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Advertising and Promotion Chris Hackley

Advertising and Promotion von Chris Hackley

Advertising and Promotion Chris Hackley

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Zusammenfassung

Offering a short, concise and creative take on advertising and promotion, the new edition includes more on digital and social media marketing while using a wider range of visual examples and case studies.

Advertising and Promotion Zusammenfassung

Advertising and Promotion Chris Hackley

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

Über Chris Hackley

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.

Inhaltsverzeichnis

Chapter 1: Advertising and Promotion in the Post Digital Era Chapter 2: Advertising Theory Chapter 3: Advertising and Brands Chapter 4: The Creative Advertising Agency Chapter 5: Strategy and Creativity Chapter 6: Media and Audience Planning Chapter 7: Social Media Advertising Chapter 8: Digital Advertising: Search and Content Chapter 9: Non-advertising Promotion Chapter 10: Global Advertising Strategy Chapter 11: Brands on the Defensive: Ethics and Regulation for Advertising Chapter 12: Advertising Research

Zusätzliche Informationen

GOR013106957
9781529718508
1529718503
Advertising and Promotion Chris Hackley
Chris Hackley
Gebraucht - Sehr Gut
Broschiert
SAGE Publications Ltd
2021-02-24
424
N/A
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