Advertising and Promotion: Communicating Brands

Aimed at advanced undergraduate and graduate students, this text introduces intellectual perspectives on advertising and promotion from cultural and social studies along with an account of how and why contemporary advertising is created. Hackley (marketing, Royal Holloway U. School of Management) describes the way advertising and promotional campaigns are devised and executed and the role they play for international brand marketing and for charities and government agencies. Reviews, exercises and short cases are interspersed throughout the text. Annotation ©2004 Book News, Inc., Portland, OR