Advertising and Promotion

"Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage". (Ros Masterson, De Montfort University, Leicester, UK). "Lucid, insightful, an inspiration for even mor [...]
Visa längre beskrivning

"Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage". (Ros Masterson, De Montfort University, Leicester, UK). "Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions". (Leslie de Chernatony Professor of Brand Marketing, Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK). The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. New to this edition: a stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling; expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, 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 companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.