Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency.
Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose.
The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. “Snapshots” bring in aspects of cross-cultural advertising such as Barbie in China.
Table of Contents
Chapter 1: Advertising and Promotion Under Convergence
Chapter 2: Advertising Theory
Chapter 3: Brands and Promotional Communication
Chapter 4: The Creative Agency Model
Chapter 5: Strategy and Creativity
Chapter 6: Media and Audience Planning
Chapter 7: Non-Advertising Promotion
Chapter 8: Global Advertising Strategy
Chapter 9: Brands on the Defensive - Ethics and Regulation for Advertising
Chapter 10: Advertising Research
Chris Hackley - Royal Holloway University of London, UK Rungpaka Amy Hackley - School of Business and Management, Queen Mary University of London, UK