Advertising and Promotion

4. Auflage 2017
ISBN: 978-1-4739-9798-1
Verlag: SAGE PUBN

Buch, Englisch, 384 Seiten, Format (B × H): 188 mm x 234 mm, Gewicht: 771 g

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, 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.

Autoren/Hrsg.

Hackley, Chris

Hackley, Rungpaka Amy

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Hackley, Rungpaka Amy
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.

Hackley, Chris
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.