Advertising and Promotion by Chris Hackley
Using a wide range of visual examples and case studies, the authors show how brands benefit from holistic promotional planning that embraces integrated media channels and takes a focus on shifts in advertising due to social media and the new digital environment.
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
-- 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
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. 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.
| SKU | Unavailable |
| ISBN 13 | 9781473997998 |
| ISBN 10 | 1473997992 |
| Title | Advertising and Promotion |
| Author | Chris Hackley |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Sage Publications Ltd |
| Year published | 2017-12-01 |
| Number of pages | 384 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |