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'This book is a well-written and very useful textbook for students of advertising. The book is "written with student needs in mind", and students will definitely get value for money. It offers profound insights into the advertising business from a managerial and a cultural and social perspective, and with its examples, inserts, chapter review questions, case studies and specific case study questions and glossary and website, it should be an excellent textbook for teachers of the subject as well, as they actually have an almost entire semester plan at their hands' -
It's a very useful textbook
A clear introduction to the concept of integrated marketing communications.
The book was more specific and focused on fewer theories than I needed for my more general class.
There are several similar textbooks available and it is difficult to choose between them. I decided in the end on one of the other ones, but the book by Hackley is a substantial introduction to IMC and covers all areas expected with a range of good cases and examples.
Our Promotional Media course has no essential text because it assembles critical perspectives of different disciplines - PR, Advertising & Marketing. One of the key themes tackled in our course is the tension brought about by the pressure to 'integrate' the three communicative disciplines under a marketing umbrella. Consequently, this book is not just recommended, but highly recommended, as it fits perfectly with the taught material offered to students.
The book provides a succinct overview of marketing communications as a discipline. The overview is clear and is a good introduction or background reading for students studying research practice with the discipline.
Excellent book becxause so few books on Advertising are so up to date
It is an accessible, relatively thorough IMC text that doesn't cost students an arm and a leg.
It is a very good book with many examples and illustrations that help my students improve their understanding and skills of marketing communications.
A useful set of additional readings, gives students the opportunity to consider some interesting additional perspectives
Good management theory, good integration of Internet's impact on communications throughout text, reasonable price
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
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.
Not enough depth on advertising.
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.
Interesting Book! A Good Approach to Marketing Communications