Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding ...
Daftar Isi
Chapter 1: Advertising and Promotion in the Post Digital Era
Chapter 2: Advertising Theory
Chapter 3: Advertising and Brands
Chapter 4: The Creative Advertising Agency
Ch...
Tentang Penulis
Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck College, University of London. Prior to that she held Lecturer in Marketing appointments at Queen Ma...