TY  - BOOK
AU  - Hackley,Christopher E
TI  - Advertising and promotion: an integrated marketing communications approach 
SN  - 1849201463
U1  - 659.1 
PY  - 2010///
CY  - Los Angeles, CA
PB  - SAGE
KW  - Marcas de fábrica
KW  - Promoción de ventas
KW  - Publicidad
KW  - Aspectos sociales
N1  - Incluye bibliografía; _; 1; Introducing Advertising and Promotion: An Integrated Marketing Communications Approach --; Case: Advertising and Broadcast ´Media Convergence´ --; 2; Theorizing Advertising and Promotion --; Case: Intertextuality and the Interpreting Consumer --; 3; Brand and Integrated Marketing Communications Planning --; Case: My Bank and I - First City Monument Bank --; 4; Advertising Agencies: Creative Work and Management Processes --; Case: Integrated Campaign Planning for the Samsung F480 Tocco --; 5; Promotional Media in the Digital Age --; Case: Leveraging the Internet for TV Advertising Revenue - Media Funding Models in the Digital Age --; 6; Non-Advertising Promotion in Integrated Marketing Communication --; Case: The global appeal of the UK Premier League and Stoke City FC --; 7; International Advertising --; Case: Levi 501s and the Changing Cultural Meaning of Denim Jeans --; 8; Advertising: Ethics and Regulation --; Case: Benetton --; 9; Advertising Research --; Case: ´Social Branding´ and the Dove ´Campaign for Real Beauty´ --; 10; Integrating e-Marketing and Advertising --; Case: British Army Recruitment Goes Gaming in a Digital Campaign
UR  - http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=018967372&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
ER  -