Advertising

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.Chapter 1- An Introduction to Advertising Chapter 2- OK, so is this the right meaning? Chapter 3- Advertising; theories, concepts and frameworks Chapter 4- Advertising: Strategies, Planning & Positioning Chapter 5- Creativity, Content & Appeals Chapter 6- Brand communications: the role of advertising Chapter 7- The Advertising Industry Chapter 8- Traditional Media Chapter 9- Digital media and emerging technologies Chapter 10- Media Planning Chapter 11- Measuring advertising efficiency and effectiveness Chapter 12- Standards and Responsibilities Chapter 13- Contemporary Issues in Advertising