Essentials of Advertising

Robert Cluley

• Publisher: Kogan Page
• Year: 2017
• Print ISBN: 9780749478391
• eBook ISBN: 9780749478407
• Edition: 1
• Topic: Business
• Subtopic: Advertising
• Index: Business

As a subject, advertising affects us all - it surrounds us every day. Yet there is a great deal of variety in the way advertising is interpreted, and practitioners and academics from different backgrounds and disciplines study advertising in vastly different ways. For example, psychologists try to understand what happens to our brains when we see adverts, while economists try to understand whether money spent on advertising is worth it. Essentials of Advertising is designed to help students navigate their way through the field of advertising. It will introduce readers to the key concepts of advertising as they have been developed not only by psychologists and economists, but also by sociologists, historians, marketers and media researchers - not to mention advertising practitioners themselves. Meticulously researched, Essentials of Advertising will allow readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills to critically evaluate and exploit existing research on advertising, based on a greater understanding of where it comes from. This allows them to develop greater perception and awareness professionally, and acts as a springboard for students to jump into the wider area of advertising studies and to develop their careers according to their interests. Online resources include lecture slides, self-test questions, group activities, figures, and case studies for specific chapters, plus web links to industry body research and relevant further reading.

INDEX

4A organization 206

ability factor, elaboration likelihood model 112

acceleration of function, media ecology 181

acceptability of advertising 131–2, 145–8

acceptance, information process model 107

account managers, advertising agencies 57, 69, 70

account planning, advertising agencies 69–70, 78

account reviews, agencies 68–9

activist consumers 166

ad villages 75

administrative approach 131, 136

advanced administrative practice 136

advertisers’ role, production of advertising 65

advertising

amount of 4–5, 10

as a bond 141–2

bringing together/pulling apart 141–5

defending 201–3

defining 2, 3–5

development over the years 5–8

discussions about 1

new essentials of 215–16

thinking about 1, 3–4, 12, 16

as a tool 210

advertising agencies

contemporary advertising 57

creative advertising 52, 56

organizational perspectives 63–83

scientific advertising 48

advertising industry 64–71, 81–2

awards 73

development 66

diversity 74, 80

importance of 15

networks 76–7

numbers employed in 8

restructuring 74...

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• About the author
• Acknowledgements
• About this book
• 01 The essentials of advertising: What are advertisements and why should we study them?
• 02 Big questions: Advertising, communication, rhetoric and persuasion
• 03 Art or science: What do legendary advertisers think about advertising?
• 04 Work, agencies and contexts: Organizational perspectives on advertising
• 05 Information and value: The economics of advertising
• 06 The hierarchy of effects: The psychology of advertising
• 07 The society of the spectacle: The sociology of advertising
• 08 The magic system: Cultural studies of advertising
• 09 The medium is the message: Media studies and advertising
• 10 The distorted mirror: Advertising and ethics
• 11 Where next? The new essentials of advertising
• Index
• Backcover