Aimed at advanced undergraduate and graduate students, this text introduces intellectual perspectives on advertising and promotion from cultural and social studies along with an account of how and why contemporary advertising is created. Hackley (marketing, Royal Holloway U. School of Management) describes the way advertising and promotional campaigns are devised and executed and the role they play for international brand marketing and for charities and government agencies. Reviews, exercises and short cases are interspersed throughout the text. Annotation ©2004 Book News, Inc., Portland, OR
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About the Author
Chris Hackley is Professor of Marketing at the School of Management, Royal Holloway University of London, UK. 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.
Table of ContentsIntroducing Advertising and PromotionTheorizing Advertising and PromotionAdvertising’s and Promotion's Role in Brand MarketingThe Business of Advertising and PromotionPromotional MediaSponsorship, Brand Placement and Evolving Aspects of Integrated Marketing CommunicationAdvertising Brands InternationallyAdvertising and EthicsAdvertising ResearchCognitive, Social and Cultural Theories of Advertising and Promotion