Advertising and Promotion

AvChris Hackley,Rungpaka Amy Hackley

Häftad, Engelska, 2021

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Beskrivning

Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.

Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:

Two brand new chapters on Social Media Advertising and Digital Advertising
Commentary on how the COVID-19 pandemic has and will impact advertising
The evolving role of advertising agencies in the post digital era
Emerging forms of advertising and promotion, including the role of influencers

Produktinformation

Utgivningsdatum:2021-02-24
Mått:186 x 232 x 23 mm
Vikt:730 g
Format:Häftad
Språk:Engelska
Antal sidor:424
Upplaga:5
Förlag:SAGE Publications
ISBN:9781529718508

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Mer om författaren

Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university’s first Chair in Marketing. His PhD from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy. Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck College, University of London. Prior to that she held Lecturer in Marketing appointments at Queen Mary, University of London, the University of Durham, and the University of Surrey. Dr Hackley has presented her research at international conferences in Asia, North America, Australasia, Europe and the UK, and her work has been published in journals such as the International Journal of Advertising, Journal of Business Research, Journal of Marketing Management, Marketing Theory, Asian Journal of Business and Proceedings of the Association for Consumer Research, among others.

Recensioner i media

An updated version of the previous essential reading for the module, and has been instrumental in updating content and keeping students up to date with developments in Social Media in particular.

Innehållsförteckning

Chapter 1: Advertising and Promotion in the Post Digital EraChapter 2: Advertising TheoryChapter 3: Advertising and BrandsChapter 4: The Creative Advertising AgencyChapter 5: Strategy and CreativityChapter 6: Media and Audience PlanningChapter 7: Social Media AdvertisingChapter 8: Digital Advertising: Search and ContentChapter 9: Non-advertising PromotionChapter 10: Global Advertising StrategyChapter 11: Brands on the Defensive: Ethics and Regulation for AdvertisingChapter 12: Advertising Research