Advertising and promotion

Table of Contents: 1. Advertising and Promotion in the Post-digital Era 2. Advertising Theory 3. Advertising and Brands 4. The Creative Advertising Agency 5. Strategy and Creativity 6. Media and Audience Planning 7. Social Media Advertising 8. Digital Advertising: Search and Content 9. Non-advertising Promotion 10. Global Advertising Strategy 11. Brands on the Defensive: Ethics and Regulation for Advertising 12. Advertising Research

This edition situates 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. The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject. This approach allows the reader to develop an interdisciplinary understanding of marketing and advertising as a social phenomenon in addition to its business function and purpose.