Have you ever stopped to consider why certain marketing messages stick in your mind while others fade away? In Marketing Communications, John Egan draws on his extensive industry experience and academic expertise to unveil the art and science behind persuasive messaging. Through engaging insights and relatable examples, this textbook explores how effective communication strategies can shape brand perceptions and captivate audiences. Covering all the fundamental elements of a marketing communications course, the book discusses topics ranging from creative message development to the nuances of new technologies, ethical marketing, and regulatory considerations. With practical "insight" boxes and real-world case studies, Egan equips students and professionals alike with both a solid theoretical foundation and useful industry perspectives. This second edition not only serves as essential learning for undergraduate and postgraduate courses but also offers valuable guidance for those looking to excel in the marketing communications field.
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