Full Ebook of Integrated Marketing Communication Advertising and Promotion in A Digital World 2Nd Edition Jerome M Juska Online PDF All Chapter

Integrated Marketing Communication
Advertising and Promotion in a Digital

World 2nd Edition Jerome M Juska
Visit to download the full and correct content document:
https://ebookmeta.com/product/integrated-marketing-communication-advertising-and-
promotion-in-a-digital-world-2nd-edition-jerome-m-juska/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...
ISE Advertising and Promotion: An Integrated Marketing

Communications Perspective 12th Edition George Belch
https://ebookmeta.com/product/ise-advertising-and-promotion-an-
integrated-marketing-communications-perspective-12th-edition-
george-belch/
Advertising and Integrated Brand Promotion 8th Edition

Thomas O'Guinn
https://ebookmeta.com/product/advertising-and-integrated-brand-
promotion-8th-edition-thomas-oguinn/
Contemporary Advertising and Integrated Marketing

Communications 15th Edition William F. Arens
https://ebookmeta.com/product/contemporary-advertising-and-
integrated-marketing-communications-15th-edition-william-f-arens/
Paid Attention: Innovative Advertising for a Digital

World, 2nd Edition Faris Yakob
https://ebookmeta.com/product/paid-attention-innovative-
advertising-for-a-digital-world-2nd-edition-faris-yakob/
Innovation in Advertising and Branding Communication
1st Edition Lluís Mas Manchón
https://ebookmeta.com/product/innovation-in-advertising-and-
branding-communication-1st-edition-lluis-mas-manchon/
Principles of Integrated Marketing Communications Team

IRA 2nd Edition Lawrence Ang
https://ebookmeta.com/product/principles-of-integrated-marketing-
communications-team-ira-2nd-edition-lawrence-ang/
Marketing Management A Cultural Perspective 2nd Edition

Luca M. Visconti
https://ebookmeta.com/product/marketing-management-a-cultural-
perspective-2nd-edition-luca-m-visconti/
Influencer Marketing for Brands: What YouTube and

Instagram Can Teach You About the Future of Digital
Advertising 1st Edition Aron Levin
https://ebookmeta.com/product/influencer-marketing-for-brands-
what-youtube-and-instagram-can-teach-you-about-the-future-of-
digital-advertising-1st-edition-aron-levin/
Place Event Marketing in the Asia Pacific Region

Branding and Promotion in Cities 1st Edition Waldemar
Cudny Editor
https://ebookmeta.com/product/place-event-marketing-in-the-asia-
pacific-region-branding-and-promotion-in-cities-1st-edition-
waldemar-cudny-editor/
Integrated Marketing
Communication
Now in its second edition, this textbook explores the continuing

transformation of advertising, sales promotion, and public relations
functions within the marketing discipline. The content focuses on emerging
new technologies, as well as established digital and legacy media, as the
reader is guided through the process of developing and implementing a
comprehensive Integrated Marketing Communication plan for companies,
organizations, and brands.
Clear, concise, and practical, the book takes the reader through
consumer, market, and competitive research; creative conceptualization;
market segmentation, identification of a target audience, and brand
positioning; as well as strategic decisions involving the timing, placement,
and intensity of advertising, sales promotion, public relations, and brand
visibility. The new edition emphasizes the importance of social media,
website development, search engine optimization, mobile marketing,
brand promotion events, and retail store connectivity. Updated to include
more digital content with detailed international examples, this new edition
adds four new chapters including Integrated Marketing Communication
objectives, budgets, and metrics, legacy media planning, business-to-
business marketing strategies, and innovative technologies with topics
such as artificial intelligence, predictive analytics, synthetic media, virtual
reality, and voice marketing.
Upper-level undergraduate and postgraduate students will appreciate
this lucid, up-to-date text, as will business professionals in executive
education and certificate programs. Experiential learning is provided with
chapter assignments and a continuity case study woven into the textbook.
The second edition is also accompanied by robust online resources, including
PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital
flash cards, test banks, an instructor resource book, and interactive templates
for preparing an Integrated Marketing Communication Plan.
Jerome M. Juska is an Adjunct Professor at Seminole State University.

Dr. Juska has taught advertising management at the University of Illinois,
Northwestern University, and Franklin College in Lugano, Switzerland. He is
also a consultant for agencies, media, and advertisers.
Integrated
Marketing
Communication
Advertising and Promotion
in a Digital World
Second Edition
Jerome M. Juska
Cover image: © Getty Images
Second edition published 2022

by Routledge
605 Third Avenue, New York, NY 10158
and by Routledge
4 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2022 Taylor & Francis
The right of Jerome M. Juska to be identified as author of this work has been
asserted in accordance with sections 77 and 78 of the Copyright, Designs and
Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or

utilised in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in
any information storage or retrieval system, without permission in writing
from the publishers.
Trademark notice: Product or corporate names may be trademarks or

registered trademarks, and are used only for identification and explanation
without intent to infringe.
First edition published by Routledge 2018
Library of Congress Cataloging-in-Publication Data

Names: Juska, Jerome M., author.
Title: Integrated marketing communication : advertising and promotion in a
digital world / Jerome M. Juska.
Description: Second Edition. | New York, NY : Routledge, 2022. | Revised
edition of the author’s Integrated marketing communication, 2017. |
Includes bibliographical references and index.
Identifiers: LCCN 2021028814 (print) | LCCN 2021028815 (ebook) | ISBN
9780367443368 (hardback) | ISBN 9780367436230 (paperback) | ISBN
9780367443382 (ebook)
Subjects: LCSH: Internet advertising. | Internet marketing.
Classification: LCC HF6146.I58 J87 2022 (print) | LCC HF6146.I58 (ebook)
| DDC 658.8/72--dc23
LC record available at https://lccn.loc.gov/2021028814
LC ebook record available at https://lccn.loc.gov/2021028815
ISBN: 978-0-367-44336-8 (hbk)

ISBN: 978-0-367-43623-0 (pbk)
ISBN: 978-0-367-44338-2 (ebk)
DOI: 10.4324/9780367443382
Typeset in Sabon-Roman
by Deanta Global Publishing Services, Chennai, India
Access the Support Material: www.routledge.com/ 9780367436230

Contents
Dedicationxxi
Authorxxiii
Forewordxxv
Prefacexxix
1 Artificial Intelligence: Another Digital Transformation for

the Future of Marketing 1
2 Integrated Marketing Communication: Pathways for Brand
Messages and Content 31
3 Marketing Research Methods: Collecting and Analyzing
Input for Decision-Making 61
4 IMC Objectives and Budgets: Funding Methods and
Allocating Financial Resources 81
5 Segmentation Strategies: Prioritizing Target Groups for
Effective Brand Communication 99
6 Creativity Strategies and Advertising: The Storytelling
Process, People, and Procedures 119
7 Digital Media Strategies: Owned and Shared Pathways
for Delivering Brand Content 153
8 Legacy Media Strategies: Paid Pathways for National and
Local Advertising Campaigns 183
9 Sales Promotion Strategies: Motivating Shoppers to React
and Respond to Special Offers 219
10 Public Relations Strategies: Earned Media Coverage and
Building Lasting Relationships 241

v
Contents
11 Brand Visibility Strategies: Displaying a Physical Presence

and Using Personal Contact 259
12 B2B Communication Strategies: Retaining Customers and
Discovering New Buyers 271
Further Reading 285

Index295
vi
Detailed Contents
Dedicationxxi
Authorxxiii
Forewordxxv
Prefacexxix
1 Artificial Intelligence: Another Digital Transformation

for the Future of Marketing 1
Learning Objectives 1
Introduction1
What Is Artificial Intelligence? 2
Definition of Artificial Intelligence 2
Threats to Privacy 3
Human and Machine Communication 4
Data-Driven Marketing 4
Marketing Technology’s Digital Landscape 5
Facial Recognition 6
Definition of Facial Recognition 6
Surveillance Environments 8
Public Places 8
Homes and Apartments 9
Offices and Warehouses 10
Retail Stores 10
Transportation 11
Social Media 11
Companies Using Facial Recognition 12
Disney Theme Parks 12
McDonald’s 13
Walmart 13
Chevron 13
MAC Cosmetics 13
MasterCard 14
Privacy Rights and Laws 14
Biometric Privacy Act 14
Consumer Concerns 15

vii
Detailed Contents
Interactive Voice Commerce 15

Voice Assistants and Smart Speakers 16
Definition of Voice Commerce 16
What Is an API? 16
Seamless Voice Purchasing 17
Synthetic Media 18
Definition of Synthetic Media 18
Digital Avatars 19
Text-to-Speech Video Technology 20
Virtual Backgrounds 20
Music Tracks 20
Applications for Integrated Marketing Communications 20
Dangers of Deep Fakes 21
Three-Dimensional Social Media 21
Artificial Reality 22
Virtual Reality 22
Oculus Headset Equipment 22
Facebook Horizon 23
Personal Identity Chips 24
Orwellian Images 24
Radio-Frequency Identification (RFID) Technology 25
Starlink: The Alternative Internet 25
Who Owns the Internet? 25
Elon Musk and Starlink 26
Private Internet Systems 27
Summary28
Discussion Questions 29
Chapter Assignments 29
2 Integrated Marketing Communication: Pathways for

Brand Messages and Content 31
Introduction31
Definition of IMC 32
Communication Pathways 33
Advertising33
Sales Promotion 34
Public Relations 35
Brand Visibility 35
Digital Platforms 37
Personal Contact 37
Message Consistency 37
IMC Industry Structure 38
viii
Detailed Contents
Advertisers39
Consumer Advertising 39
B2B Advertising 40
Agricultural Advertising 40
Government Advertising 40
Non-Profit Advertising 41
Advocacy Advertising 41
Agencies41
Types of Agency 41
Methods of Compensation 43
Employment Positions and Functions 44
Selection Procedures for a New Agency 44
Media44
Suppliers45
Research Firms 45
Production Companies 46
Independent Consultants 46
Technological Support 46
The Customer’s Journey 46
AIDA Model 47
Sales Funnel 48
Top of the Funnel 48
Middle of the Funnel 49
Bottom of the Funnel 49
Attribution Model 50
The IMC Planning Process 51
Purpose of the Plan 51
Responsibility for Development 52
Procedures for Approval 53
Structure of the IMC Plan 53
Executive Summary 54
Marketing Research 55
Segmentation Strategies 55
Target Audience 55
Communication Objectives 56
Budget Allocations 56
Creative Message Strategies 57
Media Delivery Strategies 57
Performance Metrics 57
Summary58
Continuity Case Study 59
IMC Plan Development 60
ix
Detailed Contents
3 Marketing Research Methods: Collecting and

Analyzing Input for Decision-Making 61
Introduction61
Why Research Is Needed 62
Types of Research 62
Quantitative Research 62
Qualitative Research 63
Marketing Research Categories 63
Industry Research 64
Product Research 64
Communication Research 64
Consumer Research 65
Secondary Marketing Research 65
Internet Search 66
Syndicated Reports 67
Industry Associations 67
Business Media 67
Government Documents 68
Academic Journals 69
Consulting Companies 69
Library Databases 69
Primary Research 70
Zoom Online Sessions 71
Traditional Focus Groups 71
Social Media Listening 73
Brand Website Analysis 73
Digital Research Surveys 73
Personal Interviews 74
Behavioral Observations 75
Role-Playing Exercises 75
Projective Techniques 75
Summary77
Assignments78
4 IMC Objectives and Budgets: Funding Methods and

Allocating Financial Resources 81
Introduction81
Funding Sequence for IMC 82
Estimating Costs 82
Marketing Approvals 82
x
Detailed Contents
Budget Calculation Methods 84

Historic Patterns 84
Annual Increases 85
Industry Ratios 85
Percentage of Sales 86
Fixed Amount per Unit 86
Market Share Strategies 87
Share of Voice 87
IMC Objectives 87
Share of Media Expenditures 88
Media Models 88
Competitive Plus 88
Break-Even Points 89
New Brand Entries 89
Predictive Algorithms 89
Writing IMC Objectives 89
Requirements for Objectives 90
Budget Allocation Strategies 91
Allocation by IMC Category 91
Allocations by Product Life Cycle 92
Allocation by Time Periods 93
Allocation by Geographic Potential 94
Flexible Budget Adjustments 94
Competitive Activity 95
New Brand Introductions 95
Media Cost Increases 95
Unexpected Opportunities 95
Fiscal Year-End Reductions 95
Summary96
5 Segmentation Strategies: Prioritizing Target Groups

for Effective Brand Communication 99
Introduction99
Importance of Segmentation 100
Size of the Population 100
Advertising Media Prices 100
Relevance of Creative Content 101
Financial Affordability of Products and Services 101
Positioning of Competitive Brands 101
Maximizing Return on Investment (ROI) 101
xi
Detailed Contents
Consumer Segmentation Categories 102

Demographic Segmentation 102
Age 103
Gender 103
Income 103
Marital Status 104
Family Size 104
Ethnic Heritage 104
Race 104
Religion 104
Sexual Identification 105
Choice of Residence 105
Physical Attributes 105
Health Status 105
Geographic Segmentation 105
Traditional Definitions 106
Zip Codes 106
Core Based Statistical Areas (CBSAs) 106
Designated Market Areas (DMAs) 106
Company Sales Regions 107
Psychographic Segmentation 107
Personality 107
Life Style 108
Values 108
Attitudes 108
Activities 108
Behavioral Segmentation 109
Buyer Status 109
First Time Buyers 109
Brand Switchers 110
Brand Loyal 110
Purchase Rate 110
Developing Audience Profiles 111
Existing Customers 112
Competitive Brands 112
Media Composition 113
Prioritizing Target Audiences 113
Primary Target Audience 113
Secondary Target Profile 114
Focused Target Segment 114
Summary115
xii
Detailed Contents
6 Creativity Strategies and Advertising: The Storytelling

