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Advertising and Promotion, by Chris Hackley, Rungpaka Amy Hackley
PDF Download Advertising and Promotion, by Chris Hackley, Rungpaka Amy Hackley
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This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges.
It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency.
The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose.
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New to the third edition:
- chapter on strategy and creativity
- additional case studies with increased global coverage including emerging markets
- images of classic and recent ads from the street, print, online and television
- increased coverage of the internet, social media and their effects on advertising
- companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom
The textbook is now also supported by a new 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.
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- Sales Rank: #479263 in Books
- Published on: 2014-12-12
- Released on: 2014-12-03
- Original language: English
- Number of items: 1
- Dimensions: 9.13" h x .81" w x 7.32" l, .0 pounds
- Binding: Paperback
- 360 pages
Review
Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotion
(Professor Leslie de Chernatony) About the Author
Chris�Hackley was�the first�Chair in�Marketing�to be appointed at�Royal Holloway University�of London,�in�2004.�Prior to that he was head of the Marketing�subject group at the University of Birmingham, UK.�His PhD from Strathclyde University�(AACSB),�Scotland, focused on�the creative�development process in top advertising agencies. He teaches�and researches in advertising, marketing,�and consumer cultural�policy. Chris has published his work in�some 200 books, research articles, features, reports,�conference papers and�presentations. He has consulted�on UK alcohol policy�with the�UK Government Cabinet Office and the Department of Health,�and with commercial organisations such as ITV, Sky Media, Channel 4 TV, New Media Group and the Huffington Post on�topics including�product placement and native advertising. Professor Hackley�is a regular contributor to print and broadcast media on marketing and consumer�policy topics with more than 100 media appearances and mentions.�He�has been interviewed on�alcohol policy and media policy�for BBC TV,�ITV,�BBC Radio 4,�and Channel 4 TV, and his joint research has been mentioned in most UK national newspapers, and also in some�overseas publications such as the Melbourne Age, Harvard Business Review, and�The Times of India.���
Rungpaka�Amy�Hackley�is Lecturer in�Marketing at Queen Mary, University�of London.�Prior to that she was Lecturer in Marketing at Durham University, and before that, she lectured in marketing�at the University of Surrey. Dr Hackley's teaching and research focuses on advertising, branding,�marketing and consumer culture theory research. Her PhD entailed a cross cultural study of young consumers' experiences of TV product placement, and her first publication from her PhD research�was the only�UK�paper�cited by the ITV companies in their response to the UK�Government's first consultation on UK TV�product placement regulation. She also holds a first degree in Mass Communication�and a Master's in Marketing.�Dr Hackley has presented her research�at international conferences in Asia, North America, Australasia,�Europe and the UK, and her work has been published�in�journals such as the�International�Journal of Advertising;�Journal of Business Research: Journal of Marketing Management: Marketing Theory and Asian Journal of Business, and Proceedings of the Association for�Consumer Research, among others.�����
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