cam a22 4 4500 530225549 CHVBK 20201027172325.0 181027s2018 xxua b 001 0 eng| 978-1-4739-9798-1 hbk 978-1-4739-9799-8 pbk (IDSBB)006817222 (IDSLU)001308634 (RERO)R008842321 (OCoLC)1021858278 UOH ger SzZuIDS LU SzZuIDS BS/BE B400 rda eng HF5823 .H185 2018 s1se rero 650 15 659.1 23 Hackley Christopher E. (DE-588)141768525 Verfasser aut Advertising & promotion Chris Hackley and Rungpaka Amy Hackley Advertising and promotion 4th edition Los Angeles London New Delhi Singapore Washington DC Melbourne SAGE 2018 xiv, 370 Seiten Illustrationen Includes bibliographical references (pages [343]-362) and index Advertising and promotion under convergence -- Advertising theory -- Brands and promotional communication -- The creative agency model -- Strategy and creativity -- Media and audience planning -- Non-advertising promotion -- Global advertising strategy -- Brands on the defensive: ethics and regulation for advertising -- Advertising research 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. 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 Marketing (DE-588)4037589-4 gnd Werbung (DE-588)4065541-6 gnd Advertising (RERO)B013450005 Advertising Brand name products (RERO)B021696699 Advertising Social aspects (RERO)B014168486 Sales promotion (RERO)B013473892 Publicité (RERO)A021065213 rero Ventes - Promotion (RERO)A021004189 rero Produits de marque (RERO)A021066029 rero Marketing (RERO)A021008799 rero Sciences sociales (RERO)A021065179 rero Manuels d'enseignement supérieur (RERO)A021035909 rero u QP 630 idslu LR u AP 17400 idslu LR Tiwsakul Amy Rungpaka (DE-588)134257901 Verfasser aut BK020000 XK020000 XK020000 Stoppsignal FRED nebis DS 171 IDS LU RERO RE01046 RE01046 RE010460002 FSES M234 TEB 38962 RERO RE61040 RE61040 RE610400033 659.1 HAC IDSLU LUUHL LUUHL UHFRE QP 630 2018 IDSBB B400 B400 400H5 BeM RFA 89160 NELB4001811 IDSBB 100 1- Hackley Christopher E. (DE-588)141768525 Verfasser aut IDSBB 700 1- Tiwsakul Amy Rungpaka (DE-588)134257901 Verfasser aut IDSLU 100 1- Hackley Christopher E. (DE-588)141768525 Verfasser aut IDSLU 700 1- Tiwsakul Amy Rungpaka (DE-588)134257901 Verfasser aut RERO 100 1- Hackley Christopher E. (RERO)A024572705 aut RERO 700 1- Hackley Rungpaka Amy (IDREF)224760793 IDSBB DSV51 DSV01 B400 http://www.ub.unibas.ch/tox/HBZ/HT019755957/PDF pdf VIEW Inhaltsverzeichnis IDSLU ILU50 ILU01 LUZHB https://www.ub.unibas.ch/tox/IDSLUZ/001308634/PDF pdf VIEW Inhaltsverzeichnis SWISSBIB 339569514