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Advertising and promotion : an integrated marketing communications approach / Chris Hackley. [print]

By: Material type: TextTextPublication details: Los Angeles : SAGE, (c)2010.Edition: second edition.itionDescription: xii, 333 pages : illustrations (some color) ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781849201452
  • 9781849201469
Subject(s): LOC classification:
  • HF5823.H122.A384 2010
  • HF5823
Online resources: Available additional physical forms:
  • COPYRIGHT NOT covered - Click this link to request copyright permission:
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Circulating Book (checkout times vary with patron status) Circulating Book (checkout times vary with patron status) G. Allen Fleece Library CIRCULATING COLLECTION Non-fiction HF5823.H185 2010 (Browse shelf(Opens below)) Available 31923001842331

Previous edition: 2005.

Includes bibliographies and index.

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.

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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