Aktion	Zweigstelle	Standorte	Status	Frist	Vorbestellungen
Vorbestellen	Zweigstelle: 07., Urban-Loritz-Pl. 2a	Standorte: GW.BAW Hack / College 6e - Englisch	Status: Entliehen	Frist: 27.03.2024	Vorbestellungen: 0

'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University. 'Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. This is the eagerly-awaited Second Edition of "Advertising and Promotion" continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. This edition includes: 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 media infrastructure and the new media funding models emerging as a result; and a companion website featuring a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment. (Verlagsinformation) Inhaltsverzeichnis ein-/ausblenden Foreword and Acknowledgements xiGuided Tour xiiiCompanion Website xvii1 Introducing Advertising and Promotion: An IntegratedMarketing Communications Approach 1Case: Advertising and Broadcast 'Media Convergence'The Changing Global Advertising Environment 4What is Advertising? 9Studying Advertising 11The Managerial Perspective 13The Societal Perspective 15Brands and Symbolism in Integrated Marketing Communication 19Chapter Summary 24Some Useful Academic Sources 28On the Companion Website 28Notes 292 Theorizing Advertising and Promotion 31Case: Intertextuality and the Interpreting ConsumerWhy Theorize Advertising and Promotion? 32Practice-based Advertising Theory 35Information Processing Theory in Advertising 36Strong and Weak Theories of Advertising Effect 43Socio-cultural Theory in Advertising 46Meanings and Messages in Advertisements 48Theorizing Meaning in Advertising 51The Context of Advertising and Promotion 55Levels of Explanation in Advertising Theory: Cognitive,Social, Cultural 59Chapter Summary 62On the Companion Website 65Notes 653 The Brand and Integrated Marketing Communications Planning 67Case: My Bank and I - First City Monument BankMarketing and Communication Planning 68Integrated Communication and the Brand 72Integrated Marketing Communications Planning 81Limitations and qualifications to IMC 90Chapter Summary 92Web-based Resources 95On the Companion Website 95Notes 964 Advertising Agencies: Creative Work andManagement Processes 97Case: Integrated Campaign Planning for the Samsung F480 ToccoAdvertising Agencies as Cultural Intermediaries 98Advertising Agencies and the Marketing Communication Disciplines 100Advertising Agency Working Processes 108Account Team Roles and Responsibilities 113The Creative Advertising Development Process 120Tracking Campaign Effectiveness 125Chapter Summary 128On the Companion Website 132Notes 1325 Promotional Media in the Digital Age 135Case: Leveraging the Internet for TV Advertising Revenue -Media Funding Models in the Digital AgeThe Media Planning Task 136The Changing Media Infrastructure for Advertising 140Media Strategy, Targeting and Audience Segmentation 143The Media Mix - Channel Characteristics and Strategy Decisions 149Chapter summary 1561 CONTENTS;On the Companion Website 159Notes 1606 Non-Advertising Promotion in Integrated MarketingCommunication 161Case: The global appeal of the UK Premier Leagueand Stoke City FCNon-Advertising Techniques in the Promotional Mix 162Sponsorship 163Product Placement 167Corporate Communication and Public Relations 176Other Elements of the Promotion Mix 181Chapter Summary 188On the Companion Website 190Notes 1917 International Advertising 193Case: Levi 501s and the Changing CulturalMeaning of Denim leansThe Specificity of Cultural Practices of Communication 194Internationalization of Marketing 197Standardization and Localization of Marketing Communication 201Protests and Controversies Surrounding Global Brand Marketing 207The Allure of'Foreignness' and Country-of-Origin Effects 208Advertising in Asian Economies 209Chapter Summary 213On the Companion Website 216Notes 2178 Advertising: Ethics and Regulation 219Case: BenettonAdvertising and Marketing Ethics 220Advertising's Ideological Role Promoting Consumptionand Corporatism 223Ethics and Controversy over Advertising 226International Advertising Regulation 230The UK Codes of Advertising Practice 231Ethics and Alcohol Advertising in the UK 235Advertising and Children 237Applied Ethics and Advertising Regulation 241Ethics and Contemporary Advertising 246COHTEHTS I !Chapter Summary 249Web-based Resources 252On the Companion Website 252Notes 2529 Advertising Research 255Case: 'Social Branding' and the Dove 'Campaign for Real Beauty'Research in Advertising: Role, Issues and Origins 256Uses of Advertising Research 260Types of Research in Advertising 265Quantitative and Qualitative Advertising Research 268The Account Planning Role and Research 273Debate and Dissent around Research in Advertising 275Research ethics 278Chapter Summary 279Web-based Resources 283On the Companion Website 283Notes 28410 Integrating e-Marketing and Advertising 285Case: British Army Recruitment Goes Gaming ina Digital Campaigne-Marketing and Integration: Benefits and Scope 286Integration Issues 290Mobile Advertising 294Chapter Summary 297Web-based Resources 298On the Companion Website 299Notes 299Glossary 301References 311Index 323