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Advertising and Promotion: An Integrated Marketing Communications Approach

Advertising and Promotion: An Integrated Marketing Communications Approach

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  • Used

    Paperback 2010

    $3.30
Synopsis

Advertising and Promotion introduces the key concepts, issues and processes for the study of advertising and promotion. It offers first-hand examples gathered from leading international advertising agencies and is told from the perspective of the agency to help give you a fun and creative insider view and think beyond the client position. This dynamic approach also emphasises the importance of the brand in communications strategy and holistic thinking regarding the promotional mix. The author draws not only on management and marketing research but also other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject. This new edition includes: *A new chapter on creativity, strategy and planning *New case studies with increased global coverage including emerging markets *Increased coverage of the internet and its effects on advertising *Enhanced website materials including videos, journal articles and multiple choice questions

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More Information

Format: Paperback
 Pages: 360
 Edition: Second
 Publisher: Sage Publications Ltd
Published: 15 Feb 2010
ISBN 10: 1849201463
ISBN 13: 9781849201469

Media Reviews
'This book is a well-written and very useful textbook for students of advertising. The book is written with student needs in mind , and students will definitely get value for money. It offers profound insights into the advertising business from a managerial and a cultural and social perspective, and with its examples, inserts, chapter review questions, case studies and specific case study questions and glossary and website, it should be an excellent textbook for teachers of the subject as well, as they actually have an almost entire semester plan at their hands' -
Martin Nielsen
Corporate Communications: An International Journal
Author Bio
Chris Hackley is Professor of Marketing at the School of Management, Royal Holloway University of London, UK. Chris Hackley was the first Chair in Marketing to be appointed at Royal Holloway University of London, in 2004. Prior to that he was head of the Marketing subject group at the University of Birmingham, UK. His PhD from Strathclyde University (AACSB), Scotland, focused on the creative development process in top advertising agencies. He teaches and researches in advertising, marketing, and consumer cultural policy. Chris has published his work in some 200 books, research articles, features, reports, conference papers and presentations. He has consulted on UK alcohol policy with the UK Government Cabinet Office and the Department of Health, and with commercial organisations such as ITV, Sky Media, Channel 4 TV, New Media Group and the Huffington Post on topics including product placement and native advertising. Professor Hackley is a regular contributor to print and broadcast media on marketing and consumer policy topics with more than 100 media appearances and mentions. He has been interviewed on alcohol policy and media policy for BBC TV, ITV, BBC Radio 4, and Channel 4 TV, and his joint research has been mentioned in most UK national newspapers, and also in some overseas publications such as the Melbourne Age, Harvard Business Review, and The Times of India.