Advertising and Promotion: An Integrated Marketing Communications Approach

By Chris Hackley

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.

NEW to this edition:

A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling. Coverage of advertising agencies, integrating e-marketing, social media, and mobile advertising. Expanded coverage of contemporary topics, including: new media, the internet, 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 website at www.sagepub.co.uk/hackley provides password-protected Instructor Resources including PowerPoint slides and extra case studies, and access to full-text journal articles for students on the open-access Study Student site.

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.

• Format: Paperback
• Language: English
• ISBN: 1849201463
• ISBN13: 9781849201469
• Release Date: March 2010
• Publisher: SAGE Publications Ltd
• Length: 360 Pages
• Weight: 1.50 lbs.
• Dimensions: 9.0" x 0.8" x 7.0"