Principles of Integrated Marketing Communications

Prior to joining the Department of Marketing and Management in June 2007, Lawrence was a faculty member at the Macquarie Graduate School of Management (MGSM); and before that, he worked for many years as a senior marketing research consultant and manager. His current areas of research are competencies in customer relationship management, complaints handling, attention and creativity in advertising, neuromarketing and non-conscious effects of marketing stimuli, consumption and loyalty, social comparison, brand misconduct and product recall, brand valuation, personality and celebrity endorsement, materialism. Lawrence teaches in the area of marketing management, advertising and marketing research at undergraduate and postgraduate levels in Australia and overseas. He also contributes to executive training for various organisations. He consults in the area of advertising effectiveness and branding for various industries: fast-moving consumer goods, pharmaceuticals, telecommunications and finance.

1. Integrated marketing communications and its synergistic effects; 2. Uncovering insights; 3. Brand Positioning; 4. Media planning for growth; 5. Integrating digital and non-digital channels; 6. Advertising creativity; 7. Planning and executing the creative appeal; 8. Social influence; 9. Public relations, corporate reputation, sponsorship and content marketing; 10. Influence, tactics and integration in personal selling; 11. Direct response marketing and sales promotion integration; 12. Advertising testing, campaign tracking and synergistic effects; 13. Integrative review, IMC implementations and marketing technologies.