Hackley, Christopher E, <br/><br/>
Advertising and promotion :  an integrated marketing communications approach / 
Chris Hackley. 
 - 2nd ed. 
 - xii, 333 páginas :  ilustraciones (algunas a color) 
<br/><br/>Incluye bibliografía. 
<br/><br/>_  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. 
<br/><br/><label>ISBN: </label>1849201463 9781849201469 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marcas de fábrica.<br/>Promoción de ventas.<br/>Publicidad--Aspectos sociales.<br/>Publicidad.
<br/><br/><label>Dewey Class. No.: </label>659.1  / H122a 2010