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Advertising and promotion : an integrated marketing communications approach / Chris Hackley.

By: Material type: TextTextPublication details: Los Angeles, [Calif.] ; London : SAGE, 2010.Edition: 2nd edDescription: xii, 333 p., [8] p. of plates : ill. (some col.) 23 cmISBN:
  • 9781849201469
Subject(s): Summary: Offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment
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Holdings
Item type Current library Call number Status Date due Barcode
General General ATU Dublin Road General Shelves 659.1 HAC (Browse shelf(Opens below)) Available G115436

Previous ed.: 2005

Includes bibliographical references and index.

Offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment

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