case studies makes this the definitive text for undergraduate
and postgraduate students in marketing, marketing with psychology, advertising, business studies and other
marketing-related programmes. It is recognised as the authoritative text for professional courses such as those
run by The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.
discovery, creation and conversations
ABOUT THE AUTHORS
Chris Fill BA, MSc. FCIM, is a Director of Fillassociates. Chris has authored
over 30 textbooks, published papers in many leading academic journals, and is
CHRIS FILL
internationally recognised for his contribution to marketing communications. He
is a Fellow and former Senior Examiner at the Chartered Institute of Marketing. SARAH TURNBULL
Sarah Turnbull PhD, MBA, MSc, FCIM, FHEA is a Principal Lecturer at the
University of Portsmouth and a Fellow of The Chartered Institute of Marketing.
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.
www.pearson-books.com
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Marketing
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Seventh edition
Marketing
Communications
discovery, creation and conversations
Chris Fill and Sarah Turnbull

Pearson Education Limited
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First published under the Prentice Hall Europe imprint 1995 (print)
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NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION

Brief contents
Preface xix
Acknowledgements xxix
Publisher’s acknowledgements xxxi
Part 1 Introduction to marketing communications 1
1 Introducing marketing communications 3

2 Communications: forms and conversations 37
3 Audience insight: information processing and behaviour 71
4 How marketing communications might work 113
Part 2 Managing marketing communications 147
5 Marketing communications: strategy and planning 149

6 Marketing communications: objectives and positioning 180
7 The communications industry: structure, operations and finance 211
8 Evaluation and metrics 252
9 Branding and marketing communications 287
10 Integrated marketing communications 323
Part 3 The marketing communications mix 353
11 Advertising: role, forms and strategy 355

12 Public relations: principles and practice 388
13 Sponsorship 422
14 Direct marketing and personal selling 450
15 Sales promotion, field marketing and brand experience 485
16 Brand placement, exhibitions, packaging and licensing 517
17 Messages and creativity 546
18 Media – principles and practice 587
19 Social, search and other interactive media 621
20 Media planning: reaching audiences 658
Author index 691

Subject index 703

For Karen ..... thank you for the music (CF)
For Simon, Daisy and Bea (ST)

Contents
Preface xix
Acknowledgements xxix
Publisher’s acknowledgements xxxi
Part 1 Introduction to marketing communications 1
1 Introducing marketing communications 3
Aims and learning objectives 3

Case: Sensodyne Pronamel 4
Introduction 7
The concept of marketing as an exchange 8
Marketing communications and the process of exchange 9
The scope of marketing communications 10
The role of marketing communications 13
The tasks of marketing communications 16
Defining marketing communications 19
Environmental influences 22
Internal influences 22
Market influences 23
External influences 23
The marketing communications mix 25
Criteria when devising a mix 27
Control 28
Financial resources 29
Audience size and geographic dispersion 29
Media behaviour and preferences 29
Communications tasks 29
Communications differences 30
Message reception 30
Number of decision-makers 30
The balance of the communications mix 31
Specificity and integration 31
Variety of media 31
Content 31
Message origin 31
Length of purchase decision time 31
Negative communications 32
Target marketing and research 32
Measurement and evaluation 32
Marketing communications goals 32

viii Contents
Key points 33
Review questions 34
References 35
2 Communications: forms and conversations 37

Case: British Heart Foundation: Vinnie – stayin’ alive! 38
An introduction to the process of communications 40
A linear model of communications 41
Source/encoding 42
Signal 42
Decoding/receiver 44
Feedback/response 44
Noise 45
Realms of understanding 45
Factors that influence the communications process 46
The influence of the media 46
The influence of people 47
The influencer model of communications 47
Interactional model of communications 48
Word-of-mouth communications 50
Definition and motives 51
Opinion leaders 54
Opinion formers 55
Opinion followers 56
Developing brands with word-of-mouth communications 56
Amplification 60
Relational approaches to communications 60
Network approaches to communications 62
Process of adoption 62
Process of diffusion 65
Key points 66
Review questions 67
References 68
3 Audience insight: information processing and behaviour 71

Case: The intellectual Alibi – or how the Dacia challenged conventional perceptions of value 72
Introduction 74
Information processing 77
Perception 77
Marketing and perception 80
Learning 83
Attitudes 88
Decision-making 90
Consumer purchase decision-making process 90
Organisational decision-making process 91
Fear and perceived risk 94
Involvement theory 96
Impact on communications 99

Contents ix
Other approaches 101

Hedonic consumption 101
Tribal consumption 102
Behavioural economics 104
Key points 108

Review questions 109
References 110
4 How marketing communications might work 113

Case: McCain – Ready Baked Jackets 114
Introduction 116
The strategic context 116
Engagement and the role of marketing communications 117
How does marketing communications work? 119
HMCW Interpretation 1: Sequential models 120
HMCW Interpretation 2: Changing attitudes 122
HMCW Interpretation 3: Shaping relationships 125
HMCW Interpretation 4: Developing significant value 133
HMCW Interpretation 5: Cognitive processing 137
Conclusion 140
Key points 141
References 143
Part 2 Managing marketing communications 147
5 Marketing communications: strategy and planning 149

Case: The London Olympics – a strategic success 150
Introduction 152
Marketing communications strategies 153
MC strategy interpretation 1: Positioning strategies 154
MC strategy interpretation 2: Audience strategies 159
MC strategy interpretation 3: Platform strategies 164
MC strategy interpretation 4: Configuration strategies 166
Planning marketing communications 168
The marketing communications planning framework 169
Elements of the plan 172
Context analysis 172
Communications objectives 173
Marketing communications strategy 174
Coordinated communications mix 174
Resources 175
Scheduling and implementation 175
Evaluation and control 175
Feedback 175
Links and essential points 176

x Contents
Key points 177

References 178
6 Marketing communications: objectives and positioning 180

Case: Petplan 181
Introduction 184
The role of objectives in corporate strategy 185
The role of brand communications objectives and plans 186
The sales school 188
The communications school 189
Derivation of campaign objectives 194
Setting realistic marketing communications objectives 195
Business objectives 196
Behavioural objectives 196
Intermediate objectives 197
SMART objectives 197
Positioning 198
The positioning concept 199
Managing positions 201
Perceptual mapping 201
Positioning strategies 203
Product features 203
Price/quality 203
Use 204
Product class dissociation 204
User 204
Competitor 205
Benefit 205
Heritage or cultural symbol 205
Repositioning 205
Key points 207

References 209
7 The communications industry: structure, operations and finance 211

Case: The Kasiisi Project 212
Introduction 214
Dimensions of the UK marketing communications industry 216
Structure and development of the UK marketing communications industry 218
Agency types and structures 220
Full-service or integrated agencies 221
Creative agencies 221
Media agencies 221
Digital agencies 222
Search agencies 222
Social media agencies 222
Direct marketing agencies 222

Contents xi
Branded content agencies 222

Experiential marketing agencies 223
Healthcare agencies 223
Outdoor agencies/out-of-home 223
Other communications agencies 223
Selecting an agency 225
Agency operations 227
Relationships 231
Client/agency relationships 231
Agency remuneration 232
Budgeting for communications 234
Trends in communications expenditure 237
The role of the communications budget 238
Benefits of budgeting 238
Difficulties associated with budgeting for communications 239
Budgeting – techniques and approaches 239
Which methods are most used? 243
Budgeting for the other elements of the communications mix 245
Key points 247

References 248
8 Evaluation and metrics 252

Case: Millward Brown – optimising a dramatic performance 253
Introduction 255
The role of evaluation in planned communications 256
Advertising 257
Pre-testing unfinished ads 257
Pre-testing finished ads 260
Physiological measures 263
Post-testing 264
Inquiry tests 265
Recall tests 265
Recognition tests 266
Sales tests 267
Other methods of evaluation 268
Tracking studies 268
Financial analysis 268
Likeability 269
Marketing mix modelling 269
Public relations 271
Corporate image 274
Recruitment 274
Crisis management 275
Measuring the fulfilment of brand promises 276
Online communications 277
Mobile 279
Social media 279
Key points 282

References 284

xii Contents
9 Branding and marketing communications 287

Case: Branding at the Colruyt Group 288
Introduction 290
Brand characteristics 292
The task of marketing communications in branding 295
Associations and personalities 295
Brand ambassadors 298
Delivering the brand associations 300
Brand delivery: above-the-line communications 301
Brand delivery: through-the-line communications 302
Brand delivery: below-the-line communications 302
Brand delivery: on-the-line communications 303
Brand delivery: around-the-line communications 303
Building brands with marketing communications 305
Business-to-business branding 306
Branding in an interactive environment 308
Employee branding 311
External communications 311
Internal communications 312
Intellectual and emotional aspects 314
Brand equity 315
Key points 318

