Advertising and promotion: an integrated marketing communications approach
Gespeichert in:
Format: | Buch |
---|---|
Sprache: | English |
Veröffentlicht: |
Los Angeles [u.a.]
Sage
2010
|
Ausgabe: | 2. ed. |
Schlagworte: | |
Online-Zugang: | Inhaltsverzeichnis |
Beschreibung: | XII, 333 S. Ill., graph. Darst. |
ISBN: | 9781849201469 9781849201452 |
Internformat
MARC
LEADER | 00000nam a2200000 c 4500 | ||
---|---|---|---|
001 | BV036076197 | ||
003 | DE-604 | ||
005 | 00000000000000.0 | ||
007 | t | ||
008 | 100312s2010 xxuad|| |||| 00||| eng d | ||
020 | |a 9781849201469 |c pbk |9 978-1-84920-146-9 | ||
020 | |a 9781849201452 |9 978-1-84920-145-2 | ||
035 | |a (OCoLC)845642069 | ||
035 | |a (DE-599)BVBBV036076197 | ||
040 | |a DE-604 |b ger |e rakwb | ||
041 | 0 | |a eng | |
044 | |a xxu |c US | ||
049 | |a DE-188 | ||
050 | 0 | |a HF5823 | |
082 | 0 | |a 659.1 |2 22 | |
084 | |a AP 17400 |0 (DE-625)7007: |2 rvk | ||
084 | |a QP 630 |0 (DE-625)141916: |2 rvk | ||
245 | 1 | 0 | |a Advertising and promotion |b an integrated marketing communications approach |c Chris Hackley |
250 | |a 2. ed. | ||
264 | 1 | |a Los Angeles [u.a.] |b Sage |c 2010 | |
300 | |a XII, 333 S. |b Ill., graph. Darst. | ||
336 | |b txt |2 rdacontent | ||
337 | |b n |2 rdamedia | ||
338 | |b nc |2 rdacarrier | ||
650 | 4 | |a Gesellschaft | |
650 | 4 | |a Advertising | |
650 | 4 | |a Advertising |x Brand name products | |
650 | 4 | |a Advertising |x Social aspects | |
650 | 4 | |a Sales promotion | |
650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
689 | 0 | |5 DE-604 | |
689 | 1 | 0 | |a Werbung |0 (DE-588)4065541-6 |D s |
689 | 1 | |5 DE-604 | |
700 | 1 | |a Hackley, Chris |e Sonstige |0 (DE-588)141768525 |4 oth | |
856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018967372&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
999 | |a oai:aleph.bib-bvb.de:BVB01-018967372 |
Datensatz im Suchindex
_version_ | 1804141130449682432 |
---|---|
adam_text | Titel: Advertising and promotion
Autor: Hackley, Christopher E.
