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University of Bridgeport Textbooks > Advertising and Promotion

Advertising and Promotion 2th edition

ISBN:1849201463

ISBN13:9781849201469

Publisher:Sage Publications Ltd

Author:Chris Hackley

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Advertising and Promotion Description

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. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. 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.

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