Advertising and promotion : communicating brands by Hackley, Christopher E instant download

Advertising and promotion : communicating brands by Hackley, Christopher E instant download

1 online resource (264 pages) :, Offers an account of how advertising is created and explains how advertising comes to cast its shadow over contemporary consumer culture. This book includes many case examples drawn from major international campaigns to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures, Includes bibliographical references (pages 239-246) and index, Print version record, Acknowledgements; 1 Introducing Advertising and Promotion; 2 Theorizing Advertising and Promotion; 3 Advertising and Promotion's Role in Brand Marketing; 4 The Business of Advertising and Promotion; 5 Promotional Media; 6 Sponshorship, Brand Placement and Evolving Aspects of Integrated Marketing Communication; 7 Advertising Brands Internationally; 8 Advertising and Ethics; 9 Advertising Research; 10 Cognitive, Social and Cultural Theories of Advertising and Promotion; References; Glossary; Index