Offering a short, concise and creative take on advertising and promotion, the new edition includes more on digital and social media marketing while using a wider range of visual examples and case studies.
Offering a short, concise and creative take on advertising and promotion, the new edition includes more on digital and social media marketing while using a wider range of visual examples and case studies.
Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university's first Chair in Marketing. His PhD from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.
Inhaltsangabe
Chapter 1: Advertising and Promotion in the Post Digital Era Chapter 2: Advertising Theory Chapter 3: Advertising and Brands Chapter 4: The Creative Advertising Agency Chapter 5: Strategy and Creativity Chapter 6: Media and Audience Planning Chapter 7: Social Media Advertising Chapter 8: Digital Advertising: Search and Content Chapter 9: Non-advertising Promotion Chapter 10: Global Advertising Strategy Chapter 11: Brands on the Defensive: Ethics and Regulation for Advertising Chapter 12: Advertising Research
Chapter 1: Advertising and Promotion in the Post Digital Era Chapter 2: Advertising Theory Chapter 3: Advertising and Brands Chapter 4: The Creative Advertising Agency Chapter 5: Strategy and Creativity Chapter 6: Media and Audience Planning Chapter 7: Social Media Advertising Chapter 8: Digital Advertising: Search and Content Chapter 9: Non-advertising Promotion Chapter 10: Global Advertising Strategy Chapter 11: Brands on the Defensive: Ethics and Regulation for Advertising Chapter 12: Advertising Research
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