Advertising and promotion : communicating brands / Chris Hackley.

By: Hackley, Christopher E
Material type: TextTextLanguage: 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
Contents:
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: 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.
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Non-fiction 659.1 HAA 2005 (Browse shelf) Not for loan
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659.1 HAA (Browse shelf) C-1 Available 6270-22217
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659.1 HAA (Browse shelf) C-2 Available 6270-22218
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Non-fiction 659.1 HAA 2005 (Browse shelf) C-3 Not For Loan 22326
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Text Text EWU Library
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Text Text EWU Library
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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.

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