Advertising & promotion / Chris Hackley and Rungpaka Amy Hackley.

By:

Hackley, Christopher E

Contributor(s):

Hackley, Rungpaka Amy [aut]

Material type:

TextPublication details: Los Angeles, etc. : SAGE, 2015.Description: xvi, 326 p., [16] p. of plates : ill. (some color) ; 24 cmContent type:

text

ISBN:

9781446280720

Other title:

Advertising and promotion

Subject(s):

DDC classification:

659.1

Contents:

Ch. 1. Introducing advertising and promotion -- Ch. 2. Theorising advertising -- Ch. 3. The brand and integrated marketing communications planning -- Ch. 4. Advertising agencies - organising creative work -- Ch. 5. Strategy and creativity -- Ch. 6. Promotional media in the digital age -- Ch. 7. Non-advertising promotion -- Ch. 8. International advertising -- Ch. 9. Advertising and promotion - ethics and regulation -- Ch. 10. Research in advertising.

Summary: This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency. The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	659.1 HAC adv (Browse shelf(Opens below))	Available	11651

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Previous	659 PUB pub Public communication campaigns /	659.1 BAR adv The advertising concept book :	659.1 EIN bla Black ops advertising :	659.1 HAC adv Advertising & promotion /	659.1 HEA sed Seducing the subconscious :	659.1 JET adv Advertising management /	659.1 JET adv Advertising management /	Next

Includes bibliographical references and index.

Ch. 1. Introducing advertising and promotion --
Ch. 2. Theorising advertising --
Ch. 3. The brand and integrated marketing communications planning --
Ch. 4. Advertising agencies - organising creative work --
Ch. 5. Strategy and creativity --
Ch. 6. Promotional media in the digital age --
Ch. 7. Non-advertising promotion --
Ch. 8. International advertising --
Ch. 9. Advertising and promotion - ethics and regulation --
Ch. 10. Research in advertising.

This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges.

It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency.

The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose.

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