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Advertising and Promotion

An Integrated Marketing Communications Approach

Advertising and Promotion
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US$ 80.00

 

'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, UK

The 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.

SAGE Publications; February 2010
360 pages; ISBN 9781446241226
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