
Advertising and Promotion
Description
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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
Other editions
Additional editions


Persons
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 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
System requirements
File format: ePUB
Copy protection: Watermark-DRM (Digital Rights Management)
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