Preface -- Advertising and promotion in the post-digital era. Why study advertising and promotion in the post-digital era? -- Advertising agencies in evolution -- Agency operations and the challenges of media convergence -- Studying advertising : consumer, managerial and socio-cultural perspectives -- Advertising theory. Why theorise advertising and promotion? -- Practice-based advertising theory -- Cognitive information processing theory in advertising -- Socio-cultural theory in advertising -- Levels of explanation in advertising theory : cognitive, social and cultural -- Advertising and brands. Branding basics : origins and conceptualism -- What advertising and promotional communication can do for brands -- The strategic brand management process and communication planning -- IMC planning -- Limitations to IMC -- The creative advertising agency. Advertising agencies as cultural intermediaries -- The enigmatic, iconic advertising agency -- Pitching for business -- Account team roles and responsibilities -- Strategy and creativity. The creative advertising development process -- Strategy development for advertising campaigns -- Communication strategy and advertising strategy -- Advertising strategy and creative development -- Media and strategy -- The creative brief -- Celebrities and advertising -- Campaign evaluation -- Media and audience planning. Buying and earning advertising audiences under convergence -- Media planning - key tasks -- Media planning terms and concepts -- Media strategy -- The media mix - channel characteristics -- Social media advertising. What are social media? -- The social media advertising market -- User-generated content (UGC) -- Advertising on social media -- Ethics and regulation of social media advertising (SMA) -- Digital advertising : search and content. Digital advertising -- Search engine advertising -- Pay per click (PPC) and search engine optimization (SEO) -- Retargeting -- Content -- Content ‘marketing’ - or advertising? -- Categories of content - hero, help and hub -- Content strategy -- Summary points for content advertising -- Influencers -- Non-advertising promotion. Non-advertising promotion -- Sponsorship -- Product placement -- Public relations -- Other elements of non-advertising promotion -- Global advertising strategy. Advertising and the global economy -- Cross-cultural communication -- Standardisation or localization of advertising and promotion? -- Cultural tensions around global brand advertising -- Advertising and Asian economies -- Brands on the defensive : ethics and regulation for advertising. Brands and ethics -- Ethics and controversy over advertising -- International advertising regulation -- Applied ethics and advertising regulation -- Advertising research. Role and purposes of research in advertising -- The importance of advertising research -- Uses of advertising research -- Research ethics.