Advertising and promotion: an integrated marketing communications approach

Extensively revised and updated to take account of the fundamental economic, technological and behavioural changes which are currently taking place in the advertising environment and packed with case studies and first-hand examples gathered from leading international advertising agencies, the Second Edition succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment and its research. New to this edition: - A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling.; Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation.; A focus on the implications for advertising of the continuing changes in the mediainfrastructure and the new media funding models emerging as a result.; A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students. INDICE: An Introducing to Advertising and Promotion in Integrated Marketing Communications / Theorizing Advertising and Promotion / The Brand Strategy and Integrated Marketing Communications Planning / Advertising Agencies: Creative Work and Management Processes / Promotional Media in the Digital Age / Non-Advertising Promotion in Integrated Marketing Communication / International Advertising / Advertising: Ethics and Regulation / Advertising Research / Integrating e-Marketing and Advertising

• ISBN: 978-1-84920-145-2
• Editorial: Sage Publications
• Encuadernacion: Cartoné
• Páginas: 304
• Fecha Publicación: 28/02/2010
• Nº Volúmenes: 1
• Idioma: Inglés