Advertising and Promotion
£102.60£125.40 (-18%)
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.
The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, SAGE journal articles, links to further online resources and author Videos.
The textbook is also supported by an author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.
Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.
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Additional information
| Publisher | Fourth edition (14 Dec. 2017), SAGE Publications Ltd |
|---|---|
| Language | English |
| Hardcover | 384 pages |
| ISBN-10 | 1473997984 |
| ISBN-13 | 978-1473997981 |
| Dimensions | 19.05 x 1.91 x 24.13 cm |
by Nataliya Dzhuromskaya
The book is 100% worth a purchase, as it covers important aspects of advertising that are difficult to access online, leaving aside the credibility of other sources available elsewhere. In this book Chris provides a thorough overview of the changes advertising industry is going through at present, together with a critical overview of the conventional advertising theories and drawing on the relevant examples of peculiar ad campaigns. The writing style is engaging, as by introducing the reader to all the concepts and issues of advertising, the author yet does not impose his views on the reader but contrary leaves the room for personal reflection and evaluation, for a reader to form their own view on the subject matter. 5/5!