Hackley, Chris,
Advertising & promotion / Chris Hackley and Rungpaka Amy Hackley. - 4th edition. - Los Angeles : SAGE, c2018. - xiv, 370 pages : color illustrations, with cd ; 23 cm.
Includes bibliographical references (pages 343-362) and index.
Table of contents: Chapter 1 Advertising and Promotion under Converge -- Chapter 2 Advertising Theory -- Chapter 3 Brands and Promotional Communication -- Chapter 4 The Creative Agency Model -- Chapter 5 Strategy and Creativity -- Chapter 6 Media and Audience Planning -- Chapter 7 Non-Advertising Promotion -- Chapter 8 Global Advertising Strategy -- Chapter 9 Brands on the Defensive - Ethics and Regulations for Advertising -- Chapter 10 Advertising Research.
"This popular textbook takes advertisisng as the starting point for a comprehensive exploration of the rapidly evolving world of promotional communication. The authors demonstrate, using a wide range of visual examples and case studies, how brands benefit from holistic promotional planning that embraces integrated media channels. Chapters include many reflective exercises for students to develop their creative and brand communications planning, knowledge and skills. The scope of advertising across the social sciences, the authors also draw on a wide range of literatures including media/cultural studies, sociology and health to help encourage interdisciplinary thinking among students. The textbook now includes a full-colour text design and updated discussion, examples, case studies, journal articles and references, with a particular focus on shifts in advertising due to social media and the new digital environment." - Publisher's description
English
9781473997981 9781473997998 (pbk)
Advertising.
Sales promotion.
Advertising & promotion / Chris Hackley and Rungpaka Amy Hackley. - 4th edition. - Los Angeles : SAGE, c2018. - xiv, 370 pages : color illustrations, with cd ; 23 cm.
Includes bibliographical references (pages 343-362) and index.
Table of contents: Chapter 1 Advertising and Promotion under Converge -- Chapter 2 Advertising Theory -- Chapter 3 Brands and Promotional Communication -- Chapter 4 The Creative Agency Model -- Chapter 5 Strategy and Creativity -- Chapter 6 Media and Audience Planning -- Chapter 7 Non-Advertising Promotion -- Chapter 8 Global Advertising Strategy -- Chapter 9 Brands on the Defensive - Ethics and Regulations for Advertising -- Chapter 10 Advertising Research.
"This popular textbook takes advertisisng as the starting point for a comprehensive exploration of the rapidly evolving world of promotional communication. The authors demonstrate, using a wide range of visual examples and case studies, how brands benefit from holistic promotional planning that embraces integrated media channels. Chapters include many reflective exercises for students to develop their creative and brand communications planning, knowledge and skills. The scope of advertising across the social sciences, the authors also draw on a wide range of literatures including media/cultural studies, sociology and health to help encourage interdisciplinary thinking among students. The textbook now includes a full-colour text design and updated discussion, examples, case studies, journal articles and references, with a particular focus on shifts in advertising due to social media and the new digital environment." - Publisher's description
English
9781473997981 9781473997998 (pbk)
Advertising.
Sales promotion.