Advertising and Promotion: An Integrated Marketing Communications Approach Review

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Advertising and Promotion: An Integrated Marketing Communications Approach ReviewThe second edition of Advertising & Promotion maintains a sharp and updated focus on the advertising industry, providing interesting ideas for both students and advertising professionals. Not only does the author demonstrate how agencies, businesses and organisations research, create and monitor particular campaigns, but also the extent to which advertising texts are themselves embedded in everyday contemporary culture. For me, one of the strengths of the book is how the research brings together the managerial side of the industry, its sociology and political dynamics, with the cultural and ethical implications of advertising consumption. Many marketing textbooks tend to be proscriptive and offer little, if any, kind of social criticism, but Advertising and Promotion's focus on industry practice offers much to think about in terms of who advertising agencies are, what they do and how they do it.
Chapter 4, for instance, looks at the structure of a typical agency and the tension between the creative, research and business roles. The analysis is based upon Hackley's past empirical studies, helping to inform a broader debate about the uses of research in the industry. The description of `account planner', for instance, can be thought of as the `the voice of the consumer' (p. 116) within the agency, a person who ensures a `brand's core values and personality are maintained through all associated marketing communications' (p. 116). From a sociological perspective, account planners embody much of the internal politics within an agency, caught between the business rationale of account management and the artistic egos of copywriters and art directors, who occupy a different `subcultural space' (p. 119). Such politics of interpersonal relations often influence such things as the pitching of an idea to a client, the writing and scope of a new brief and the identity of an agency itself. The triad of research, business and creativity also informs much of what advertising communication is about, which is pithily characterised as a cultural practice in which `art and business collide' (p. 277).
Hackley introduces the book with an overview of the history of research in advertising, exploring popular, industry and academic approaches. Chapter 2 looks at current socio-cultural models of advertising, which challenge the older scientific beliefs of consumers as passive receivers of messages. The idea that advertising texts are polysemic (open to different meanings) is explored in this chapter, showing how some campaigns deliberately create ambiguous or self-deprecating executions, inviting selected target groups to generate their own `in-knowledge' of given texts. Brands are understood as public properties, and this theme is explored in Chapter 3 in relation to different media platforms in the integrated consumer environment. Chapters 5 and 6 turn towards different kinds of advertising promotion, such as celebrity endorsement, sponsorship and product placement in film and television. The following chapter examines the ethical and legal dimensions of advertising, focusing on issues such as advertising and social causes. A cross-country examination of the famous Benetton ads of the mid-1990s is presented here, as well as the ethical issues raised by advertising alcohol, fast food and campaigns targeted at children. Advertising research and e-marketing are the subjects of the final two chapters, continuing the book's focus on the diversity of form and usage of advertising texts.
A particularly engaging part of the reading experience is the layout of the book itself, which is dotted with break-out boxes full of examples from research and analysis of different campaigns. Examples are succinctly presented and backed up with ample references, resources and websites for further study. Study questions are designed to focus the reader's attention at the end of each chapter - as do the case studies, which pose a set of real-life advertising communications problems (such as how to increase the market equity of a lowly placed English Premier League team). An accompanying website provides a collection of academic articles, as well as links to important institutions, organisations and other industry-focused resources. A `Lecturer Resources' section is also available to lecturers who use the book as a course textbook, supplying PowerPoint slides and an instructor's manual. As a multi-purpose resource, the book's accessibility and open-endedness make the study of advertising and promotion an inviting experience, leaving it up to the reader to choose how much more research, and in what areas, they need.
Advertising & Promotion claims that agencies are `slightly mysterious places' (p. 108) - they act as conduits of popular ideas, representing the interests of competing organisations, businesses and causes, yet their workaday politics are poorly understood by academics and the general public alike. Hackley's provocative book presents the ideas, research and tools to explore this very important premise.
Advertising and Promotion: An Integrated Marketing Communications Approach Overview

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