liceoartisticolisippo-ta
» » Advertising and Promotion: An Integrated Marketing Communications Approach

Advertising and Promotion: An Integrated Marketing Communications Approach ebook

by Chris Hackley


Advertising & Promotion claims that agencies are & mysterious places' (p. 108) - they act as conduits of popular ideas, representing the interests of competing organisations, businesses and causes, yet their workaday politics are poorly understood by academics and the general public alike.

Advertising and promotion offer forms of communication that not only . The possibilities for novelty in advertising communication seem limit- less.

The possibilities for novelty in advertising communication seem limit- less. Advertising can be seen as a form of discourse since it is an identifiable form of communication that can be described.

Advertising and Promotion book. Goodreads helps you keep track of books you want to read. Start by marking Advertising and Promotion: An Integrated Marketing Communications Approach as Want to Read: Want to Read savin. ant to Read.

Chris Hackley was the first Chair in Marketing to be appointed at Royal Holloway University of London, in 2004.

Sponsorship, Brand Placement and Evolving. Aspects of Integrated Marketing Communication 136 eBook covers. Advertising, Promotion, and other aspects of Integrated Marketing Communications. 02 MB·26,605 Downloads·New!

Presentation on theme: "Advertising and Promotion: An Integrated Marketing Communications .

Presentation on theme: "Advertising and Promotion: An Integrated Marketing Communications Approach Chris Hackley Chapter 1 Introduction. - Presentation transcript: 1 Advertising and Promotion: An Integrated Marketing Communications Approach Chris Hackley Chapter 1 Introduction.

Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage". Ros Masterson, De Montfort University, Leicester, UK). "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 promotions". Leslie de Chernatony Professor of Brand Marketing, Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School,.

'Dr Hackley has an uncommon approach to advertising. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment. 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. 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.

This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment.
Nilasida
The second edition of Advertising & Promotion maintains a sharp and updated focus on the advertising industry, providing interesting ideas for both students and advertising professionals. Not only does the author demonstrate how agencies, businesses and organisations research, create and monitor particular campaigns, but also the extent to which advertising texts are themselves embedded in everyday contemporary culture. For me, one of the strengths of the book is how the research brings together the managerial side of the industry, its sociology and political dynamics, with the cultural and ethical implications of advertising consumption. Many marketing textbooks tend to be proscriptive and offer little, if any, kind of social criticism, but Advertising and Promotion's focus on industry practice offers much to think about in terms of who advertising agencies are, what they do and how they do it.

Chapter 4, for instance, looks at the structure of a typical agency and the tension between the creative, research and business roles. The analysis is based upon Hackley's past empirical studies, helping to inform a broader debate about the uses of research in the industry. The description of `account planner', for instance, can be thought of as the `the voice of the consumer' (p. 116) within the agency, a person who ensures a `brand's core values and personality are maintained through all associated marketing communications' (p. 116). From a sociological perspective, account planners embody much of the internal politics within an agency, caught between the business rationale of account management and the artistic egos of copywriters and art directors, who occupy a different `subcultural space' (p. 119). Such politics of interpersonal relations often influence such things as the pitching of an idea to a client, the writing and scope of a new brief and the identity of an agency itself. The triad of research, business and creativity also informs much of what advertising communication is about, which is pithily characterised as a cultural practice in which `art and business collide' (p. 277).

Hackley introduces the book with an overview of the history of research in advertising, exploring popular, industry and academic approaches. Chapter 2 looks at current socio-cultural models of advertising, which challenge the older scientific beliefs of consumers as passive receivers of messages. The idea that advertising texts are polysemic (open to different meanings) is explored in this chapter, showing how some campaigns deliberately create ambiguous or self-deprecating executions, inviting selected target groups to generate their own `in-knowledge' of given texts. Brands are understood as public properties, and this theme is explored in Chapter 3 in relation to different media platforms in the integrated consumer environment. Chapters 5 and 6 turn towards different kinds of advertising promotion, such as celebrity endorsement, sponsorship and product placement in film and television. The following chapter examines the ethical and legal dimensions of advertising, focusing on issues such as advertising and social causes. A cross-country examination of the famous Benetton ads of the mid-1990s is presented here, as well as the ethical issues raised by advertising alcohol, fast food and campaigns targeted at children. Advertising research and e-marketing are the subjects of the final two chapters, continuing the book's focus on the diversity of form and usage of advertising texts.

A particularly engaging part of the reading experience is the layout of the book itself, which is dotted with break-out boxes full of examples from research and analysis of different campaigns. Examples are succinctly presented and backed up with ample references, resources and websites for further study. Study questions are designed to focus the reader's attention at the end of each chapter - as do the case studies, which pose a set of real-life advertising communications problems (such as how to increase the market equity of a lowly placed English Premier League team). An accompanying website provides a collection of academic articles, as well as links to important institutions, organisations and other industry-focused resources. A `Lecturer Resources' section is also available to lecturers who use the book as a course textbook, supplying PowerPoint slides and an instructor's manual. As a multi-purpose resource, the book's accessibility and open-endedness make the study of advertising and promotion an inviting experience, leaving it up to the reader to choose how much more research, and in what areas, they need.

Advertising & Promotion claims that agencies are `slightly mysterious places' (p. 108) - they act as conduits of popular ideas, representing the interests of competing organisations, businesses and causes, yet their workaday politics are poorly understood by academics and the general public alike. Hackley's provocative book presents the ideas, research and tools to explore this very important premise.
Kelerius
I am a student in my final year of advertising and promotion, and was assigned this textbook for my final studies. Unfortunately I found this book disappointing for such an interesting topic. First of all I find it badly written, the author repeats himself often and making no clear points. Secondly there is very little theory and research of other empirical promotional strategies, and rather importantly there are very few reference pictures in it (In this case pictures are necessary for the topic!!!). I am giving up on this book and buying another which I will complete my degree from. If you are looking for a well rounded book on advertising then I would suggest looking at any of Kotler's writings or Oglivy for better theoretical and practical examples.
Advertising and Promotion: An Integrated Marketing Communications Approach ebook
Author:
Chris Hackley
Category:
Marketing & Sales
Subcat:
EPUB size:
1801 kb
FB2 size:
1910 kb
DJVU size:
1659 kb
Language:
Publisher:
SAGE Publications Ltd; Second edition (March 4, 2010)
Pages:
360 pages
Rating:
4.3
Other formats:
lrf doc lit rtf
© 2018-2020 Copyrights
All rights reserved. liceoartisticolisippo-ta.it | Privacy Policy | DMCA | Contacts