Advertising and Promotion

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.

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.

• 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