Advertising and Promotion

Herausgeber: Hackley, Chris

• Gebundenes Buch

Produktbeschreibung

Offering a short, concise and creative take on advertising and promotion, the new edition includes more on digital and social media marketing while using a wider range of visual examples and case studies.

Produktdetails

• Verlag: SAGE Publishing Ltd
• Seitenzahl: 424
• Erscheinungstermin: 17. Februar 2021
• Englisch
• Abmessung: 241mm x 196mm x 27mm
• Gewicht: 983g
• ISBN-13: 9781529718515
• ISBN-10: 1529718511
• Artikelnr.: 60178259

Autorenporträt

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.  

Inhaltsangabe

Chapter 1: Advertising and Promotion in the Post Digital Era
Chapter 2: Advertising Theory
Chapter 3: Advertising and Brands
Chapter 4: The Creative Advertising Agency
Chapter 5: Strategy and Creativity
Chapter 6: Media and Audience Planning
Chapter 7: Social Media Advertising
Chapter 8: Digital Advertising: Search and Content
Chapter 9: Non-advertising Promotion
Chapter 10: Global Advertising Strategy
Chapter 11: Brands on the Defensive: Ethics and Regulation for Advertising
Chapter 12: Advertising Research