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Full Description
Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose.The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. "Snapshots" bring in aspects of cross-cultural advertising such as Barbie in China.The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, SAGE journal articles, links to further online resources and author Videos.The textbook is also supported by an 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.Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.
Contents
Chapter 1Chapter 2: Advertising TheoryChapter 3: Brands and Promotional CommunicationChapter 4: The Creative Agency ModelChapter 5: Strategy and CreativityChapter 6: Media and Audience PlanningChapter 7: Non-Advertising PromotionChapter 8: Global Advertising StrategyChapter 9: Brands on the Defensive - Ethics and Regulation for AdvertisingChapter 10: Advertising Research
