Advertising strategy, creativity and media
by Fill, Chris
This book is packed with Minicases and ViewPoint features helping to give readers a practitioners' perspective of the world of advertising. 'Scholar's Papers' boxes show some of the leading academic papers about advertising research, giving this book a great balance between the academic and practitioners' view of advertising. Also available are revision podcasts, interactive links and activities for students. This book is the essential companion for undergraduate, postgraduate and professional …
Read More ↓Title Statements
- Full title :Advertising strategy, creativity and media / Chris Fill, Graham Hughes, Scott De Francesco.
Summary
This book is packed with Minicases and ViewPoint features helping to give readers a practitioners' perspective of the world of advertising. 'Scholar's Papers' boxes show some of the leading academic papers about advertising research, giving this book a great balance between the academic and practitioners' view of advertising. Also available are revision podcasts, interactive links and activities for students. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects.
Read More ↓Edition Statements
- Publication Date:2013.
- Edition:1st published
Publication Statements
- Publisher(s):Pearson
- Place of Publication:Harlow
- Language:spa
- Publication Date:2013.
Notes
Índice.
The Physical Object
- Description:XIX, 432 p. : : il. ; : 27 cm
Edition Identifiers
- ISBN:9780273760894, 0273760890
- oclc:ocn824816391
Table of Contents
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 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.
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