Process, People, and Procedures 119
Introduction119
What Is Creativity? 120
Definition of Creativity 120
Cognitive Structuralism 120
Physiology of Your Brain 121
Cognitive Spheres 122
Measuring Creativity 122
Personality Characteristics 123
Developing Creative Ideas 125
Brainstorming126
Morphing and Visualizing 127
Creative Planning at Agencies 127
Creative Teams 128
Brand Briefs 129
Buyer Personas 130
Storytelling Frameworks 131
Animation133
Announcer134
Aspirational134
Before/After134
Blended134
Celebrities135
Comparison136
Demonstration136
Dramatization137
Emotional137
Entertainment138
Episodes138
Fantasy139
Fear139
Historical139
Humor140
Inspirational140
Life style 141
Mystery141
Negative141
Problem/Solution142
Real people 142
Romantic142
Sexual energy 142
Shock value 142
Slice-of-life143
xiii
Detailed Contents
Teaser143
Technical143
Testimonial144
User-Generated144
Format for Creative Proposal 144
Copy and Layout 145
Audio Scripts 146
Wireframes147
Evaluating Creative Presentations 148
Agency Perspective 148
Advertiser’s Reaction 148
Summary149
7 Digital Media Strategies: Owned and Shared

Pathways for Delivering Brand Content 153
Introduction153
Digital Media Pathways 154
Paid, Owned, and Shared Media 155
Consumer-Generated Content 156
Understanding the Media Spectrum 156
Web-Centric Marketing 156
Omnichannel Media 157
Television Delivery Systems 158
Mobile Apps 158
Advertising Costs in Digital Media 159
Audience/Price Relationship Model 159
Cost-Per-Thousand160
Impressions162
Brand Websites 163
Landing Page 163
Home Page 164
Visual Design 165
Interior Pages 165
Navigation165
Dashboard Metrics 166
Retargeting166
Social Media Platforms 168
Advertising on Social Media 169
Budgets169
Audience Selection 171
xiv
Detailed Contents
Time Scheduling 172

Messages173
Measurements173
Email Marketing 174
List Building 175
Subject Headlines 176
Open-Rate Analysis 176
Conversion Rate 177
Streaming Video 177
Summary179
8 Legacy Media Strategies: Paid Pathways for

National and Local Advertising Campaigns 183
Introduction183
Legacy Media Categories 184
Media Terminology 185
Reach185
Frequency187
Duplication188
Impressions188
Rating Points 190
Gross Rating Points 191
Target Rating Points 192
Characteristics of Legacy Media 193
Determining Media Objectives 194
Purchasing Legacy Advertising 195
Magazines195
Editorial Content 196
Circulation 197
Size of Advertisements 198
Comparison of CPMs 198
Newspapers201
Size of Advertisements 201
Categories of Newspapers 201
Newspaper Formats 202
Newspaper Rates 203
Television206
Availabilities 206
The Pricing Grid 207
xv
Detailed Contents
Radio209
Station Formats 209
Dayparts 209
Average Quarter Hour (AQH) 209
Cumes 210
Total Audience Plans (TAP) 211
Outdoor/Transit Advertising 212
Outdoor Bulletins 213
Showings 213
Transit Advertising 214
Preparing Media Spreadsheets 215
Summary216
9 Sales Promotion Strategies: Motivating Shoppers

to React and Respond to Special Offers 219
Introduction219
What Is Sales Promotion? 220
Definition of a Promotion 220
Media Advertising Support 220
Push and Pull Strategies 221
Promotional Objectives 221
Target Audience 222
Time Frames 222
Expenses and Budgets 223
Ethical and Legal Issues 223
Performance Measurements 223
Sales Promotion Strategies 224
Incentive Categories 224
Price Reduction Strategies 225
Retail Deal Offers 225
Psychological Rewards 225
Targeted Interactions 225
Price Reduction Strategies 225
Paper Coupons 226
Free-Standing Inserts (FSIs) 226
Post Office Mail 226
Single Sheet Flyers 227
Digital Coupons 227
Buy-One, Get-One (BOGO) 229
xvi
Detailed Contents
Cash Back 229

Rebates 229
Value Invitations 230
Deal Discovery 230
Extra Content 230
On-Pack Bonus 230
Free Trial Usage 230
Gift Merchandise 231
Self-Liquidating Premiums 231
Psychological Rewards 231
Loyalty Programs 231
Exclusive Experiences 232
Membership Clubs 233
Special Recognition 233
Limited Editions 233
Targeted Interactions 233
Brand Sampling 233
Free Software Downloads 235
Games and Puzzles 235
Sweepstakes and Contests 235
Product Demonstrations 236
Summary237
10 Public Relations Strategies: Earned Media Coverage

and Building Lasting Relationships 241
Introduction241
Value of Public Relations 242
Definition of Public Relations 242
Earned Media Benefits 243
Public Relations Agencies 243
Building Stakeholder Relationships 243
Customers244
Media Sources 244
Industry Members 244
Professional Associations 245
Suppliers245
Employees245
Community245
Government246
xvii
Detailed Contents
Functions of Public Relations 246

News Releases 247
Press Conferences 247
Company Spokesperson 248
Crisis Management 249
Speechwriting249
Content Development 250
Company Website 251
Community Activities 251
Sponsored Events 252
Internal Communications 252
Corporate Advertising 253
Public Relations and IMC Strategies 253
Brand Announcements 254
New Product Introductions 254
Industry Trade Show Activities 255
Product Recalls 255
Publicity for Promotions 255
Sponsored Events 255
Summary256
11 Brand Visibility Strategies: Displaying a Physical

Presence and Using Personal Contact 259
Introduction259
Definition of Brand Visibility 260
Brand Visibility Categories 260
Product Placement 260
Venue Identification 262
Brand Packaging 263
Event Sponsorship 264
Featured Prizes 265
Licensing Rights 266
Logo Merchandise 267
Retail Displays 267
Summary268
xviii
Detailed Contents
12 B2B Communication Strategies: Retaining Customers

and Discovering New Buyers 271
Introduction271
B2B Marketing Categories 272
Inbound Marketing 272
Complimentary Consulting 273
Industry Reports 273
Trending Topics 273
Free Webinars 274
Video Tutorials 274
Data Infograms 274
Vertical Media 275
Horizontal Media 275
Industry Trade Shows 276
Virtual Display Exhibits 277
Co-op Advertising 278
Merchandising Support 278
B2B Incentive Strategies 279
Financial Incentives 279
Volume Discounts 279
Price Concessions 280
Free Extra Quantity 280
Buy-Back Arrangements 280
Discontinued Model Allowances 280
Sales Award Competition 281
Performance Bonuses 281
Special Accommodations 281
Psychological Incentives 281
International Considerations 282
Summary283
Further Reading 285

Index295
xix
Dedication
When my entire life has revolved around advertising and marketing communication,
it is very difficult to thank everyone who has helped and supported me during
my professional and academic career. My long list would include so many
professors and administrators along with corporate managers and executives. And,
there is a multitude of long-time friends, family members, neighbors, and casual
acquaintances. So many people were important and valued!
Let me begin with the primary reasons for writing this textbook. At the top of my list
are my parents, Tony and Felicia Juska, who always provided me with inspiration,
guidance, and tremendous support. It was my mother’s creative spirit, enthusiasm,
and compassion plus my father’s determination, persistence, and motivation that
forged my perspective and personality.
Northwestern University enabled me to discover the world of advertising. I was

inspired by legendary professors, including the father of modern marketing, Dr.
Philip Kotler, as well as Dr. Steuart Henderson Britt and Dr. Vernon Fryburger,
Chairman of the Advertising Department.
And, to my Northwestern classmates, thank you for the memories and friendships
over the years.
My first note of appreciation is directed toward Alexandro Moneta, former Dean

of the MBA program at St. Xavier University in Milan, Italy. Alex encouraged me
to write a concise, easy-to-read, and practical textbook for international students
who wanted to learn more about the American style of advertising and sales
promotion. His insistence propelled me into the challenging task of preparing my
first manuscript and constructing details for every chapter.
My next thank you is given to Dr. Greg Marshall, the distinguished marketing
professor and former editor of the Journal of Marketing. As an experienced and
successful textbook author, Greg gave me insights on the publishing process and
challenges involved with preparing a manuscript. Knowing what to expect next
was an important part of completing the project.
Another expression of gratitude is reserved for Dr. Deborah Goldring, a professor

of marketing at Stetson University. She has been an academic colleague, associate in
the American Marketing Association, private advisor, and personal friend for many
years in Central Florida. Deborah has always unselfishly connected me to the right
people at the right time at multiple universities.

xxi
I also want to thank Dr. Tulay Girard, a talented marketing professor at Penn State
University. Tulay and I have continually shared academic thoughts and theories of
advertising, social media, and marketing communication since our days together at
Nova Southeastern University. Over many years, we have built a lasting friendship
together, along with her husband, Bill.
I also have deep respect and admiration for Professor Yasuhiko Kobayashi at Aoyama
Gakuin University in Tokyo, Japan. During the years, I enjoyed many visits and
experiences, especially involving Dentsu, the largest advertising agency in Japan, and
Nihon Keizai Shimbun, publisher of the Japan Economic Journal. I also have many
friends at academic institutions in Europe, including: Franklin University in Lugano,
Switzerland, the American University in Paris, Passau University in Germany, Bocconi
University in Milan, and Jyvaskyla University in Finland.
There are also thanks and gratitude for the wisdom of many other people, such as
Joe Cappo, retired editor of Advertising Age, and Dan O’Brien, former Director of
Advertising at Accenture.
Plus, great friends from San Francisco to New York and from Chicago to Miami,
including Jack Minkow, Dor Novak, Ron Krisik, Brent Kubasta, Rafael Martinez-
Pratts, Dr. Julia Maskivker, Dr. Kent Williams, and Dr. Arnold Harrison, who have
helped me in so many different ways over the years by reminding me to count my
blessings and good fortune.
And finally, I want to acknowledge the love and affection of my wonderful wife,
Adriana Schiavon. During all the long hours of writing a textbook and computer-
filled weekends of writing, she was always patient and understanding. The challenge
of completing this textbook was met during the dark specter of the pandemic,
which interrupted our lives and made everything more difficult, especially while
teaching several courses online during the process. Without Adriana, I am not sure
if I could have endured the barriers and limited resources.
My final dedication is to everyone who will be reading this textbook. I may never
meet you, know your name, or contact you, but my desire is to inspire you by
sharing this information and learning experience. Please use it, apply it, and grow
with knowledge and exciting new insights!
Author
Dr. Jerome M. Juska is an author, entrepreneur, business executive, international

marketing consultant, and academic professor. His diversified career began after
graduating from Northwestern University with a Bachelor’s degree in marketing
and a Master’s degree in advertising management. Juska’s business career included
executive advertising positions at several global corporations, such as the Jeep
Corporation in Detroit and International Harvester in Chicago. As the Global
Advertising Manager for the Truck Division of International Harvester, he super-
vised a staff of six and a budget of $17 million dollars. During this time, he earned
two CLIO awards for creative advertising excellence. He was frequently asked
to be a speaker at conferences and workshops as an active member of multiple
advertising and marketing associations. After being the Advertising Manager at
U.S. Telephone in Dallas, Juska returned to Northwestern University to earn his
doctorate degree in communication.
Dr. Juska’s academic career included teaching at Northwestern University,
Evanston, Illinois; St. Xavier University, Kolkata, India; University of Illinois at
Urbana-Champaign, Illinois; Florida Atlantic University, Boca Raton, Florida;
Nova Southeastern University, Broward County, Florida; Seminole State
University, Sanford, Florida; and Rollins College, Orlando, Florida. He also
spent three years at Franklin College in Lugano, Switzerland as the Chair of the
International Management Division. He has taught undergraduate and graduate
courses in advertising, sales promotion, consumer research, public relations, inter-
national business, creative planning, digital media, and brand marketing. He was
also invited to be part of the Advisory Board for the International Advertising
Association, Chicago, as well as a creative judge for a competition sponsored by
Advertising Age magazine.
In 2017, the first edition of Integrated Marketing Communication was pub-
lished. The textbook was developed using a concise, easy-to-read format for MBA
students and executives as well as international students who wanted to learn the
basics of advertising and sales promotion. Dr. Juska introduced a new framework
with his second edition, which emphasized the importance of applying artificial
intelligence for creating and delivering brand messages. His commitment to new
technologies and advanced methods of communication has been internationally
recognized.

xxiii
Foreword
In Chapter 1, the textbook begins with a glimpse of the future. The author has
taken the position that artificial intelligence and machine/human interactions will
precipitate another transformation of the marketing communication industry.
The introduction of digital media and mobile apps was only the beginning of
a new landscape for delivering brand messages and building relationships with
consumers. New technologies, such as facial recognition and seamless voice com-
merce, have the potential to reach and respond to potential buyers in remarkably
innovative ways.
While there are many concerns about privacy and surveillance, technology is
moving faster than our ability to adapt to it. The increased use of synthetic media
and computer-created avatars, along with the brave new world of artificial reality
with social media, is offering new communication opportunities for advertisers.
The most amazing vision of the future is exemplified by entrepreneurs like Elon
Musk, who is disrupting the communication industry by launching thousands of
Earth-orbiting satellites with SpaceX to create a private Internet system.
In Chapter 2, the concept of Integrated Marketing Communication (IMC) is
introduced and discussed. This provides the framework for delivering brand con-
tent and persuasive messages through six functional pathways: advertising, sales
promotion, public relations, brand visibility, digital media platforms, and personal
contact. The structure of the IMC industry is outlined, based on the collabora-
tion among four separate groups: advertisers, agencies, media, and suppliers. The
chapter continues with the review of three models that illustrate the marketing
approach to a customer’s journey: the classical AIDA model, the digitally oriented
funnel model, and the complex attribution model. This leads into the preparation
of an IMC Plan, which is the blueprint for combining all the elements required for
strategic brand communication.
In Chapter 3, the foundation of the Integrated Marketing Communication plan
is built using the information and insights gathered from marketing research. This
includes both primary and secondary research. Four marketing research catego-
ries are reviewed: industry, product, communication, and consumer research. The
importance of quantitative and qualitative research is emphasized, as well as the
need for competitive information. Understanding the mind and mood of existing
customers and potential buyers is essential for making creative advertising and
effective media decisions. The focus is on the consumer’s needs and wants, not
just a product.
In Chapter 4, the importance of communication objectives is discussed with a
direct connection to performance measurements. However, this is preceded by the

xxv
Foreword
generation of budgets and calculating the amounts of financial resources needed.

