Advertising and Promotion: An Integrated Marketing Communications Approach

Advertising and Promotion: An Integrated Marketing Communications Approach by Chris Hackley epub pdf fb2

Title: Advertising and Promotion: An Integrated Marketing Communications Approach
Author: Chris Hackley
ISBN10: 1849201463
ISBN13: 978-1849201469
Publisher: SAGE Publications Ltd; Second edition (March 4, 2010)
Language: English
Subcategory: Marketing & Sales
Size PDF: 1591 kb
Size Fb2: 1566 kb
Rating: 3.6/5
Votes: 503
Pages: 360 pages
Other Format: mobi lrf mbr doc

Advertising and Promotion: An Integrated Marketing Communications Approach by Chris Hackley


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This bestselling text 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.