Introduction to Advertising: Understanding and Managing the Advertising Process eBook

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Introduction to Advertising
Understanding and Managing the Advertising Process
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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Additional ISBNs
9781003008729, 9780367442781, 9781000384710

Introduction to Advertising: Understanding and Managing the Advertising Process 1st Edition is written by Emmanuel Mogaji and published by Routledge. The Digital and eTextbook ISBNs for Introduction to Advertising are 9781000384741, 1000384748 and the print ISBNs are 9780367441999, 0367441993. Additional ISBNs for this eTextbook include 9781003008729, 9780367442781, 9781000384710.