Introducing Advertising and Promotion
Theorizing Advertising and Promotion
Advertising’s and Promotion′s Role in Brand Marketing
The Business of Advertising and Promotion
Promotional Media
Sponsorship, Brand Placement and Evolving Aspects of Integrated
Marketing Communication
Advertising Brands Internationally
Advertising and Ethics
Advertising Research
Cognitive, Social and Cultural Theories of Advertising and
Promotion
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 PhD 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.
"I enjoyed this book. It is aimed primarily at students, but will
provide virtually anyone working in or near the field with new
perspectives and some fresh thoughts. Like an increasing number of
such books, it provides not only the conventional text – the facts
and discussions – but also, chapter by chapter, the follow up to
help keep the reader involved and active. So, for example, at the
end of the chapter on advertising and promotion’s role in brand
marketing, there are half a dozen exercises on the subject, a case
study with, again, some exercises attached, a brief list of further
reading and a list of eight relevant web addresses. Nobody’s forced
to do the exercises of course, but just reading them can help
concentrate the mind. Did I really understand that? Do I know
precisely what that ad is trying to do? How would I go about
advertising this product or that brand? And so on. The author looks
in depth as advertising and promotion as a business, at promotional
media, integrated marketing and at international brand advertising.
He also devotes chapters to the ethics of advertising, and to
research. The ethics chapter is particularly interesting, with
sections on advertising to children, advertising and obesity and –
in a case study – the contentious Benetton campaigns of the 1980s
and 1990s. Highly entertaining as well as thought provoking."
*RESEARCH MAGAZINE*
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