References 319
10 Integrated marketing communications 323

Case: Oreo cookies 324
Introduction 326
The development of IMC 326
Reasons for the developing interest in IMC 328
What is to be integrated? 331
Communications tools 331
Messages 332
Marketing mix 332
Branding 332
Strategy 333
Employees 333
Technology 333
Agencies 334
Definitions of IMC 336
Interpretations of IMC 338
Interpretation 1: IMC as harmonisation 338
Interpretation 2: IMC as a plan 339
Interpretation 3: IMC as a perspective 341
Interpretation 4: IMC as a portfolio 343
Interpretation 5: Relational IMC 346
Structuring for IMC 348

Contents xiii
Key points 350

References 351
Part 3 The marketing communications

mix353
11 Advertising: role, forms and strategy 355

Case: IWM London – ‘Flight of the Stories’ 356
Introduction 358
The role of advertising 358
Defining advertising 362
Selling propositions 363
The use of emotion in advertising 364
Types of advertising 367
Advertising models and concepts 370
The elaboration likelihood model 370
Eclectic models of advertising 373
The Strong and the Weak theories of advertising 375
Using advertising strategically 377
The FCB matrix 377
The Rossiter–Percy grid 379
Consumer-generated advertising 381
Key points 383

References 385
12 Public relations: principles and practice 388

Case: ‘Pestaurant’ – the world’s first pop-up pest-only restaurant 389
Introduction 391
Which publics? 392
Characteristics of public relations 393
A framework of public relations 396
The press agentry/publicity model 397
The public information model 397
The two-way asymmetric model 397
The two-way symmetric model 397
Public relations and relationship management 398
Objectives of public relations 399
Cause-related marketing 399
Public relations: methods and techniques 402
Media relations 402
Press releases 403
Press conferences 404
Interviews 404
Publicity and events 404

xiv Contents
Media catching 404

Media and public relations 406
Forms of public relations 406
Lobbying 406
Investor relations 407
Corporate advertising 409
Crisis communications 410
Key points 417

References 418
13 Sponsorship 422

Case: Emirates Lions 423
Introduction 424
The growth and development of sponsorship 428
Sponsorship objectives 429
How sponsorship might work 430
Theoretical aspects of sponsorship 431
Types of sponsorship 433
Sports sponsorship 433
Broadcast sponsorship 435
Arts sponsorship 436
Other forms of sponsorship 438
The role of sponsorship in the communications mix 443
Key points 445

References 447
14 Direct marketing and personal selling 450
Aims and objectives 450

Case: Everest – growing the number of appointments through marginal gain 451
Introduction 453
The role of direct marketing 454
Types of direct brand 455
Type 1: complementary tool 456
Type 2: primary differentiator 456
Type 3: sales channel 456
Type 4: brand vehicle 456
The growth of direct marketing 456
Growth driver 1: technology 456
Growth driver 2: changing market context 457
Growth driver 3: changing organisational expectations 458
The role of data 458
Permission marketing 459
Direct-response media 460
Direct mail 460
Telemarketing 462
Carelines 464
Inserts 464
Print 465

Contents xv
Door-to-door 466
Radio and television 466
Interactive media 467
Personal Selling 467
The tasks of personal selling 467
The role of personal selling 469
When personal selling should be a major part of the communications mix 471
Complexity 472
Buyer significance 472
Communications effectiveness 472
Channel network factors 473
The role of social media in personal selling 473
Strategic account management 476
Key account management 476
Global account management 480
Key points 481

References 483
15 Sales promotion, field marketing and brand experience 485

Case: Lucozade Sport Conditions Zone 486
Introduction 488
Understanding the value of sales promotions 488
The role of sales promotion 492
Short termism 492
Managerial accountability 492
Brand performance 492
Brand expansion 493
Competition for shelf space 493
Sales promotion plans: the objectives 494
An overview of how sales promotions work 495
Retention programmes 499
Sales promotions: methods and techniques 503
Field marketing 507
Range of FM activities 507
Brand experience and events 510
Key points 513

References 514
16 Brand placement, exhibitions, packaging and licensing 517

Case: Beyoncé – how brand licensing influences popular music acts 518
Introduction 521
Brand placement 522
Characteristics of brand placement 523
Placement issues 525
Trade shows and exhibitions 527
Reasons to use exhibitions 528
Characteristics of exhibitions and trade fairs 529

xvi Contents
Exhibitions as a form of marketing communications 530

Multimedia and trade shows 531
Marketing management of exhibitions 532
Hospitality and Events 532
Packaging 534
The communications dimensions of packaging 535
Licensing 538
Key points 541

References 543
17 Messages and creativity 546

Case: John Lewis – ‘Monty’s Christmas’ 547
Introduction 549
Message source 550
Establishing credibility 550
Credibility established by the initiator 551
Credibility established by a spokesperson 552
Sleeper effects 554
Structural elements in a message 554
Message balance 554
Conclusion drawing 555
One-and two-sided messages 556
Order of presentation 556
Message appeals 556
Information-based appeals 557
Emotions- and feelings-based appeals 559
Copycat messaging 565
Advertising tactics 565
Informational motives 565
Transformational motives 565
Creativity 570
Creativity and attention 571
The importance of context 572
The creative process 572
The creative code 574
Message framing 574
Storytelling 576
User-generated content (UGC) 579
Sourcing content 580
Key points 581

References 583
18 Media – principles and practice 587

Case: Foster’s – ‘Good Call’ 588
Introduction 590
Media classification – by form 591

Contents xvii
Media classification – by source 591

Media classification – by function 593
Linear media 594
Print media 594
Broadcast media 597
Outdoor media 598
In-store media 601
Cinema 602
Ambient media 602
Guerrilla tactics 603
Interactive media 603
So, what are interactive media? 603
Core technologies 604
Characteristics of interactive media 604
Multichannel campaigns 611
Retailing in a multichannel environment 612
What interactive media enable users to do 614
Direct-response media 615
Key differences between linear and interactive media 615
Key points 617

References 618
19 Social, search and other interactive media 621

Case: Greater Manchester Police 622
Introduction 624
Interactive media advertising 625
Banner ads 626
Behavioural targeting 627
Native advertising 628
Pop-ups 628
Microsites 629
Rich-media ads 629
Online video 629
Online gaming 629
Search engine marketing 631
Search engine optimisation 631
Pay-per-click searches 634
Social media 634
Social networks 639
Web logs 640
Microblogging 642
Viral marketing 644
Podcasting 646
Online communities 646
Other forms of interactive media 649
Email marketing 649
Short message service (SMS) 650
Apps 651
Affiliate marketing 651
Augmented reality 652

xviii Contents
Key points 653

References 654
20 Media planning: reaching audiences 658

Case: Kärcher: Window Vac 659
Introduction 661
Clutter 662
Media planning and the media mix 662
Media switching behaviour 666
Influential factors for media selection 668
Switching behaviour 668
Vehicle selection 669
Media planning concepts 670
Reach and coverage 670
Frequency 671
Gross rating point 671
Effective frequency 673
Recency planning 675
Media usage and attitudes 676
Efficiency 677
Media buying: the block plan and automation 679
The block plan 679
Automation – programmatic 680
The cross-media mix 682
Media source effects 684
Scheduling 684
Timing of placements 684
Key points 685

References 688
Author index 691

Subject index 703
Companion Website ON THE

WEBSITE
For open-access student resources
to complement this textbook and support your learning,
please visit www.pearsoned.co.uk/fill
Lecturer Resources
For password-protected online resources tailored to support
the use of this textbook in teaching, please visit
www.pearsoned.co.uk/fill

Preface
This is the seventh edition of Marketing Communications and it marks the introduction
of Dr Sarah Turnbull as my co-author. Sarah has a wealth of advertising experience
from both a practical and academic perspective. She has provided a valuable new per-
spective and her contribution has undoubtedly enriched the book. We have made sev-
eral changes which we believe enhance the book significantly. These changes are
explained here in the Preface but you will be the judge of the impact of these changes.
So thank you for reading our book, and if you have any comments, observations,
suggestions or opinions, please feel free to contact me through chris@chrisfill.com or
Sarah through sarah.turnbull@port.ac.uk.
This book has been written to help you in four ways:
1 To understand and appreciate the variety of ways in which organisations use market-
ing communications.
2 To identify and understand some of the key theories and concepts associated with
marketing communications.
3 To appreciate the way in which academic materials can be used to interpret practical
aspects of marketing communications.
4 To develop insights into the reasoning behind the marketing communications activi-
ties used by organisations.
Marketing communications is a complex subject and draws on a variety of disciplines.
This book has been written in the hope of disentangling some of the complexity so that
you can enjoy the subject, be stimulated to want to know more and wish to engage
further with the exciting and fast-changing world of marketing communications.
A world of marketing
communications
All organisations, large and small, commercial, government, charities, educational and
other not-for-profit and third-sector organisations need to communicate with a range of
stakeholders. This may be in order to get materials and services to undertake their busi-
ness activities or to collaborate and coordinate with others to secure suitable distribu-
tion of their goods and services. In addition, there are consumers who are free to choose
among the many hundreds and thousands of product/service offerings. Marketing com-
munications provides a core activity so that all interested parties can understand the
intentions of others and appreciate the value of the goods and services offered.
The world of marketing communications is changing, and some of it is changing at
an incredible speed. Technology, buyer behaviour, economic cycles, industry and