The multiple methods of funding and estimating advertising costs and other IMC
expenses are explained. After a budget is determined, then the allocation pro-
cess begins, with different amounts of money based on IMC pathway categories,
product life cycle, calendar time periods, target audiences, and geographic sales
potential. Anticipating budget changes and flexible adjustments is also part of
budgeting activities.
In Chapter 5, segmentation, targeting, and brand positioning are the primary
topics. Four traditional segmentation categories are introduced: demographic,
psychographic, geographic, and behavioral. Segmentation must be extremely spe-
cific when identifying existing customers and approaching potential new buyers.
Since the cost of advertising is directly proportionate to the number of people
exposed to a medium, the essential need for specific targeting and consumer per-
sonas becomes more apparent. The chapter ends with the differentiation of pri-
mary and secondary target audiences as an effective method of utilizing limited
financial resources.
In Chapter 6, the process of creativity and the application of creative think-
ing for advertising are revealed. The chapter defines creativity and identifies the
personality characteristics that are most responsible for stimulating original and
innovative thinking. The physiology of the brain is used to demonstrate the devel-
opment of emotional and rational brand message strategies. Multiple storytelling
frameworks are introduced with a long list of creative tactical applications.
The organization of a creative department at a large agency is described, along
with the planning tools used to create advertisements. These include the presen-
tation formats for both legacy and digital media along with the development of
creative concepts based on a compression of the most essential marketing research
information contained in a brand brief for the agency team.
In Chapter 7, the connection between creative brand messages and media deliv-
ery platforms begins to unfold. An introduction is made using a comparison of
digital and legacy media. The difference between paid, owned, and shared media
is also explained with connections to other platforms. A web-centric approach is
presented, based on driving traffic to a landing page or brand website. This rein-
forces the purchase funnel model adopted by digital media marketing agencies
as well as supporting the attribution model for marketing performance measure-
ments. Website design and navigation is discussed, along with simple dashboard
metrics. The balance of the chapter focuses on other important forms of digi-
tal media, such as email marketing and the basic requirements to open business
accounts and effectively advertise on social media platforms.
In Chapter 8, the complexity of legacy media is discussed with a review of
basic terminology, including reach, frequency, duplication, rating points, and
gross points. The importance of establishing media objectives for evaluating the
effectiveness of the advertising is emphasized.
This reverts to the application of the AIDA (awareness, interest, desire, action)
model for legacy advertising and includes the full spectrum of Integrated Marketing
Communication. The chapter continues with a detailed outline of the require-
ments for advertising in television, radio, newspapers, magazines, outdoors, and
transit media. This information can be summarized in a media spreadsheet with
the planned financial expenditures, advertising units, consumer impressions, and
media placement calendar.
xxvi
Foreword
In Chapter 9, the concept of sales promotion is defined along with the impor-
tance of formulating specific promotional objectives. Multiple sales promotion
strategies are reviewed and organized according to four categories: price reduc-
tion, value invitation, psychological rewards, and targeted interactions. The uti-
lization of both paper and digital coupons is emphasized, along with the most
popular forms of promotions, such as buy-one get-one (BOGO), cash back, free
trial, gift merchandise, brand sampling, games and puzzles, contests, and sweep-
stakes. The importance of measurement is also discussed and related to specific
objectives for each individual sales promotion program.
In Chapter 10, the value of public relations is presented within the framework
of stakeholder relationships. Since publicity is considered to be a form of earned
media, the basic method of calculating its financial value is demonstrated. The
chapter continues with a review of the functions of a public relations department,
or agency, followed by recommendations for how these activities can support a
marketing communication plan. This includes mutual collaboration for new prod-
uct introductions, trade shows, and brand-sponsored activities and events.
In Chapter 11, brand visibility is defined with a list categories, including prod-
uct placement, venue identification, brand packaging, licensing rights, retail dis-
plays, and logo merchandise. Brand visibility is considered to be different from
sales promotion since it involves a longer time frame, greater permanence, and a
more substantial impact on consumer awareness of a brand. The financial value
of brand visibility can be calculated based on a media exposure model or by esti-
mating its contribution to image and desirability. Brand visibility extends into
retail store locations and selling environments through packaging, signage, and
portable aisle displays.
In Chapter 12, business-to-business (B2B) marketing communication strategies
are introduced. The emphasis is placed on inbound marketing as the most cost-
effective method but also as part of a balanced approach that includes vertical and
horizontal media. Trade shows have traditionally been the most important way
to interact with thousands of potential buyers in a single location during a three
or four-day period. But, digital technology has been introduced for virtual online
trade shows. This not only saves time and money but enables a greater amount of
connectivity among buyers and sellers. B2B activities revolve around the channel
of distribution, or marketing intermediaries, such as wholesalers, retailers, deal-
ers, distributors, and brokers. Marketing and merchandising support is offered
through a diverse assortment of financial and psychological incentives, including
volume discounts, price concessions, co-op advertising, and product information
training for sales people.
xxvii
Preface
Technology is changing the world faster than our ability to adjust. The impact
on marketing communication industry during the past 20 years was nothing less
than a seismic shift in the way that brand messages had been created, delivered,
and measured. And now, artificial reality is rapidly emerging as it promises to
launch another wave of digital transformations.
That is why the first chapter of this textbook begins which a brief perspective of
the future, including such topics as facial recognition, seamless voice marketing,
synthetic media, predictive analytics, and competitive Internet systems developed
from Spacex satellites and the vision of Elon Musk. While everything is becoming
more sophisticated and complex, there is no doubt about the growing importance
of artificial intelligence and human-to-machine interactions.
The dynamics of the marketplace has already adjusted. Everyone is simulta-
neously competing for customers and opportunities. Enormous amounts of data
and information are collected, analyzed, and utilized in a real-time marketing
environment. So, it is essential for MBA students, corporate managers, and entre-
preneurs to have a basic and practical understanding of Integrated Marketing
Communication. This includes knowledge of legacy media as well as digital
media, along with the process for researching, planning, and implementing brand
content and advertising messages.
Where do we go from here? That’s the next challenge that we need to prepare
for today.
— a voice from the future.

xxix
Chapter 1
Artificial Intelligence
Another Digital Transformation
for the Future of Marketing
Learning Objectives
1. Understand the significance of artificial intelligence for marketing
communication
2. Explore the emerging new technologies for advertising, promotion, and
public relations
3. Imagine the possibilities of voice-only product purchasing and synthetic
media
4. Investigate the potential of facial recognition and virtual reality for social
media
5. Consider the impact of multiple Internet systems and global brand
channels
Introduction
While the future is always filled with new innovations, artificial intelligence is
promising to accelerate that trend and to inject even more disruptive business
models and digital media transformations. So, what is the emerging technological
environment for Integrated Marketing Communication? And, how will it influ-
ence the way brands and companies interact with existing customers and potential
buyers? This chapter begins with a discussion of artificial intelligence and then
moves into an exploration of the most important new technologies shaping the
future.
DOI: 10.4324/9780367443382-1
1
In this chapter, we will briefly explore several of the most influential emerging
technologies. Most of these technologies are still evolving with plenty of obstacles,
problems, and challenges. Some might fail. And no doubt, many more will be
added. New approaches, innovations, and companies will appear with amazing
successes and disastrous collapses. But that isn’t so important. The critical chal-
lenge for corporations, small business owners, and entrepreneurs is to learn how
to incorporate these technologies into advertising, promotion, public relations,
and brand communication. It might be a lot to ask, but why not? There are only
three ways to get ready for the future: avoid it, create it, or quickly adapt to it. So,
let’s get started!
What Is Artificial Intelligence?

We are beginning this textbook by imagining the world of tomorrow. That is the
only way to really understand what could be happening next. By anticipating,
expecting, projecting, and wondering, managers and companies become more
prepared for change and even more ready to adapt when it arrives. If we maintain
a flexible, open-minded, and visionary perspective, then our world becomes less
frightening and more predictable. As we progress deeper into the 21st century, a
multitude of innovative technologies will emerge. They are already beginning to
happen. Some are disruptive, while others are just improvements over previous
systems. Still, technology influences our world, how we live, and especially, how
we communicate with others.
During the past 20 years, digital media have transformed everything.
Remember, only 10 years ago, there was no such thing as an iPhone or an Android
system. And, just look at what has happened since the appearance of that super
smartphone, which was really a computer, a phone, and the essential center of our
daily life in disguise. Now, we are at the beginning of a much more dramatic and
encompassing phenomenon: artificial intelligence. This word is relatively new in
our vocabulary with a meaning that is perceived differently by many people. To
some, it is about faster and more powerful computers, cloud storage capabilities,
and advanced software programs. But to others, artificial intelligence is when
machines can think and act like humans.
Definition of Artificial Intelligence

There are plenty of textbooks, lectures, videos, and white papers on artificial intel-
ligence, along with a long history of science fiction books, television programs,
and movies about the topic. The most relevant example is 2001: A Space Odyssey,
where the visionary director Stanley Kubrick introduced HAL. Without needing
to give a spoiler alert, HAL was a sophisticated computer that assisted the crew
of a space ship as it was making its initial journey to Mars. The HAL computer
performed a variety of operation functions and complex tasks, which included
the ability to think independently and make critical decisions for the astronauts.
Ironically, this first-class movie was made way back in 1968, but finally on August
6, 2012 for NASA (National Aeronautics and Space Administration) succeed in
2
Hardware
Software
Artificial
Intelligence Systems Functions Behavior Abilities Communication
Processes
Interfaces
Figure 1.1 Interacting with Artificial Intelligence
placing a remote-controlled vehicle the size of car, called Curiosity, on the surface
of Mars.
Elon Musk, the CEO of SpaceX, has an ambitious plan to get human to Mars
by 2026. The vehicle that will transport them to the Red Planet is the SpaceX
Starship, the largest rocket ever constructed at nearly 400 feet high or 120 meters
high, was put into orbital flight during 2021. Ultimately, Musk plans to schedule
multiple flights and even create a Mars Colony with its own rules, government,
and culture. But then, who can doubt the man who successfully created the Tesla
electric automobile?
So, what is artificial intelligence, and why is it important to marketing com-
munication? Let’s begin with an original, non-technical definition. Artificial intel-
ligence is “the interaction of computer hardware, software, systems, processes,
and interfaces that replicate human functions, behavior, abilities, and commu-
nication.” As shown in Figure 1.1, artificial intelligence has multiple connecting
points and interaction pathways with humans. As a result, artificial intelligence is
already performing many complex tasks and activities, such as facial recognition,
speech simulation, mood detection, physical mobility, and yes, even independent
decision-making.
Threats to Privacy
On a more philosophical level, artificial intelligence is also a threat. First, our
privacy is no longer as free and unrestricted as in previous years. Cameras are eve-
rywhere. They are located in stores, office buildings, street corners, parking lots,
restaurants, and even in our own homes. Plus, nearly everyone is walking, talking,
or looking into a small camera in their smartphone. Second, data about you, and
everyone else, is continually being collected, analyzed, stored, and in some cases,
illegally shared with others. And many times, this personal data is sold to third
parties without controls or restrictions. This includes the search results from our
computers, the products and services we purchase, the pets we own, the pho-
tos we share on social media, and probably even the things we did last summer.
And finally, intelligent machines in the form of autonomous robots are replacing
humans at an alarming rate. No one is exempt. Nothing is impossible. Machines
3
that think can quickly and efficiently complete physical work, solve the most com-
plex mathematical problems, design a building, and even predict our behavior.
The advantages and disadvantages of artificial intelligence will continue to be dis-
cussed with greater intensity and concern. Yet, humans created all the hardware,
software, systems, processes, and interfaces for artificial intelligence. Is it possible
that machines will eventually become inorganic duplicates of humans? It’s more
than just a science fiction story. It just might be a future reality.
Human and Machine Communication

The interaction between machines and humans involves a classical model of the
two-way flow of communication. It’s pretty simple. There is the sender and the
receiver. No need for a quiz on this topic. The sender, or receiver, can be a com-
puter, smartphone, digital appliance, virtual assistant, digital avatar, or physi-
cal robot. Surprisingly, every type of machine speaks the same type of language:
binary. It is amazingly simple but profoundly complex. It is the language that
every computer and electronic device knows and understands with the proper
programming and software instructions. There are only two numbers involved:
zero and one. What magic and power are bestowed on these numbers! But, we are
just learning how to become more fluent in the language of artificial intelligence.
Let’s take it one step further. What happens when the communication is a con-
tinuous flow involving nanoseconds? Or, how can data be processed when it is
being created faster than it can be absorbed? Let’s look at the process this way. The
machine–human interaction has four basic parts: questions, refinements, recommen-
dations, and commands. Ironically, the action can be initiated in any one of the four
parts. A single question can lead to a refinement or a command. A recommendation
can lead to a question, then a refinement, and finally, a command. Or, a concise com-
mand can be provided by a human at any time. For example, you ask Siri a question,
and you immediately get a specific answer. If you are not satisfied with the response,
the question is revised, and you proceed to ask Siri once again. Another example is a
command asking Alexa to play some jazz music, but Alexa might respond by offer-
ing specific information involving an the artist, style, or specific title.
Data-Driven Marketing
We are also experiencing an increase in data-driven marketing. This can be any-
thing from predictive analytics to programmatic media buying. The foundation
of this process is displayed in Figure 1.2. This is a simplification of the activity,
Acquisition Classification
Data
Distribution Interaction
Figure 1.2 Phases of Data-Driven Marketing
4
but it does provide a framework. These are the four pillars of data-driven mar-
keting: acquisition, classification, delegation, and interaction. The acquisition of
data is really a combination of the production or generation of data along with a
simultaneous ability to retain large volumes of data. The Apple iPhone, which was
introduced way back in 2007, was the initial force behind the accelerating curve
of data. The iPhone has continued to evolve and every year offers new features,
options, and models. The capability to share photos and videos contributed to
the data explosion. And, there was also the ability to share and distribute user-
generated video content on YouTube. The final ingredient was the growth of cloud
computing, especially Amazon Web Services (AWS), which has silently dominated
the market for storage of data with millions of interconnected servers and com-
plex data networks.
The other phases of data-driven marketing are most frequently associated with
the decision sciences, along with knowledge management, while marketing is
dependent on management information systems. That is where classification and
delegation originate, especially when there is any interaction between humans and
machines. Social media is the primary data-generating activity involved with con-
sumer communication, while brand marketing focuses on increasing website traffic.
In the next 10 years, our personal communication with artificial intelligence
will dramatically change. It will be faster and more complex but will gradually
blend into a more natural style. The millions of algorithms that digital scientists
and engineers will be creating will go much further, probably well beyond our
comprehension. Machines will sense, understand, and react to our moods, our
behavior, and even our thoughts. This concept should be no surprise to anyone
in the field of marketing communication, since we have all viewed many differ-
ent visions of the future from movies, films, television programs, digital media,
streaming content, and video games. Our journey to the future has begun; now
we just have to get there.
Marketing Technology’s Digital Landscape

