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Advertising and Promotion : An Integrated Marketing Communications Approach

ISBN: 9781849201469 | 1849201463
Edition: 2nd
Format: Paperback
Publisher: SAGE Publications Ltd
Pub. Date: 3/4/2010

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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. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. 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.


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