xx Preface
organisational performance have all evolved and all impact on the way we communi-
cate, when we communicate and how we communicate.
Many of these changes and their impact are explored in this book. It is not possible
to cover them all in depth but many of the key academic and practitioner reactions to
these developments are examined.
Structure
This book is structured around three parts: Introduction to marketing communications;
Managing marketing communications; and The marketing communications mix.
Content
Each chapter has been updated and where appropriate includes current academic mate-
rials (ideas, arguments, models, references and papers). The fundamental principles
associated with marketing communications remain.
Cases
Each chapter is introduced with a practitioner-based case study. The majority of these
have been written by a client organisation or its agency. Reference to each case is made
throughout the relevant chapter and questions relating to these cases can be found at
the end of the chapter.
Many of these cases have been written and supplied by several communications
agencies who are associated with the Institute of Practitioners in Advertising (IPA).
Indeed, the IPA has again provided important support for this edition.
Viewpoints
Examples of marketing communications practice can be found as Viewpoints. There
are a minimum of four Viewpoints per chapter, each illustrating particular issues or
topics. For the first time we have included Viewpoints written by students from UK
universities. We wish to extend this form of co-creation in the future and incorporate
examples co-created by students from other countries and regions. Please contact us if
you feel you would like to contribute to the next edition.
Scholars’ papers
The Scholars’ paper innovation has been continued and where feasible enhanced by
including papers that offer divergent views. Reference to various topics such as ethics,
business-to-business (B2B) communications, social media and international dimensions
are embedded throughout the book.
Positioning and style

The book is positioned as an academic resource about marketing communications. The
practitioner element, however, is acknowledged as an important distinguishing feature
of this book (Rossiter, J.R. and Percy, L. (2013) How the roles of advertising merely
appear to have changed, International Journal of Advertising, 32(3), 391–8) and is
reinforced in this edition. The support and endorsement provided by the IPA has been
continued and is appreciated.

Preface xxi
We have continued to present a variety of perspectives and approaches, rather than

portray a single view as the conventional wisdom. This enables readers to consider dif-
ferent views, and develop a critical understanding of the subject.
Overview of the book

This book recognises the complexity of marketing communications, it considers the stra-
tegic, tactical and operational aspects, and attempts to consider the subject from an inte-
grative perspective. Above all else this book considers marketing communications from a
contextual standpoint. This means that no one single theory is used to explain all market-
ing communications activities. Indeed, several theories are presented and readers are
encouraged to consider multiple interpretations of marketing communications behaviour.
This book has been written from an academic perspective and seeks to provide a
consistent appraisal of the ever-changing world of marketing communications. The
intention is to stimulate thought and consideration about a wide range of interrelated
issues, and to help achieve this aim a number of theories and models are advanced.
Some of these theories reflect marketing practice, while others are offered as suggestions
for moving the subject forward. Many of the theories are abstractions of actual practice,
some are based on empirical research and others are pure conceptualisation. All seek to
enrich the subject, but not all need carry the same weight of contribution. Readers
should form their own opinions based upon their reading, experience and judgement.
Structure of the text

There are three main parts to the book:
● Part 1: Introduction to marketing communications
This part introduces readers to the subject from a general perspective and then seeks
to establish some of the key issues that are necessary in order to provide a foundation
for the subject. These include communications theory, the ways in which audiences
process information and make purchase decisions, and, in the final chapter in this
part, ideas about how marketing communications works.
● Part 2: Managing marketing communications
This part explores some of the managerial aspects associated with marketing communi-
cations. The core content concerns the various aspects of strategy and how organisations
should develop their marketing communications in the light of their contextual posi-
tions. This part then considers the role and nature of objectives and positioning, before
exploring some of the issues associated with the communications industry, the financial
implications associated with managing marketing communications, and the issues asso-
ciated with the evaluation and measurement of marketing communications. The chapter
concludes with the important topic of integrated marketing communications.
● Part 3: The marketing communications mix
The marketing communications mix material constitutes by far the largest part of the
book, covering half of the book’s chapters. This content is of course crucial to all
courses on marketing communications. Unlike other texts the approach here empha-
sises the use of three components of the mix, namely the tools, content and media.

xxii Preface
Part 1: Introduction to marketing

communications
This opening part serves to establish the scope of the book and provides a brief overview
of the content and style adopted throughout the rest of the text. Chapter 1 provides an
introductory perspective to marketing communications and sets out some important,
key concepts. Chapter 2 addresses issues concerning communications theory and in
particular moves on from the simple linear interpretation of how c ommunications work
to one that recognises the influence of people, behaviour and interactional elements on
the communications process. Chapter 3 is concerned with aspects of buyer behaviour,
upon which m arketing communications should be developed. Only by understanding
the market and the target audience can appropriate objectives, strategies, promotional
methods, applications and resources be determined, a llocated and implemented.
The final chapter in this part introduces ideas about how marketing communications
might work. Rather than suggest a single approach, five separate approaches are pre-
sented. These are the sequential buying processes, attitude change, shaping relation-
ships, significant value, and cognitive processing.
Part 2: Managing marketing

communications
Part 2 concerns a variety of managerial issues related to marketing communications.
These embrace s trategy, goals, industry, financial, measurement and integration issues.
Chapter 5 is concerned with the nature of communications strategy and considers the
interrelationship between strategy and planning. The first s ection of this chapter con-
siders ideas about four distinct approaches to marketing communications strategy. The
second section of the chapter introduces the marketing communications planning
framework and works through the model, highlighting issues and linkages, and ends
with an operational approach to devising, formulating and implementing a strategic
marketing communications plan.
Chapter 6 examines the nature of objectives and positioning in marketing communi-
cations and considers both academic and practitioner (IPA) approaches to the nature
of communications-based objectives.
The nature and characteristics of the UK marketing communications industry is the
focus of Chapter 7. This material can be useful as it specifically examines the strategic and
operational issues of communications agencies and their interaction with client organisa-
tions. This chapter also considers aspects of budgeting for m arketing communications.
Chapter 8 examines the ways in which the performance of marketing communica-
tions activities can and should be evaluated.
Chapter 9 is significant because it focuses on the role marketing communications can
play in the development and maintenance of product/service brands. New to this chap-
ter are Keller’s ideas about building brands. It also considers the role and issues associ-
ated with B2B branding, branding in interactive environments, employee branding and
brand equity.
The final chapter in this part is about integrated marketing communications. This
chapter challenges ideas about the nature and validity of the ‘integrated’ view of mar-
keting communications. Five separate i nterpretations about what integrated marketing
communications might be is presented. This is a core chapter because it bridges the

Preface xxiii
contextual elements and the application of the various disciplines. The notion that
integrated marketing communications (IMC) is a valid and realistic concept is explored
and readers are encouraged to consider the arguments for and against this approach.
Its position at the end of the management part of the book is designed to encourage
readers to reflect on what should be integrated and what integration incorporates.
Part 3: The marketing

communications mix
This is the biggest part in the book, and examines the various elements that constitute
the marketing communications mix. There are 10 chapters in this section, configured as
three sections. The first examines the tools or disciplines, the second, message content
and creativity issues, and the third explores issues related to the media.
Chapter 11 is about advertising and contains three elements. The first considers the role
and use of advertising, and how ideas about selling propositions and emotion can be used
in advertising. Prominence is also given to the different types or forms of advertising. Time
is spent exploring the way advertising might work. Here consideration is given to some of
the principal models and frameworks that have been published to best explain the process
by which advertising might influence audiences. The third element concerns the way in
which advertising can be used strategically as part of a brand’s development, and to review
the significance of consumer-generated advertising.
Chapter 12 examines the role and characteristics of public relations, including a
review of the various methods used in public relations, and crisis communications. The
following chapter leads on naturally to explore sponsorship, while Chapter 14 exam-
ines both direct marketing and personal selling.
Chapters 15 and 16 both consider a range of disciplines. The first considers the prin-
ciples and techniques of sales promotion, field marketing and brand experiences. The
second explores brand placement, exhibitions, packaging and the rapidly developing
area of brand licensing.
The second element in this third part of the book is the content, or the messages
conveyed to, with and between audiences. This chapter examines message appeals
through four broad elements. First, attention is given to the source of a message and
issues relating to source credibility. Second, the role and issues associated with using
spokespersons, either to be the face of a brand or to endorse it, are explored. Third, the
need to balance the use of information and emotion in messages and the way messages
are constructed are reviewed before finally exploring the various appeals and ways in
which messages can be presented.
The second part of this chapter explores ideas associated with the nature, role and
processes organisations use to manage the creative process, and the ways in which the
creative process can be harnessed. Here message framing and storytelling are developed
before concluding with a review of a more contemporary perspective of content gen-
eration and creativity, namely user-generated content.
The final element considers the media. Chapter 18 considers the principles and prac-
tice of media, and reference is made to both the ‘Classes’ and ‘POEM’ classifications.
In addition, however, we introduce a new classification based on communications func-
tion. The conventional and traditional media labels are changed to ‘linear’ media. New
or digital media are redefined as ‘interactive’ media.
Chapter 19 considers social, search and other interactive media. This chapter reflects
the contemporary nature of these important and evolving topics. The final chapter in
this part and the book considers ideas and theories associated with media planning and
the way in which people use media.

