Advertising and Promotion - Softcover

Chris Hackley; Amy Hackley

 
9781446280720: Advertising and Promotion
Softcover
ISBN 10: 1446280721 ISBN 13: 9781446280720
Verlag: SAGE Publications Ltd, 2014

Inhaltsangabe

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.

 

New to the third edition:

  • chapter on strategy and creativity
  • additional case studies with increased global coverage including emerging markets
  • images of classic and recent ads from the street, print, online and television
  • increased coverage of the internet, social media and their effects on advertising
  • companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom

The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.

 

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Über die Autorinnen und Autoren

Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university’s first Chair in Marketing. His PhD from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.  



Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck College, University of London. Prior to that she held Lecturer in Marketing appointments at Queen Mary, University of London, the University of Durham, and the University of Surrey.

Dr Hackley has presented her research at international conferences in Asia, North America, Australasia, Europe and the UK, and her work has been published in journals such as the International Journal of Advertising, Journal of Business Research, Journal of Marketing Management, Marketing Theory, Asian Journal of Business and Proceedings of the Association for Consumer Research, among others.

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Verlag
SAGE Publications Ltd
Erscheinungsdatum
2014
Sprache
Englisch
ISBN 10 
1446280721
ISBN 13 
9781446280720
Einband
Tapa blanda
Auflage
3
Anzahl der Seiten
360
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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ISBN 10:  1446280713 ISBN 13:  9781446280713
Verlag: SAGE Publications Ltd, 2014
Hardcover