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Advertising and promotion : an integrated marketing communications approach /

by Hackley, Christopher E.
Material type: materialTypeLabelBookPublisher: Los Angeles : SAGE, 2010Edition: 2nd ed.Description: xii, 333 p. : ill. (some col.) ; 23 cm.ISBN: 9781849201452 (hbk.); 1849201455 (hbk.); 1849201463 (pbk.); 9781849201469 (pbk.).Other title: Advertising & promotion.Subject(s): Advertising | Advertising -- Social aspects | Sales promotion | Advertising -- Brand name products | Marketing | Werbung
Contents:
Introducing Advertising and Promotion: An Integrated Marketing Communications Approach -- Case: Advertising and Broadcast 'Media Convergence' -- Theorizing Advertising and Promotion -- Case: Intertextuality and the Interpreting Consumer -- Brand and Integrated Marketing Communications Planning -- Case: My Bank and I - First City Monument Bank -- Advertising Agencies: Creative Work and Management Processes -- Case: Integrated Campaign Planning for the Samsung F480 Tocco -- Promotional Media in the Digital Age -- Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age -- Non-Advertising Promotion in Integrated Marketing Communication -- Case: The global appeal of the UK Premier League and Stoke City FC -- International Advertising -- Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans -- Advertising: Ethics and Regulation -- Case: Benetton -- Advertising Research -- Case: 'Social Branding' and the Dove 'Campaign for Real Beauty' -- Integrating e-Marketing and Advertising -- Case: British Army Recruitment Goes Gaming in a Digital Campaign.
Item type Location Call number Status Date due Barcode Item holds
Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection 		HF5823 H185 2010 (Browse shelf) Available 00006988
Total holds: 0

Previous ed.: 2005.

Includes bibliographical references and index.

1. Introducing Advertising and Promotion: An Integrated Marketing Communications Approach -- Case: Advertising and Broadcast 'Media Convergence' -- 2. Theorizing Advertising and Promotion -- Case: Intertextuality and the Interpreting Consumer -- 3. Brand and Integrated Marketing Communications Planning -- Case: My Bank and I - First City Monument Bank -- 4. Advertising Agencies: Creative Work and Management Processes -- Case: Integrated Campaign Planning for the Samsung F480 Tocco -- 5. Promotional Media in the Digital Age -- Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age -- 6. Non-Advertising Promotion in Integrated Marketing Communication -- Case: The global appeal of the UK Premier League and Stoke City FC -- 7. International Advertising -- Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans -- 8. Advertising: Ethics and Regulation -- Case: Benetton -- 9. Advertising Research -- Case: 'Social Branding' and the Dove 'Campaign for Real Beauty' -- 10. Integrating e-Marketing and Advertising -- Case: British Army Recruitment Goes Gaming in a Digital Campaign.

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