xxiv Preface
Cases
In this edition 19 of the 20 cases are new. These have been written by a variety of peo-
ple including client organisations and marketing communications agencies.
Chapter 1 Introducing marketing communications
Case Sensodyne Pronamel
Chapter 2 Communications: forms and conversations
Case British Heart Foundation: Vinnie – stayin’ alive!
Chapter 3 Audience insight: information processing and behaviour
Case The intellectual alibi – or how the Dacia challenged conventional perceptions of value
Chapter 4 How marketing communications might work
Case McCain – Ready Baked Jackets
Chapter 5 Marketing communications: strategy and planning
Case TfL – managing travel at the London Olympics
Chapter 6 Marketing communications: objectives and positioning
Case Petplan
Chapter 7 The communications industry: structure, operations and finance
Case The Kasiisi Project
Chapter 8 Evaluation and metrics
Case Millward Brown–optimising a dramatic performance
Chapter 9 Branding and marketing communications
Case Branding at the Colruyt Group
Chapter 10 Integrated marketing communications
Case Oreo cookies
Chapter 11 Advertising: role, forms and strategy
Case IWM London – ‘Flight of the Stories’
Chapter 12 Public relations: principles and practice
Case ‘Pestaurant’ – the world’s first pop-up pest-only restaurant

Preface xxv
Chapter 13 Sponsorship
Case Emirates Lions
Chapter 14 Direct marketing and personal selling
Case Everest – growing the number of appointments through marginal gain
Chapter 15 Sales promotion, field marketing and brand experience
Case Lucozade Sport Conditions Zone
Chapter 16 Brand placement, exhibitions, packaging and licensing
Case Beyoncé – how brand licensing influences popular music acts
Chapter 17 Messages and creativity
Case John Lewis – ‘Monty’s Christmas’
Chapter 18 Media – principles and practice
Case Foster’s – ‘Good Call’
Chapter 19 Social, search and other interactive media
Case Greater Manchester Police
Chapter 20 Media planning: reaching audiences
Case Kärcher: Window Vac
These cases either refer to broad issues concerning a particular topic, or focus on a
specific issue that is included in the chapter to which the case is assigned. Some refer
to several c ampaigns undertaken for a specific brand or company, whilst others con-
sider a specific campaign and associated activities. All serve to introduce a particular
aspect of marketing communications and should be used to frame the way readers
approach the content of each chapter. There are review questions at the end of each
chapter that refer directly to the introductory case.
Design features and presentation

In addition to the three-part structure of the book, there are a number of features that
are intended to help readers navigate the material.
Chapter objectives
Each chapter opens with both the aims of what is to be covered and a list of learning
objectives. This helps to signal the primary topics that are covered in the chapter and
so guide the learning experience.

xxvi Preface
Cases
Each chapter opens with a campaign–based case study. The majority of these have been
written by marketing managers at client organisations or planners at agencies. These
are used either to introduce the broad flow of the chapter’s material or to focus on a
particular topic.
These short cases can be used in class for discussion purposes and to explore some
of the salient issues raised in the chapter. Students working alone can use the cases to
test their own understanding.
Visual supports
This book is produced in four colours and throughout the text there are numerous
colour and black and white exhibits, figures (diagrams) and tables of information
which serve to highlight, illustrate and bring life to the written word. The pictures used
serve either to illustrate particular points by demonstrating theory in practice or to
complement individual examples. The examples are normally highlighted in the text as
Viewpoints. These examples are easily distinguishable through the colour contrasts and
serve to demonstrate how a particular aspect of marketing communications has been
used by an organisation in a particular context. We hope you enjoy these Viewpoints
of marketing communications p ractice.
In this edition several Viewpoints have been contributed by students from a range of
universities. We hope you like this development and perspective that students bring to
the subject. Contributions from students and marketing practitioners to the next edi-
tion would be warmly welcomed.
Key points and review questions

At the end of each chapter is a section headed ‘Key points’, and another ‘Review
questions’. The key points from the chapter are presented in chronological order, and
are normally in the order of the learning objectives listed at the beginning of each
chapter.
Readers are advised to test their own understanding of the content of each chapter
by considering some or all of the review questions. The first group of questions relate
directly to the chapter’s opening case study, the other questions relate to the overall
material in the chapter.
Web support
Students and lecturers who adopt this text have a range of support materials and
facilities to help them. Readers are invited to use the website designed for Marketing
Communications, not only as a source of additional material but also as an interactive
forum to explore and discuss marketing communications issues, academic and practi-
tioner developments and to improve learning. The site accommodates the needs of
student readers and lecturers.

Preface xxvii
Student resources
● Additional learning materials including chapters, adverts, podcasts, Viewpoints,

and cases
● Annotated web links
● Full online glossary
● Multiple choice questions
● Additional cases and examples
Lecturer resources
● Instructors’ Resource Guide

● PowerPoint slides for each chapter
● Annotated web links
A test bank of multiple choice questions has been developed for use by students and
lecturers. In addition, there are links to a range of related sites, an online glossary and
chapters from previous editions that some readers have requested be made available.
For lecturers and tutors not only is there an Instructors’ Resource Guide containing
a range of slides and exercises in downloadable format, but there is also a password-
protected section of the companion website for their use. From this site a much larger
range of PowerPoint slides, teaching schemes and case material can be downloaded.

