Advertising and Promotion: Communicating Brands / Edition 1

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Overview

"A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.... He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. I read the book from cover to cover in one sitting. "
- INTERNATIONAL JOURNAL OF ADVERTISING

"Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, this work not only explains how advertising is developed, but also presents the discipline in the wider context of socio-cultural and linguistic research. Working from a practical advertising management basis, the text raises some key issues for advertising as focus for academic and intellectual study. "
- Chris Blackburn, The Business School, Oxford Brookes University, formerly Account Director at Foote, Cone & Belding, Leagas Delaney and Boase Massimi Pollitt

"Dr Hackley has an uncommon approach to advertising. His book combines the abstract theory of advertising and its effects with a hard-nosed practical approach. It is a guide to understanding and appreciating advertising and a way to understand how and why advertising works or why it does not. I think that this book is a fine text for students. Even more, it deserves to be read by advertising practitioners. "
- Arthur J. Kover, former editor of the Journal of Advertising Research, Management Fellow at the Yale School of Management

Advertising and Promotion is not only a detailed and insightful account of how advertising is created; the book also explains how advertising comes to cast its all-enveloping shadow over contemporary consumer culture. Many case examples drawn from major international campaigns are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment.

Advertising and Promotion takes a novel intellectual approach and draws on concepts from the wider humanities and social sciences to cast fresh light on an over-familiar subject matter. It uniquely combines detailed case information, current research and lively topical issues to offer an authoritative and comprehensive account of advertising's pre-eminent role in contemporary marketing communications. It is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.

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Editorial Reviews

Research Magazine
"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. "— Michael Warren
RESEARCH MAGAZINE - Michael Warren
"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. "
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Product Details

  • ISBN-13: 9780761941545
  • Publisher: SAGE Publications
  • Publication date: 3/28/2005
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 280
  • Product dimensions: 6.60 (w) x 9.50 (h) x 0.70 (d)

Meet 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 Ph D 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.

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Table of Contents

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

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