8

Percy and Elliott, 2009

Makes attitudes more accessible and increases confidence in that attitude

Radio TV

A B C

Adapted from Yeshin, 2006

20 15 10 5 0

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Participation-led… focuses on dialogue, experience and conversation

Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of Creative Advertising. Switzerland: AVA Publishing.

Kate Cox and Denise Turner, (September 2011) New models of integration: Plugging the advertising effectiveness gap. Warc Exclusive, Advertising Research.

De Pelsmaker, P., Geuens, M. and Van den Bergh, J. (2006) Marketing Communications: A European Perspective. Harlow: FT Prentice Hall

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.

Percy, L. and Elliott, R. (2009) Strategic Advertising Management. Oxford, Oxford University Press.

Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. USA: Cengage.

Yeshin, T. (2006). Advertising. London, Thomson