There is an unprecedented number of new technologies restructuring the digital
marketing landscape. They have emerged from entrepreneurs, small businesses,
and large corporations. They could have been developed most anywhere in the
world. While you are aware of some, others will be completely new to you. It is
difficult to determine which will succeed or fail, or which will have the applica-
tions of greatest impact involving advertising, promotion, and public relations.
Figure lists 12 technologies that will provide you with a visual perspec-
tive of the future digital landscape for marketing and Integrated Marketing
Communications. The fascinating technologies that have been selected include
facial recognition, interactive voice commerce, synthetic media, social virtual
and artificial reality, holographic television, retail store beacons, personal iden-
tity chips, proximity marketing, programmatic media, and finally, the alternative
Internet.
This chapter will concentrate on the three most important applications of arti-
ficial intelligence for Integrated Marketing Communication: facial recognition,
voice commerce, and synthetic media. These technologies are expanding so rap-
idly that it is nearly impossible to keep up to date. So, what you are reading right
5
Data Synthetic Virtual Reality Facial

Visualization Media Platforms Recognition
Interactive
Proximity Programmatic
Store Beacons Voice
Marketing Media Buying
Commerce
Private
Personal Predictive Holographic
Internet
Identity Chips Analytics Television
Systems
Figure 1.3 Marketing Technology’s Future Landscape
now has already changed. And by the time you finish this textbook, there will be
another series of improvements, enhancements, and practical applications.
Facial Recognition
Have you ever watched Tom Cruise in the science fiction movie Minority Report?
There was a great scene when his character, walking through a large transporta-
tion center, was continually being confronted by video screens promoting differ-
ent consumer brands. The facial recognition system was not only identifying him
but using his first name in every simulated commercial. Not a good situation when
you are trying to hide from everyone who has been chasing you.
The most powerful, yet controversial, technology of the 21st century is now
facial recognition. However, many companies and organizations have already
developed and effectively utilized facial recognition software in their market prod-
ucts and services. While praised for its ability to provide safety and security, this
aspect of artificial intelligence has also been criticized for its intrusiveness. Often,
facial recognition is associated with discrimination or exclusion. This is a per-
plexing situation for management and marketing communication. Do consumers
have the right to privacy? And, is there an obligation to inform people that facial
recognition is being used for business purposes? That is a philosophical, ethical,
and cultural debate that is beyond the scope and purpose of this textbook. But, it
is a very serious and important issue for a global society.
Definition of Facial Recognition

Let’s start with a more complete definition of facial recognition: “a biometric
software application that identifies, verifies, classifies, compares, and stores digi-
tal data about a person’s facial features, contours, and individual characteris-
tics using complex algorithms.” If you have a recent model of an Apple iPhone
or Samsung, then you are experiencing facial recognition each and every day.
Recognizing and validating your identity is always required to physically activate
your mobile device. But, have you ever wondered how this technology works? Or
6
where facial recognition is being used for marketing and brand communication?
That is where our exploration of artificial intelligence will begin, but from the
perspective of the future and how it can affect us.
There are four basic steps in facial recognition: virtual measurements, appli-
cation of algorithms, database matching, and accuracy estimation. The physi-
cal characteristics of the human face can include many features, but the most
important physiological variables for measurements include the size, location, and
spatial distances between distinct human parts, such as the eyes, nose, and ears,
and basic head geometry. Individual differences in the overall structure, and even
particular idiosyncratic motions, such as head movements, mouth shapes, and eye
blinking, can be incorporated into the algorithm. Unique items, such as moles,
freckles, discolorations, and scars, are other characteristics that can be utilized
for identification. The most sophisticated facial level of recognition systems can
detect and record the expression of moods and reactions to situations.
The use of other biometric measurements, such as thermal heat cameras,
is another part of the complex spectrum of facial recognition. As shown in
Figure 1.4, there are multiple aspects to the acquisition of data involving people,
classifying that information, then distributing the results, and eventually, inter-
acting with the users of this technology. As you can imagine, the same process
can be applied to voice characteristics and speaking patterns. And finally, the
information obtained from facial recognition can be compared with images on
private files and public records, including finger prints and several other biometric
identification measurements.
There are many questions about the reliability and accuracy of facial recogni-
tion. Depending on the algorithm, and the individual who designed it, results can
often be inconclusive. This means that a certain amount of error always occurs,
but is it significant, and can it be trusted? If the situation is a shopper in a store,
a misidentification would only be an embarrassment, but using this same technol-
ogy for law enforcement, security surveillance, or private protection might have
other, more severe consequences. So, there is plenty of room for improvement in
facial recognition technology, but as artificial intelligence continues to observe
and learn from the process, the degree of accuracy and reliability will dramati-
cally improve. Until then, marketing communication can only use what is avail-
able and recognize that errors will always be possible.
Complex
Algorithms
Skin Texture Structural
Analysis Relationships
3D
Facial Database
Geometric
Recogniton Matching
Modeling
Figure 1.4 Biometrics and Facial Recognition
7
Surveillance Environments
Nearly all of us are exposed to facial recognition cameras, as well as other biomet-
ric detection devices, several hundred times a week, or even more. That alone is a
significant amount of information about us. The data collected provides an accu-
rate record of our mobility, including the time, place, and duration of activities.
For example, facial recognition compiles information from many different loca-
tions, but the most important input sources are public places, homes and apart-
ments, business locations, retail stores, transportation, and social media.
This situation has often been described as a surveillance environment. But, it is
part of the world that we now live in. The challenge for marketing management is
to learn how to leverage this technology for brand communication, sales promo-
tional activities, and relationship building.
Let’s begin by developing a perspective of a surveillance environment, espe-
cially with the locations that are shown in Figure 1.5, along with the benefits that
might emerge from different methods of data collection.
Public Places Yes, cameras are everywhere. Some you see, but most of them are
hidden. Small video cameras are placed on street corners, buildings, bus stops,
road signs, traffic signals, and many other locations. While most cameras are
strategically arranged and used for specific purposes, such as the monitoring
of automotive traffic, crime prevention, or crowd control, others are for private
purposes. Do you have any idea how many cameras are located in your city or
neighborhood?
In New York City alone, there are 18,000 surveillance cameras used by the
Police Department to monitor the movement of people and activities around this
large metropolis. The entire city has a recorded number of 31,900 cameras, com-
pared with Los Angeles with 22,675, Paris with 26,835, Tokyo with 39,500, and
Hong Kong with about 50,000. London was ranked as the third most intensely
surveilled city in the world in 2020 with an astonishing total of 627,000 cameras.
This means that a density of 67 cameras per 1000 people is used for observ-
ing, monitoring, and recording the population of London. While the safety and
security of its citizens are very important, England has taken extraordinary pre-
cautions to maintain a network of social media connections, or digital eyes, to
identify problems and then take action immediately.
But, the utilization of facial recognition in Europe and the United States is
extremely low compared with China. Now, are you ready for this number? The
capital of China, Beijing, has over 1,150,000 cameras monitoring its population.
Homes and Office Manufacturing

Public Places
Apartments Buildings Facilities
Transportation Schools and

Retail Stores Social Media
Services Universities
Figure 1.5 Video Surveillance Locations
8
Shanghai has an equally high number of more than 1 million cameras. In fact,
nearly 100 cities in China also have intense surveillance and video observation
environments. Even though it is the most populated country in the world, China
has more than 200 million video cameras installed. That’s right, 200 million!
Homes and Apartments When you are looking at your computer, is your
computer looking back at you? It can, if programmed correctly. That small red
dot at the top of your laptop or desktop that indicates when your camera is turned
on could be activated remotely by a hacker. Many people are already concerned
about the possibility, and that is why tech experts recommend putting a piece of
tape over your camera viewing port at the top of your computer. Yes, that solves
the problem fast.
But facial recognition in home environments is all about those other video
cameras. While very small and inexpensive recording devices can be placed in any
room of a house or apartment, the most dramatic location is a different location.
How about outside your entrance door? About 10 years ago, Doorbot was intro-
duced to the home security market. From virtual obscurity as a start-up, this little
product would begin a whole new chapter in surveillance. The original device
was simple, at first, with a camera inside a doorbell to enable viewing who was
outside your entranceway. It also included a mobile app that enabled you to see a
visitor or guest on your cellphone. Later, the product was rebranded with a new
name, Ring. This version featured a high-definition camera, a microphone, and a
small speaker for two-way audio communication. So, when a person comes to the
entrance doorway, the owner or resident can silently view the person in real time,
record their appearance, and even have a short conversation or provide instruc-
tions. As the technology improved, Ring was capable of playing a pre-recorded
message, musical song, or special sound effects, or remotely performing other
functions, such as activating exterior lights.
During its early development, it was known to share crime-related video inci-
dents with local governments and police departments. This was perceived as a
positive activity. But, the other opinion is that while you are protecting your
home, you are also contributing to the global network of surveillance. Suddenly,
this became both an ethical and a personal issue, especially when it was discov-
ered that data from these devices was being sold to several digital marketing com-
panies, including Facebook. This raised an increasing number of questions about
its usage.
There is one final fact about Ring that you need to know. In 2018, Ring was
purchased by Amazon. And, it provided an entirely new data collection resource
for marketing purposes.
Then, there are apartments. You go out. You come in. And you go out again.
And you return. If you live in a large apartment building, these events are repeated
many times. But as you exit, or enter, the cameras are silently watching and record-
ing. The data collected is enormous. Just imagine! Who has left? What time? How
long were they gone? While most of the video cameras in apartment buildings
are used for live surveillance and security, the potential exists for sharing this
information with other data storage systems. It can be connected with movements
around the city or just down the block. And if social media is involved, the power
of social media and facial recognition are combined to match who you are, where
you are, and when you were there.
9
Offices and Warehouses The need for security and surveillance becomes the
most important motivating factor for using facial recognition in work locations.
This is primarily used for accessing both private and government locations. These
include more than just office buildings and warehouses. There are manufacturing
plants, transportation centers, storage facilities, and the list goes on. For many
years, a security guard was the only gatekeeper and guardian of a work location.
The primary responsibility of these security guards was to check the identity of
employees, suppliers, or visitors to a work location. Then, technology intervened
with magnetic access cards, digital key fobs, and most recently, mobile apps, but
now, cameras have taken over by providing the same essential service of identity
verification using facial recognition technology. Smile, please!
Retail Stores In many large retail stores, there is a person at the main entrance
who gives you a friendly greeting or welcoming hello. But very soon, you might
begin interacting with a different personality, a digital avatar. Since this experience
will be a shopper’s first point of contact, the avatar has the opportunity to direct
a personalized message that is meaningful and relevant. This technological form
of engagement has the potential for interactive communication using artificial
intelligence.
Here’s how it works. As you walk through the entranceway, a facial recogni-
tion system is activated. It scans your face, searches the store’s internal database,
and attempts to identify you. If there is a match, the computer instantaneously
knows the answer to three important questions: Has this person ever visited this
store before? What did they purchase during their last visit? Is this individual a
member of the company’s brand loyalty program? There are thousands of differ-
ent pieces of information about you, and your shopping behavior, that are imme-
diately available for a sophisticated software program to analyze, interpret, and
utilize as the store prepares to interact with you. Depending on the technology,
you will automatically become part of the process.
That’s right. The computer, using artificial intelligence, is going to communi-
cate with you. First, since it already knows your name, it can welcome you on a
digital screen. Nothing fancy, just your first name displayed in bright bold letters.
Or, the computer can select a voice greeting. Synthesized speech is an easy-to-use
technology today. Imagine, “Hello, Martin. Welcome to Harrah’s.” And, after
you walk a few more steps, a video message from a friendly avatar: “Is there
anything we can help you with today?” As you can tell, the computer is trying to
establish, or maintain, a human-like relationship. This entire scenario might be
vaguely familiar. And, it should be. Remember the movie Minority Report with
Tom Cruise? If you recall that scene, then you fully understand the potential for
bombarding a person who is entering a retail store.
In the future, facial recognition can be used to monitor a customer’s shopping
behavior with the installation of “aisle-cams.” These strategically located cameras
could be a valuable source of observational research or a tremendous invasion
of privacy. Let’s begin with an exploration of the first application. The cameras
would be using facial recognition to identify individual shoppers and then, begin
collecting data that is specifically associated with that person. For example, the
purchase of a breakfast cereal. How long did they spend in this section of the
grocery store? Which packages did they look at first? Did they check prices online
with their smartphone? Which brand did they finally put in their shopping cart?
10
There is a sizable amount of information about an individual shopper at a par-

ticular store at an exact day and time. This is precisely the type of qualitative and
quantitative data that can be used for predictive analytics.
There is another reason why retail stores want more cameras installed.
Shoplifting. It has always been a big problem. The financial losses from illegally
taken merchandise historically run into billions per year. While people who steal
are difficult to catch, they are even more of a nuisance to prosecute. There are
thrill-seeking teenagers, people in economic difficulties, and others who just enjoy
the thrill of not being discovered. Unfortunately, there are also very experienced
professional shoplifters who make a career from their deceptive skills and tech-
niques. Facial recognition will identify most of them immediately as they are
entering the store. Perhaps, it’s time for their early retirement? This is certainly a
big plus for the loss prevention department.
Transportation Most any public vehicle can have a surveillance camera inside,
on top, or mounted in a receptive position. This includes trains, buses, taxis, and
even trucks. Millions and millions of them are moving around out there right now.
Many of them have already been equipped with a camera for security purposes,
and even more will be installed tomorrow. The ride sharing services Uber and
Lyft immediately installed more cameras and in some cases, facial recognition
systems during the Covid-19 crisis. No mask, no ride. And if the company wants
to subtly identify and notify drivers of any previous customers who have been
uncooperative or caused problems, the same facial recognition technology can be
used. Also, there is another consideration: the physical area around transportation
locations, where people are either congregating or passing by the vehicles, such
as bus stops, train stations, or waiting shelters. Transportation locations provide
an excellent opportunity to use artificial intelligence to know who is going where
and when. Fortunately, there is no way to know why these people are traveling,
unless Alexa or Siri is involved in the process. Then, it morphs into a gigantic
surveillance network.
Social Media Find your friends, follow your family, and become fans of your
favorite celebrities, local personalities, and nearly anyone else with a Facebook
or Instagram page. But, wait. Do you know those other people in the photos or
posts? Not everyone has been tagged or identified, but now you can do this with
your very own social media software. There are plenty of free versions available
for download, as well as more sophisticated platforms for business enterprises,
non-profit organizations, and government units. During the past few years, as
facial recognition has become more popular, a barrage of new apps has emerged
in the marketplace. Some are good; others are not. One caution. Be sure you know
the reputation of the company and its privacy policy as well as the actual costs
of using or downloading the software. Here are a few suggestions that you might
want to consider and try out with social media.
Blippar is a face recognition app that can identify over 370,000 celebrity faces
for a quick search on their life, work, and other details. FacePhi is dedicated
to the financial sector, allowing banks to recognize their customers in order to
enhance the mobile experience with an added level of security. Luxand can recog-
nize faces in live video footage, along with an estimate of their age. This company
also aggressively markets itself on multiple social media platforms by offering
11
the consumer version of its software, called FaceSKD, which appears to be more
focused on collecting visual data from individuals than effectively using it to
enhance online experiences.
Face2Gene is a facial recognition app for the medical industry, which has been
used to help doctors perform genetic evaluations. FaceFirst uses facial recognition
software to identify individuals from a distance, making it ideal for law enforce-
ment, military, and other organizations. Log Me uses helps users find people from
any part of the world. Like a social networking platform, it enables users to search
for old friends and distant relatives from old photographs and compares the image
to find the best matches. If it is successful, you are provided with enough infor-
mation to contact them. Hopefully, the technology has worked correctly, or you
might just be reaching out to the wrong person. Want to see what you will look
like in the future? Then, try this “aging” and “feature modification” app. It is
appropriately called FaceApp and was launched in 2017 for iPhone users. FaceApp
filters include changing the smile, hairstyle, skin tone, age, and even gender of
your own image or the image of anyone else that you want to upload. Looks like
part of a digital playground, using technology to change reality, but then, what is
real and what is not?
Companies Using Facial Recognition

