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.   

1. Introducing Marketing Communications

2. Communications

3. Information Processing

4. How Marketing Communications Works

5. Strategy

6. Objectives

7. Industry

8. Evaluation and Metrics

9. Brand Communications

10. Integrated Marketing Communications

11. Advertising

12. Public Relations

13. Sponsorship

14. Direct Marketing and Personal Selling

15. Sales Promotion, Field Marketing and Brand Experience

16. Brand Placement, Exhibitions, Packaging and Licensing

17. Messages and Creativity

18. Media

19. Social, Search and Other Interactive Media

20. Media Planning