Hackley, Christopher E.,

Advertising & promotion / Advertising and promotion Chris Hackley and Rungpaka Amy Hackley. - 4th ed. - London : SAGE, 2018. - xiv, 370 p. : col. ill. ; 24 cm.

Includes bibliographical references (pages 343-362) and index.

Advertising and promotion under convergence -- Advertising theory -- Brands and promotional communication -- The creative agency model -- Strategy and creativity -- Media and audience planning -- Non-advertising promotion -- Global advertising strategy -- Brands on the defensive: ethics and regulation for advertising -- Advertising research.

Introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. "Snapshots" bring in aspects of cross-cultural advertising such as Barbie in China.

1473997984 9781473997981 9781473997998 (pbk)


Advertising.
Advertising--Social aspects.
Sales promotion.
Advertising--Brand name products.

HF5823 / .H185 2018

659.1 / H122