Marketing Communications: discovery, creation and conversations, 7th Edition

This seventh edition of Marketing Communications provides both a rich source of theory and an invaluable insight into how brands create communications and engage audiences in brand conversations. With contributions from brand owners and their advertising agencies from around the world, the book provides a unique blend of the theory and practice of brand communications.

Sarah Turnbull joins Chris Fill as co-author on the seventh edition and together their passion for marketing communications comes alive in this book as they share their expertise and experience. Its strong theoretical underpinning and selection of contemporary case studies makes this the definitive text for undergraduate and postgraduate students in marketing, marketing with psychology, advertising, business studies and other marketing-related programmes. It is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing and is supported by the Institute of Practitioners in Advertising.

Table of Contents

Part 1 Introduction to marketing communications
Chapter 1 Introducing Marketing Communications
Chapter 2 Communications: Forms And Conversations
Chapter 3 Audience Insight: Information Processing And Behaviour
Chapter 4 How Marketing Communications Might Work

Part 2 Managing marketing communications
Chapter 5 Marketing Communications: Strategy And Planning
Chapter 6 Marketing Communications: Objectives And Positioning
Chapter 7 The Communications Industry: Structure, Operations And Finance
Chapter 8 Evaluation And Metrics
Chapter 9 Branding And Marketing Communications
Chapter 10 Integrated Marketing Communications

Part 3 The marketing communications mix
Chapter 11 Advertising: Role, Forms And Strategy
Chapter 12 Public Relations: Principles And Practice
Chapter 13 Sponsorship
Chapter 14 Direct Marketing And Personal Selling
Chapter 15 Sales Promotion, Field Marketing And Brand Experience
Chapter 16 Brand Placement, Exhibitions, Packaging And Licensing
Chapter 17 Messages And Creativity
Chapter 18 Media – Principles And Practice
Chapter 19 Social, Search And Other Interactive Media
Chapter 20 Media Planning: Reaching Audiences