Jahr: 2010
Foreword and Acknowledgements xi
Guided Tour xiii
Companion Website xvii
1 Introducing Advertising and Promotion: An Integrated
Marketing Communications Approach 1
Case: Advertising and Broadcast Media Convergence
The Changing Global Advertising Environment 4
What is Advertising? 9
Studying Advertising 11
The Managerial Perspective 13
The Societal Perspective 15
Brands and Symbolism in Integrated Marketing Communication 19
Chapter Summary 24
Some Useful Academic Sources 28
On the Companion Website 28
Notes 29
2 Theorizing Advertising and Promotion 31
Case: Intertextuality and the Interpreting Consumer
Why Theorize Advertising and Promotion? 32
Practice-based Advertising Theory 35
Information Processing Theory in Advertising 36
Strong and Weak Theories of Advertising Effect 43
Socio-cultural Theory in Advertising 46
Meanings and Messages in Advertisements 48
Theorizing Meaning in Advertising 51
The Context of Advertising and Promotion 55
Levels of Explanation in Advertising Theory: Cognitive,
Social, Cultural 59
Chapter Summary 62
On the Companion Website 65
Notes 65
3 The Brand and Integrated Marketing Communications Planning 67
Case: My Bank and I - First City Monument Bank
Marketing and Communication Planning 68
Integrated Communication and the Brand 72
Integrated Marketing Communications Planning 81
Limitations and qualifications to IMC 90
Chapter Summary 92
Web-based Resources 95
On the Companion Website 95
Notes 96
4 Advertising Agencies: Creative Work and
Management Processes 97
Case: Integrated Campaign Planning for the Samsung F480 Tocco
Advertising Agencies as Cultural Intermediaries 98
Advertising Agencies and the Marketing Communication Disciplines 100
Advertising Agency Working Processes 108
Account Team Roles and Responsibilities 113
The Creative Advertising Development Process 120
Tracking Campaign Effectiveness 125
Chapter Summary 128
On the Companion Website 132
Notes 132
5 Promotional Media in the Digital Age 135
Case: Leveraging the Internet for TV Advertising Revenue -
Media Funding Models in the Digital Age
The Media Planning Task 136
The Changing Media Infrastructure for Advertising 140
Media Strategy, Targeting and Audience Segmentation 143
The Media Mix - Channel Characteristics and Strategy Decisions 149
Chapter summary 156
1 CONTENTS;
On the Companion Website 159
Notes 160
6 Non-Advertising Promotion in Integrated Marketing
Communication 161
Case: The global appeal of the UK Premier League
and Stoke City FC
Non-Advertising Techniques in the Promotional Mix 162
Sponsorship 163
Product Placement 167
Corporate Communication and Public Relations 176
Other Elements of the Promotion Mix 181
Chapter Summary 188
On the Companion Website 190
Notes 191
7 International Advertising 193
Case: Levi 501s and the Changing Cultural
Meaning of Denim Jeans
The Specificity of Cultural Practices of Communication 194
Internationalization of Marketing 197
Standardization and Localization of Marketing Communication 201
Protests and Controversies Surrounding Global Brand Marketing 207
The Allure of Foreignness and Country-of-Origin Effects 208
Advertising in Asian Economies 209
Chapter Summary 213
On the Companion Website 216
Notes 217
8 Advertising: Ethics and Regulation 219
Case: Benetton
Advertising and Marketing Ethics 220
Advertising s Ideological Role Promoting Consumption
and Corporatism 223
Ethics and Controversy over Advertising 226
International Advertising Regulation 230
The UK Codes of Advertising Practice 231
Ethics and Alcohol Advertising in the UK 235
Advertising and Children 237
Applied Ethics and Advertising Regulation 241
Ethics and Contemporary Advertising 246
COHTEtrrS i-------------!
Chapter Summary 249
Web-based Resources 252
On the Companion Website 252
Notes 252
9 Advertising Research 255
Case: Social Branding and the Dove Campaign for Real Beauty
Research in Advertising: Role, Issues and Origins 256
Uses of Advertising Research 260
Types of Research in Advertising 265
Quantitative and Qualitative Advertising Research 268
The Account Planning Role and Research 273
Debate and Dissent around Research in Advertising 275
Research ethics 278
Chapter Summary 279
Web-based Resources 283
On the Companion Website 283
Notes 284
10 Integrating e-Marketing and Advertising 285
Case: British Army Recruitment Goes Gaming in
a Digital Campaign
e-Marketing and Integration: Benefits and Scope 286
Integration Issues 290
Mobile Advertising 294
Chapter Summary 297
Web-based Resources 298
On the Companion Website 299
Notes 299
Glossary 301
References 311
Index 323
CONTENTS
|
any_adam_object | 1 |
author_GND | (DE-588)141768525 |
building | Verbundindex |
bvnumber | BV036076197 |
callnumber-first | H - Social Science |
callnumber-label | HF5823 |
callnumber-raw | HF5823 |
callnumber-search | HF5823 |
callnumber-sort | HF 45823 |
callnumber-subject | HF - Commerce |
classification_rvk | AP 17400 QP 630 |
ctrlnum | (OCoLC)845642069 (DE-599)BVBBV036076197 |
dewey-full | 659.1 |
