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'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University, Leicester, UK 'Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing, Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context.
NEW to this edition:
- A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling.
- Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation.
- A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result.
- A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students (www.sagepub.co.uk/hackley)
Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.
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'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University, Leicester, UK 'Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing, Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context.
NEW to this edition:
- A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling.
- Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation.
- A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result.
- A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students (www.sagepub.co.uk/hackley)
Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.
Imprint | Sage Publications (CA) |
Country of origin | United Kingdom |
Release date | February 2010 |
Availability | We don't currently have any sources for this product. If you add this item to your wish list we will let you know when it becomes available. |
Authors | Chris Hackley |
Format | Electronic book text |
Pages | 360 |
ISBN-13 | 978-1-4462-4122-6 |
Barcode | 9781446241226 |
Categories | |
LSN | 1-4462-4122-X |