an integrated marketing communications approach Hackley, Christopher E. creator text bibliography cau Los Angeles SAGE 2010 2nd ed. monographic eng

print

xii, 333 p. : ill. (some col.) ; 23 cm. 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. 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. Chris Hackley. Previous ed.: 2005. Includes bibliographical references and index. Advertising Advertising Social aspects Sales promotion Advertising Brand name products 659 HCA 9781849201452 1849201455 1849201463 9781849201469 2009932899 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 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 UKM 091014 20150408114107.0 465369621 eng