Advertising & Promotion C o m m u n i c a t i n g B r a n d s Chris Hackley eBook covers_pj orange.indd 88 26/4/08 15:36:30 R2011046ch-FM.qxd 21/12/2004 5:04 PM Page i Advertising and Promotion R2011046ch-FM.qxd 21/12/2004 5:04 PM Page ii Chris Hackley, PhD, is Professor of Marketing at the School of Management, Royal Holloway University of London. He has published research on advertising, consumer research and marketing communication in many leading journals including Journal of Advertising Research, International Journal of Advertising, Admapand Journal of Business Ethics. R2011046ch-FM.qxd 21/12/2004 5:04 PM Page iii Advertising and Promotion Communicating Brands Chris Hackley R2011046ch-FM.qxd 21/12/2004 5:04 PM Page iv © Chris Hackley 2005 First published 2005 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers. SAGE Publications 1 Oliver’s Yard 55 City Road London EC1Y 1SP SAGE Publications Inc 2455 Teller Road Thousand Oaks, California 91320 SAGE Publications India Pvt Ltd B-42, Panchsheel Enclave Post Box 4109 New Delhi 110 017 Library of Congress Control Number: 2004114267 A catalogue record for this book is available from the British Library ISBN 0 7619 4153 3 ISBN 0 7619 4154 1 (pbk) Typeset by Selective Minds Infotech Pvt Ltd, Mohali, India Printed and bound in Great Britain by Athenaeum Press, Gateshead R2011046ch-FM.qxd 21/12/2004 5:04 PM Page v This book is dedicated to Suzanne, Michael, James and Nicholas. R2011046ch-FM.qxd 21/12/2004 5:04 PM Page vi R2011046ch-FM.qxd 21/12/2004 5:04 PM Page vii Contents Acknowledgements viii Chapter 1 Introducing Advertising and Promotion 1 Chapter 2 Theorizing Advertising and Promotion 25 Chapter 3 Advertising and Promotion’s Role in Brand Marketing 55 Chapter 4 The Business of Advertising and Promotion 78 Chapter 5 Promotional Media 106 Chapter 6 Sponsorship, Brand Placement and Evolving Aspects of Integrated Marketing Communication 136 Chapter 7 Advertising Brands Internationally 157 Chapter 8 Advertising and Ethics 182 Chapter 9 Advertising Research 209 Chapter 10 Cognitive, Social and Cultural Theories of Advertising and Promotion 231 References 239 Glossary 247 Index 255 R2011046ch-FM.qxd 21/12/2004 5:04 PM Page viii Acknowledgements I am grateful to the advertising agencies in the UK, USA and Thailand which have kindly answered my calls and taken the time to talk to me. I have referred to many UK Institute of Practitioners in Advertising (IPA) award-winning cases which have been published in full by WARC in the IPA’s series of books Advertising Works. This book has evolved from my teaching and benefits from countless conversations with colleagues, postgraduate and undergraduate students from many countries at the Universities of Birmingham, Aston and Oxford Brookes. Several students whose research dissertations I have supervised are cited in the text. They include PhD student Rungpaka (Amy) Tiwsakul who contributed to the sections on product placement and Thai advertising in Chapters 6 and 7. Professor Arthur Kover, former editor of the Journal of Advertising Research, and David Brent, former Unilever researcher and pioneer of the account planning discipline in Australia, kindly contributed case vignettes. My thanks also to Delia Martinez Alfonso of SAGE Publications and Chris Blackburn of Oxford Brookes University. I also offer my thanks to the following for kind permission to use or adapt copyright material: the IPA, Roderick White at Admap, Mary Hilton at the the American Advertising Federation (AAF), Publicis Thailand and St Luke’s, Dentsu Thailand for generously providing mate- rial that I have adapted in the case of their successful campaign for the Tourism Authority of Thailand, many people at DDB London (formerly BMP DDB) for kindly granting me interviews and access to case material over some eight years, and Harrison Troughton Wunderman of London for permission to adapt their award-winning M&G case material. I have also referred to numerous practical examples drawn from websites and print sources which I have cited in the text. Where reproducing or adapt- ing copyright material I have made every effort to obtain permission from the appropriate source. However, if any copyright owners have not been located and contacted at the time of publication, the publishers will be pleased to make the necessary arrangements at the first opportunity. R2011046ch-01.qxd 1/1/2005 07:44 PM Page 1 1 Introducing Advertising and Promotion Chapter Outline Few topics in management or social studies attract such fascinated attention, or elicit such wide disagreement, as advertising and promotion. This opening chapter sets a course through this complex area. It explains the book’s intended audiences, aims and main assumptions. The subtitle ‘Communicating brands’ is explained in terms of the book’s pre-eminent, though not exclusive, emphasis on the role of advertising and promotion in the marketing of branded goods and services. The chapter draws on many practical illustrations as the foundation of a theoretically informed study of contemporary advertising and promotion practice. BOX 1.0 Communicating Brands: Advertising, Communication and The Social Power of Brands The meaning of a brand is not necessarily limited to the functionality of the product or service it represents. Advertising is central to the creation and maintenance of the wider meaning. Brands such as Marlboro, Mercedes-Benz, Gucci, Prada and Rolls-Royce have powerful significance for non-consumers as well as for consumers. For many consumers branded items carry a promise of quality and value. But the symbolic meaning the brand may have for friends, acquaintances and strangers cannot be discounted as a factor in its appeal. For example, a simple item of clothing such as a shirt will sell in far greater numbers if it is bedecked with a logo that confers a symbolic meaning on that item. Wearing a Tommy Hilfiger branded shirt is said to confer