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Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. “Snapshots” bring in aspects of cross-cultural advertising such as Barbie in China. The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an instructor’s manual, SAGE journal articles, links to further online resources and author Videos. The textbook is also supported by an author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com. Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.

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Genre: Business & Economics
Author: Chris Hackley
Publisher: SAGE
Release: 2017-11-13
File: 384 Pages
ISBN-13: 9781526417725

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Genre: Advertising
Author: George Edward Belch
Publisher: McGraw-Hill/Irwin
Release: 1995
File: 762 Pages
ISBN-13: 0256136963

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Genre: Advertising
Author: Solomon
Publisher: Flat World Knowledge
Release: 2009
File: Pages
ISBN-13: 9780982043028

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Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

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Genre: Business & Economics
Author: Michael Belch
Publisher: McGraw-Hill Education
Release: 2011-01-25
File: 864 Pages
ISBN-13: 0073404861

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Genre: Business & Economics
Author: John R. Rossiter
Publisher: McGraw-Hill College
Release: 1987
File: 647 Pages
ISBN-13: UVA:X001219559

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This basic text explores the advertising and promotion methods used by fashion professionals and the role each method plays in the industry.

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Genre: Business & Economics
Author: Jay Diamond
Publisher: Fairchild Books
Release: 1999
File: 437 Pages
ISBN-13: CORNELL:31924086575846

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In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

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Genre: Business & Economics
Author: Michael A Belch
Publisher: McGraw-Hill Education
Release: 2014-01-16
File: 1760 Pages
ISBN-13: 0078028973

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Genre: Business & Economics
Author: Jeremy Fitzgerald
Publisher: Black Cat-Cideb
Release: 2001
File: 96 Pages
ISBN-13: 8877545542

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"This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.

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Genre: Business & Economics
Author: Hanafizadeh, Payam
Publisher: IGI Global
Release: 2012-04-30
File: 248 Pages
ISBN-13: 9781466608863

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Genre: Business & Economics
Author: Belch
Publisher: College Ie Overruns
Release: 2018
File: 764 Pages
ISBN-13: 1259921697

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