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Introduction to Advertising

- Understanding and Managing the Advertising Process
Af: Emmanuel Mogaji Engelsk Paperback

Introduction to Advertising

- Understanding and Managing the Advertising Process
Af: Emmanuel Mogaji Engelsk Paperback
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This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers.

The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector.

Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.

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This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers.

The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector.

Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 308
ISBN-13: 9780367441999
Indbinding: Paperback
Udgave:
ISBN-10: 0367441993
Kategori: Reklame
Udg. Dato: 31 maj 2021
Længde: 22mm
Bredde: 246mm
Højde: 173mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 31 maj 2021
Forfatter(e): Emmanuel Mogaji
Forfatter(e) Emmanuel Mogaji

Kategori Reklame

ISBN-13 9780367441999

Sprog Engelsk

Indbinding Paperback

Sider 308

Udgave

Længde 22mm

Bredde 246mm

Højde 173mm

Udg. Dato 31 maj 2021

Oplagsdato 31 maj 2021

Forlag Taylor & Francis Ltd

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