Chris Hackley, Rungpaka Amy Hackley

Advertising and Promotion (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.

Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:

• Two brand new chapters on Social Media Advertising and Digital Advertising
• Commentary on how the COVID-19 pandemic has and will impact advertising
• The evolving role of advertising agencies in the post digital era
• Emerging forms of advertising and promotion, including the role of influencers

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 424
• Erscheinungstermin: 27. Januar 2021
• Englisch
• ISBN-13: 9781529756135
• Artikelnr.: 60125556

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