Another random document with
no related content on Scribd:
“Brother Frank, I must tell you, and when I do, you will not believe
me—It was not our father whom we both saw this morning.”
“It was no other whom I saw. What do you mean? Do you suppose
that I do not know my own father?”
“I tell you it was not, and could not be. I had an express from him
yesterday. He is two hundred miles from this, and cannot be in
Scotland sooner than three weeks hence.”
“You astonish me, Thomas. This is beyond human
comprehension.”
“It is true—that I avouch, and the certainty of it has sickened me at
heart. You must be aware that he came not home last night, and that
his horse and retinue have not arrived.”
“He was not at home, it is true, nor have his horse and retinue
arrived in Scotland. Still there is no denying that our father is here,
and that it was he who spoke to and admonished me.”
“I tell you it is impossible. A spirit has spoken to us in our father’s
likeness, for he is not, and cannot be, in Scotland at this time. My
faculties are altogether confounded by the event, not being able to
calculate on the qualities or condition of our monitor. An evil spirit it
certainly could not be, for all its admonitions pointed to good. I
sorely dread, Francis, that our father is no more: that there has been
another engagement, that he has lost his life, and that his soul has
been lingering around his family before taking its final leave of this
sphere. I believe that our father is dead; and for my part I am so sick
at heart, that my nerves are all unstrung. Pray, do you take horse and
post off for Salop, from whence his commission to me yesterday was
dated, and see what hath happened to our revered father.”
“I cannot, for my life, give credit to this, brother, or that it was any
other being but my father himself who rebuked me. Pray allow me to
tarry another day at least before I set out. Perhaps our father may
appear in the neighbourhood, and may be concealing himself for
some secret purpose. Did you tell him of our quarrel?”
“No. He never asked me concerning it, but charged me sharply
with my intent on the first word, and adjured me, by my regard for
his blessing, and my hope of heaven, to desist from my purpose.”
“Then he knew it all intuitively; for when I first went in view of the
spot appointed for our meeting, I perceived him walking sharply to
and fro, wrapped in his military cloak. He never so much as deigned
to look at me, till I came close to his side, and thinking it was
yourself, I fell to upbraiding him, and desired him to draw. He then
threw off his cloak, drew his sword, and, telling me he came in your
place, dared me to the encounter. But he knew all the grounds of our
quarrel minutely, and laid the blame on me. I own I am a little
puzzled to reconcile circumstances, but am convinced my father is
near at hand. I heard his words, and saw his eyes flashing anger and
indignation. Unfortunately, I did not touch him, which would have
put an end to all doubts; for he did not present the hand of
reconciliation to me, as I expected he would have done, on my
yielding implicitly to all his injunctions.”
The two brothers then parted, with protestations of mutual
forbearance in all time coming, and with an understanding, as that
was the morning of Saturday, that if their father, or some word of
him, did not reach home before the next evening, the Tutor of
Cassway was to take horse for the county of Salop early on Monday
morning.
Thomas, being thus once more left to himself, could do nothing
but toss and tumble in his bed, and reflect on the extraordinary
occurrence of that morning; and, after many troubled cogitations, it
at length occurred to his recollection what Mrs Jane Jerdan had said
to him:—“Do it, then. Do it with a vengeance!—But remember this,
that wherever ye set the place of combat, be it in hill or dale, deep
linn or moss hag, I shall have a thirdsman there to encourage you on.
I shall give you a meeting you little wot of.”
If he was confounded before, he was ten times more so at the
remembrance of these words of most ominous import.
At the time he totally disregarded them, taking them for mere
rhodomontade; but now the idea was to him terrible, that his father’s
spirit, like the prophet’s of old, should have been conjured up by
witchcraft; and then again he bethought himself that no witch would
have employed her power to prevent evil. In the end he knew not
what to think, and so, taking the hammer from its rest, he gave three
raps on the pipe drum (for there were no bells in the towers of those
days), and up came John Burgess, Thomas Beattie’s henchman,
huntsman, and groom of the chambers, one who had been attached
to the family for fifty years, and he says, in his slow west-border
tongue, “How’s thou now, callan’?—Is thou ony better-lins? There
has been tway stags seen in the Bloodhope-Linns this morning
already.”
“Ay, and there has been something else seen, John, that lies nearer
to my heart to-day.” John looked at his master with an inquisitive
eye and quivering lip, but said nothing. The latter went on: “I am
very unwell to-day, John, and cannot tell what is the matter with me.
I think I am bewitched.”
“It’s very like thou is, callan’. I pits nae doubt on’t at a’.”
“Is there anybody in this moor district whom you ever heard
blamed for the horrible crime of witchcraft?”
“Ay, that there is; mair than ane or tway. There’s our neighbour,
Lucky Jerdan, for instance, and her niece Nell,—the warst o’ the pair,
I doubt.” John said this with a sly stupid leer, for he had admitted the
old lady to an audience with his master the day before, and had eyed
him afterwards bending his course towards Drumfielding.
“John, I am not disposed to jest at this time; for I am disturbed in
mind, and very ill. Tell me, in reality, did you ever hear Mrs Jane
Jerdan accused of being a witch?”
“Why, look thee, master, I dare nae say she’s a witch; for Lucky has
mony good points in her character. But it’s weel kenned she has mair
power nor her ain, for she can stop a’ the plews in Eskdale wi’ a wave
o’ her hand, and can raise the dead out o’ their graves, just as a
matter of coorse.”
“That, John, is an extraordinary power indeed. But did you never
hear of her sending any living men to their graves? For as that is
rather the danger that hangs over me, I wish you would take a ride
over and desire Mrs Jane to come and see me. Tell her I am ill, and
request her to come and see me.”
“I shall do that, callan’. But are thou sure it is the auld witch I’m to
bring? For it strikes me the young ane maybe has done the deed; and
if sae, she is the fittest to effect the cure. But I shall bring the auld
ane.—Dinna flee intil a rage, for I shall bring the auld ane; though,
gude forgie me! it is unco like bringing the houdie.”
Away went John Burgess to Drumfielding; but Mrs Jane would not
move for all his entreaties. She sent back word to his master, to “rise
out o’ his bed, for he wad be waur if ony thing ailed him; and if he
had aught to say to auld Jane Jerdan, she would be ready to hear it at
hame, though he behoved to remember that it wasna ilka subject
under the sun that she could thole to be questioned anent.”
With this answer John was forced to return, and there being no
accounts of old Beattie having been seen in Scotland, the young men
remained all the Sabbath-day in the utmost consternation at the
apparition of their father they had seen, and the appalling rebuke
they had received from it. The most incredulous mind could scarce
doubt that they had had communion with a supernatural being; and
not being able to draw any other conclusion themselves, they became
persuaded that their father was dead; and accordingly, both prepared
for setting out early on Monday morning toward the county of Salop,
from whence they had last heard of him.
But just as they were ready to set out, when their spurs were
buckled on and their horses bridled, Andrew Johnston, their father’s
confidential servant, arrived from the place to which they were
bound. He had ridden night and day, never once stinting the light
gallop, as he said, and had changed his horse seven times. He
appeared as if his ideas were in a state of derangement and
confusion; and when he saw his young masters standing together,
and ready-mounted for a journey, he stared at them as if he scarcely
believed his own senses. They of course asked immediately about the
cause of his express; but his answers were equivocal, and he
appeared not to be able to assign any motive. They asked him
concerning their father, and if anything extraordinary had happened
to him. He would not say either that there had, or that there had not;
but inquired, in his turn, if nothing extraordinary had happened with
them at home. They looked to one another, and returned him no
answer; but at length the youngest said, “Why, Andrew, you profess
to have ridden express for the distance of two hundred miles; now
you surely must have some guess for what purpose you have done
this? Say, then, at once, what your message is: Is our father alive?”
“Ye—es; I think he is.”
“You think he is? Are you uncertain, then?”
“I am certain he is not dead,—at least, was not when I left him. But
—hum—certainly there has a change taken place. Hark ye, masters—
can a man be said to be in life when he is out of himself?”
“Why, man, keep us not in this thrilling suspense. Is our father
well?”
“No—not quite well. I am sorry to say, honest gentlemen, that he is
not. But the truth is, my masters, now that I see you well and hearty,
and about to take a journey in company, I begin to suspect that I
have been posted all this way on a fool’s errand; and not another
syllable will I speak on the subject, till I have some refreshment, and
if you still insist on hearing a ridiculous story, you will hear it then.”
When the matter of the refreshment had been got over to Andrew’s
full satisfaction, he began as follows:—
“Why, faith, you see, my masters, it is not easy to say my errand to
you, for in fact I have none. Therefore, all that I can do is to tell you a
story—a most ridiculous one it is, as ever sent a poor fellow out on
the gallop for the matter of two hundred miles or so. On the morning
before last, right early, little Isaac, the page, comes to me, and he
says,—‘Johnston, thou must go and visit master. He’s bad.’”
“Bad!” says I, “Whatever way is he bad?”
“‘Why,’ says he, ‘he’s so far ill as he’s not well, and desires to see
you without one moment’s delay. He’s in fine taking, and that you’ll
find; but what for do I stand here? Lord, I never got such a fright.
Why, Johnston, does thou know that master hath lost himself?’
“‘How lost himself, rabbit?’ says I; ‘speak plain out, else I’ll have
thee lug-hauled, thou dwarf!’ for my blood rose at the imp, for
fooling at any mishap of my master’s. But my choler only made him
worse, for there is not a greater diel’s-buckie in all the Five Dales.
“‘Why, man, it is true that I said,’ quoth he, laughing; ‘the old gurly
squire hath lost himself; and it will be grand sport to see thee going
calling him at all the stane-crosses in the kingdom, in this here way.
—Ho, yes! and a two times ho, yes! and a three times ho, yes! Did
anybody no see the better half of my master, Laird of the twa
Cassway’s, Bloodhope, and Pentland, which was amissing overnight,
and is supposed to have gone a-woolgathering? If anybody hath seen
that better part of my master, whilk contains as much wit as a man
could drive on a hurlbarrow, let them restore it to me, Andrew
Johnston, piper, trumpeter, whacker, and wheedler, to the same
great and noble squire; and high shall be his reward. Ho, yes!’
“‘The deuce restore thee to thy right mind!’ said I, knocking him
down, and leaving him sprawling in the kennel, and then hasted to
my master, whom I found feverish, restless, and raving, and yet with
an earnestness in his demeanour that stunned and terrified me. He
seized my hand in both his, which were burning like fire, and gave
me such a look of despair as I shall never forget. ‘Johnston, I am ill,’
said he, ‘grievously ill, and know not what is to become of me. Every
nerve in my body is in a burning heat, and my soul is as it were torn
to fritters with amazement. Johnston, as sure as you are in the body,
something most deplorable hath happened to them.’
“‘Yes, as sure as I am in the body, there has, master,’ says I. ‘But I’ll
have you bled and doctored in style, and you shall soon be as sound
as a roach,’ says I, ‘for a gentleman must not lose heart altogether for
a little fire-raising in his outworks, if it does not reach the citadel,’
says I to him. But he cut me short by shaking his head and flinging
my hand from him.
“‘A truce with your talking,’ says he. ‘That which hath befallen me
is as much above your comprehension as the sun is above the earth,
and never will be comprehended by mortal man; but I must inform
you of it, as I have no other means of gaining the intelligence I yearn
for, and which I am incapable of gaining personally. Johnston, there
never was a mortal man suffered what I have suffered since
midnight. I believe I have had doings with hell; for I have been
disembodied, and embodied again, and the intensity of my tortures
has been unparalleled.—I was at home this morning at daybreak.’
“‘At home at Cassway!’ says I. ‘I am sorry to hear you say so,
master, because you know, or should know, that the thing is
impossible, you being in the ancient town of Shrewsbury on the
king’s business.’
“‘I was at home in very deed, Andrew,’ returned he; ‘but whether in
the body or out of the body, I cannot tell—the Lord only knoweth.
But there I was in this guise, and with this heart and all its feelings
within me, where I saw scenes, heard words, and spoke others, which
I will here relate to you. I had finished my despatches last night by
midnight, and was sitting musing on the hard fate and improvidence
of my sovereign master, when, ere ever I was aware, a neighbour of
ours, Mrs Jane Jerdan, of Drumfielding, a mysterious character, with
whom I have had some strange doings in my time, came suddenly
into the chamber, and stood before me. I accosted her with doubt
and terror, asking what had brought her so far from home.’
“‘You are not so far from home as you imagine,’ said she; ‘and it is
fortunate for some that it is so. Your two sons have quarrelled about
the possession of niece Ellen, and though the eldest is blameless of
the quarrel, yet has he been forced into it, and they are engaged to
fight at daybreak at the Crook of Glendearg. There they will assuredly
fall by each other’s hands, if you interpose not; for there is no other
authority now on earth that can prevent this woful calamity.’
“‘Alas! how can I interfere,’ said I, ‘at a distance? It is already
within a few hours of the meeting, and before I get from among the
windings of the Severn, their swords will be bathed in each other’s
blood! I must trust to the interference of Heaven.’
“‘Is your name and influence, then, to perish for ever?’ said she. ‘Is
it so soon to follow your master’s, the great Maxwell of the Dales,
into utter oblivion? Why not rather rouse into requisition the
energies of the spirits that watch over human destinies? At least step
aside with me, that I may disclose the scene to your eyes. You know I
can do it; and you may then act according to your natural impulse.’
“Such was the import of the words she spoke to me, if not the very
words themselves. I understood them not at the time; nor do I yet.
But when she had done speaking, she took me by the hand, and
hurried me towards the door of the apartment, which she opened,
and the first step we took over the threshold, we stepped into a void
space and fell downward. I was going to call out, but felt my descent
so rapid, that my voice was stifled, and I could not so much as draw
my breath. I expected every moment to fall against something, and
be dashed to pieces; and I shut my eyes, clenched my teeth, and held
by the dame’s hand with a frenzied grasp, in expectation of the
catastrophe. But down we went—down and down, with a celerity
which tongue cannot describe, without light, breath, or any sort of
impediment. I now felt assured that we had both at once stepped
from off the earth, and were hurled into the immeasurable void. The
airs of darkness sung in my ears with a booming din as I rolled down
the steeps of everlasting night, an outcast from nature and all its
harmonies, and a journeyer into the depths of hell.
“I still held my companion’s hand, and felt the pressure of hers;
and so long did this our alarming descent continue, that I at length
caught myself breathing once more, but as quick as if I had been in
the height of a fever. I then tried every effort to speak, but they were
all unavailing; for I could not emit one sound, although my lips and
tongue fashioned the words. Think, then, of my astonishment, when
my companion sung out the following stanza with the greatest glee:—
‘Here we roll,
Body and soul,
Down to the deeps of the Paynim’s goal—
With speed and with spell,
With yo and with yell,
This is the way to the palace of hell—
Sing yo! ho!
Level and low,
Down to the Valley of Vision we go!’
“‘Ha, ha, ha! Tam Beattie,’ added she, ‘where is a’ your courage
now? Cannot ye lift up your voice and sing a stave wi’ your auld
crony? And cannot ye lift up your een, and see what region you are in
now?’
“I did force open my eyelids, and beheld light, and apparently
worlds, or huge lurid substances, gliding by me with speed beyond
that of the lightning of heaven. I certainly perceived light, though of a
dim, uncertain nature; but so precipitate was my descent, I could not
distinguish from whence it proceeded, or of what it consisted,
whether of the vapours of chaotic wastes, or the streamers of hell. So
I again shut my eyes closer than ever, and waited the event in terror
unutterable.
“We at length came upon something which interrupted our farther
progress. I had no feeling as we fell against it, but merely as if we
came in contact with some soft substance that impeded our descent;
and immediately afterwards I perceived that our motion had ceased.
“‘What a terrible tumble we hae gotten, Laird!’ said my
companion. ‘But ye are now in the place where you should be; and
deil speed the coward!’
“So saying, she quitted my hand, and I felt as if she were wrested
from me by a third object; but still I durst not open my eyes, being
convinced that I was lying in the depths of hell, or some hideous
place not to be dreamt of; so I lay still in despair, not even daring to
address a prayer to my Maker. At length I lifted my eyes slowly and
fearfully; but they had no power of distinguishing objects. All that I
perceived was a vision of something in nature, with which I had in
life been too well acquainted. It was a glimpse of green glens, long
withdrawing ridges, and one high hill, with a cairn on its summit. I
rubbed my eyes to divest them of the enchantment, but when I
opened them again, the illusion was still brighter and more
magnificent. Then springing to my feet, I perceived that I was lying
in a little fairy ring, not one hundred yards from the door of my own
hall!
“I was, as you may well conceive, dazzled with admiration; still I
felt that something was not right with me, and that I was struggling
with an enchantment; but recollecting the hideous story told me by
the beldame, of the deadly discord between my two sons, I hasted to
watch their motions, for the morning was yet but dawning. In a few
seconds after recovering my senses, I perceived my eldest son
Thomas leave his tower armed, and pass on towards the place of
appointment. I waylaid him, and remarked to him that he was very
early astir, and I feared on no good intent. He made no answer, but
stood like one in a stupor, and gazed at me. ‘I know your purpose,
son Thomas,’ said I; ‘so it is in vain for you to equivocate. You have
