This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning and strategy, and moves on to the creative development process, media planning and strategy. The final chapter considers the industry as a whole and the reality of practice, outlining roles within agencies to highlight employability opportunities to students. To aid learning, each chapter contains brief real-life examples and includes questions to encourage the reader to consider how practical examples can be applied. Written by a renowned textbook author, this short-form textbook is suitable for students at all levels studying advertising. For undergraduates, the book provides a valuable support for traditional or blended online teaching. For postgraduate and MBA students, as well as those studying for professional qualifications, the book also provides a valuable resource.
By:
Sarah Turnbull
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions:
Height: 216mm,
Width: 138mm,
Weight: 460g
ISBN: 9781032007663
ISBN 10: 1032007664
Series: Absolute Essentials of Business and Economics
Pages: 88
Publication Date: 19 April 2022
Audience:
College/higher education
,
Primary
,
Further / Higher Education
Format: Hardback
Publisher's Status: Active
Table of Contents, 1. Advertising, 2. Advertising: Planning and Strategy, 3. Advertising Theory, 4. Advertising Appeals, 5. The Creative Development Process, 6. International Advertising, 7. Media, 8. Media Planning, 9. Advertising Measurement and Metrics , 10. Advertising: Industry Structure and Practice
Sarah Turnbull is a Reader in Advertising at the University of Portsmouth, UK.
