000			02226nam a2200289 i 4500
003			MIUC
005			20200306151230.0
008			140409s2015 cauaf 001 | eng d
020			_a9781446280720
040			_aMIUC _beng _cMIUC
082	0		_a659.1
100	1		_93473 _aHackley, Christopher E.
245	1	0	_aAdvertising & promotion / _cChris Hackley and Rungpaka Amy Hackley.
246	3		_aAdvertising and promotion.
260			_aLos Angeles, etc. : _bSAGE, _c2015.
300			_axvi, 326 p., [16] p. of plates : _bill. (some color) ; _c24 cm.
336			_2rdacontent _atext
504			_aIncludes bibliographical references and index.
505	0		_aCh. 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.
520			_aThis 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.
650		0	_91343 _aAdvertising
650		0	_91343 _aAdvertising _xSocial aspects
650		0	_92865 _aSales promotion
650		0	_91343 _aAdvertising _xBrand name products
700	1		_4aut _93474 _aHackley, Rungpaka Amy
942			_2ddc _cBK