Advertising and Promotion: An Integrated Marketing Communications Approach

The eagerly-awaited second edition of Advertising and Promotion continues to provide a highly-readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context.

NEW to this edition:

• A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling.
• Coverage of advertising agencies, integrating e-marketing, Web 2.0, and mobile advertising.
• Expanded coverage of contemporary topics, including: new media, the internet, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation.
• A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result.
• A companion website including a full instructors’ manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students.

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.