challenged your brother, and are going to meet him in deadly
combat; but as you value your father’s blessing, and would deprecate
his curse—as you value your hope of heaven, and would escape the
punishment of hell—abandon the hideous and cursed intent, and be
reconciled to your only brother.’
“On this, my dutiful son Thomas kneeled to me, and presented his
sword, disclaiming at the same time all intentions of taking away his
brother’s life, and all animosity for the vengeance sought against
himself, and thanked me in a flood of tears for my interference. I
then commanded him back to his couch, and taking his cloak and
sword, hasted away to the Crook of Glendearg, to wait the arrival of
his brother.”
Here Andrew Johnston’s narrative detailed the selfsame
circumstances recorded in a former part of this tale, as having passed
between the father and his younger son, so that it is needless to
recapitulate them; but beginning where that broke off, he added, in
the words of the old laird: “As soon as my son Francis had left me, in
order to be reconciled to his brother, I returned to the fairy knowe
and ring, where I first found myself seated at daybreak. I know not
why I went there, for though I considered with myself, I could
discover no motive that I had for doing so, but was led thither by a
sort of impulse which I could not resist, and from the same feeling
spread my son’s mantle on the spot, laid his sword beside it, and
stretched me down to sleep. I remember nothing farther with any
degree of accuracy, for I instantly fell into a chaos of suffering,
confusion, and racking dismay, from which I was only of late
released by awaking from a trance on the very seat, and in the same
guise in which I was the evening before. I am certain I was at home
in body or in spirit—saw my sons—spake these words to them, and
heard theirs in return. How I returned I know even less, if that is
possible, than how I went; for it seemed to me that the mysterious
force that presses us to this sphere, and supports us on it, was in my
case withdrawn or subverted, and that I merely fell from one part of
the earth’s surface and alighted on another. Now I am so ill that I
cannot move from this couch; therefore, Andrew, do you mount and
ride straight home. Spare no horseflesh, by night or by day, to bring
me word of my family, for I dread that some evil hath befallen them.
If you find them in life, give them many charges from me of brotherly
love and affection; if not—what can I say, but, in the words of the
patriarch, if I am bereaved of my children, I am bereaved.”
The two brothers, in utter amazement, went together to the green
ring on the top of the knoll above the castle of Cassway, and there
found the mantle lying spread, and the sword beside it. They then,
without letting Johnston into the awful secret, mounted straight, and
rode off with him to their father. They found him still in bed, and
very ill; and though rejoiced at seeing them, they soon lost hope of
his recovery, his spirits being broken and deranged in a wonderful
manner. Their conversations together were of the most solemn
nature, the visitation deigned to them having been above their
capacity. On the third or fourth day, their father was removed by
death from this terrestrial scene, and the minds of the young men
were so much impressed by the whole of the circumstances, that it
made a great alteration in their after life. Thomas, as solemnly
charged by his father, married Ellen Scott, and Francis was well
known afterwards as the celebrated Dr Beattie of Amherst. Ellen was
mother to twelve sons; and on the night that her seventh son was
born, her aunt Jerdan was lost, and never more heard of, either
living or dead.[9]
9. This will be viewed as a most romantic and unnatural story, as without
doubt it is; but I have the strongest reasons for believing that it is founded on a
literal fact, of which all the three were sensibly and positively convinced. It was
published in England in Dr Beattie’s lifetime, and by his acquiescence, and owing
to the respectable source from whence it came, it was never disputed in that day
that it had its origin in truth. It was again republished, with some miserable
alterations, in a London collection of 1770, by J. Smith, at No. 15, Paternoster Row,
and though I have seen none of these accounts, but relate the story wholly from
tradition, yet the assurance obtained from a friend of their existence, is a curious
corroborative circumstance, and proves that if the story was not true, the parties at
least believed it to be so.—Note by the Author.
THE ELDER’S FUNERAL.
By Professor Wilson.
How beautiful to the eye and to the heart rise up, in a pastoral
region, the green silent hills from the dissolving snow-wreaths that
yet linger at their feet! A few warm sunny days, and a few breezy and
melting nights, have seemed to create the sweet season of spring out
of the winter’s bleakest desolation. We can scarcely believe that such
brightness of verdure could have been shrouded in the snow,
blending itself, as it now does, so vividly with the deep blue of
heaven. With the revival of nature our own souls feel restored.
Happiness becomes milder, meeker, and richer in pensive thought;
while sorrow catches a faint tinge of joy, and reposes itself on the
quietness of earth’s opening breast. Then is youth rejoicing—
manhood sedate—and old age resigned. The child shakes his golden
curls in his glee; he of riper life hails the coming year with temperate
exultation; and the eye that has been touched with dimness, in the
general spirit of delight, forgets or fears not the shadows of the grave.
On such a vernal day as this did we, who had visited the Elder on
his death-bed,[10] walk together to his house in the Hazel Glen, to
accompany his body to the place of burial. On the night he died, it
seemed to be the dead of winter. On the day he was buried, it seemed
to be the birth of spring. The old pastor and I were alone for awhile
as we pursued our path up the glen, by the banks of the little burn. It
had cleared itself off from the melted snow, and ran so pellucid a
race that every stone and pebble was visible in its yellow channel.
The willows, the alders, and the birches, the fairest and the earliest of
our native hill-trees, seemed almost tinged with a verdant light, as if
they were budding; and beneath them, here and there peeped out, as
in the pleasure of new existence, the primrose lonely, or in little
families and flocks. The bee had not yet ventured to leave his cell, yet
the flowers reminded one of his murmur. A few insects were dancing
in the air, and here and there some little moorland bird, touched at
the heart with the warm and sunny change, was piping his love-sweet
song among the braes. It was just such a day as a grave meditative
man, like him we were about to inter, would have chosen to walk
over his farm in religious contentment with his lot. That was the
thought that entered the pastor’s heart, as we paused to enjoy one
brighter gleam of the sun in a little meadow-field of peculiar beauty.
10. See ante, page 280.
“This is the last day of the week, and on that day often did the
Elder walk through this little happy kingdom of his own, with some
of his grandchildren beside and around him, and often his Bible in
his hand. It is, you feel, a solitary place,—all the vale is one seclusion
—and often have its quiet bounds been a place of undisturbed
meditation and prayer.”
We now came in sight of the cottage, and beyond it the
termination of the glen. There the high hills came sloping gently
down; and a little waterfall, in the distance, gave animation to a
scene of perfect repose. We were now joined by various small parties
coming to the funeral through openings among the hills; all sedate,
but none sad, and every greeting was that of kindness and peace. The
Elder had died full of years; and there was no need why any out of his
household should weep. A long life of piety had been beautifully
closed; and, therefore, we were all going to commit the body to the
earth, assured, as far as human beings may be so assured, that the
soul was in heaven. As the party increased on our approach to the
house, there was even cheerfulness among us. We spoke of the early
and bright promise of spring—of the sorrows and joys of other
families—of marriages and births—of the new schoolmaster—of to-
morrow’s Sabbath. There was no topic of which, on any common
occasion, it might have been fitting to speak, that did not now
perhaps occupy, for a few moments, some one or other of the group,
till we found ourselves ascending the greensward before the cottage,
and stood below the bare branches of the sycamores. Then we were
all silent, and, after a short pause, reverently entered into the house
of death.
At the door the son received us with a calm, humble, and
untroubled face; and in his manner towards the old minister, there
was something that could not be misunderstood, expressing
penitence, gratitude, and resignation. We all sat down in the large
kitchen; and the son decently received each person at the door, and
showed him to his place. There were some old gray heads, more
becoming gray, and many bright in manhood and youth. But the
same solemn hush was over them all, and they sat all bound together
in one uniting and assimilating spirit of devotion and faith. Wine and
bread were to be sent round; but the son looked to the old minister,
who rose, lifted up his withered hand, and began a blessing and a
prayer.
There was so much composure and stillness in the old man’s
attitude, and something so affecting in his voice, tremulous and
broken, not in grief but age, that no sooner had he begun to pray,
than every heart and every breath at once were hushed. All stood
motionless, nor could one eye abstain from that placid and
patriarchal countenance, with its closed eyes, and long silvery hair.
There was nothing sad in his words, but they were all humble and
solemn, and at times even joyful in the kindling spirit of piety and
faith. He spoke of the dead man’s goodness as imperfect in the eyes
of his Great Judge, but such as, we were taught, might lead, through
intercession, to the kingdom of heaven. Might the blessing of God, he
prayed, which had so long rested on the head now coffined, not
forsake that of him who was now to be the father of this house. There
was more—more joy, we were told, in heaven, over one sinner that
repenteth, than over ninety and nine just persons which need no
repentance. Fervently, too, and tenderly, did the old man pray for
her, in her silent chamber, who had lost so kind a parent, and for all
the little children round her knees. Nor did he end his prayer without
some allusion to his own gray hairs, and to the approaching day on
which many then present would attend his burial.
Just as he ceased to speak, one solitary stifled sob was heard, and
all eyes turned kindly round to a little boy who was standing by the
side of the Elder’s son. Restored once more to his own father’s love,
his heart had been insensibly filled with peace since the old man’s
death. The returning tenderness of the living came in place of that of
the dead, and the child yearned towards his father now with a
stronger affection, relieved at last from all his fear. He had been
suffered to sit an hour each day beside the bed on which his
grandfather lay shrouded, and he had got reconciled to the cold but
silent and happy looks of death. His mother and his Bible told him to
obey God without repining in all things; and the child did so with
perfect simplicity. One sob had found its way at the close of that
pathetic prayer; but the tears that bathed his glistening cheeks were
far different from those that, on the day and night of his
grandfather’s decease, had burst from the agony of a breaking heart.
The old minister laid his hand silently upon his golden head; there
was a momentary murmur of kindness and pity over the room; the
child was pacified, and again all was repose and peace.
A sober voice said all was ready, and the son and the minister led
the way reverently out into the open air. The bier stood before the
door, and was lifted slowly up with its sable pall. Silently each
mourner took his place. The sun was shining pleasantly, and a gentle
breeze, passing through the sycamore, shook down the glittering
raindrops upon the funeral velvet. The small procession, with an
instinctive spirit, began to move along; and as I cast up my eyes to
take a farewell look of that beautiful dwelling, now finally left by him
who so long had blessed it, I saw at the half-open lattice of the little
bedroom window above, the pale weeping face of that stainless
matron, who was taking her last passionate farewell of the mortal
remains of her father, now slowly receding from her to the quiet field
of graves.
We proceeded along the edges of the hills, and along the meadow-
fields, crossed the old wooden bridge over the burn, now widening in
its course to the plain, and in an hour of pensive silence, or pleasant
talk, we found ourselves entering, in a closer body, the little gateway
of the churchyard. To the tolling of the bell we moved across the
green mounds, and arranged ourselves, according to the plan and
order which our feelings suggested, around the bier and its natural
supporters. There was no delay. In a few minutes the Elder was laid
among the mould of his forefathers, in their long-ago chosen spot of
rest. One by one the people dropped away, and none were left by the
new made grave but the son and his little boy, the pastor and myself.
As yet nothing was said, and in that pause I looked around me, over
the sweet burial-ground.
Each tombstone and grave over which I had often walked in
boyhood arose in my memory, as I looked steadfastly upon their
long-forgotten inscriptions; and many had then been erected. The
whole character of the place was still simple and unostentatious, but
from the abodes of the dead I could see that there had been an
improvement in the condition of the living. There was a taste visible
in their decorations, not without much of native feeling, and
occasionally something even of native grace. If there was any other
inscription than the name and age of the poor inhabitants below, it
was, in general, some short text of Scripture; for it is most pleasant
and soothing to the pious mind, when bereaved of friends, to
commemorate them on earth by some touching expression taken
from that Book which reveals to them a life in heaven.
There is a sort of gradation, a scale of forgetfulness, in a country
churchyard, where the processes of nature are suffered to go on over
the green place of burial, that is extremely affecting in the
contemplation. The soul goes from the grave just covered up, to that
which seems scarcely joined together, on and on to those folded and
bound by the undisturbed verdure of many, many unremembered
years. It then glides at last into nooks and corners where the ground
seems perfectly calm and waveless, utter oblivion having smoothed
the earth over the long mouldered bones. Tombstones, on which the
inscriptions are hidden in green obliteration, or that are mouldering,
or falling to a side, are close to others which last week were brushed
by the chisel;—constant renovation and constant decay—vain
attempts to adhere to memory—and oblivion, now baffled and now
triumphant, smiling among all the memorials of human affection, as
they keep continually crumbling away into the world of
undistinguishable dust and ashes.
The churchyard, to the inhabitants of a rural parish, is the place to
which, as they grow older, all their thoughts and feelings turn. The
young take a look of it every Sabbath-day, not always perhaps a
careless look, but carry away from it, unconsciously, many salutary
impressions. What is more pleasant than the meeting of a rural
congregation in the churchyard before the minister appears? What is
there to shudder at in lying down, sooner or later, in such a peaceful
and sacred place, to be spoken of frequently on Sabbath among the
groups of which we used to be one, and our low burial-spot to be
visited, at such times, as long as there remains on earth any one to
whom our face was dear? To those who mix in the strife and dangers
of the world, the place is felt to be uncertain wherein they may finally
lie at rest. The soldier—the sailor—the traveller—can only see some
dim grave dug for him when he dies, in some place obscure,
nameless, and unfixed to the imagination. All he feels is, that his
burial will be—on earth—or in the sea. But the peaceful dwellers who
cultivate their paternal acres, or tilling at least the same small spot of
soil, shift only from a cottage on the hillside to one on the plain, still
within the bounds of one quiet parish; they look to lay their bones at
last in the burial-place of the kirk in which they were baptised, and
with them it almost literally is but a step from the cradle to the grave.
Such were the thoughts that calmly followed each other in my
reverie, as I stood beside the Elder’s grave, and the trodden grass was
again lifting up its blades from the pressure of many feet, now all, but
a few, departed. What a simple burial had it been! Dust was
consigned to dust—no more. Bare, naked, simple, and austere is in
Scotland the service of the grave. It is left to the soul itself to
consecrate, by its passion, the mould over which tears, but no words,
are poured. Surely there is a beauty in this; for the heart is left unto
its own sorrow—according as it is a friend—a brother—a parent—or a
child, that is covered up from our eyes. Yet call not other rites,
however different from this, less beautiful or pathetic. For willingly
does the soul connect its grief with any consecrated ritual of the
dead. Sound or silence—music—hymns—psalms—sable garments, or
raiment white as snow—all become holy symbols of the soul’s
affection; nor is it for any man to say which is the most natural,
which is the best, of the thousand shows and expressions, and
testimonies of sorrow, resignation, and love, by which mortal beings
would seek to express their souls when one of their brethren has
returned to his parent dust.
My mind was recalled from all these sad, yet not unpleasant
fancies, by a deep groan, and I beheld the Elder’s son fling himself
down upon the grave and kiss it passionately, imploring pardon from
God. “I distressed my father’s heart in his old age—I repented—and
received thy forgiveness even on thy death-bed! But how may I be
assured that God will forgive me for having so sinned against my old,
grayheaded father, when his limbs were weak and his eyesight dim!”
The old minister stood at the head of the grave without speaking a
word, with his solemn and pitiful eyes fixed upon the prostrate and
contrite man. His sin had been great, and tears that till now had, on
this day at least, been compressed within his heart by the presence of
so many of his friends, now poured down upon the sod as if they
would have found their way to the very body of his father. Neither of
us offered to lift him up, for we felt awed by the rueful passion of his
love, his remorse, and his penitence; and nature, we felt, ought to
have her way. “Fear not, my son,” at length said the old man, in a
gentle voice—“fear not, my son, but that you are already forgiven.
Dost thou not feel pardon within thy contrite spirit?” He rose up
from his knees with a faint smile, while the minister, with his white
head yet uncovered, held his hands over him as in benediction; and
that beautiful and loving child, who had been standing in a fit of
weeping terror at his father’s agony, now came up to him and kissed
his cheek—holding in his little hand a few faded primroses which he
had unconsciously gathered together as they lay on the turf of his
grandfather’s grave.
MACDONALD, THE CATTLE-RIEVER.
Archibald Macdonald was perhaps the most perfect master of his

