Advertising & Promotion : An Integrated Marketing Communications Approach, 2nd Edition [Book Review]
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.
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.
Impact and interest:
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|Keywords:||Advertising, Promotion, Integrated Communications|
|Subjects:||Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > CULTURAL STUDIES (200200) > Consumption and Everyday Life (200203)|
|Divisions:||Current > QUT Faculties and Divisions > Creative Industries Faculty|
Past > Institutes > Institute for Creative Industries and Innovation
|Copyright Owner:||Copyright 2010 Andrew S. King & University of Queensland|
|Copyright Statement:||Authors retain copyright in their articles but the publisher (MIA) claims rights over the printed version.|
|Deposited On:||04 Feb 2011 08:23|
|Last Modified:||05 Feb 2011 16:30|
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