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Advertising and Promotion

Advertising and Promotion

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  • ISBN:9781446280720
  • Editorial: Sage Publications
  • Fecha de la edición:
  • Número de la edición: 3
  • Encuadernación:
  • Nº Pág.:360
  • Idiomas:Ingles,Inglés

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Advertising and Promotion introduces the key concepts, issues and processes for the study of advertising and promotion. It offers first-hand examples gathered from leading international advertising agencies and is told from the perspective of the agency to help give you a fun and creative insider view and think beyond the client position. This dynamic approach also emphasises the importance of the brand in communications strategy and holistic thinking regarding the promotional mix. The author draws not only on management and marketing research but also other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject. This new edition includes: *A new chapter on creativity, strategy and planning *New case studies with increased global coverage including emerging markets *Increased coverage of the internet and its effects on advertising *Enhanced website materials including videos, journal articles and multiple choice questions

Chapter 1: Introducing Advertising and Promotion Chapter 2: Theorizing Advertising Chapter 3: The Brand and Integrated Marketing Communications Planning Chapter 4: Advertising Agencies - Organising Creative Work Chapter 5: Strategy and Creativity Chapter 6: Promotional Media in the Digital Age Chapter 7: Non-Advertising Promotion Chapter 8: International Advertising Chapter 9: Advertising and Promotion - Ethics and Regulation Chapter 10: Research in Advertising

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