Advertising and Promotion (ePub)
It offers first-hand examples gathered from leading international advertising...
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It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency.
The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose.
New to the third edition:
chapter on strategy and creativity
additional case studies with increased global coverage including emerging markets
images of classic and recent ads from the street, print, online and television
increased coverage of the internet, social media and their effects on advertising
companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom
The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.
Chris Hackley is Professor of Marketing at the School of Management, Royal Holloway University of London, UK.
Chris Hackley was the first Chair in Marketing to be appointed at Royal Holloway University of London, in 2004. Prior to that he was head of the Marketing subject group at the University of Birmingham, UK. His PhD from Strathclyde University (AACSB), Scotland, focused on the creative development process in top advertising agencies. He teaches and researches in advertising, marketing, and consumer cultural policy. Chris has published his work in some 200 books, research articles, features, reports, conference papers and presentations. He has consulted on UK alcohol policy with the UK Government Cabinet Office and the Department of Health, and with commercial organisations such as ITV, Sky Media, Channel 4 TV, New Media Group and the Huffington Post on topics including product placement and native advertising. Professor Hackley is a regular contributor to print and broadcast media on marketing and consumer policy topics with more than 100 media appearances and mentions. He has been interviewed on alcohol policy and media policy for BBC TV, ITV, BBC Radio 4, and Channel 4 TV, and his joint research has been mentioned in most UK national newspapers, and also in some overseas publications such as the Melbourne Age, Harvard Business Review, and The Times of India.
Rungpaka Amy Hackley is Lecturer in Marketing at the School of Business and Management, Queen Mary University of London, UK.
Rungpaka Amy Hackley is Lecturer in Marketing at Queen Mary,
- Autoren: Chris Hackley , Rungpaka Amy Hackley
- 2014, 360 Seiten, Englisch
- Verlag: Sage Publications
- ISBN-10: 1473909015
- ISBN-13: 9781473909014
- Erscheinungsdatum: 10.11.2014
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: ePub
- Größe: 2.88 MB
- Mit Kopierschutz
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