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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. 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Striking a balance between scientific and communication practitioners' point of views, the textbook provides updated coverage of all instruments of the online and offline communications mix with numerous research and business insights vignettes from various countries, industries and markets that help you understand the concepts, frameworks, and mechanism better.   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.   Highlights of the new edition:     In-depth coverage of new fields in marketing communications, such as branding, online advertising, media planning, brand activation and ethics. New chapter on online advertising and media planning, which reflects the recent developments in this fast-growing area. 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