hazardous profession of any who ever practised it. Archibald was by
birth a gentleman, and proprietor of a small estate in Argyleshire,
which he however lost early in life. He soon distinguished himself as
a cattle-lifter on an extensive scale; and weak as the arm of the law
might then have been, he found it advisable to remove further from
its influence, and he shifted his residence from his native district of
Appin to the remote peninsula of Ardnamurchan, which was
admirably adapted to his purpose, from its geographical position. He
obtained a lease of an extensive farm, and he fitted up a large
cowhouse, though his whole visible live-stock consisted of one filly.
His neighbours could not help making remarks on this subject, but
he begged of them to have no anxiety on that head, assuring them
that his byre would be full ere Christmas; and he was as good as his
word. He had trained the filly to suit his purpose, and it was a
practice of his to tie other horses to her tail; she then directed her
course homeward by unfrequented routes, and always found her way
in safety.
His expeditions were generally carried on by sea, and he annoyed
the most distant of the Hebrides, both to the south and north. He
often changed the colour of his boats and sails, and adopted
whatever appeared best suited to his immediate purpose. In
consequence of this artifice, his depredations were frequently
ascribed to others, and sometimes to men of the first distinction in
that country, so dexterously did he imitate their birlings and their
insignia. He held his land from Campbell of Lochnell, into whose
favour he had insinuated himself by his knowledge and address.
When Lochnell resided at the castle of Mingary, Archibald was
often ordered to lie on a mattress in his bedroom, to entertain him at
night with the recitation of the poems of Ossian, and with tales.
Archibald contrived means to convert this circumstance to his
advantage. He ordered his men to be in readiness, and that night he
selected one of his longest poems. As he calculated, Lochnell fell
asleep before he had finished the recital; the robber slunk out and
soon joined his associates. He steered for the island of Mull, where
some of his men had been previously sent to execute his orders; he
carried off a whole fold of cattle, which he landed safely, and
returned to his mattress before Lochnell awoke. When he lay down
he purposely snored so loudly that the sleeping chief was disturbed,
and complained of the tremendous noise the fellow made, observing
that, fond as he was of poetry, he must deprive himself of it in future
on such conditions. To this Archibald had no objections; his
principal object was then accomplished, and taking up the tale where
he had stopped when his patron fell asleep, he finished it, and slept
soundly to an advanced hour.
The cattle were immediately missed, and suspicion fell on
Archibald; but he triumphantly referred to Lochnell for a proof of his
innocence, and this he obtained. That gentleman solemnly declared
that the robber had never been out of his room during that night, and
the charge was of course dropped.
A wealthy man who resided in the neighbourhood was noted for
his penurious habits, and he had incurred particular odium by
refusing a supply of meal to a poor widow in distress. This man had
sent a considerable quantity of grain to the mill, which, as usual, he
attended himself, and was conveying the meal home at night on
horseback. The horses were tied in a string, the halter of one fixed to
the tail of another; and the owner led the foremost by a long tether.
His road lay through a wood, and Archibald there watched his
approach. The night was dark, and the man walked slowly, humming
a song; the ground was soft, and the horses having no shoes (as is
still usual in that country), their tread made no noise. Archibald
ordered one of his men to loosen the tether from the head of the
front horse, and to hold it, himself occupying the place of the horse,
and walking on at the same pace. He thus got possession of the
whole. The miser soon arrived at his own door, and called for
assistance to deposit his winter store in safety, but, to his
astonishment, found he had but the halter!

