Advertising and Promotion (BOK)

Chris Hackley

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Advertising and Promotion introduces the key concepts, issues and processes for the study of advertising and promotion. It offers first-hand examples gathered from leading international advertising agencies and is told from the perspective of the agency to help give you a fun and creative insider view and think beyond the client position. This dynamic approach also emphasises the importance of the brand in communications strategy and holistic thinking regarding the promotional mix. The author draws not only on management and marketing research but also other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject. This new edition includes: *A new chapter on creativity, strategy and planning *New case studies with increased global coverage including emerging markets *Increased coverage of the internet and its effects on advertising *Enhanced website materials including videos, journal articles and multiple choice questions


Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2014 Forfatter Chris Hackley
Sage Publications Ltd
ISBN 9781446280720
Antall sider 388 Dimensjoner 18,6cm x 23,2cm x 1,9cm
Vekt 674 gram Leverandør Bertram Trading Ltd