Advertising and promotion : an integrated marketing communications approach / Chris Hackley.

By:

Hackley, Christopher E [author]

Material type: Text

TextLanguage: English Publication details: Los Angeles : Sage Publications, 2010.Edition: Second editionDescription: xii, 333 pages : illustrations (some color) ; 24 cmISBN:

9781849201469

Subject(s):

LOC classification:

HF5823 .H185 2010

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. NEW to this edition: A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling. Coverage of advertising agencies, integrating e-marketing, social media, and mobile advertising. Expanded coverage of contemporary topics, including: new media, the internet, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation. A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result. A website at www.sagepub.co.uk/hackley provides password-protected Instructor Resources including PowerPoint slides and extra case studies, and access to full-text journal articles for students on the open-access Study Student site. 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.

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona	HF5823 HAC (Browse shelf(Opens below))	Available		B03016

Includes bibliographical references (p. [311]-322) and index.

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.

NEW to this edition:
A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling.
Coverage of advertising agencies, integrating e-marketing, social media, and mobile advertising.
Expanded coverage of contemporary topics, including: new media, the internet, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation.
A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result.
A website at www.sagepub.co.uk/hackley provides password-protected Instructor Resources including PowerPoint slides and extra case studies, and access to full-text journal articles for students on the open-access Study Student site.
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.