
Advertising and Promotion
SAGE Publications Ltd (Publisher)
5th Edition
Published on 24. February 2021
Book
Paperback/Softback
424 pages
978-1-5297-1850-8 (ISBN)
Description
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.
Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:
Two brand new chapters on Social Media Advertising and Digital Advertising
Commentary on how the COVID-19 pandemic has and will impact advertising
The evolving role of advertising agencies in the post digital era
Emerging forms of advertising and promotion, including the role of influencers
Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:
Two brand new chapters on Social Media Advertising and Digital Advertising
Commentary on how the COVID-19 pandemic has and will impact advertising
The evolving role of advertising agencies in the post digital era
Emerging forms of advertising and promotion, including the role of influencers
More details
Edition
5th Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 235 mm
Width: 191 mm
Thickness: 23 mm
Weight
787 gr
ISBN-13
978-1-5297-1850-8 (9781529718508)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions

Chris Hackley | Rungpaka Amy Hackley
Advertising and Promotion
Book
03/2021
5th Edition
SAGE Publications Ltd
€264.60
Shipment within 15-20 days

Chris Hackley | Rungpaka Amy Hackley
Advertising and Promotion
E-Book
01/2021
5th Edition
SAGE Publications Ltd
€114.99
Available for download

Chris Hackley | Rungpaka Amy Hackley
Advertising and Promotion
E-Book
01/2021
5th Edition
SAGE Publications Ltd
€114.99
Available for download

Chris Hackley | Rungpaka Amy Hackley
Advertising and Promotion
E-Book
01/2021
5th Edition
SAGE Publications Ltd
€114.99
Available for download
Previous edition

Chris Hackley | Rungpaka Amy Hackley
Advertising and Promotion
Book
12/2017
4th Edition
SAGE Publications Ltd
€81.90
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Persons
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.
Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck College, University of London. Prior to that she held Lecturer in Marketing appointments at Queen Mary, University of London, the University of Durham, and the University of Surrey.
Dr Hackley has presented her research at international conferences in Asia, North America, Australasia, Europe and the UK, and her work has been published in journals such as the International Journal of Advertising, Journal of Business Research, Journal of Marketing Management, Marketing Theory, Asian Journal of Business and Proceedings of the Association for Consumer Research, among others.
Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck College, University of London. Prior to that she held Lecturer in Marketing appointments at Queen Mary, University of London, the University of Durham, and the University of Surrey.
Dr Hackley has presented her research at international conferences in Asia, North America, Australasia, Europe and the UK, and her work has been published in journals such as the International Journal of Advertising, Journal of Business Research, Journal of Marketing Management, Marketing Theory, Asian Journal of Business and Proceedings of the Association for Consumer Research, among others.
Content
Chapter 1: Advertising and Promotion in the Post Digital Era
Chapter 2: Advertising Theory
Chapter 3: Advertising and Brands
Chapter 4: The Creative Advertising Agency
Chapter 5: Strategy and Creativity
Chapter 6: Media and Audience Planning
Chapter 7: Social Media Advertising
Chapter 8: Digital Advertising: Search and Content
Chapter 9: Non-advertising Promotion
Chapter 10: Global Advertising Strategy
Chapter 11: Brands on the Defensive: Ethics and Regulation for Advertising
Chapter 12: Advertising Research
Chapter 2: Advertising Theory
Chapter 3: Advertising and Brands
Chapter 4: The Creative Advertising Agency
Chapter 5: Strategy and Creativity
Chapter 6: Media and Audience Planning
Chapter 7: Social Media Advertising
Chapter 8: Digital Advertising: Search and Content
Chapter 9: Non-advertising Promotion
Chapter 10: Global Advertising Strategy
Chapter 11: Brands on the Defensive: Ethics and Regulation for Advertising
Chapter 12: Advertising Research