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Full Description
This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency. The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose.New to the third edition:chapter on strategy and creativityadditional case studies with increased global coverage including emerging marketsimages of classic and recent ads from the street, print, online and televisionincreased coverage of the internet, social media and their effects on advertisingcompanion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroomThe textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.
Contents
Chapter 1Chapter 2: Theorizing AdvertisingChapter 3: The Brand and Integrated Marketing Communications PlanningChapter 4: Advertising Agencies - Organising Creative WorkChapter 5: Strategy and CreativityChapter 6: Promotional Media in the Digital AgeChapter 7: Non-Advertising PromotionChapter 8: International AdvertisingChapter 9: Advertising and Promotion - Ethics and RegulationChapter 10: Research in Advertising
