About the authors  Preface  Authors’ acknowledgements  Publisher’s acknowledgements  List of acronyms    Integrated communications Branding How marketing communications work Marketing communications planning Advertising Online communication Media planning Brand activation Direct marketing Public relations Sponsorship Exhibitions and trade fairs Measuring campaign effectiveness Ethical issues in marketing communications    Glossary  Index 

Learn the techniques and applications of marketing communications in a European context   Marketing Communications: A European Perspective, 7th Edition, by De Pelsmacker, Geuens and Van Den Bergh provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientated and help you grasp essential facts. Extensive case material on global brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper and Lego have been added to reflect the recent developments in marketing communications.    The book is suitable for both undergraduate and postgraduate students of marketing communications. It can also be used by marketing communications professionals who want an overview of the whole field.    About the authors    Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp and part-time Professor of Marketing at Ghent University. He has co-authored textbooks on marketing communications and marketing research techniques.    Maggie Geuens is Professor of Marketing at Ghent University. Her research interest is in advertising, branding and consumer behaviour, and she has published in top-tier journals in these fields.    Joeri Van den Bergh is co-founder and managing partner of InSites Consulting, a global research agency. He is a regular speaker at global marketing and research conferences and conducts in-company trainings.        Pearson, the world’s learning company.   

Relevant, real-life understanding of concepts   UPDATED! New developments in the discipline: The book focuses on significant new fields of interest in marketing communications including branding, how communications work, brand activation, ethics and online communications.  NEW! Real-world examples: Interesting case materials are added about leading brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper, Solid International, Barco Anytime Insurances, and Lego.  UPDATED! Consistent European emphasis: The text focuses on application of marketing communications concepts in a European environment, although research results and examples from other parts of the world are covered as well.  REVISED! In-depth case studies: Every chapter contains an extensive case study, along with challenging questions to encourage students to apply the concepts from the chapter to the solution of the case at hand.  Put theory into practice  REVISED! Practice-oriented examples: Numerous examples, mini cases and research results from various countries, industries and markets make the concepts as practice orientated as possible.  UPDATED! Review questions and exercises: Chapter outline, objectives, summaries, review questions and references to interview videos assist students in understanding the important elements and help test one’s knowledge.  UPDATED! Further readings at the end of each chapter offer the opportunity to refer to more specialised sources of information on many subjects.  UPDATED! Instructor’s resources: An instructor’s manual and PowerPoint slides are available to lecturers to complement this textbook and support your teaching.  New topics and revised structure  NEW! Increased coverage of new topics such as integrated marketing communications, social media advertising, brand placement, cross-cultural advertising and buzz marketing.  UPDATED! Reorganization of chapters in sections and sub-sections make navigating the text easier.  UPDATED! Tables, figures, outlines and other illustrative material help students grasp essential facts. 

Relevant, real-life understanding of concepts   New developments in the discipline: The book focuses on significant new fields of interest in marketing communications including branding, how communications work, brand activation, ethics and online communications.  Real-world examples: Interesting case materials are added about leading brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper, Solid International, Barco Anytime Insurances, and Lego.  Consistent European emphasis: The text focuses on application of marketing communications concepts in a European environment, although research results and examples from other parts of the world are covered as well.  In-depth case studies: Every chapter contains an extensive case study, along with challenging questions to encourage students to apply the concepts from the chapter to the solution of the case at hand.  Put theory into practice  Practice-oriented examples: Numerous examples, mini cases and research results from various countries, industries and markets make the concepts as practice orientated as possible.  Review questions and exercises: Chapter outline, objectives, summaries, review questions and references to interview videos assist students in understanding the important elements and help test one’s knowledge.  Further readings at the end of each chapter offer the opportunity to refer to more specialised sources of information on many subjects.  Instructor’s resources: An instructor’s manual and PowerPoint slides are available to lecturers to complement this textbook and support your teaching.  New topics and revised structure  Increased coverage of new topics such as integrated marketing communications, social media advertising, brand placement, cross-cultural advertising and buzz marketing.  Reorganization of chapters in sections and sub-sections make navigating the text easier.  Tables, figures, outlines and other illustrative material help students grasp essential facts.