About this product

Product Identifiers

PublisherSAGE Publications, The Limited

ISBN-101849201463

ISBN-139781849201469

eBay Product ID (ePID)78637574

Product Key Features

Number of Pages360 Pages

Publication NameAdvertising and Promotion : an Integrated Marketing Communications Approach

LanguageEnglish

Publication Year2010

SubjectMarketing / General, Consumer Guides, Advertising & Promotion

TypeNot Available

AuthorChris Hackley

Subject AreaReference, Business & Economics

FormatTrade Paperback

Dimensions

Item Height0.8 in

Item Weight23.1 Oz

Item Length9.1 in

Item Width7.3 in

Additional Product Features

Edition Number2

LCCN2009-932899

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, 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 NielsenCorporate Communications: An International Journal

Dewey Edition22

IllustratedYes

Dewey Decimal659.1

Intended AudienceCollege Audience

Table Of ContentIntroducing Advertising and PromotionIntroducing Advertising and PromotionAn Integrated Marketing Communications ApproachTheorizing Advertising and PromotionThe Brand and Integrated Marketing Communications PlanningAdvertising AgenciesCreative Work and Management ProcessesPromotional Media in the Digital AgeNon-Advertising Promotion in Integrated Marketing Communication International AdvertisingAdvertisingEthics and RegulationAdvertising Research Integrating E-Marketing and Advertising

SynopsisThe Second Edition continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context., This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. NEW to this edition: A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling. Coverage of advertising agencies, integrating e-marketing, social media, and mobile advertising. Expanded coverage of contemporary topics, including: new media, the internet, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation. A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result. A website at www.sagepub.co.uk/hackleyprovides password-protected Instructor Resources including PowerPoint slides and extra case studies, and access to full-text journal articles for students on the open-access Study Student site. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment., This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment.

LC Classification NumberHF5823