Advertising and Promotion (4th Revised edition)

Advertising and Promotion (4th Revised edition)

By: Rungpaka Amy Hackley (author), Chris Hackley (author)Paperback

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Description

Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. "Snapshots" bring in aspects of cross-cultural advertising such as Barbie in China. The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an instructor's manual, SAGE journal articles, links to further online resources and author Videos. The textbook is also supported by an author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com. Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.

About Author

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. Rungpaka Amy Hackley is Lecturer in Marketing at the School of Business and Management, Queen Mary University of London, UK. Rungpaka Amy Hackley is Lecturer in Marketing at Queen Mary, University of London. Prior to that she was Lecturer in Marketing at Durham University, and before that, she lectured in marketing at the University of Surrey. Dr Hackley's teaching and research focuses on advertising, branding, marketing and consumer culture theory research. Her PhD entailed a cross cultural study of young consumers' experiences of TV product placement, and her first publication from her PhD research was the only UK paper cited by the ITV companies in their response to the UK Government's first consultation on UK TV product placement regulation. She also holds a first degree in Mass Communication and a Master's in Marketing. 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 and Asian Journal of Business, and Proceedings of the Association for Consumer Research, among others.

Contents

Chapter 1: Advertising and Promotion Under Convergence Chapter 2: Advertising Theory Chapter 3: Brands and Promotional Communication Chapter 4: The Creative Agency Model Chapter 5: Strategy and Creativity Chapter 6: Media and Audience Planning Chapter 7: Non-Advertising Promotion Chapter 8: Global Advertising Strategy Chapter 9: Brands on the Defensive - Ethics and Regulation for Advertising Chapter 10: Advertising Research

Product Details

  • ISBN13: 9781473997998
  • Format: Paperback
  • Number Of Pages: 384
  • ID: 9781473997998
  • weight: 780
  • ISBN10: 1473997992
  • edition: 4th Revised edition

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