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Advertising and Promotion Chris Hackley

Advertising and Promotion By Chris Hackley

Advertising and Promotion by Chris Hackley

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Summary

Using a wide range of visual examples and case studies, the authors show how brands benefit from holistic promotional planning that embraces integrated media channels and takes a focus on shifts in advertising due to social media and the new digital environment.

Advertising and Promotion Summary

Advertising and Promotion by Chris Hackley

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.

Advertising and Promotion Reviews

It is really good to see a new edition of this excellent research-driven, theoretically informed yet clear and engaging text; it offers many insights into the contemporary practice of advertising and promotion, illustrated by a wealth of international examples.
-- Professor Stephanie O'Donohoe
Hackley and Hackley's text is a refreshing addition to the set of available textbooks on the topic. The authors masterfully bridge the intellectual traditions of the managerial and the socio-cultural to arrive at a keen understanding of how consumer culture can be influenced by those engaged in advertising and promotion, as well as the new hybrid forms constantly appearing. -- Professor Jacob Ostberg

About 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.

Table of 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

Additional information

GOR009296599
9781473997998
1473997992
Advertising and Promotion by Chris Hackley
Chris Hackley
Used - Like New
Paperback
SAGE Publications Ltd
20171201
384
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

Customer Reviews - Advertising and Promotion