Advertising and promotion : communicating brands / Chris Hackley.Material type: TextLanguage: English Publisher: London; New Delhi : SAGE, 2005Description: 264 p.,  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
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|659.1 GOL 2002 The language of advertising :||659.1 HAA 2005 Advertising and promotion :||659.1 HAA 2005 Advertising and promotion :||659.1 HAA 2005 Advertising and promotion :||659.1 HAP Planning for power advertising :||659.1 HAP Planning for power 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;
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.