02985cam a2200397 a 4500 465369621 OCoLC 20150408114107.0 091014s2010 caua b 001 0 eng 2009932899 9781849201452 (hbk.) 1849201455 (hbk.) 1849201463 (pbk.) 9781849201469 (pbk.) (OCoLC)465369621 (OCoLC)441152815 (OCoLC)441152820 (OCoLC)449861383 (OCoLC)449861397 (OCoLC)551389652 UKM eng UKM C#P BWX DEBBG OCL DLC BTCTA YDXCP CDX SISMU MUU MEAUC CAUOI EUM OUN 659 HCA HF5823 .H185 2010x Hackley, Christopher E. 19074 Advertising and promotion : an integrated marketing communications approach / Chris Hackley. Advertising & promotion. integrated marketing communications approach. 2nd ed. Los Angeles : SAGE, 2010. xii, 333 p. : ill. (some col.) ; 23 cm. Previous ed.: 2005. Includes bibliographical references and index. 1. Introducing Advertising and Promotion: An Integrated Marketing Communications Approach -- Case: Advertising and Broadcast 'Media Convergence' -- 2. Theorizing Advertising and Promotion -- Case: Intertextuality and the Interpreting Consumer -- 3. Brand and Integrated Marketing Communications Planning -- Case: My Bank and I - First City Monument Bank -- 4. Advertising Agencies: Creative Work and Management Processes -- Case: Integrated Campaign Planning for the Samsung F480 Tocco -- 5. Promotional Media in the Digital Age -- Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age -- 6. Non-Advertising Promotion in Integrated Marketing Communication -- Case: The global appeal of the UK Premier League and Stoke City FC -- 7. International Advertising -- Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans -- 8. Advertising: Ethics and Regulation -- Case: Benetton -- 9. Advertising Research -- Case: 'Social Branding' and the Dove 'Campaign for Real Beauty' -- 10. Integrating e-Marketing and Advertising -- Case: British Army Recruitment Goes Gaming in a Digital Campaign. This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures. Advertising. Advertising Social aspects. 15126 Sales promotion. 18468 Advertising Brand name products. 19075 Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=018967372&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA ddc DVD 26656 261156 0 2013-03-10 0 0 659.1 HCA 2012-12-28 CL 00400376 CL 2013-03-10 00:00:00 BOOK ddc 0 0 2013-03-10 0 0 659.1 HCA 2012-12-28 CL 00400377 CL 2013-03-10 00:00:00 BOOK ddc 0 0 2013-03-10 0 0 659 HCA 2013-01-05 CL 00401392 CL 2013-03-10 00:00:00 BOOK ddc 0