Lecture Slides

Quarto revealjs slide decks for Weeks 1 to 8. Each week has a separate lecture deck. Tutorial decks are available for Weeks 1 and 2.

Week 1: The Digital Population

Deck	Description
Week 1 Lecture	The digital population, audience signals, evidence classification, persona construction
Week 1 Tutorial	Google Trends evidence exercise, persona draft, one-week media plan

Week 2: Linking Classic and Digital Planning

Deck	Description
Week 2 Lecture	STP, marketing mix, hierarchy of effects, relationship marketing, elaboration likelihood model
Week 2 Tutorial	Positioning canvas workshop, channel selection exercise, Week 2 submission preparation

Week 3: Persuasive Imagery and Visual Design

Deck	Description
Week 3 Lecture	Cognitive fluency, dual coding, semiotics, visual hierarchy, accessibility standards, AI image use

Week 4: Messaging and Wording

Deck	Description
Week 4 Lecture	Theory of planned behaviour, ELM/HSM, anchoring and priming, framing theory, Cialdini’s principles, the four-part copy structure, tone/readability/accessibility, message testing

Week 5: Display Advertising and Video Formats

Deck	Description
Week 5 Lecture	Mere exposure and attention economy, media richness theory, audience targeting, bid strategies, contextual targeting and exclusions, YouTube ad format taxonomy, creative fatigue, evaluation metrics

Week 6: Search Engine Optimisation

Deck	Description
Week 6 Lecture	Information foraging theory, the long tail of search, keyword clustering, search intent classification, on-page SEO, local SEO signals, service-dominant logic, ethical outreach

Week 7: Paid Search and PPC

Deck	Description
Week 7 Lecture	The Ad Rank formula and Quality Score, keyword match types, negative keywords, responsive search ads, ad extensions, PPC efficiency metrics, CPA diagnostics, bidding strategies, landing page design for PPC

Week 8: Social Media Platforms and Theory

Deck	Description
Week 8 Lecture	The Technology Acceptance Model, Social Information Processing theory, the four platform environments, cadence and tone, creative and disclosure basics, evaluation using reach, engagement quality, and click or conversion

Instructor Use

Each deck is intentionally concise. Use the chapter for detailed explanation and the slide speaker notes for facilitation prompts. Slides open as self-contained HTML, and no internet connection is required to present them, with one exception: the Week 4 deck includes a live Google Maps embed for the anchoring demonstration, which needs a live classroom network connection. A static fallback example sits on the two preceding slides if connectivity is unavailable.

Additional weeks will be added as chapters are proofread and released.