dewey-hundreds | 600 - Technology (Applied sciences) |
dewey-ones | 659 - Advertising and public relations |
dewey-raw | 659.1 |
dewey-search | 659.1 |
dewey-sort | 3659.1 |
dewey-tens | 650 - Management and auxiliary services |
discipline | Allgemeines Wirtschaftswissenschaften |
edition | 2. ed. |
format | Book |
fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01700nam a2200481 c 4500</leader><controlfield tag="001">BV036076197</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">100312s2010 xxuad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781849201469</subfield><subfield code="c">pbk</subfield><subfield code="9">978-1-84920-146-9</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781849201452</subfield><subfield code="9">978-1-84920-145-2</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)845642069</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV036076197</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-188</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5823</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1</subfield><subfield code="2">22</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">AP 17400</subfield><subfield code="0">(DE-625)7007:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 630</subfield><subfield code="0">(DE-625)141916:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising and promotion</subfield><subfield code="b">an integrated marketing communications approach</subfield><subfield code="c">Chris Hackley</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Los Angeles [u.a.]</subfield><subfield code="b">Sage</subfield><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XII, 333 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Gesellschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield><subfield code="x">Brand name products</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield><subfield code="x">Social aspects</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Sales promotion</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Hackley, Chris</subfield><subfield code="e">Sonstige</subfield><subfield code="0">(DE-588)141768525</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018967372&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-018967372</subfield></datafield></record></collection> |
id | DE-604.BV036076197 |
illustrated | Illustrated |
indexdate | 2024-07-09T22:10:59Z |
institution | BVB |
isbn | 9781849201469 9781849201452 |
language | English |
oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018967372 |
oclc_num | 845642069 |
open_access_boolean | |
owner | DE-188 |
owner_facet | DE-188 |
physical | XII, 333 S. Ill., graph. Darst. |
publishDate | 2010 |
publishDateSearch | 2010 |
publishDateSort | 2010 |
publisher | Sage |
record_format | marc |
spelling | Advertising and promotion an integrated marketing communications approach Chris Hackley 2. ed. Los Angeles [u.a.] Sage 2010 XII, 333 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Gesellschaft Advertising Advertising Brand name products Advertising Social aspects Sales promotion Werbung (DE-588)4065541-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Werbung (DE-588)4065541-6 s Hackley, Chris Sonstige (DE-588)141768525 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018967372&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
spellingShingle | Advertising and promotion an integrated marketing communications approach Gesellschaft Advertising Advertising Brand name products Advertising Social aspects Sales promotion Werbung (DE-588)4065541-6 gnd Marketing (DE-588)4037589-4 gnd |
subject_GND | (DE-588)4065541-6 (DE-588)4037589-4 |
title | Advertising and promotion an integrated marketing communications approach |
title_auth | Advertising and promotion an integrated marketing communications approach |
title_exact_search | Advertising and promotion an integrated marketing communications approach |
title_full | Advertising and promotion an integrated marketing communications approach Chris Hackley |
title_fullStr | Advertising and promotion an integrated marketing communications approach Chris Hackley |
title_full_unstemmed | Advertising and promotion an integrated marketing communications approach Chris Hackley |
title_short | Advertising and promotion |
title_sort | advertising and promotion an integrated marketing communications approach |
title_sub | an integrated marketing communications approach |
topic | Gesellschaft Advertising Advertising Brand name products Advertising Social aspects Sales promotion Werbung (DE-588)4065541-6 gnd Marketing (DE-588)4037589-4 gnd |
topic_facet | Gesellschaft Advertising Advertising Brand name products Advertising Social aspects Sales promotion Werbung Marketing |
url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018967372&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
work_keys_str_mv | AT hackleychris advertisingandpromotionanintegratedmarketingcommunicationsapproach |