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Advertising and Promotion

Advertising and Promotion
An Integrated Marketing Communications Approach

Second Edition
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360 pages | SAGE Publications Ltd

This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising.

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, social media, 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 website at provides password-protected Instructor Resources including PowerPoint slides and extra case studies, and access to full-text journal articles for students on the open-access Study Student site.

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.

Introducing Advertising and Promotion
Introducing Advertising and Promotion
An Integrated Marketing Communications Approach

Theorizing Advertising and Promotion
The Brand and Integrated Marketing Communications Planning
Advertising Agencies
Creative Work and Management Processes

Promotional Media in the Digital Age
Non-Advertising Promotion in Integrated Marketing Communication
International Advertising
Ethics and Regulation

Advertising Research
Integrating E-Marketing and Advertising


It is a very good book with many examples and illustrations that help my students improve their understanding and skills of marketing communications.

Dr Tarig Eltayeb
College of Commerce, Dhofar University
March 29, 2011

A useful set of additional readings, gives students the opportunity to consider some interesting additional perspectives

Mrs Jane Burns-Nurse
Management Studies Centre, University College London
January 12, 2011

Good management theory, good integration of Internet's impact on communications throughout text, reasonable price

Ms Shari Worthington
Management , Worcester Polytechnic Institute
January 5, 2011

We have found this text to be beneficial and helpful in the specific study of Marketing Communication, within a marketing course, and also for specific Mkt Comms modules.
It has up to date content, an easy to digest writing style and practical illustrations and case studies

Mr Graham Webb
Marketing , Park Lane College
November 15, 2010

This book works for the business module mainly because of the focus on IMC, the use of e-marketing and social media. As it is currently right up to date, it gave a good deal of required information in one place to encorporate into the module. Very useful.

Mr Gerard Ryan
Business Department, Staffordshire University
October 21, 2010

Not enough depth on advertising.

Geoffrey Lantos
Business Administration Dept, Stonehill College
October 4, 2010

Excellent contents and examples, the structure of the book it´s great ¡¡¡ The boxed sections and cases make it easy for the instructor to explain a topic.

Professor Joaquin Carrillo
Marketing , Universidad de Colima
June 12, 2010

Interesting Book! A Good Approach to Marketing Communications

Mr Sebastian Ackermann
Marketing , Technische Universität München
May 17, 2010

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Sample Materials & Chapters

Chapter One

Chapter Two

Chris Hackley

Chris Hackley is Professor of Marketing at the School of Management, Royal Holloway University of London, UK. Chris Hackley was the first Chair in Marketing to be appointed at Royal Holloway University of London, in 2004. Prior to that he was head of the Marketing subject group at the University of Birmingham, UK. His PhD from Strathclyde University (AACSB), Scotland, focused on the creative development process in top advertising agencies. He teaches and researches in advertising, marketing, and consumer cultural policy. Chris has published... More About Author

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