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Advertising and Promotion

Advertising and Promotion

Third Edition
  • Chris Hackley - Royal Holloway University of London, UK, School of Management, Royal Holloway University of London, UK
  • Rungpaka Amy Hackley - Birkbeck College, University of London, UK
Additional resources:

November 2014 | 360 pages | SAGE Publications Ltd

This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges.

It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency.

The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose.


New to the third edition:

  • chapter on strategy and creativity
  • additional case studies with increased global coverage including emerging markets
  • images of classic and recent ads from the street, print, online and television
  • increased coverage of the internet, social media and their effects on advertising
  • companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom

The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture.


Chapter 1: Introducing Advertising and Promotion
Chapter 2: Theorizing Advertising
Chapter 3: The Brand and Integrated Marketing Communications Planning
Chapter 4: Advertising Agencies - Organising Creative Work
Chapter 5: Strategy and Creativity
Chapter 6: Promotional Media in the Digital Age
Chapter 7: Non-Advertising Promotion
Chapter 8: International Advertising
Chapter 9: Advertising and Promotion - Ethics and Regulation
Chapter 10: Research in Advertising


Hackley Companion Website

For Lecturers

  • PowerPoint Slides: Chapter-by-chapter slides for use in lectures in support of the textbook.
  • Tutor Guide: A chapter-by-chapter guide to the textbook with additional materials for teaching.
  • IMC Jeopardy Game: An interactive team game based on the popular TV show which informally tests students in groups in the classroom. Ideal for the last week of term! 

For Students

  • SAGE Journals Online: Free open access to full, author-selected SAGE journal articles featured in each chapter to help students engage with relevant research literature for higher grades.
  • Video Links: Links to relevant videos for each chapter to help students and lecturers easily find fun, visual, real-world examples.  
  • Web links: Links to relevant websites for each chapter to help students make links to industry and find practical examples for assignments.
  • Author Blog: Read posts on current advertising examples and related topical items from the news including popular culture and current affairs.

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
Università della Svizzera Italiana, Switzerland and Aston Business School, Aston University

This is a very up to date textbook which brings a number of current marketing communications practices together with academic theory.

Mr Bjoern Asmussen
Department Of Marketing, Oxford Brookes University
December 9, 2015

Good clear explanations and varied topics relating to the topic area. Companion website is also a reason for adopting this book

Miss Tracy powell
Business and Management, Glyndwr University
December 7, 2015

This is a practical and well designed book that approaches advertising and promotion from a creative and account planning perspective. It begins to explore the new world of merged content that is derived and accessed through many routes. The chapter on international advertising is particularly helpful for my module on Psychology and Culture in advertising.

Ms Elizabeth Lye
Business and Management, Sheffield Hallam University
June 9, 2015

Book is highly recommended as the contents complimemnts our syllabus.

Dr Mo Willan
June 8, 2015

This book is reader friendly and excellent text for advertising and promotion.

Dr Muhammet Tiltay
Management , Osmangazi University
May 31, 2015

This book is excellent. The material on the new media and digital marketing campaigns is a great addition to this edition. I felt that the book is easy to use and it was well accept by the students. I also suggest this book for students doing their dissertation when I feel that they need to strengthen their theoretical base.

Mrs Marcia Christina Ferreira
School of Management, Royal Holloway, University of London
September 7, 2015

missing some key aspects

Professor Daniel Valentine
Department Business Studies, Regent's University
April 15, 2015

Clear easy to use reference book with useful current examples slightly too much focus on old styles of advertising for it to be a core reference book for my module

Mrs Laura Castles
Management, Torfaen Training
February 10, 2015

A good overview of advertising and promotion theory.

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
January 6, 2015

Chris Hackley

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.   More About Author

Rungpaka Amy Hackley

Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck College, University of London. Prior to that she held Lecturer in Marketing appointments at Queen Mary, University of London, the University of Durham, and the University of Surrey. Dr Hackley has presented her research at international conferences in Asia, North America, Australasia, Europe and the UK, and her work has been published in journals such as the International Journal of Advertising, Journal of Business Research, Journal of Marketing Management, Marketing Theory, Asian Journal of Business and Proceedings of the Association for Consumer Research, among others. More About Author

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