It’s not in the news, but many companies are experimenting with facial recogni-
tion for a multitude of purposes. These include a “contactless” payment system,
customer service improvements, employee performance evaluation, management
negotiations, political gatherings, marketing research, music concert audience
feedback, and virtual “product trial” experiences. Here are just a few examples
of how facial recognition is being used for many purposes other than policing,
security, general surveillance, and in-store marketing activities.
Disney Theme Parks In March, 2021, the Disney Company announced that
visitors to its theme parks and entertainment centers had the option to use a “facial
recognition” system for the entrance pass. No more printed tickets, no more digital
bar codes, and no more QR codes on cellphones. While this was presented as a
test program, it is inevitable that the utilization of facial recognition by Disney
is a significant advancement in marketing technology. This method serves not
only as an admission control procedure but also as a continual monitoring and
surveillance system. Just think about it—Disney will know exactly where you are
in the theme park, how long you are spending in each location, and your physical
movement pattern through your entire visit!
Is this an invasion of privacy? Probably not. Because this is private property,
Disney has the right to make certain requirements for entering and utilizing its
facilities. This is like a contact and not very different from all the legal statements
involved in using any product or services.
Just read the statements and disclaimers when you sign up for any social media
platform. If you don’t agree to the conditions and regulations, then you cannot
use the service.
Disney’s expansion and implementation of a facial recognition for its theme
parks will be carefully observed by competitors. Other companies that interact
12
with large numbers of people in a single location, such as sports stadiums, out-
door concert venues, shopping malls, and even community events, will also be
very interested in the application of facial recognition.
So, this is the just the beginning of the utilization of facial recognition for mar-
keting and the application of artificial intelligence to monitor, interact, analyze,
and interpret customer behavior. Let’s see what happens next and which other
companies follow Disney’s lead.
McDonald’s When you purchase a Big Mac, large fries, or just a small
cheeseburger, facial recognition is working hard to provide you with the best
customer service. Surprisingly, the cameras are not looking at you but at the
McDonald’s employees. The company is using facial recognition to monitor and
evaluate the facial expressions of its staff when they are waiting to take your
order, making a payment, or delivering the food to you. This is only being used
in a few select stores, but the technology could easily be expanded to include
customers. Then, in the future, when you are trying to decide between a Big Mac
and a salad, the facial recognition technology will be capturing information about
your reactions before, during, and after your purchase decision process. And,
artificial intelligence might be used to predict what you will buy in the next few
seconds based on your previous history. Maybe a large order of fries, again?
Walmart How you shop is even more important than what you buy. That’s the
approach taken by Walmart when using facial recognition to scan the aisles. What
is it searching for with those cameras? Walmart is gathering data about your
physical shopping behavior. It wants to know your movements around the display
racks, which packages are picked up from shelves, which ones are passed by, and
the walking pattern that you have taken while you were in the store.
This is marketing research about in-store shopping patterns. While Walmart
wants to study the flow of people going up and down the aisles, there are national
manufacturers who want to know more about how shoppers interacted with their
brands, specifically the packaging. But, Walmart owns and controls this infor-
mation. Should it be collaborating with the manufacturers? Or, can this provide
Walmart with another source of income from its retail operations? If facial rec-
ognition is being used, the technology can identify the person who is shopping
and send text notifications to them with coupons, special sale prices, or other
promotional incentives.
Chevron Can you buy gasoline just by showing your face? Yes. Chevron is using
facial recognition that allows truck drivers to purchase its fuel products at selected
service stations along motorways and highways. Will they expand it to include the
average motorist? Imagine pulling into a gas or petrol station and then looking
into a camera to get authorization and to make a payment. And, that’s not all.
In some countries, Chevron is using the same facial recognition technology with
gasoline delivery trucks to recognize fatigue, distractions, and other safety-related
factors among truck drivers. Is it possible that this application will also be used in
automobiles in the future?
MAC Cosmetics Imagine being able to try 800 shades of lipstick without leaving
your home or apartment? Well, you can. MAC Cosmetics has an interactive online
13
experience on its website that does just that. It uses the camera in your mobile
device or desktop for an image of your face. Then, you swipe as many different
shades as you want from its vast selections of colors and styles. Whatever you
want, from glossy to vibrant shades and from classic to modern, it’s on the screen.
You can even upload a photo of yourself in your new dress or fashionable clothing.
Perfect for going out to a party or clubbing, then match the shade of lipstick to
your mood. How cool is that?
But, consider what else might be going on during this virtual experience.
Biometric data is being collected about you. This includes not only your facial
expressions but also a potential scan of your eyes. It is possible to gather research
data about how you reacted to each shade of lipstick after you put it on your lips,
or the popularity of different choices of lipstick, ranked by the order of selection,
the number of product purchases, and the estimated demographics of the user.
But, the same facial recognition technology can be used at cosmetic counters with
retail stores. In those cases, the social interaction with a sales representative, or
a few of your friends who decided to shop with you, will enhance your shopping
experience.
MasterCard Here is a potential industry disruptor. MasterCard has facial

recognition software that enables customers to pay for purchases by holding their
mobile device, such as an iPhone, and pointing it at an optical scanner at special
check-out locations. Just blink twice. Yes, blink! Your eyelids are now acting as
keys on a computer or a mouse with a pointer. In those microseconds while you are
waiting, the camera is scanning your face, and a computer is using Master Card’s
facial recognition algorithms to identify, verify, and authorize your purchase.
Smiling is not required, but it does make the entire process more enjoyable.
Privacy Rights and Laws

Who said you had a right to privacy? Or, does anyone actually guarantee that
right? The answer to these questions has changed during the Digital Age.
Technologies have expanded our ability to view, listen, and interact with other
in both face-to-face and artificial environments. The most important change is
that the process of viewing, listening, and interacting can be initiated without
our knowledge. This process can also be completed using machines and artificial
intelligence, which gathers data, analyzes and processes the data, and finally, uses
the results to accomplish a task.
Biometric Privacy Act Consumers are becoming increasingly concerned about

their own privacy. The collection of data by social media without consumers’
knowledge has raised awareness of this important issue. After it was discovered
that Facebook was selling personal data or collaborating with third-party users,
a movement to restrict or limit the power of social media companies was initiated
with the introduction of several bills and laws that attempted to solve or alleviate
the problem.
In the United States, the first Biometric Privacy Act was passed and approved
by the State of Illinois in 2008. Its purpose is to guard and protect against the
unlawful collection, storage, and usage of individual biometric information. This
14
Another random document with
no related content on Scribd:
Note al Capitolo Sedicesimo.
99. Cfr. Cic., Pro lege Man., 11, 31 sgg.; Plut., Pomp., 24.
100. Le fonti principali della nuova ed ultima guerra mitridatica, per la parte
che riguarda le campagne di Lucullo, sono App., Mithr., 72 sgg.; Plut.,
Lucull., 6-35. La monografia contemporanea più interessante è quella di
Th. Reinach, Mithridate Eupator roi du Pont, Paris, 1890, pp. 320-372.
Su Lucullo, la sua figura, la importanza storica e la cronologia delle sue
guerre, cfr. G. Ferrero, Grandezza e decadenza di Roma, vol. I, cap.
VII e VIII; vol. II, Appendice B.
101. Sulla guerra così detta di Spartaco, cfr. specialmente App., B. Civ., I,
116-20.
102. Sui tribuni ærarii, cfr. Daremberg et Saglio, Dictionnaire d’antiquités

classiques, a Iudiciariæ leges, e a Tribus.
103. Si tratta di un’ipotesi, ma assai verisimile: cfr. G. Ferrero, Grandezza e

decadenza di Roma, vol. I, p. 271 sgg.
104. App., Mithr., I, 97. — Cicerone la sostenne eloquentemente con la

storica orazione Pro lege Manilia.
105. Sulle campagne di Pompeo in Oriente, cfr. specialmente App., Mithr., 97

sgg.; Plut., Pomp., 30-42; Th. Reinach, op. cit., 381-410; Ferrero, op.
cit., vol. I. capp. XI, XII, XIII.
INDICE ALFABETICO-ANALITICO
Acerra, presa da Annibale, 161.

