Marketing Communications

Marketing Communications invites readers to reconsider the countless marketing messages that surround us daily and to discover the secrets behind truly memorable campaigns. In this engaging textbook, John Egan leverages extensive industry and academic experience to explore both the reasons and the methods behind effective marketing communications. Through clear explanations and relevant examples, the book challenges you to think about why certain campaigns - like the iconic examples featuring Cadbury’s drumming gorilla or the playful Budweiser frogs - resonate so powerfully with audiences. Structured to align with the essential topics in contemporary marketing communications, this text is an invaluable resource for undergraduate and postgraduate courses, as well as professional practice. Insight boxes and vivid case studies shed light on current industry practices and evolving trends, prompting you to consider modern challenges such as new technologies, ethical marketing, and the regulatory landscape. With its accessible style and practical approach, Marketing Communications offers both a solid foundation and an inspiring guide for anyone eager to master the art of effective marketing messaging.