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Advertising & Promotion

By: Contributor(s): Material type: TextTextPublisher: Los Angeles : SAGE, 2021Edition: Fifth editionDescription: xiv, 404 pages : illustrations (colour) ; 24 cmISBN:
  • 9781529718508
Other title:
  • Advertising and Promotion
Subject(s): LOC classification:
  • HF5823.H185
Summary: "Now in its fifth edition, this popular textbook continues to provide students with 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 of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: two brand new chapters on Social Media Advertising and Digital Advertising; commentary on how the COVID-19 pandemic has and will impact advertising; the evolving role of advertising agencies in the post digital era; and emerging forms of advertising and promotion, including the role of influencers." --Provided by publisher.
Holdings
Item type Current library Collection Shelving location Call number Copy number Status Date due Barcode Item holds
Books Asian University for Women Library Non-fiction General Stacks HF5823. H185 (Browse shelf(Opens below)) 01 Available 029842
Total holds: 0

Includes bibliographical references (pages 374-395) and index.

"Now in its fifth edition, this popular textbook continues to provide students with 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 of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: two brand new chapters on Social Media Advertising and Digital Advertising; commentary on how the COVID-19 pandemic has and will impact advertising; the evolving role of advertising agencies in the post digital era; and emerging forms of advertising and promotion, including the role of influencers." --Provided by publisher.

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