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Advertising and promotion

By: Contributor(s): Material type: TextTextPublication details: Sage Publications 2021 LondonEdition: 5thDescription: xv, 404 p.: col. ill. Include references and indexISBN:
  • 9781529718508
Subject(s): DDC classification:
  • 659.1 H2A2
Summary: Now in its fifth edition, this popular textbook continues to provide students with a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full-colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post-digital era Emerging forms of advertising and promotion, including the role of influencers https://in.sagepub.com/en-in/sas/advertising-and-promotion/book271888
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Holdings
Item type Current library Item location Collection Shelving location Call number Status Date due Barcode
Books Vikram Sarabhai Library Rack 40-A / Slot 2297 (2nd Floor, East Wing) Non-fiction General Stacks 659.1 H2A2 (Browse shelf(Opens below)) Available 204275

Table of Contents

Chapter 1: Advertising and Promotion in the Post Digital Era
Chapter 2: Advertising Theory
Chapter 3: Advertising and Brands
Chapter 4: The Creative Advertising Agency
Chapter 5: Strategy and Creativity
Chapter 6: Media and Audience Planning
Chapter 7: Social Media Advertising
Chapter 8: Digital Advertising: Search and Content
Chapter 9: Non-advertising Promotion
Chapter 10: Global Advertising Strategy
Chapter 11: Brands on the Defensive: Ethics and Regulation for Advertising
Chapter 12: Advertising Research

Now in its fifth edition, this popular textbook continues to provide students with a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.

Along with striking full-colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:

Two brand new chapters on Social Media Advertising and Digital Advertising
Commentary on how the COVID-19 pandemic has and will impact advertising
The evolving role of advertising agencies in the post-digital era
Emerging forms of advertising and promotion, including the role of influencers

https://in.sagepub.com/en-in/sas/advertising-and-promotion/book271888

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