Includes bibliographical references (pages 343-362) and index.

Advertising and promotion under convergence -- Advertising theory -- Brands and promotional communication -- The creative agency model -- S trategy and creativity -- Media and audience planning -- Non-advertisin g promotion -- Global advertising strategy -- Brands on the defensive: ethics and regulation for advertising -- Advertising research.

Introduces the reader to the key concepts, methods and issues and il lustrates these with first-hand examples gathered from leading internat ional advertising agencies and brand campaigns. Told from the perspecti ve of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. The new edition has in-depth cove rage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by gl obal brands including Adidas, Benetton, BMW, Dove and DeBeers. "Snapsho ts" bring in aspects of cross-cultural advertising such as Barbie in Ch ina.