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9781849201469

Advertising and Promotion : An Integrated Marketing Communications Approach

by
  • ISBN13:

    9781849201469

  • ISBN10:

    1849201463

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2010-03-04
  • Publisher: SAGE Publications Ltd
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List Price: $80.00

Summary

This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment.

Table of Contents

Introducing Advertising and Promotion
Introducing Advertising and Promotion
An Integrated Marketing Communications Approach
Theorizing Advertising and Promotion
The Brand and Integrated Marketing Communications Planning
Advertising Agencies
Creative Work and Management Processes
Promotional Media in the Digital Age
Non-Advertising Promotion in Integrated Marketing Communication
International Advertising
Advertising
Ethics and Regulation
Advertising Research
Integrating e-Marketing and Advertising
Table of Contents provided by Ingram. All Rights Reserved.

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