Achei, e la prima Guerra illirica, 135; inclinano verso la Macedonia, 182;
durante la seconda Guerra macedonica, 183; alleati di Roma (197 a. C.),
184; ottengono Erea e la Trifilia, 186; alleati di Roma durante la Guerra
siriaca, 190; deportati a Roma, 208; la lega achea e sua competizione con
Sparta, 119; insorge contro Roma, 217; dichiara guerra a Sparta, 219-220;
privata da Roma di alcune città, 221-222; nuova dichiarazione di guerra a
Sparta, 223; vinta da Metello e da Mummio, 223.
Acilio (M.’ Glabrione) (trib. pl. 123 a. C.), e la lex Acilia de repetundis, 250.
Acilio (M.’ Glabrione) (cons. 67 a. C.), 359; riceve le province del Ponto e
di Cilicia, 359.
Aderbale, ammiraglio cartaginese, 128.
Aderbale, figlio di Micipsa e re di Numidia, 261; scacciato da Giugurta,
261; assalito e ucciso (112 a. C.), 263.
Aegusa, una delle isole Egadi, 127.
Aenaria (Ischia), origini del nome, 6.
Africa, provincia romana, 223.
Agatocle, tiranno di Siracusa, 110, 115.
Ager gallicus, 141.
Ager publicus, 118, 133; dopo la guerra annibalica, 195; in Africa, 223,
236, 244; esentato d’imposta, 255; disposizioni del 119 a. C. su l’a. p.,
260.
Agricoltura, nel Lazio primitivo, 8, 13, 83; decadenza della piccola
proprietà in Italia durante la seconda Guerra sannitica, 82; dopo la Guerra
tarantina, 118; dopo la prima punica, 137-138; nei sec. III-II a. C., 194-
195; nella seconda metà del II sec. a. C., 226; la piccola e la grande
proprietà nella seconda metà del II sec., 229; nella prima metà del I sec.
a. C., 295.
Agrigento, fortezza cartaginese, 122-23; assediata e occupata dai Romani
(262 a. C.), 123; rioccupata dai Cartaginesi (213 a. C.), 163, 164; ripresa
dai Romani (210 a. C.), 165.
Alba, nel territorio degli Equi, colonia dei Romani, 91.
Alba Longa (nel Lazio), 7, 9, 10, 12; distruzione, 16.
Albania (Schirwan) conquistata da Tigrane, 353; invasa da Pompeo, 361.
Alessandro il Molosso, re d’Epiro, combatte contro Lucani, Bruzzi e
Sanniti, 72.
Alleati (Gli) italici, nell’esercito romano, 187; e la legge agraria sempronia,
236, 237, 245. V. Italici.
Allife, 74.
Amasia, città del Ponto, 349.
Ambracia, occupata da Pirro, 101.
Ambroni, 284; vinti da Mario ad Aquae sextiae (102 a. C.), 284.
Amilcare Barca, in Sicilia, 128 sgg.; sua politica dopo il 241 a. C., 145; in
Spagna (238?-231 a. C.), 145-147; sua morte (231 a. C.), 147.
Amiso, città del Ponto, 349; assediata da Lucullo, 349, 350; Pompeo ad
A., 361.
Amulio, 7.
Anco Marzio, 11, 16; e Veio, 46.
Andrisco, pseudofiglio di Perseo, 218; vinto da Metello (148 a. C.), 219.
Annibale, figlio di Amilcare Barca, generale degli eserciti cartaginesi in
Spagna, 147; suo piano della guerra contro Roma, 148-49; sua marcia
dalla Spagna in Italia, 149-51; suo esercito 149, 175, n. 3; presso
Victumulae, 151; vince presso il Ticino (218 a. C.), 151, 175, n. 4; vince
alla Trebbia (218 a. C.), 153-54; A. e gli Italici, 155; dalla Trebbia al
Trasimeno, 155-56, 176, n. 5; vince al Trasimeno (217 a. C.), 156; in
Umbria, nel Piceno, in Apulia, 157; vince a Canne (2 ag. 216 a. C.) 158-
160; prende Nocera, Acerra, Casilino, 161; in Campania (215 a. C.), 161;
tenta invano liberar Capua, 164; Cartagine e A. durante la seconda
punica, 164-65; in Puglia (207 a. C.), 168; si ritira nei Bruzzi, 169; sua
narrazione della impresa d’Italia, 171; medita una nuova alleanza con la
Macedonia, 171; lascia l’Italia, 171; è vinto presso Zama (202), 171;
consiglia la pace con Roma, 173; alla Corte del re di Siria (195 a. C.), 190;
vinto dai Rodii (190 a. C.), 191.
Antigonidi, monarchia degli, 110.
Antiochia, città della Siria; Pompeo ad A., 362.
Antioco III il Grande, re di Siria, 178; sue mire sull’Egitto, 178; e sua
alleanza con Filippo V, 178; invade la Palestina (202 a. C.), 178; occupa
Efeso (197 a. C.) e Lisimachia (196 a. C), 189; si abbocca con
ambasciatori romani, 189; A. e Roma alla vigilia della Guerra siriaca, 190:
in Tessaglia (192 a. C.); ripassa in Asia, 190; è vinto nelle acque di Chio,
191; è vinto a Magnesia (190 a. C.), 191; perde tutta l’Asia al di qua del
Tauro (189 a. C.), 192.
Antioco IV, re di Siria, assale l’Egitto, 206-7; si ritira dietro ingiunzione di
Roma, 208-9.
Antioco l’Asiatico, 355; riceve da Lucullo il regno di Siria, 355.
Antonio (M.), oratore, candidato al consolato pel 99 a. C., 291.
Antonio (C. Ibrida), un sillano accusato da Cesare, 347.
Anzio, 28, 29, 70.
Aoo (Fl.), 184.
Apollonia, nella Confederazione italica, 135.
Appaltatori, in Roma, 136-37. V. Pubblicani, Cavalieri.
Apuleio (L. Saturnino) (trib. pl. I 103 a. C.), 282; capeggia le dimostrazioni
contro gli ambasciatori di Mitridate, 283; trib. pl. II (100 a. C.), 287; 288;
sue legg., 288-89; eletto tr. pl. III, 291; ucciso (dicembre 100 a. C.), 292.
Apulia, gli Apuli alleati di Roma nella seconda Guerra sannitica, 47, 79;
spedizione romana in Apulia (320 a. C.), 78, 79; nuova spedizione romana
(314 a. C.), 80; l’A., invasa da Pirro, 103; devastata da Annibale, 157;
campagna del 216 a. C. in A., 158; passa ad Annibale, 160, 168;
sgombrata da Annibale, 169; nella Guerra sociale, 305.
Aquae Sextiae, battaglia (102 a. C.), 284.
Aquilio (M.’) (cons. 129 a. C.), vince Aristonico, 245.
Aquilio (M.’) ambasciatore a Mitridate, 306; e Nicomede III, 306.
Aquitania, 268.
Arausium (Oranges), battaglia (6 ottobre 105 a. C.), 277.
Archelao, generale di Mitridate, 309; occupa Delo, 310; in Atene, 317;
lascia la Grecia (86 a. C.), 320; vinto a Cheronea, 320.
Archelao, figliuolo del prec., gran sacerdote di Comana, 362.
Archimede, 163.
Ardea, 28.
Arevaci, 213, 232.
Arezzo, città etrusca, 4; durante la seconda Guerra sannitica, 87;
assediata dai Galli (285 a. C.), 96; battaglia (285 a. C.), 96.
Ariminum (Rimini), 151; in mano di Silla, 351.
Ariobarzane, re di Cappadocia, 293; rimesso sul trono da Silla, 294; riceve
da Pompeo nuovi territorî, 364.
Aristione, generale di Mitridate, in Atene, 317.
Aristobulo, pretendente al trono di Giudea, 367.
Aristonico, figliuolo illegittimo di Eumene e pretendente al trono degli
Attalidi, 244; insurrezione, 244.
Armata, creazione di un’armata romana durante la seconda Guerra
sannitica, 82, 85-86; la prima grande armata romana (261 a. C.), 123-24;
Roma manca di un’armata, 319, 342, 348.
Armenia, 294; popolazione, 352; storia, 353; suoi confini nella prima metà
del I sec. a. C., 353; mercenari, 306; Mitridate in Armenia, 352; e Lucullo,
353; e Pompeo, 364; Piccola Armenia, 361. V. Tigrane.
Arniensis, 54.
Arpi, occupata dai Romani, 163.
Arsaniade (Fl.), battaglia, 357.
Aruspici, 13-14. V. Sacerdoti.
Arverni (nella Gallia Transalpina), guerra con Roma, 260; distruzione dello
Stato degli A., 260, 267; conseguenze, 267-68.
Ascanio, 7.
Asdrubale, generale di Amilcare Barca, 146; generale cartaginese in
Spagna, 146-47; trattato con Roma (226 a. C.), 146, 175, n. 1; morte (221
a. C.), 147.
Asdrubale, fratello di Annibale e generale degli eserciti cartaginesi in
Spagna, durante la seconda punica, 161; ricaccia i Romani al di là
dell’Ebro, 165; prepara una invasione in Italia, 166; vinto a Baecula (208
a. C.), 167; in Italia (207 a. C.), 167; vinto e ucciso presso il Metauro (207
a. C.), 168.
Asdrubale, generale cartaginese contro Massinissa, 215; disfatto, 215;
condannato a morte, 216; generale cartaginese nella 3ª punica 219.
Asia, provincia romana, 241; l’appalto della decima ai cavalieri, 250;
importanza finanziaria per Roma, 307; e Mitridate, 307; invasa da
Mitridate, 307; Silla amnistia le città ribelli d’A., 323; nuova invasione di
Mitridate (74 a. C.), 344 sgg.; liberata da Lucullo, 346.
Asia minore; possessi dei Tolomei in, 110; dopo la Guerra siriaca, 192;
Italici in A., 226.
Atamania, occupata da Pirro, 101; alleata di Roma nella seconda punica,
183.
Atene. V. Ateniesi.
Ateniesi, e la prima Guerra illirica, 135; invocano Roma contro Filippo V,
178; alleati con Roma, 182, 190; ricevono Delo, 208; si sollevano contro
Roma, 309; i generali mitridatici in Atene, 316; Atene assediata da Silla
(87-86 a. C.), 319-20.
Atilio (M. Regolo) (cons. 256 a. C.), 125; in Africa, 125, 126; prigioniero
(255 a. C.), 127.
Attalo I, re di Pergamo, contro Filippo V, 167; alleato con Rodi, Chio, ecc.,
178; contro Filippo V, 178; invoca Roma (201 a. C.), 178; alleato con
Roma, 182; nella seconda Guerra macedonica, 183.
Attalo II, re di Pergamo, manda la flotta in aiuto di Metello, 223.
Attalo III, re di Pergamo; sua morte (133 a. C.); lascia il regno a Roma,
239.
Auguri, 13. V. Sacerdoti,
Aurelio (C. Cotta) (cons. 75 a. C.), e l’abolizione della legge di Silla circa il
tribunato, 342-43.
Ausculum (Ascoli di Puglia), battaglia (279 a. C.), 103; (del Piceno), nella
Guerra sociale, 305.
Auspicia, 14, 15, 33, 40.
Baecula (in Spagna), prima battaglia (208 a. C.), 167; seconda battaglia
(206 a. C.), 169.
Baetis (Fl.), in Spagna, 167.
Baleari, conquistate da Roma, 260.
Bastarni, 281; mercenari, 307.
Belli, 213, 232.
Benevento, battaglia (275 a. C.), 107.
Beoti, 223.
Bisanzio, contro Filippo V, 178.
Bitinia, 178; il re di B. battuto da Aristonico, 245; invade con Mitridate la
Paflagonia, 281. V. Nicomede; la B. in eredità a Roma (75 a. C. o 74 a.
C.), 343; invasa da Mitridate (74 a. C.), 344; riconquistata da Lucullo, 346,
348; invasa di nuovo da Mitridate (67 a. C.), 359; provincia unica col
Ponto, 364.
Bituito, re degli Arverni, 260; catturato e deportato in Italia, 260, 267.
Bocco, re di Mauretania, alleato di Giugurta, 274; consegna Giugurta a
Mario, 276; riceve la porzione occidentale della Numidia, 278.
Boi, 96, 97, 142; assalgono Piacenza e Cremona (218 a. C.), 150. V. Galli.
Bologna, colonia romana, 195.
Boviano, capoluogo del Sannio, 88; distrutta da Silla, 333.
Bruzii, combattuti da Alessandro il Molosso, 72; contro Roma (285 a. C.
sgg.), 96-97; perdono parte del territorio dopo la guerra tarantina, 108;
passano ad Annibale, 160.
Cabira, città del Ponto, 349, 357.

