Advertising and promotion : an integrated marketing communications approach /
Hackley, Christopher E,
Advertising and promotion : an integrated marketing communications approach / Chris Hackley. - 2nd ed. - xii, 333 páginas : ilustraciones (algunas a color)
Incluye bibliografía.
_ Introducing Advertising and Promotion: An Integrated Marketing Communications Approach -- Case: Advertising and Broadcast ´Media Convergence´ -- Theorizing Advertising and Promotion -- Case: Intertextuality and the Interpreting Consumer -- Brand and Integrated Marketing Communications Planning -- Case: My Bank and I - First City Monument Bank -- Advertising Agencies: Creative Work and Management Processes -- Case: Integrated Campaign Planning for the Samsung F480 Tocco -- Promotional Media in the Digital Age -- Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age -- Non-Advertising Promotion in Integrated Marketing Communication -- Case: The global appeal of the UK Premier League and Stoke City FC -- International Advertising -- Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans -- Advertising: Ethics and Regulation -- Case: Benetton -- Advertising Research -- Case: ´Social Branding´ and the Dove ´Campaign for Real Beauty´ -- Integrating e-Marketing and Advertising -- Case: British Army Recruitment Goes Gaming in a Digital Campaign. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
1849201463 9781849201469
Marcas de fábrica.
Promoción de ventas.
Publicidad--Aspectos sociales.
Publicidad.
659.1 / H122a 2010
Advertising and promotion : an integrated marketing communications approach / Chris Hackley. - 2nd ed. - xii, 333 páginas : ilustraciones (algunas a color)
Incluye bibliografía.
_ Introducing Advertising and Promotion: An Integrated Marketing Communications Approach -- Case: Advertising and Broadcast ´Media Convergence´ -- Theorizing Advertising and Promotion -- Case: Intertextuality and the Interpreting Consumer -- Brand and Integrated Marketing Communications Planning -- Case: My Bank and I - First City Monument Bank -- Advertising Agencies: Creative Work and Management Processes -- Case: Integrated Campaign Planning for the Samsung F480 Tocco -- Promotional Media in the Digital Age -- Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age -- Non-Advertising Promotion in Integrated Marketing Communication -- Case: The global appeal of the UK Premier League and Stoke City FC -- International Advertising -- Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans -- Advertising: Ethics and Regulation -- Case: Benetton -- Advertising Research -- Case: ´Social Branding´ and the Dove ´Campaign for Real Beauty´ -- Integrating e-Marketing and Advertising -- Case: British Army Recruitment Goes Gaming in a Digital Campaign. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
1849201463 9781849201469
Marcas de fábrica.
Promoción de ventas.
Publicidad--Aspectos sociales.
Publicidad.
659.1 / H122a 2010