Advertising and Promotion: Communicating Brands

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9780761941538: Advertising and Promotion: Communicating Brands

Book by Hackley Chris

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"I enjoyed this book. It is aimed primarily at students, but will provide virtually anyone working in or near the field with new perspectives and some fresh thoughts. Like an increasing number of such books, it provides not only the conventional text – the facts and discussions – but also, chapter by chapter, the follow up to help keep the reader involved and active. So, for example, at the end of the chapter on advertising and promotion’s role in brand marketing, there are half a dozen exercises on the subject, a case study with, again, some exercises attached, a brief list of further reading and a list of eight relevant web addresses. Nobody’s forced to do the exercises of course, but just reading them can help concentrate the mind. Did I really understand that? Do I know precisely what that ad is trying to do? How would I go about advertising this product or that brand? And so on. The author looks in depth as advertising and promotion as a business, at promotional media, integrated marketing and at international brand advertising. He also devotes chapters to the ethics of advertising, and to research. The ethics chapter is particularly interesting, with sections on advertising to children, advertising and obesity and – in a case study – the contentious Benetton campaigns of the 1980s and 1990s. Highly entertaining as well as thought provoking." (Michael Warren RESEARCH MAGAZINE 2006-03-03)

Reseña del editor:

`I enjoyed this book. It is aimed primarily at students, but will provide virtually anyone working in or near the field with new perspectives and some fresh thoughts.... Highly entertaining as well as thought provoking' - Research Magazine

`A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.... I read the book from cover to cover in one sitting' - International Journal of Advertising

`Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, this work not only explains how advertising is developed, but also presents the discipline in the wider context of socio-cultural and linguistic research. Working from a practical advertising management basis, the text raises some key issues for advertising as focus for academic and intellectual study' - Chris Blackburn, The Business School, Oxford Brookes University, formerly Account Director at Foote, Cone & Belding, Leagas Delaney and Boase Massimi Pollitt

`Dr Hackley has an uncommon approach to advertising. His book combines the abstract theory of advertising and its effects with a hard-nosed practical approach. It is a guide to understanding and appreciating advertising and a way to understand how and why advertising works or why it does not. I think that this book is a fine text for students. Even more, it deserves to be read by advertising practitioners' - Arthur J Kover, former editor of the Journal of Advertising Research, Management Fellow at the Yale School of Management

Advertising and Promotion is not only a detailed and insightful account of how advertising is created; the book also explains how advertising comes to cast its all-enveloping shadow over contemporary consumer culture. Many case examples drawn from major international campaigns are used to illustrate the power of advertising to portray brand `personalities' in terms that resonate with consumers across many cultures. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment. Advertising and Promotion takes a novel intellectual approach and draws on concepts from the wider humanities and social sciences to cast fresh light on an over-familiar subject matter.

It uniquely combines detailed case information, current research and lively topical issues to offer an authoritative and comprehensive account of advertising's pre-eminent role in contemporary marketing communications. It is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.

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