Advertising and promotion : an integrated marketing communications approach /
Hackley, Christopher E,
Advertising and promotion : an integrated marketing communications approach / [print] Chris Hackley. - second edition. - Los Angeles : SAGE, [(c)2010. - xii, 333 pages : illustrations (some color) ; 23 cm.
Previous edition: 2005.
Introducing Advertising and Promotion: An Integrated Marketing Communications Approach Case: Advertising and Broadcast 'Media Convergence' -- Theorizing Advertising and Promotion Case: Intertextuality and the Interpreting Consumer -- Brand and Integrated Marketing Communications Planning Case: My Bank and I - First City Monument Bank -- Advertising Agencies: Creative Work and Management Processes Case: Integrated Campaign Planning for the Samsung F480 Tocco -- Promotional Media in the Digital Age Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age -- Non-Advertising Promotion in Integrated Marketing Communication Case: The global appeal of the UK Premier League and Stoke City FC -- International Advertising Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans -- Advertising: Ethics and Regulation Case: Benetton -- Advertising Research Case: 'Social Branding' and the Dove 'Campaign for Real Beauty' -- Integrating e-Marketing and Advertising Case: British Army Recruitment Goes Gaming in a Digital Campaign. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.
9781849201452 1849201455 1849201463 9781849201469
2009932899
GBA9A9404 bnb
015415823 Uk
Advertising.
Advertising--Social aspects.
Sales promotion.
Advertising--Brand name products.
HF5823.A384 2010 HF5823.H122.A384 2010
Advertising and promotion : an integrated marketing communications approach / [print] Chris Hackley. - second edition. - Los Angeles : SAGE, [(c)2010. - xii, 333 pages : illustrations (some color) ; 23 cm.
Previous edition: 2005.
Introducing Advertising and Promotion: An Integrated Marketing Communications Approach Case: Advertising and Broadcast 'Media Convergence' -- Theorizing Advertising and Promotion Case: Intertextuality and the Interpreting Consumer -- Brand and Integrated Marketing Communications Planning Case: My Bank and I - First City Monument Bank -- Advertising Agencies: Creative Work and Management Processes Case: Integrated Campaign Planning for the Samsung F480 Tocco -- Promotional Media in the Digital Age Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age -- Non-Advertising Promotion in Integrated Marketing Communication Case: The global appeal of the UK Premier League and Stoke City FC -- International Advertising Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans -- Advertising: Ethics and Regulation Case: Benetton -- Advertising Research Case: 'Social Branding' and the Dove 'Campaign for Real Beauty' -- Integrating e-Marketing and Advertising Case: British Army Recruitment Goes Gaming in a Digital Campaign. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.
9781849201452 1849201455 1849201463 9781849201469
2009932899
GBA9A9404 bnb
015415823 Uk
Advertising.
Advertising--Social aspects.
Sales promotion.
Advertising--Brand name products.
HF5823.A384 2010 HF5823.H122.A384 2010