'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University. '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 promotions' - Leslie de Chernatony Professor of Brand Marketing Universita della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. This is the eagerly-awaited Second Edition of ''Advertising and Promotion'' continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. This edition includes: a stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling; expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation; a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result; and a companion website featuring a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.