Advertising and promotion [electronic resource] : communicating brands / Chris Hackley
- Hackley, Christopher E.
- London : SAGE, 2005.
- Physical Description:
- 1 online resource (264 pages) : color illustrations
- Machine generated contents note: Ch. 1 Introducing advertising and promotion -- Ch. 2 Theorizing advertising and promotion -- Ch. 3 Advertising and promotion's role in brand marketing -- Ch. 4 The business of advertising and promotion -- Ch. 5 Promotional media -- Ch. 6 Sponsorship, brand placement and evolving aspects of integrated marketing communication -- Ch. 7 Advertising brands internationally -- Ch. 8 Advertising and ethics -- Ch. 9 Advertising research.
- This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.
- 9781446278789 (ebook)
- Audience Notes:
- Bibliography Note:
- Includes bibliographical references and index.
View MARC record | catkey: 25809759