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Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotion
This is a very up to date textbook which brings a number of current marketing communications practices together with academic theory.
Good clear explanations and varied topics relating to the topic area. Companion website is also a reason for adopting this book
This is a practical and well designed book that approaches advertising and promotion from a creative and account planning perspective. It begins to explore the new world of merged content that is derived and accessed through many routes. The chapter on international advertising is particularly helpful for my module on Psychology and Culture in advertising.
Book is highly recommended as the contents complimemnts our syllabus.
This book is reader friendly and excellent text for advertising and promotion.
This book is excellent. The material on the new media and digital marketing campaigns is a great addition to this edition. I felt that the book is easy to use and it was well accept by the students. I also suggest this book for students doing their dissertation when I feel that they need to strengthen their theoretical base.
missing some key aspects
Clear easy to use reference book with useful current examples slightly too much focus on old styles of advertising for it to be a core reference book for my module
A good overview of advertising and promotion theory.
This book provides supplementary material to those students who wish to go beyond the course syllabus.
This book provides additional material to those students who wish to go beyond the course syllabus.
Fantastic book. My students have benefited lots from it. I would recommend it.
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