Advertising and Promotion / Edition 3

by Chris Hackley, Rungpaka Amy Hackley

Overview

Now in its fifth edition, this popular textbook continues to provide students with a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.

Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:

Two brand new chapters on Social Media Advertising and Digital Advertising

Commentary on how the COVID-19 pandemic has and will impact advertising

The evolving role of advertising agencies in the post digital era

Emerging forms of advertising and promotion, including the role of influencers

Product Details

ISBN-13:	9781446280720
Publisher:	SAGE Publications
Publication date:	12/12/2014
Edition description:	Third Edition
Pages:	360
Product dimensions:	7.30(w) x 9.00(h) x 0.80(d)

About the Author

Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university’s first Chair in Marketing. His Ph D from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.

Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck College, University of London. Prior to that she held Lecturer in Marketing appointments at Queen Mary, University of London, the University of Durham, and the University of Surrey.

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, Asian Journal of Business and Proceedings of the Association for Consumer Research, among others.

Table of Contents

Chapter 1: Introducing Advertising and Promotion
Chapter 2: Theorizing Advertising
Chapter 3: The Brand and Integrated Marketing Communications Planning
Chapter 4: Advertising Agencies - Organising Creative Work
Chapter 5: Strategy and Creativity
Chapter 6: Promotional Media in the Digital Age
Chapter 7: Non-Advertising Promotion
Chapter 8: International Advertising
Chapter 9: Advertising and Promotion - Ethics and Regulation
Chapter 10: Research in Advertising

Editorial Reviews

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

It is really good to see a new edition of this excellent research-driven, theoretically informed yet clear and engaging text; it offers many insights into the contemporary practice of advertising and promotion, illustrated by a wealth of international examples.

Professor Stephanie O'Donohoe

Hackley and Hackley’s text is a refreshing addition to the set of available textbooks on the topic. The authors masterfully bridge the intellectual traditions of the managerial and the socio-cultural to arrive at a keen understanding of how consumer culture can be influenced by those engaged in advertising and promotion, as well as the new hybrid forms constantly appearing.

Professor Jacob Ostberg