Caere, città etrusca, 4.
Calcide, piazzaforte macedone in Grecia, 185; occupata da forze romane
e pergamee, 183.
Cales (Calvi), colonia romana, 72.
Callife, 74.
Calpurnio (L. Bestia) (cons. 111 a. C.), generale contro Giugurta, 264; e
Giugurta, 264-65.
Calpurnio (L. Pisone) (cons. 148 a. C.), combatte in Africa, 219.
Camerino, 92.
Camillo, «secondo fondatore» di Roma, 287.
Campania, Etruschi in C., 3, 10-11; Campania preromana, 64 sgg.;
assoggettamento a Roma, 70-71; passa in parte ad Annibale, 160, 161;
guerra in C. (215 a. C.), 161; nella guerra sociale, 305; colonie militari in
C., 333.
Campidoglio, 17.
Canne, battaglia (2 agosto 216 a. C.), 158-60.
Canuleio (C.), tribuno della plebe; sua legge (444 a. C.), 40.
Canusio, 79.
Capio, 6.
Cappadocia, alleata di Antioco, 191; il re di C. battuto da Aristonico, 245;
occupata da Mitridate VI, 293. V. Ariobarzane; seconda invasione
mitridatica, 294, 295; terza invasione mitridatica (88 a. C.), 307; la Grande
C., invasa da Tigrane, 342, 359.
Capri, origine del nome, 6.
Capua, origine del nome, 6; occupata dagli Etruschi, 65, 66; dai Sanniti,
65; in rotta con la confederazione sannitica, 65-66; guerra coi Sanniti (343
a. C.), 67; alleanza con Roma, 67; in lega coi Latini contro Roma, 68;
dopo la Guerra latina del 340-338 a. C., 70; passa ad Annibale, 160;
ripresa dai Romani, 164; scuola di gladiatori, in C., 349.
Caria, possesso dei re di Pergamo e dei Rodii (189 a. C.), 192.
Carrinate, 329.
Cartagena, 150; presa da Scipione (209 a. C.), 167.
Cartagine, e Roma regia, 18; primo trattato con Roma (510 o 509 a. C.),
27 segg., 43, n. 1; secondo trattato con Roma (348 a. C.), 62-63; e Roma
durante la Guerra tarantina, 105; e Pirro in Sicilia, 106; suo territorio nel III
sec. a. C., 110; alla vigilia della prima punica, 110 sgg.; governo, 111; vita
economica, 110-12; regime commerciale di monopolî, 112; ordinamento
militare, 111, 112, 174; e la prima punica (264-241 a. C.), 121 sgg.; alleata
di Siracusa, 121; assedia Messina (264 a. C.), 121; perde la Sicilia e le
isole tra la Sicilia e l’Italia, 130; rivolta di mercenari, 130; i Cartaginesi in
Spagna dopo il 241 a. C., 145 sgg.; seconda Guerra punica (218-201 a.
C.), 147 sgg.; C. dispare dal novero delle grandi Potenze (147 a. C.); dopo
la seconda punica, 214; risurrezione economica, 214; e Massinissa, 214,
215; e la Sardegna, 27, 28, 110, 117; commercio cartaginese nella
Sardegna romana, 214; rivolgimenti politici (151-150 a. C.), 215; guerra
con Massinissa, 215; esordi della seconda punica, 216-217; la terza
Guerra punica (149-146 a. C.), 217 sgg.; vinta e distrutta, 222; il territorio
cartaginese, provincia romana (146 a. C.), 222-23; conseguenze della
distruzione di C. nel mondo mediterraneo; colonia Giunonia, 253-54; e
abrogazione della legge relativa, 256.
Casilino, presa da Annibale, 161.
Cassio (Spurio) (cons. 493 a. C.), 29; e la guerra col Lazio, 29.
Cassio (L. Longino) (cons. 107 a. C.), sconfitto dai Tigurini, 274-75.
Cassio (L.) pretore; spedito a Giugurta, 265.
Catone. V. Porzio.
Caudio, 77.
Cavalieri, in Roma, 137, 249; crescente importanza, 228, 229; e la legge
agraria sempronia, 237; ottengono la giurisdizione penale, 249; e l’appalto
dei tributi della provincia d’Asia, 250; contro C. Gracco, 255; in Numidia,
264, 269; parteggiano per C. Mario, 271, 311; abbandonano il partito
popolare (100 a. C.), 291; si riconciliano con la nobiltà senatoria, 296-297;
nuova rottura coi senatori, 297; accusano P. Rutilio Rufo (93 a. C.), 298;
nelle leggi di Livio Druso (91 a. C.), 299; nuova coalizione col Senato,
299, 300; rottura col Senato dopo il processo di Rutilio Rufo, 310;
avversano Silla, 310, 311; e le leggi sulpicie, 312; e le leggi cornelie
dell’88 a. C., 315; perdono il potere giudiziario, 334; Silla contro i cavalieri,
335, 337, n. 7; rimessi nei tribunali (70 a. C.), 353. V. Mercatores.
Cecilio (Q. Metello) (cons. 251 a. C.), sconfitto presso Palermo, 128.
Cecilio (Q. Metello) (pretore, 149 a. C.), 219; contro Andrisco, 219;
reprime l’insurrezione della Macedonia (148 a. C.), 219; vince la Lega
achea, 223.
Cecilio (Q. Metello), figliuolo del prec., conquista le Baleari (121 a. C.),
260.
Cecilio (Q. Metello Numidico) (cons. 109 a. C.) generale contro Giugurta
(109 e 108), 269; sconfigge Giugurta, 269; suo conflitto con Mario, 271;
sostituito nel comando della Guerra di Numidia, 272; trionfa, 274;
candidato dell’aristocrazia al consolato pel 100 a. C., 288; in esilio, 290;
richiamato, 292.
Cecilio (Q. Metello Pio) nel Sannio, 318; in difesa del senato contro Cinna,
318; nella prima Guerra civile, 329, 330; sconfigge Norbano a Faenza,
331.
Celesiria, occupata dai Tolomei, 110; dai Romani, 162.
Celio, 16, 17.
Celti. V. Galli.
Celtiberia (in Spagna), insurrezione del 154 a. C., 213; e Sertorio, 340.
Cenomani (Galli), 141
Censori, origine della magistratura, 42; suoi uffici, 42, 137; aboliti da Silla,
335; ristabiliti nel 70 a. C., 354.
Censura. V. Censori.
Centuria, nell’esercito romano primitivo, 15; nella costituzione serviana,
20; nella riforma del 241 a. C., 132. V. Comizi centuriati.
Cheronea (in Beozia), battaglia (86 a. C.), 320, 321.
Chersoneso tracico, 178; ad Eumene, re di Pergamo (189 a. C.), 192.
Chio, alleata di Roma nella Guerra siriaca, 191.
Chiusi, assediata dai Galli, 5.
Cilicia, conquistata da Tigrane, 353; dominio dei pirati, 342; provincia
romana, 345, 358, 359.
Cilnio (C. Mecenate), d’origine etrusca; pubblicano a Roma, 296.
Cimbri, invadono l’Illiria e assalgono i Taurisci, 263; sconfiggono Cn.
Papirio Carbone (113 a. C.); invadono la Gallia transalpina (109 a. C.),
268; si congiungono ai Teutoni, 274; e ai Tigurini, invadendo di nuovo la
Gallia, 276-77; sconfiggono i Romani ad Arausium (6 ottobre 105 a. C.),
277; invadono la Spagna (104 a. C.), 279; invadono l’Italia, 284-85;
sconfitti e distrutti ai Campi Raudii (30 luglio 101 a. C.), 285.
Cinocefale, battaglia (197 a. C.), 185.
Cipro, sotto i Tolomei, 110.
Circei, 28, 29.
Circo Massimo, 17.
Cirenaica, 294; sotto i Tolomei, 110; in eredità a Roma, 294.
Cirta, cittadina numidica, 263; assediata e presa da Giugurta, 263, 264;
commercianti italici a C., 264.
Cittadinanza (romana); civitas cum suffragio, 70; sine suffragio, 70-71; e i
municipi romani, 114-15; la c. r. agli Italici, 131, 296, 300-301; Silla toglie
la c. r. a molti municipi, 336.
Chio, contro Filippo V, 178.
Cicladi, 178.
Cinna, V. Cornelio.
Cizico, contro Filippo V, 178; assediata da Mitridate, 346.
Claudio (Appio) (cons. nel 264 a. C.), e la prima campagna della prima
punica (264 a. C.), 121 sgg.
Claudio (Appio, Cieco) (censore, 312-308), sua opera, 83 sgg.; durante la
guerra tarantina, 104; tentativi contro le sue riforme, 139.
Claudio (Appio) (cons. 143 a. C.), vince i Salassi, 231; suocero di Tiberio
Gracco, 237; uno dei tresviri agris adsignandis, 239.
Claudio (Appio), decemviro, 38, 47.
Claudio (C. Nerone) (cons. 207 a. C.), 167; contro Annibale, 168; si
congiunge con l’esercito di Livio Salinatore, 168; vince Asdrubale, 168.
Claudio (M. Marcello) (cons. 152 a. C.), conclude la pace coi Celtiberi,
213.
Claudio (M. Marcello) (pretore, 216 a. C.), 161; guerreggia in Campania
Annibale, 161; destinato in Sicilia (214 a. C.), 162; assedia Siracusa, 163;
e la prende, 164 (212 a. C.), 164; sua morte (208 a. C.), 167.
Cloaca Massima, 19.
Clodio (P.) (cons. 250), battuto presso Trapani, 128.
Clodio (P.), sobilla i soldati contro Lucullo, 356.
Clupea, 126, 127.
Colchide, Mitridate in, 360; invasa da Pompeo, 361; nuovi re in, 362.
Colonie, romane, carattere, 113; magistrati, 113; forza numerica, 113;
latine, 113; ordinamento, 113; diritti civili e politici, 113-14; forza numerica,
114; dopo la seconda punica, 195; colonie proposte da C. Gracco e loro
carattere, 253-254. V. leges (de coloniis); e la Guerra sociale, 302; militari,
nel Sannio, in Campania, in Etruria, 333.
Comizi centuriati, 21; dopo la caduta della monarchia, 32; riforma di Appio
Claudio, 84-85; riforma dei C., (241 a. C.), 130-132; 143, n. 1; riforma di
Silla, 334; curiati, e loro ufficio, 15, 20; dopo la caduta della monarchia,
32; tributi, eleggono i tribuni plebei, 35; gli artigiani e i C. t., 84, 85; e le
leggi Valeria Horatia (444 a. C.) e Publilia (334 a. C.), 95; e le riforme di
Appio Claudio (312-308 a. C.), 85; e la legge Hortensia (287 a. C.), 95-94;
riforma di Silla, 334.
Commercio, del Lazio primitivo, 8, 18-19, 21; decadenza del commercio
romano dopo la fine della monarchia, 28; ripresa dopo la Guerra tarantina,
119; commercio romano nell’Adriatico, 134-35; nella seconda metà del III
sec. a. C., 136; nella prima metà del II sec. a. C., 195-96; nell’età di Mario
e Silla, 295.
Consolato. V. Consoli.
Consoli, 32; eletti dai comizi centuriati, 32; e la legge Canuleia, 40; lotta
plebeo-patrizia pel consolato, 42; e la legge licinio-sestia (367 a. C.), 57; i
plebei al consolato, 58; intervallo fra due consolati stabilito da Silla, 335.
Coorte, 280.
Corcira, nella confederazione italica, 135.
Corfinium nel paese dei Peligni, 303; capitale degli Italici durante la
Guerra sociale, 303.
Corfù, occupata da Pirro, 101.
Corinto, e la prima Guerra illirica, 135; piazzaforte macedone in Grecia,
185; distrutta (146 a. C.), 223-24; ragioni della distruzione, 225;
conseguenze sulla economia del mondo mediterraneo, 228.
Cornelio (P. Scipione) (cons. 218 a. C.), 150; nella Cisalpina, 150; a
Marsiglia, 150; a Pisa, 151; battuto presso il Ticino, 151; si ritira a
Piacenza, 152; poi alla Trebbia, 152; in Spagna; sua morte (211 a. C.),
165.
Cornelio (Cn. Scipione), fratello del precedente, 151; in Spagna, 151;
taglia le comunicazioni con l’Italia e la Spagna, 154; sua morte (211 a. C.),
165.
Cornelio (P. Scipione Africano), alla battaglia del Ticino (218 a. C.), 151;
carattere e popolarità, 166; proconsole (210 a. C.); in Spagna (209 a. C.),
166; prende Cartagena, 167; vince a Baecula (206 a. C.), 169; e
ricomincia la riconquista della Spagna, 169; console (205 a. C.), 169; suo
disegno di invasione dell’Africa cartaginese, 169, 170; parte per l’Africa
(204 a. C.), 170; assedia Utica, 170; vince Siface e i Cartaginesi, 170,
171; trattative di pace, 170; vince presso Zama (202 a. C.), 171 sgg.; sua
politica dopo la seconda punica, 188-89; proconsole nella guerra contro
Antioco (170 a. C.), 171; accusato di perduellione, 202, 209, n. 4; in
volontario esilio, 202-3.
Cornelio (L. Scipione) (console 190 a. C.), fratello del precedente e
generale supremo contro Antioco, 171; accusato di appropriazione
indebita, 202, 209, n. 4.
Cornelio (P. Scipione Emiliano), tribuno militare in Africa, 220; carattere e
valore, 220; console (147 a. C.), 220; generale romano nella terza punica,
221; vince e distrugge Cartagine, 222-23; suo partito in seno alla nobiltà,
230; in Oriente, 234; console (134 a. C.) e generale in Spagna, 235; suo
giudizio su Tiberio Gracco, 243; distrugge Numanzia (133 a. C.), 244;
riordina la Spagna, 244; e gli italici, 245; sua morte improvvisa, 247.
Cornelio (P. Scipione Nasica), contro i Graccani, 242-43.
Cornelio (L. Silla), questore di Mario, 273; tratta con Bocco per la cattura
di Giugurta, 276; nella Guerra cimbrica, 309; pretore (102 a. C.), rimette
sul trono Ariobarzane, 294; console (88 a. C) e generale contro Mitridate,
309; aborrito e avversato dai cavalieri, 310-11; marcia da Nola su Roma,
313-14; sue leggi, 315; in Grecia (primavera dell’87 a. C.), 316; hostis
publicus, 318; saccheggia la Grecia 319; vince Archelao a Cheronea (86
a. C.), 320; accordo tacito con Valerio Flacco?, 321, 322, 337, n. 2; vince
Dorilao a Orcomeno (86 a. C.), 322; corrompe Archelao, 323; stipula la
pace di Dardano con Mitridate (85 a. C.), 323-24; in Asia e in Grecia (85-
83 a. C.), 325, 326; tratta col governo democratico di Roma, 325; cambia
il sistema d’esazione delle imposte in Asia, 326; prima Guerra civile (83-
82 a. C.), 326 sgg.; suo ritorno in Italia (83 a. C.), 328; sconfigge Norbano,
328; padrone dell’Italia meridionale, 328-329; occupa Roma, 329;
combatte Carbone, presso Chiusi, e la Cisalpina gli si arrende, 331;
grande repressione in Italia, 333; dittatore (82-79 a. C.), 334 sgg.; si ritira
a vita privata, 337; muore a Pozzuoli (79 a. C.), 337; suo pensiero politico,
334; sue Memorie, 337; l’opera di Silla distrutta (70 a. C.), 354.
Cornelio (L. Cinna), cons. I (87 a. C.), 315; ripropone le leggi sulpicie, 317;
sua fuga, 318; a Capua; torna in Roma, 318; cons. II (86 a. C.), 317;
trucidato dai soldati, 326.
Cornelio (L. Scipione Asiatico) (cons. 85 a. C.), bisnipote del vincitore di
Antioco, 327; deposto da Silla, si ritira a Marsiglia, 328.
Cornelio (Dolabella), un sillano, accusato da Cesare, 347.
Cornelio (Cn. Lentulo), censore (70 a. C.), 354.
Corseoli, colonia dei Romani, 91.
Corsica, e Roma regia, 18; possesso cartaginese, 110, 117; guerra in C.
(259-57 a. C.), 125; provincia romana, 133.
Cortona, 87.
Cremona, colonia romana (218 a. C.), 142.
Creta, sotto i Tolomei, 110.
Crotone, 2; occupata dai Romani, 105.
Cuma, 2; occupata dai Sanniti, 65; municipio sine suffragio, 70-71; nella
seconda punica, 161.
Curie, 14, 15, 21; numero, 14; comizi curiati, 15.
Curio (M. Dentato) (cons. 270 a. C.), 94; invade l’Umbria e il Piceno, 94.
Cyrus (Kur) (Fl.), 361.
Dalmazia. V. Illiria.
Damasco, 362.
Dardano (nella Troade), pace di D. (85 a. C.), 323; sue conseguenze, 341-
42.
Debiti, questione dei d., 34, 54-55, 61; le leggi licinio-sestie e i d., 56-57;
saggio dell’interesse, 61; il nexum e sua abolizione (326 a. C.), 77; dopo
la terza sannitica, 94-95; nella seconda metà del II sec. a. C., 229;
richiamo in vigore delle antiche leggi sui d., 307; le leggi Cornelie dell’88
a. C., 315; legge Valeria (86 a. C.), 320.
Decemvirato, 36 sgg.; ufficio, 36-37; primo decemvirato (451 a. C.), e sua
opera, 37-38; secondo decemvirato (450-449 a. C.), 38-39; fine, 39.
Decima (decuma), 133.
Decio (P. Mure) (cons. 297; 295 a. C.), 92; muore a Sentino, 93.
Decuria, 15.
Decurioni, magistrati delle colonie romane, 113.
Delo, emporio romano, 175-76; restituita agli Ateniesi e sua nuova
floridezza, 208; Italici a D., 226; occupata dai generali di Mitridate, 310.
Demetriade, piazzaforte macedone in Grecia, 185.
Demetrio di Faro, 135; combatte contro Filippo V (220 a. C.), 148.
Demetrio, re di Macedonia, 134.
Dionisio, tiranno di Siracusa, 110.
Distribuzioni frumentarie, introdotte da C. Gracco, 251; le d. fr. e Livio
Druso, 299; abolite da Silla, 335.
Dittatore, carattere della magistratura, 41; sua origine, 41.
Dittatura. V. Dittatore.
Divicone, capo dei Tigurini, vince il cons. Longino (107 a. C.), 274-75.
Domizio (Cn. Enobarbo) (censore 92 a. C.), suo editto sulle scuole di
retorica, 298; un democratico, 327.
Dorilao, generale di Mitridate, 322.
Drepano. V. Trapani.
Duilio (C.) (cons. 260 a. C.), vince i Cartaginesi a Mylae, 124.
Duoviri, magistrati delle colonie romane, 113.
Duoviri navales, 85.
Eacida, padre di Pirro, 101.
Ebro (Fl.), in Spagna, 146.
Ecnomo (M. S. Angelo), battaglia (256 a. C.), 125.
Edepo (Fl.), battaglia (73 a. C.), 346.
Edili della plebe, 35; curuli, 58.
Edui, in amicizia coi Romani, 268.
Efeso, emporio commerciale, 321; insorge a favore di Mitridate (87 a. C.),
321.
Egadi, battaglia (242 a. C.), 129.
Egitto, sotto i Tolomei, 110; fornisce grano a Roma, 166; decadenza
durante le guerre puniche, 178; Italici in E., 226.
Eleno, figlio di Pirro, 107.
Ellenismo, in Roma, nel periodo regio, 18-19; dopo la Guerra tarantina,
118-19; nel II sec. a. C., 197, 226-27; nel I sec. a. C., 294-95, 296.
Ellesponto, possessi dei Tolomei su l’E., 110.
Emilio (L. Paolo) (cons. 216 a. C.), 158; ucciso a Canne, 160.
Emilio (Paolo) (cons. 168 a. C.), 207; del partito tradizionalista, 207;
generale per la terza macedonica, 207; vince a Pidna (168 a. C.), 207; si
oppone all’annessione della Macedonia, 207.
Emilio (M. Scauro) (cons. 115 a. C.), 312; esclude i liberti dalle tribù, 312;
princeps senatus e ambasciatore a Giugurta, 263; ufficiale nella guerra
contro Giugurta, 264.
Emilio (Q. Barbula) (console 281 a. C.), e Taranto, 100.
Emilio (M. Lepido) (cons. 70 a. C.), 339; propone l’abolizione delle leggi
sillane, 339; in Etruria ad arruolare ribelli, 337; hostis publicus, 340; vinto
da Pompeo, 341; fugge in Sardegna e sua morte (77 a. C.), 341; i seguaci
di E. L., amnistiati.
Emilio (M. Scauro), in Celesiria, 362.
Emporie, 223.
Enea, 6, 7.
Ennio, 197.
Epidamno, nella confederazione italica, 135.
Epiro, durante la seconda macedonica, 184; durante la terza macedonica,
206; saccheggiato dopo la terza macedonica, 208.
Equi, 3; guerre con Roma, 29, 30; incursioni a mezzo il secolo V, 36; nel
449 a. C., 39; dopo l’incendio gallico, 53.
Eraclea, battaglia (280 a. C.), 102; occupata dai Romani, 105.
Erea, 186.
Erice, 128.
Ermocrate, generale di Mitridate, 344.
Ernici, 3; in lega con Roma, 30; insurrezione, 88.
Esercito, di Roma regia, 15; legione, 15, 79; gratuità del servizio, 31;
obbligatorietà, 187; soldo ai legionari, 48-49; il bottino, 31; modificazioni
durante la seconda Guerra sannitica, 79; manipoli, 79; cavalleria, 79; suoi
elementi, 187; condizioni durante e dopo la seconda macedonica, 187,
188, 201; durante la terza macedonica, 206; crisi dell’esercito romano di
coscrizione, 187, 206; ulteriore decadenza dopo la terza macedonica,
212, 229-30; corruzione degli eserciti romani di Spagna, 235; riforma di
Mario e sua portata, 272-73, 279-80; armamento secondo le riforme di
Mario, 280; il nuovo esercito, 313-14; colonie militari, 333. V. Veterani;
Coorte.
Esernia, città del Sannio, distrutta, 333.
Esino (Fl.), 97.
Esquilino, 19.
Etoli, lega etolica, 164; e la prima Guerra illirica, 135; mercenari etoli, 178;
nemici della Macedonia, 182; alleati di Roma nella seconda macedonica,
164; pace con Filippo V (205 a. C.), 169; durante la seconda Guerra
macedonica, 183; alleati di Roma, (199 a. C.) 183, 184; dopo la seconda
macedonica, 186; contro la politica romana in Grecia, 189; invocano
Antioco di Siria, 189; guerra con Roma, 191; discordie interne, 204;
notabili etoli avversi a Roma, trucidati, 208.
Etruria, 3-4, e i Tarquinii, 18; Etruria e Roma, 18-62; l’E. meridionale
sottomessa a Roma, 49, 54, 87; decadenza nel III sec. a. C., 109; invasa
dai Galli (225 a. C.), 141; colonie militari in E., 333; insurrezione dei coloni
sillani, in E., 338; repressione della rivolta, 341.
Etruschi, 3. V. Etruria; territorio, 3; dominio, 3; civiltà, 3-4; città, 4;
ordinamento politico, 4; in Campania e nel Lazio, 9-10; e Roma, 9-10, 18;
in Roma, 12; prime guerre con Roma, 27; minacciati da Greci, Sanniti,
Celti, 47; contro il Lazio dopo l’incendio gallico, 53; guerra etrusco-
romano-sannitica (311-310 a. C.), 86, 88; nuova sottomissione a Roma
(294 a. C.), 93; nuova insurrezione (285-283 a. C.), 96-97; e la Guerra
sociale, 302, 303.
Eubea, attaccata dalla flotta romana (199 a. C.), 183; gli Eubei alleati della
lega achea, 223.
Eumene, re di Pergamo, alleato dei Romani, nella guerra siriaca, 191; alla
battaglia di Magnesia, 192; ottiene il Chersoneso Tracico, la Lidia, la Frigia
e parte della Caria (189 a. C.), 192; dopo la Guerra siriaca, 205; incita
Roma alla terza macedonica, 205; alleato di Roma nella terza
macedonica, 206; sospettato a Roma, 208.
Eupatoria, città del Ponto, 349.
Fabio (Q. Massimo), sua carriera, 156; dittatore (217-16 a. C.), 156; in
Apulia, 157; depone la dittatura (216 a. C.), 158.
Fabio (Q. Massimo Serviliano) (cons. 141 a. C.), in Spagna, 232; conclude
la pace con Viriato, 232.
Fabio (Q. Rulliano) (cons. 310 a. C.), invade l’Etruria, 87; (cons. 297 e 295
a. C.), 92; vince a Sentino, 92.
Farisei, 363.
Farnace, figlio di Mitridate, ribelle al padre, 363; riceve il regno della
Tauride, 364.
Felsina, 4.
Fenicia, occupata da Tigrane, 353; dai Romani, 362.
Ferento, 79.
Feriae imperativae, 312.
Feziali, 14.
Fidene; Veio, Roma e F., 46; distruzione, 46.
Fiesole, città etrusca, 4.
Filippo V, re di Macedonia, 148; guerreggia Demetrio di Faro (220 a. C.),
148; si allea con Annibale, 160, 161; la prima Guerra macedonica (215-
205 a. C.), 162, 164, 167, 169; pace con Etoli e con Romani (205 a. C.),
169; seconda Guerra macedonica (200-196 a. C.), 177 sgg.; si allea con
Antioco il Grande, 178; sue mire sull’Egitto, 178; occupa le Cicladi, il
Chersoneso tracico e la Bitinia, 178; invade l’Attica, 178, 179, 183; alleato
con Roma durante la guerra siriaca, 190 sgg.; tenta di espandersi
nuovamente in Grecia e in Tracia, 204; si amica i barbari d’oltre Danubio,
204-05; muore (179 a. C.), 205.
Fimbria, luogotenente di Valerio Flacco, 322-23; generale democratico
contro Silla, 323; invade l’Asia e occupa Pergamo (85 a. C.), 324; vinto da
Silla e suicida (85 a. C), 324.
Flamini, sacerdoti romani, 14; delle colonie romane, 113.
Flaminino. V. Quinzio.
Flaminio (C.) (tribuno della pl. 233 a. C.), 140; legge agraria, 140; (cons.
223 a. C.), 142; (cons. 217 a. C.), 154; a Fiesole, 155; battuto e ucciso al
Trasimeno, 155-156.
Focesi, 223.
Fondi, 70.
Forche Caudine, 77-78.
Formia, 70.
Foro romano, 9.
Fossa Mariana, 283.
Fregellae (Ceprano), colonia romana, 72; rioccupata dai Sanniti, 78;
ripresa dai Romani (313 a. C.), 80; insurrezione, 248.
Frentani, 3.
Frigia, possesso dei re di Pergamo (189 a. C.), 192.
Fulvio (Flacco) (cons. 125 a. C.), sua legge per la cittadinanza agli Italici,
247.
Fulvio (Q. Nobiliore) (cons. 153 a. C.), disfatto in Celtiberia, 213.
Furio (M. Camillo), e la distruzione di Veio, 49.
Gabinio (Aulo), tribuno della pl. (67 a. C.), 358; lex Gabinia, 358; inviato
da Pompeo in Fenicia, 362.
Gaeta, origine del nome, 6.
Galati, alleati di Antioco, 191; invadono la Grecia, 310.
Galazia, 293; i tetrarchi della G., 362; riordinata da Pompeo, 364.
Galli, nell’Italia nord, 47; i G. Senoni, loro territorio, 97; in Toscana e nel
Lazio, 50-51; incendiano Roma e assediano il Campidoglio, 51;
sgomberano Roma, 52; cronologia dell’invasione, 58, n. 1; invasioni del
360 e 348 a. C., 62; nella terza sannitica, 92-93; i Galli assediano Arezzo
e muovono contro il Lazio (285 a. C), 96; Roma ne occupa il territorio, 97;
i G. soldati mercenari, 122; guerra con Roma (225-222 a. C.), 141 sgg.;
durante la seconda punica, passano dalla parte dei Cartaginesi, 152, 154;
arrolati da Asdrubale, 167; da Magone, 169; continuano la guerra con
Roma, 179, 182; razzie nel territorio di Marsiglia, 260; e nuova guerra con
Roma, 260; i G. nella valle del Danubio, 281; i G. d’Asia Minore. V. Galati;
Arverni; Edui; Insubri.
Gallia Cisalpina, occupata da Roma (224-222 a. C.), 141-142; causa della
seconda punica, 147-48; guerra nella C., (216 sgg.), 158, 179, 187, 190;
progressi economici, 302; e la Guerra sociale, 302; ammessa alla
cittadinanza latina (89 a. C.), 305; insurrezione dopo la morte di Silla, 340;
e repressione, 341. Narbonese, provincia romana, 260; invasa dai Tigurini
(107 a. C.), 274; insurrezione contro i Romani, 271, 275; pacificata, 275,
279. Transalpina, invasa dai Cimbri (109 a. C.), 268. V. Arverni; Edui.
Gaziura, città del Ponto, 357.
Gellio Egnazio, 92; muore a Sentino, 93.
Gellio (L.), censore (70 a. C.), 354.
Gempsale. V. Iempsale.
Genova, presa da Magone (205 a. C.), 169.
Genti, 14; composizione, 14-15; le g. e l’esercito romano, 15.
Gerone, tiranno, poi re di Siracusa, 116, 122; alleato di Roma, 122, 128,
154; sua morte, 162.
Geronimo, nipote di Gerone, 162; si allea con Cartagine, 162; ucciso, 162-
163.
Gerusalemme, assediata e presa da Pompeo, 363.
Getuli, alleati di Giugurta, 269.
Giudea, indipendente dai Seleucidi, 362; guerre civili, 362-363; annessa
alla provincia di Siria, 363.
Giugurta, figlio naturale di Massinissa, 261; in Spagna, 261, 262; amico di
Scipione Emiliano, 261-62; uccide Iempsale e scaccia Aderbale, 261;
corrompe il Senato romano? 261-62, 263; nuova guerra ad Aderbale, 263;
protetto dalla nobiltà senatoria, 263-264; attaccato dai democratici, 264;
guerra giugurtina, (117-106 a. C.), 264 sgg.; chiede pace ai Romani, 264-
65; i comizi rifiutano la pace, 265; invitato a Roma, 265-266; fa uccidere
Massiva, 268; espulso da Roma, 267; sconfigge Sp. Postumio Albino,
267; è sconfitto da Metello, 269; la guerra e i partiti in Roma, 269-72;
sconfitto da Mario, si rifugia in Mauretania, 274; consegnato a Mario (105
a. C.), 276; è fatto morire nel carcere Tulliano, 278.

