Advertising and Promotion: An Integrated Marketing Communications Approach - Chris Hackley

Aidan Kelly

This short paper discusses the second (2010) edition of Advertising and Promotion, a book by Chris Hackley.

Advertising and Promotion: An Integrated Marketing Communications Approach

Chris Hackley (2010)

Sage Publications, £28.49

A colleague from Sociology once remarked to me that when perusing advertising and marketing communications textbooks in any university library, one is likely to be confronted with a very diverse set of trans-disciplinary theories on the topic, often with little interconnection or cross-referencing between them.

Academic texts on advertising tend to fall into one of three (admittedly) broad categories: managerial aspects of developing, coordinating and measuring marketing communications (Pickton & Broderick 2005; Fill 2009); socio-cultural analysis of advertising, which critically examines its role...

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