Advertising and Promotion
Autor Chris Hackley, Rungpaka Amy Hackleyen Limba Engleză Hardback – 4 mar 2021
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
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Specificații
ISBN-13: 9781529718515
ISBN-10: 1529718511
Pagini: 424
Dimensiuni: 186 x 232 mm
Greutate: 0.94 kg
Ediția:Fifth Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
ISBN-10: 1529718511
Pagini: 424
Dimensiuni: 186 x 232 mm
Greutate: 0.94 kg
Ediția:Fifth Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
Cuprins
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
Notă biografică
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.
Descriere
Offering a short, concise and creative take on advertising and promotion, the new edition includes more on digital and social media marketing while using a wider range of visual examples and case studies.