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New book by Birkbeck academic explores digital communication and advertising in the post-COVID era

Advertising and Promotion by Dr Rungpaka Amy Hackley and Professor Chris Hackley explores all forms of advertising and promotional communication from an updated, multidisciplinary perspective.

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A new book by Dr Rungpaka Amy Hackley, Senior Lecturer in Marketing in Birkbeck’s Department of Management explores digital communication in the ‘post-digital’ and post COVID-19 era.

Digital communication is no longer novel but is an embedded part of consumer and commercial life, existing in parallel to traditional media. Agencies will have to acquire new skill sets from across cultural and communication industries to adapt the creative advertising development process and deliver multi-media executions on multiple platforms.

Advertising and Promotion (published by Sage) is the fifth edition of a textbook co-authored by Dr Hackley and her husband, Professor Chris Hackley of Royal Holloway, University of London.

The book takes a multi-disciplinary perspective on all forms of advertising and mediated promotional communication. The authors frame the 5th edition as a ‘post-digital’ approach, as the text bridges traditional creative advertising and digital advertising.

This new 2021 edition of Advertising and Promotion, like the previous editions, takes an inclusive view on advertising as any form of mediated promotional communication. This reflects the fact that promotional sub-disciplines such as influencer advertising, branded content, celebrity endorsement, product placement, sponsorship, and advertising, are blurring into each other under digitisation as new, hybrid forms of advertising emerge.

The 5th edition is thoroughly updated with many new examples, new case materials, new topics and two new chapters: Social Media Advertising and Digital Advertising: Search and Content. Digital themes and examples are featured throughout this new edition. The book also comes with an accompanying website with additional readings and teaching materials.

Birkbeck students are able to access the electronic version of this edition via Kortext with their Birkbeck login and password.

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