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Advertising and Promotion
ISBN-13:
9781529756135
Veröffentl:
2021
Seiten:
424
Autor:
Chris Hackley
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:
Chapter 1: Advertising and Promotion in the Post Digital EraChapter 2: Advertising TheoryChapter 3: Advertising and BrandsChapter 4: The Creative Advertising AgencyChapter 5: Strategy and CreativityChapter 6: Media and Audience PlanningChapter 7: Social Media AdvertisingChapter 8: Digital Advertising: Search and ContentChapter 9: Non-advertising PromotionChapter 10: Global Advertising StrategyChapter 11: Brands on the Defensive: Ethics and Regulation for AdvertisingChapter 12: Advertising Research
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