Full Ebook of Integrated Marketing Communication Advertising and Promotion in A Digital World 2Nd Edition Jerome M Juska Online PDF All Chapter

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Full Ebook of Integrated Marketing Communication Advertising and Promotion in A Digital World 2Nd Edition Jerome M Juska Online PDF All Chapter

Uploaded by

Copyright:

Available Formats

Integrated Marketing Communication

Advertising and Promotion in a Digital

ISE Advertising and Promotion: An Integrated Marketing

Advertising and Integrated Brand Promotion 8th Edition

Contemporary Advertising and Integrated Marketing

Paid Attention: Innovative Advertising for a Digital

Principles of Integrated Marketing Communications Team

Marketing Management A Cultural Perspective 2nd Edition

Influencer Marketing for Brands: What YouTube and

Place Event Marketing in the Asia Pacific Region

Now in its second edition, this textbook explores the continuing

Jerome M. Juska is an Adjunct Professor at Seminole State University.

Second edition published 2022

Routledge is an imprint of the Taylor & Francis Group, an informa business

© 2022 Taylor & Francis

All rights reserved. No part of this book may be reprinted or reproduced or

Trademark notice: Product or corporate names may be trademarks or

First edition published by Routledge 2018

Library of Congress Cataloging-in-Publication Data

ISBN: 978-0-367-44336-8 (hbk)

Access the Support Material: www​.routledge​.com​/ 9780367436230

1 Artificial Intelligence: Another Digital Transformation for

11 Brand Visibility Strategies: Displaying a Physical Presence

Further Reading 285

1 Artificial Intelligence: Another Digital Transformation

Interactive Voice Commerce 15

2 Integrated Marketing Communication: Pathways for

3 Marketing Research Methods: Collecting and

4 IMC Objectives and Budgets: Funding Methods and

Budget Calculation Methods 84

5 Segmentation Strategies: Prioritizing Target Groups

Consumer Segmentation Categories 102

6 Creativity Strategies and Advertising: The Storytelling

7 Digital Media Strategies: Owned and Shared

Time Scheduling 172

8 Legacy Media Strategies: Paid Pathways for

9 Sales Promotion Strategies: Motivating Shoppers

Cash Back 229

10 Public Relations Strategies: Earned Media Coverage

Functions of Public Relations 246

11 Brand Visibility Strategies: Displaying a Physical

12 B2B Communication Strategies: Retaining Customers

Further Reading 285

Northwestern University enabled me to discover the world of advertising. I was

My first note of appreciation is directed toward Alexandro Moneta, former Dean

Another expression of gratitude is reserved for Dr. Deborah Goldring, a professor

Dr. Jerome M. Juska is an author, entrepreneur, business executive, international

generation of budgets and calculating the amounts of financial resources needed.

What Is Artificial Intelligence?

Definition of Artificial Intelligence

Figure 1.1 Interacting with Artificial Intelligence

Human and Machine Communication

Figure 1.2 Phases of Data-Driven Marketing

Marketing Technology’s Digital Landscape

Data Synthetic Virtual Reality Facial

Figure 1.3 Marketing Technology’s Future Landscape

Definition of Facial Recognition

Figure 1.4 Biometrics and Facial Recognition

Homes and Office Manufacturing

Transportation Schools and

Figure 1.5 Video Surveillance Locations

There is a sizable amount of information about an individual shopper at a par-

Companies Using Facial Recognition

Access the Support Material: www.routledge.com/ 9780367436230

Further Reading 285

Interactive Voice Commerce 15

Budget Calculation Methods 84

Consumer Segmentation Categories 102

Time Scheduling 172

Cash Back 229

Functions of Public Relations 246

Further Reading 285

Figure 1.1 Interacting with Artificial Intelligence

Figure 1.2 Phases of Data-Driven Marketing

Figure 1.3 Marketing Technology’s Future Landscape

Figure 1.4 Biometrics and Facial Recognition

Figure 1.5 Video Surveillance Locations