Includes bibliographical references (pages 305-315) and index.

Introducing advertising and promotion -- Theorising advertising -- The brand and integrated marketing communications planning -- Advertising agencies : organising creative work -- Strategy and creativity -- Promotional media in the digital age -- Non-advertising promotion -- International advertising -- Advertising and promotion : ethics and regulation -- Research in advertising.

This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency. 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 for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose.

College of Business and Accountancy