Advertising in Practice

Kate S. Kurtin

$127.95 $102.34

Paperback

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English

Cognella, Inc
30 April 2021

Media, information & communication industries; Advertising industry

Advertising in Practice chronicles the stories of 10 advertising professionals and how they began their careers within the industry. The narratives underscore the diverse nature of the advertising field and the myriad career options that are available to students.

Each chapter represents a guest lecture from a qualified, talented, and unique member of the advertising community. Readers learn about each professional's particular education path, training, misunderstandings, common pitfalls, and best practices. The chapters address foundations, strategy, tactics, and contexts of advertising based on the author's own experiences and in the author's own words. Most importantly, each chapter takes the reader through a case study from the author's career and emphasizes the ways in which they think, exposing readers to the unique mindset, passion, and drive that is required to succeed within the advertising field.

Designed to help students envision their future careers, Advertising in Practice is an ideal resource for courses in advertising, public relations, marketing, and communication.

Edited by: Kate S. Kurtin
Imprint: Cognella, Inc
Country of Publication: United States
Dimensions: Height: 254mm, Width: 177mm, Spine: 6mm
Weight: 333g
ISBN: 9781793513168
ISBN 10: 1793513163
Pages: 120
Publication Date: 30 April 2021
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Kate S. Kurtin is an associate professor of communication studies at California State University, Los Angeles. She holds a Ph.D. in mass communication from the University of Connecticut, a M.A. in advertising and communication research from Boston University, and a B.A. in sociology from Occidental College. Dr. Kurtin's current research focuses on the media's effect on children and the evolving way that young people use media within this frame.

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Advertising in Practice

Kate S. Kurtin

$127.95 $102.34

Paperback

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