Advertising and Promotion

ISBN-10: 1446280721

ISBN-13: 9781446280720

Edition: 3rd 2015

List price: $38.99 Buy it from $16.13 Rent it from $16.09
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Description: Advertising and Promotion introduces the key concepts, issues and processes for the study of advertising and promotion. It offers first-hand examples gathered from leading international advertising agencies and is told from the perspective of the agency to help give you a fun and creative insider view and think beyond the client position. This dynamic approach also emphasises the importance of the brand in communications strategy and holistic thinking regarding the promotional mix. The author draws not only on management and marketing research but also other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject.This new edition includes: A new chapter on creativity, strategy and planning New case studies with increased global coverage including emerging markets Increased coverage of the internet and its effects on advertising Enhanced website materials including videos, journal articles and multiple choice questions

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Book details

List price: $38.99
Edition: 3rd
Copyright year: 2015
Publisher: SAGE Publications, Limited
Publication date: 11/19/2014
Binding: Paperback
Pages: 360
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.628

Chrisnbsp;Hackley wasnbsp;the firstnbsp;Chair innbsp;Marketingnbsp;to be appointed atnbsp;Royal Holloway Universitynbsp;of London,nbsp;innbsp;2004.nbsp;Prior to that he was head of the Marketingnbsp;subject group at the University of Birmingham, UK.nbsp;His PhD from Strathclyde Universitynbsp;(AACSB),nbsp;Scotland, focused onnbsp;the creativenbsp;development process in top advertising agencies. He teachesnbsp;and researches in advertising, marketing,nbsp;and consumer culturalnbsp;policy. Chris has published his work innbsp;some 200 books, research articles, features, reports,nbsp;conference papers andnbsp;presentations. He has consultednbsp;on UK alcohol policynbsp;with thenbsp;UK Government Cabinet Office and the Department of Health,nbsp;and with commercial organisations such as ITV, Sky Media, Channel 4 TV, New Media Group and the Huffington Post onnbsp;topics includingnbsp;product placement and native advertising. Professor Hackleynbsp;is a regular contributor to print and broadcast media on marketing and consumernbsp;policy topics with more than 100 media appearances and mentions.nbsp;Henbsp;has been interviewed onnbsp;alcohol policy and media policynbsp;for BBC TV,nbsp;ITV,nbsp;BBC Radio 4,nbsp;and Channel 4 TV, and his joint research has been mentioned in most UK national newspapers, and also in somenbsp;overseas publications such as the Melbourne Age, Harvard Business Review, andnbsp;The Times of India.nbsp;nbsp;nbsp;

Rungpaka�Amy�Hackley�is Lecturer in�Marketing at Queen Mary, University�of London.�Prior to that she was Lecturer in Marketing at Durham University, and before that, she lectured in marketing�at the University of Surrey. Dr Hackley's teaching and research focuses on advertising, branding,�marketing and consumer culture theory research. Her PhD entailed a cross cultural study of young consumers' experiences of TV product placement, and her first publication from her PhD research�was the only�UK�paper�cited by the ITV companies in their response to the UK�Government's first consultation on UK TV�product placement regulation. She also holds a first degree in Mass Communication�and a Master's in Marketing.�Dr Hackley has presented her research�at international conferences in Asia, North America, Australasia,�Europe and the UK, and her work has been published�in�journals such as the�International�Journal of Advertising;�Journal of Business Research: Journal of Marketing Management: Marketing Theory and Asian Journal of Business, and Proceedings of the Association for�Consumer Research, among others.�����

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