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Advertising And Promotion: Communicating Brands.

Advertising And Promotion: Communicating Brands.

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  • ISBN:9780761941545
  • Editorial: Sage Publications
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:280
  • Idiomas:Ingles,Inglés

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This is a detailed account of contemporary marketing practice that draws on original research and first-hand infomration from top international agencies. Framed within a theoretical stance it considers both the production and the consumption of marketing communication.
Topics include:
-the competitive role of advertisng and promotion in brand marketing
-the creative advertisng development process in leading international agencies
-the changing nature of the marketing communications field and the rise of through-the-line communications planning
-new developments in techniques of product and brand placement, 'viral' and 'embedded' marketing
-ethics, industry regulation and the use of deliberately controversial cacmpaigns
-the evolution of the 'account planning' role and the place of consumer research in communications planning
-the challenges of cross-cultural communication in international marketing
-the changing character of consumer culture and research techniques to link consumer experience with communications planning

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