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Author Hackley, Christopher E.

Title Advertising and promotion : communicating brands / Chris Hackley.

Imprint London ; Thousand Oaks, Calif. : SAGE Publications, 2005.

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Location Call No. Status
 University of Saint Joseph: Pope Pius XII Library - Standard Shelving Location  659.1 H122A    Check Shelf
Description 264 pages : color illustrations ; 25 cm
Bibliography Includes bibliographical references (pages 239-246) and index.
Contents Ch. 1. Introducing advertising and promotion -- Ch. 2. Theorizing advertising and promotion -- Ch. 3. Advertising and promotion's role in brand marketing -- Ch. 4. The business of advertising and promotion -- Ch. 5. Promotional media -- Ch. 6. Sponsorship, brand placement and evolving aspects of integrated marketing communication -- Ch. 7. Advertising brands internationally -- Ch. 8. Advertising and ethics -- Ch. 9. Advertising research -- Ch. 10. Cognitive, social and cultural theories of advertising and promotion.
Summary This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.
Subject Advertising.
Advertising -- Social aspects.
Sales promotion.
Advertising -- Brand name products.
Advertising. (OCoLC)fst00797511
Advertising -- Brand name products. (OCoLC)fst00797554
Advertising -- Social aspects. (OCoLC)fst00797762
Sales promotion. (OCoLC)fst01103868
Reclame.
Promotie (public relations)
Indexed Term Cross-cultural communication.
ISBN 0761941533
9780761941538
0761941541 (pbk.)
9780761941545 (pbk.)
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