Advertising and Promotion : An Integrated Marketing Communications Approach

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.

• A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling.
• Coverage of advertising agencies, integrating e-marketing, social media, and mobile advertising.
• Expanded coverage of contemporary topics, including: new media, the internet, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation.
• A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result.
• A website at www.sagepub.co.uk/hackley provides password-protected Instructor Resources including PowerPoint slides and extra case studies, and access to full-text journal articles for students on the open-access Study Student site.

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.

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.