Advertising and Promotion - Chris Hackley; Rungpaka Amy Hackley

Advertising and Promotion
4.00 Oceń książkę!

Autor: Chris Hackley; Rungpaka Amy Hackley

 Wydawnictwo: SAGE Publications
ISBN: 9781446280720
EAN:
Format: ...
Oprawa: miękka
Stron: 360
Data wydania: 2014-11-01
Gdzie kupić tanią książkę?
Merlin
książka
210.00zł
Kup książkę
Książka w Twoim domu w ciągu 48h
Advertising and Promotion introduces the key concepts, issues and processes for the study of advertising and promotion. It offers first-hand examples gathered from leading international advertising agencies and is told from the perspective of the agency to help give you a fun and creative insider view and think beyond the client position. This dynamic approach also emphasises the importance of the brand in communications strategy and holistic thinking regarding the promotional mix. The author draws not only on management and marketing research but also other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject. This new edition includes: *A new chapter on creativity, strategy and planning *New case studies with increased global coverage including emerging markets *Increased coverage of the internet and its effects on advertising *Enhanced website materials including videos, journal articles and multiple choice questions Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotion -- Professor Leslie de Chernatony

Książka "Advertising and Promotion"
Chris Hackley; Rungpaka Amy Hackley