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′Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage′ - Ros Masterson, De Montfort University, Leicester, UK′Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions′ - Leslie de Chernatony Professor of Brand Marketing, Università della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UKThe eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context.

NEW to this edition:

- A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling.

- Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, 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 companion website including a full instructors′ manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students ( www.sagepub.co.uk/hackley )

Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.

Tabla de contenidos provista por Syndetics

• Introducing Advertising and Promotion
• Introducing Advertising and Promotion
• An Integrated Marketing Communications Approach
• Theorizing Advertising and Promotion
• The Brand and Integrated Marketing Communications Planning
• Advertising Agencies
• Creative Work and Management Processes
• Promotional Media in the Digital Age
• Non-Advertising Promotion in Integrated Marketing Communication
• International Advertising
• Advertising
• Ethics and Regulation
• Advertising Research
• Integrating e-Marketing and Advertising

Notas de autor provistas por Syndetics

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.