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Chris Fill and Sarah Turnbull

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© Prentice Hall Europe 1994, 1999 (print)

ISBN: 978–1–292–09261–4 (print)

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Print edition typeset in 10/12pt Sabon LT Pro by 71

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Part 1 Introduction to marketing communications 1

1 Introducing marketing communications 3

Part 2 Managing marketing communications 147

5 Marketing communications: strategy and planning 149

Part 3 The marketing communications mix 353

11 Advertising: role, forms and strategy 355

Author index 691

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A01_FILL2614_07_SE_FM.indd 6 4/28/16 6:41 PM

Part 1 Introduction to marketing communications 1

1 Introducing marketing communications 3

Aims and learning objectives 3

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2 Communications: forms and conversations 37

Aims and learning objectives 37

3 Audience insight: information processing and behaviour 71

Aims and learning objectives 71

A01_FILL2614_07_SE_FM.indd 8 4/28/16 6:41 PM

Other approaches 101

Key points 108

4 How marketing communications might work 113

Aims and learning objectives 113

Part 2 Managing marketing communications 147

5 Marketing communications: strategy and planning 149

Aims and learning objectives 149

A01_FILL2614_07_SE_FM.indd 9 4/28/16 6:41 PM

Key points 177

6 Marketing communications: objectives and positioning 180

Aims and learning objectives 180

Key points 207

7 The communications industry: structure, operations and finance 211

Aims and learning objectives 211

A01_FILL2614_07_SE_FM.indd 10 4/28/16 6:41 PM

Branded content agencies 222

Key points 247

8 Evaluation and metrics 252

Aims and learning objectives 252

Key points 282

A01_FILL2614_07_SE_FM.indd 11 4/28/16 6:41 PM

9 Branding and marketing communications 287

Aims and learning objectives 287

Key points 318

Part 3 The marketing communications