Advertising and Promotion: Communicating Brands

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( 5 Bewertungen bei Goodreads )
 
9780761941538: Advertising and Promotion: Communicating Brands

"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.... He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. 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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From the Publisher:

This is a detailed account of contemporary marketing practice that draws on original research and first-hand infomration from top international agencies. Topics include: the competitive role of advertising and promotion in brand marketing the creative advertising development process in leading international agencies the changing nature of the marketing communications field and the rise of through-the-line communications planning new developments in techniques of product and brand placement, 'viral' and 'embedded' marketing ethics, industry regulation and the use of deliberately controversial cacmpaigns the evolution of the 'account planning' role and the place of consumer research in communications planning the challenges of cross-cultural communication in international marketing the changing character of consumer culture and research techniques to link consumer experience with communications planning

These are illustrated with original vignettes, case study questions and review exercises. The book is packed with useful sources for further reading and a glossary at the back to explain technical terms.

About the Author:

Chris Hackley is Professor of Marketing at the School of Management, Royal Holloway University of London, UK. 

Chris Hackley was the first Chair in Marketing to be appointed at Royal Holloway University of London, in 2004. Prior to that he was head of the Marketing subject group at the University of Birmingham, UK. His PhD from Strathclyde University (AACSB), Scotland, focused on the creative development process in top advertising agencies. He teaches and researches in advertising, marketing, and consumer cultural policy. Chris has published his work in some 200 books, research articles, features, reports, conference papers and presentations. He has consulted on UK alcohol policy with the UK Government Cabinet Office and the Department of Health, and with commercial organisations such as ITV, Sky Media, Channel 4 TV, New Media Group and the Huffington Post on topics including product placement and native advertising. Professor Hackley is a regular contributor to print and broadcast media on marketing and consumer policy topics with more than 100 media appearances and mentions. He has been interviewed on alcohol policy and media policy for BBC TV, ITV, BBC Radio 4, and Channel 4 TV, and his joint research has been mentioned in most UK national newspapers, and also in some overseas publications such as the Melbourne Age, Harvard Business Review, and The Times of India.   

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