Advertising and Promotion : An Integrated Marketing Communications Approach
ISBN: 9781849201469 | 1849201463
Edition: 2ndFormat: 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 medi... MORE
| Introducing Advertising and Promotion | |
| Introducing Advertising and Promotion | |
| An Integrated Marketing Communications Approach | |
| Theorizing Advertising and Promotion | |
| The Brand and Integrated Marketing Communications Planning | |
| Advertising Agencies | |
| Creative Work and Management Processes | |
| Promotional Media in the Digital Age | |
| Non-Advert... MORE | |
| International Advertising | |
| Advertising | |
| Ethics and Regulation | |
| Advertising Research | |
| Integrating e-Marketing and Advertising | |
| Table of Contents provided by Ingram. All Rights Reserved. |
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