Advertising and promotion : communicating brands / Chris Hackley.
By: Hackley, Christopher E
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TextLanguage: English Publisher: London; New Delhi : SAGE, 2005Description: 264 p., [8] p. of plates : ill. ; 25 cmISBN: 0761941533; 9781848600522; 1848600526; 0761941533 (pbk.)Subject(s): Advertising | Advertising -- Social aspects | Sales promotion | Advertising -- Brand name productsDDC classification: 659.1 Online resources: WorldCat details | E-Book Fulltext | Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
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EWU Library E-book | Non-fiction | 659.1 HAA 2005 (Browse shelf) | Not for loan | ||||
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EWU Library Circulation Section | Non-fiction | 659.1 HAA 2005 (Browse shelf) | C-6 | Available | 22329 |
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| 658.83 ZIE Exploring marketing research | 658.8342 SCC Consumer behavior / | 659.1 HAA Advertising and promotion : | 659.1 HAA Advertising and promotion : | 659.1 HAP Planning for power advertising : | 659.1 LEP Principles of advertising : | 659.1 TEE Effective advertising : |
Includes bibliographical references and index.
Table of contents 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;
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.
Business Administration
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