000			02080cam a22003257i 4500
003			OSt
005			20240731155853.0
007			ta
008			170914s2018 caua b 001 0 eng d
020			_a9781473997998 (paperback)
040			_aYDX _beng _cTUP-M _erda _dTXI _dDLC _dTUPM
050		0	_aHF _b5823 H33 2018
100	1		_aHackley, Christopher E., _eauthor.
245	0	0	_aAdvertising & promotion / _cChris Hackley and Rungpaka Amy Hackley.
250			_a4th edition.
264		1	_aLos Angeles : _bSAGE Publications, _c2018.
300			_axiv, 370 pages : _bcolor illustrations ; _c24 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references (pages 343-362) and index.
505	0		_aAdvertising and promotion under convergence -- Advertising theory -- Brands and promotional communication -- The creative agency model -- Strategy and creativity -- Media and audience planning -- Non-advertising promotion -- Global advertising strategy -- Brands on the defensive: ethics and regulation for advertising -- Advertising research.
520			_aIntroduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. "Snapshots" bring in aspects of cross-cultural advertising such as Barbie in China.
650	1	0	_aAdvertising.
650	1	0	_aAdvertising _xSocial aspects.
650	1	0	_aSales promotion.
650	1	0	_aAdvertising _xBrand name products.
700	1		_aHackley, Rungpaka Amy, _eauthor.
942			_2lcc _cBK
999			_c1866 _d1866