Advertising and Promotion

Advertising and Promotion, authored by Chris Hackley and Rungpaka Amy Hackley and published by SAGE Publications Limited in 2018, is a comprehensive exploration of the theories, strategies, and challenges that define the dynamic world of advertising. Richly illustrated with visual examples and supported by a series of case studies, the book offers a clear insight into contemporary advertising practices as seen through the lens of top international agencies and major brand campaigns. Taking the reader behind the scenes, it presents an engaging insider view that encourages thinking beyond the conventional client perspective. The text effectively bridges traditional marketing research with evolving digital practices, covering topics such as online advertising, social media, and analytical metrics while highlighting real-world examples from global brands like Adidas, Benetton, BMW, Dove, and DeBeers. Structured to serve as an essential resource for students and professionals in Advertising, Marketing, and Communications, Advertising and Promotion not only elucidates the business aspects of advertising but also invites a broader consideration of its cultural and social dimensions. This balanced and insightful approach makes it a valuable guide for anyone looking to deepen their understanding of the advertising industry.