University of Cebu-Banilad Library catalog › Details for: Advertising & promotion /

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Advertising & promotion / Chris Hackley and Rungpaka Amy Hackley.

By: Hackley, Chris [author.]Contributor(s): Hackley, Rungpaka Amy [author.]Material type: Text

TextPublisher: Los Angeles : SAGE, c2018Edition: 4th editionDescription: xiv, 370 pages : color illustrations, with cd ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781473997981; 9781473997998 (pbk)Subject(s): Advertising | Sales promotion

Contents:

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.

Summary: "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

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Item type	Current location	Call number	Status	Date due	Barcode
Reference (MAIN)		659.1 H11 2018 (Browse shelf)	Available		3UCBL000026425

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

"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

₱ 4,028.25 Biore, Christopher College of Business and Accountancy BSBA-Marketing Management

English

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