Advertising and Promotion

Advertising and Promotion

<p style="text-align: left; margin: 0cm 0cm 0pt;"><span>This textbook introduces the key concepts, methods and issues within <strong>advertising and promotion </strong>for students taking courses on the subject at universities and colleges. <br /> <br /> 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. <br /> <br /> 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.</span></p> <p style="text-align: justify; margin: 0cm 0cm 0pt;"><span> </span></p> <p style="text-align: justify; margin: 0cm 0cm 0pt;"><span><strong>New to the third edition:</strong></span></p> <ul> <li style="text-align: justify; margin: 0cm 0cm 0pt;"><span>chapter on strategy and creativity</span></li> <li style="text-align: justify; margin: 0cm 0cm 0pt;"><span></span><span>additional case studies with increased global coverage including emerging markets</span></li> <li style="text-align: justify; margin: 0cm 0cm 0pt;"><span>images of classic and recent ads from the street, print, online and television</span></li> <li style="text-align: justify; margin: 0cm 0cm 0pt;"><span></span><span>increased coverage of the internet, social media and their effects on advertising</span></li> <li style="text-align: justify; margin: 0cm 0cm 0pt;"><span><strong>companion website </strong>materials including relevant videos, journal articles and a Jeopardy-style game for the classroom</span></li> </ul> <p style="text-align: left; margin: 0cm 0cm 0pt;"><span>The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to <strong>advertising and promotion</strong> from current affairs and popular culture: </span><span>www.hackleyadvertisingandpromotion.blogspot.com</span><span>.</span></p> <p style="text-align: justify; margin: 0cm 0cm 0pt;"><span> </span></p>