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Advertising and Promotion: An Integrated Marketing Communications Approach,Used
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This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of emarketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and firsthand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment.
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