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Advertising & promotion /

by Hackley, Christopher E.,
Authors: Hackley, Rungpaka Amy,%author Published by : SAGE, (London :) Physical details: xiv, 370 p. : col. ill. ; 24 cm. ISBN: 1473997984 Subject(s): Advertising. | Advertising %Social aspects. | Sales promotion. | Advertising %Brand name products. Year: 2018
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Book Book AUM Main Library English Collections Hall 659.1 H122 (Browse Shelf) Available 20180681
Book Book AUM Main Library English Collections Hall 659.1 H122 (Browse Shelf) Available 20180681

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.

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