Hackley, Christopher E.

Advertising and promotion : communicating brands / Chris Hackley. - London; New Delhi : SAGE, 2005. - 264 p., [8] p. of plates : ill. ; 25 cm.

Includes bibliographical references and index.

Acknowledgements; 1 Introducing Advertising and Promotion; 2 Theorizing Advertising and Promotion; 3 Advertising and Promotion's Role in Brand Marketing; 4 The Business of Advertising and Promotion; 5 Promotional Media; 6 Sponshorship, Brand Placement and Evolving Aspects of Integrated Marketing Communication; 7 Advertising Brands Internationally; 8 Advertising and Ethics; 9 Advertising Research; 10 Cognitive, Social and Cultural Theories of Advertising and Promotion; References; Glossary; Index; Table of contents

Summary:
Offers an account of how advertising is created and explains how advertising comes to cast its shadow over contemporary consumer culture. This book includes many case examples drawn from major international campaigns to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.



0761941533 9781848600522 1848600526 0761941533 (pbk.)


Advertising.
Advertising--Social aspects.
Sales promotion.
Advertising--Brand name products.

659.1 / HAA 2005

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