Advertising and promotion : an integrated marketing communications approach / Chris Hackley. [print]
Material type: TextPublication details: Los Angeles : SAGE, [(c)2010.Edition: second editionDescription: xii, 333 pages : illustrations (some color) ; 23 cmContent type:- text
- unmediated
- volume
- 9781849201452
- 1849201455
- 1849201463
- 9781849201469
- HF5823.A384 2010
- HF5823.H122.A384 2010
- COPYRIGHT NOT covered - Click this link to request copyright permission:
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Circulating Book (checkout times vary with patron status) | G. Allen Fleece Library Circulating Collection - First Floor | Non-fiction | HF5823.H185 2010 (Browse shelf(Opens below)) | Available | 31923001842331 |
Previous edition: 2005.
1. Introducing Advertising and Promotion: An Integrated Marketing Communications Approach Case: Advertising and Broadcast 'Media Convergence' -- 2. Theorizing Advertising and Promotion Case: Intertextuality and the Interpreting Consumer -- 3. Brand and Integrated Marketing Communications Planning Case: My Bank and I - First City Monument Bank -- 4. Advertising Agencies: Creative Work and Management Processes Case: Integrated Campaign Planning for the Samsung F480 Tocco -- 5. Promotional Media in the Digital Age Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age -- 6. Non-Advertising Promotion in Integrated Marketing Communication Case: The global appeal of the UK Premier League and Stoke City FC -- 7. International Advertising Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans -- 8. Advertising: Ethics and Regulation Case: Benetton -- 9. Advertising Research Case: 'Social Branding' and the Dove 'Campaign for Real Beauty' -- 10. Integrating e-Marketing and Advertising Case: British Army Recruitment Goes Gaming in a Digital Campaign.
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.
COPYRIGHT NOT covered - Click this link to request copyright permission:
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