The book covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today.
It offers extensive coverage of traditional and contemporary approaches to all mainstream media, strategy and planning, insights into the creative advertising process and how messages and content are developed and a wealth of contemporary examples from around Europe and beyond.
Importantly, the book also includes coverage of the challenges of measuring and delivering tangible results. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects.
- ISBN10 1299317251
- ISBN13 9781299317253
- Publish Date 1 January 2013 (first published 24 September 2012)
- Publish Status Active
- Out of Print 29 April 2015
- Publish Country US
- Imprint Pearson
- Format eBook
- Language English