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Copley brings fresh insights to a discipline, where theory can struggle to keep pace with practice.
Additional reading material for students
While the content is thorough I feel the author could have aimed to develop more visually appealing frameworks. This makes a big difference particularly for undergrad students and other textbooks have made a much bigger effort in this area. Pickton & Broderick (2005) which has unfortunately not been updated since would be a good point of departure to make the book visually more appealing and overall probably a bit more digestible. Also, recent developments such as native advertising and branded content should be covered.
A well written practical guide to applying marketing communications theories into practice
The book is more aimed at strategic marketing management rather than (potential) practitioners in marketing communications (i.e. at advertising agencies, creative departments or sales management). Thus, it is more suitable to the traditional peripheral teaching of Marketing Communications 'for Managers' - rather than for giving any genuine insights into how IMC campaigns and advertisements are created.
A detailed overview of marketing communication management.
