- Subject index
“A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.… He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. I read the book from cover to cover in one sitting.”
- INTERNATIONAL JOURNAL OF ADVERTISING
“Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, ...
Chapter 10: Cognitive, Social and Cultural Theories of Advertising and Promotion
Cognitive, Social and Cultural Theories of Advertising and Promotion
The Fascination of Promotional Communication
Part of the fascination of advertising and promotion for practitioners is that they entail solving problems of communication when the main basis ...