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Advertising And Promotion

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Advertising and Promotion

Advertising and Promotion Book
Author : Chris Hackley,Rungpaka Amy Hackley
Publisher : SAGE
Release : 2017-11-13
ISBN : 1526417723
Language : En, Es, Fr & De

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Book Description :

Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. “Snapshots” bring in aspects of cross-cultural advertising such as Barbie in China. The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an instructor’s manual, SAGE journal articles, links to further online resources and author Videos. The textbook is also supported by an author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com. Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.

Advertising and Promotion An Integrated Marketing Communications Perspective

Advertising and Promotion  An Integrated Marketing Communications Perspective Book
Author : Michael Belch,George Belch
Publisher : McGraw-Hill Education
Release : 2011-01-25
ISBN : 9780073404868
Language : En, Es, Fr & De

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Book Description :

Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Fashion Advertising and Promotion

Fashion Advertising and Promotion Book
Author : Jay Diamond,Ellen Diamond
Publisher : Fairchild Books
Release : 1999
ISBN :
Language : En, Es, Fr & De

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Book Description :

This basic text explores the advertising and promotion methods used by fashion professionals and the role each method plays in the industry.

Advertising and Promotion An Integrated Marketing Communications Perspective

Advertising and Promotion  An Integrated Marketing Communications Perspective Book
Author : Michael A Belch,George E Belch
Publisher : McGraw-Hill Education
Release : 2014-01-16
ISBN : 9780078028977
Language : En, Es, Fr & De

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Book Description :

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

Advertising and Promotion

Advertising and Promotion Book
Author : Jeremy Fitzgerald
Publisher : Black Cat-Cideb
Release : 2001
ISBN : 9788877545541
Language : En, Es, Fr & De

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Book Description :

Advertising Promotion and New Media

Advertising  Promotion  and New Media Book
Author : Marla R. Stafford,Ronald J. Faber
Publisher : Routledge
Release : 2015-03-26
ISBN : 1317477553
Language : En, Es, Fr & De

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Book Description :

Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.