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Advertising and Promotion An Integrated Marketing Communications Approach

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ISBN-10: 1849201463

ISBN-13: 9781849201469

Edition: 2nd 2010

Authors: Chris Hackley

List price: $86.00
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Description:

This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.
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Book details

List price: $86.00
Edition: 2nd
Copyright year: 2010
Publisher: SAGE Publications, Limited
Publication date: 2/1/2010
Binding: Paperback
Pages: 360
Size: 7.00" wide x 9.00" long x 0.75" tall
Weight: 1.430
Language: English

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;

Introducing Advertising and Promotion
Introducing Advertising and Promotion
An Integrated Marketing Communications Approach
Theorizing Advertising and Promotion
The Brand and Integrated Marketing Communications Planning
Advertising Agencies
Creative Work and Management Processes
Promotional Media in the Digital Age
Non-Advertising Promotion in Integrated Marketing Communication
International Advertising
Advertising
Ethics and Regulation
Advertising Research
Integrating e-Marketing and Advertising