Advertising and Promotion: Communicating Brands

By Chris Hackley

Book Overview

"A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0761941541
• ISBN13: 9780761941545
• Release Date: February 2005
• Publisher: SAGE Publications Ltd
• Length: 280 Pages
• Weight: 1.10 lbs.
• Dimensions: 9.3" x 0.8" x 6.5"

Customer Reviews

Excellent treatment of a complex subject

While there are many textbooks available on the subject of advertising promotion management (Shimp, 1997; O'Guinn et al, 2001), this textbook offers a highly readable and contemporary explanation of advertising, and is much more theoretically and empirically informed than the previously named texts. The text is highly readable and engaging, with excellent examples and case studies provided throughout the book. What is most impressive about this book for me as how very complex terminology and research issues were broken down into readable and well explained paragraphs, and great references are provided for further reading and explanation into the subject of advertising. Within this particular text, Hackley offers a more managerially focussed account of advertising than his previous books and articles have in the past, however his writing style is thought provoking and rather than offering a cookbook solution of advertising management, presents an advertising toolkit which both students and teachers will find indespensible. The chapters are well laid out and the writing style is extremely accessible, as it is written with the non-initiated in mind, this book should be essential reading to both undergraduate and postgraduate courses in marketing and advertising, and would provide a useful reflective guide for a thinking advertising practitioner. Highly recommended all round, and if you only buy one book on advertising this year, make sure its this one.