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Introduction to Advertising
Introduction to Advertising

Introduction to Advertising

Understanding and Managing the Advertising Process
Emmanuel Mogaji
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pages
296 pages
language
English
format
ePUB (mobile friendly)

Introduction to Advertising

Understanding and Managing the Advertising Process
Emmanuel Mogaji
This book is unavailable in your country
Book details
Table of contents

About This Book

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 notonly 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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Information

Publisher
Taylor and Francis
Year
2021
ISBN
9781000384741
Topic
Business
Subtopic
Advertising
Edition
1

Table of contents