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Advertising and Promotion
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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

Supplements

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.

This book provides supplementary material to those students who wish to go beyond the course syllabus.

Dr Joseph Vella
Corporate communication, University of Malta
December 10, 2014

This book provides additional material to those students who wish to go beyond the course syllabus.

Dr Joseph Vella
Corporate communication, University of Malta
December 10, 2014

Fantastic book. My students have benefited lots from it. I would recommend it.

Miss Melanie Xue
Business and Management, Sheffield Hallam University
December 9, 2014

Selected other title

Dr Joseph Vella
Marketing , University of Malta
September 4, 2015
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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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ISBN: 9781446280720
£38.99
ISBN: 9781446280713
£126.00