1. Chapter 2 Communications: forms and conversations

2. Exhibit 2.1 Vinnie – Hands-Only CPR Source: British Heart Foundation.

3. Exhibit 2.2 Vinnie is now used for NHS training Source: British Heart Foundation.

4. Figure 2.1 A linear model of communications Source: Based on Schramm (1955) and Shannon and Weaver (1962).

5. Exhibit 2.3 Adidas ad used to appeal to the pride of the Chinese at hosting the 2008 Beijing Olympics Source: 2015 Adidas.

6. Figure 2.2 The influencer model of communications Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 2.2, p. 39.

7. Figure 2.3 Multi-step variation of the influencer model of communications Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 2.2, p. 39.

8. Exhibit 2.4 Influencer communications to promote authentic Caribbean rum Source: Bray Leino Ltd.

9. Figure 2.4 The interactional model of communications Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 2.4, p. 41.

10. Table 2.3 Characteristics associated with opinion leaders

11. Figure 2.5 The stages in the innovation decision-making process of adoption