Advertising and Promotion - Softcover

Hackley, Chris; Hackley, Rungpaka Amy

Softcover

ISBN 10: 1529718511 ISBN 13: 9781529718515

Verlag: SAGE Publishing Ltd, 2021

Inhaltsangabe

<p>Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.&nbsp;<br><br>Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:</p><ul> <li>Two brand new chapters on Social Media Advertising and Digital Advertising</li> <li>Commentary on how the COVID-19 pandemic has and will impact advertising</li> <li>The evolving role of advertising agencies in the post digital era</li> <li>Emerging forms of advertising and promotion, including the role of influencers</li></ul>

Über diesen Titel

Über die Autorin bzw. den Autor

Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university's first Chair in Marketing. His PhD from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.  

Von der hinteren Coverseite

Offering a short, concise and creative take on advertising and promotion, the new edition includes more on digital and social media marketing while using a wider range of visual examples and case studies.

Details zur Ausgabe

• Verlag: SAGE Publishing Ltd
• Erscheinungsdatum: 2021
• Sprache: Englisch
• ISBN 10: 1529718511
• ISBN 13: 9781529718515
• Einband: Taschenbuch
• Auflage: 5
• Anzahl der Seiten: 404
• Kontakt zum Hersteller: preigu GmbH & Co. KG; mail@preigu.de; ; Lengericher Landstr. 19; Osnabrück; Niedersachsen; 49078; Deutschland