Advertising & Promotion : An Integrated Marketing Communications Approach, 2nd Edition [Book Review]
Data(s) |
01/11/2010
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Resumo |
Advertising & Promotion’s second edition maintains a sharp and updated focus on the advertising industry, providing interesting ideas for both students and advertising professionals. Not only does the author demonstrate how agencies, businesses and organisations research, create and monitor particular campaigns, but also the extent to which advertising texts are themselves embedded in everyday contemporary culture. For me one of the strengths of the book is how the research brings together the managerial side of the industry, its sociology and political dynamics, with the cultural and ethical implications of advertising consumption. |
Formato |
application/pdf |
Identificador | |
Publicador |
University of Queensland |
Relação |
http://eprints.qut.edu.au/39886/1/c39886.pdf http://www.uq.edu.au/mia/2010-issues#abstracts3 King, Andrew S. (2010) Advertising & Promotion : An Integrated Marketing Communications Approach, 2nd Edition [Book Review]. Media International Australia incorporating Culture and Policy, 137, pp. 165-166. |
Direitos |
Copyright 2010 Andrew S. King & University of Queensland Authors retain copyright in their articles but the publisher (MIA) claims rights over the printed version. |
Fonte |
Creative Industries Faculty; Institute for Creative Industries and Innovation |
Palavras-Chave | #200203 Consumption and Everyday Life #Advertising #Promotion #Integrated Communications |
Tipo |
Review |