Advertising

Informationen zum Autor Chris Hackley was the first Chair in Marketing to be appointed at Royal Holloway University of London! in 2004. Prior to that he was head of the Marketing subject group at the University of Birmingham! UK. His PhD from Strathclyde University (AACSB)! Scotland! focused on the creative development process in top advertising agencies. He teaches and researches in advertising! marketing! and consumer cultural policy. Chris has published his work in some 200 books! research articles! features! reports! conference papers and presentations. He has consulted on UK alcohol policy with the UK Government Cabinet Office and the Department of Health! and with commercial organisations such as ITV! Sky Media! Channel 4 TV! New Media Group and the Huffington Post on topics including product placement and native advertising. Professor Hackley is a regular contributor to print and broadcast media on marketing and consumer policy topics with more than 100 media appearances and mentions. He has been interviewed on alcohol policy and media policy for BBC TV! ITV! BBC Radio 4! and Channel 4 TV! and his joint research has been mentioned in most UK national newspapers! and also in some overseas publications such as the Melbourne Age! Harvard Business Review! and The Times of India. Klappentext The study of advertising is a heated and expansive forum, with research diverging along methodological, semantic and often political lines. This eclectic, extensive and inclusive collection draws together the diverse literature with a view to organising and making sense of the state of play of advertising research, with papers drawn not only from the major international advertising journals, but also widely across the social sciences. Accommodating statistical, behavioural and interpretive perspectives, this three-volume set is organized into three broad categories. Volume One looks at advertising management, including creativity, agencyient relations, campaign planning and effectiveness, media planning and brand communications. Volume Two looks at the cultural influence of advertising, including its ideological character, theoretical influences, and cross-cultural aspects. Volume Three looks at advertising science: the experimental and survey data-gathering methods involved in measuring advertising effectiveness. Zusammenfassung This collection gathers the assorted research and theory together on advertising with papers drawn not only from major international advertising journals but also from papers published widely across the social sciences. Inhaltsverzeichnis Volume 1: Advertising Management How Divergent Beliefs Cause Account Team Conflict - C. Hackley Silent Running: Tacit, discursive and psychological aspects of management in a top UK advertising agency - C. Hackley Encoding Advertisements: The Creative Perspective - A. Kelly, K. Lawlor and S. O¿donohoe International Advertising Strategies of Multinational Corporations - R.E. Hite and C. Fraser Copywriters¿ Implicit theories of Communication: An exploration - A. Kover Producing Marketing: Towards a social-phenomenology of marketing work - S. Svensson Why Copywriters Don¿t Like Advertising Research - and What Kind of Research Might They Accept? - A.J. Kover The Games Copywriters Play - Conflict, Quasi-control - A New Proposal - A.J. Kover and S.M. Goldberg The Role of Myth in Creative Advertising Design: Theory, process, and outcome - G.V. Johar, M.B. Holbrook and B.B. Stern Advertising Client-Agency Relationships: The decision-making structure of clients - D.C. West and S.J. Paliwoda Advertising Research and its Influence Upon Managerial Practice: A review of perspectives and approaches - J.P. Cornelissen and A.R. Lock Advertising Agency Creative Reputation and Account Loyalty - P.C.N. Michell, H. Cataquet and G.D. Mandry Standardization ...

Product details

• Authors: Chris Hackley
• Assisted by: Chris Hackley (Editor)
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Hardback
• Released: 22.10.2009
• EAN: 9781412934299
• ISBN: 978-1-4129-3429-9
• No. of pages: 1312
• Series: Sage Library in Marketing; Sage Library in Marketing
• Subject: Social sciences, law, business > Business > Advertising, marketing