Advertising : strategy, creativity and media / Chris Fill, Graham Hughes, Scott De Francesco.

By:

Fill, Chris [author]

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Harlow, England : Pearson Education, 2013.Description: xxii, 394 pages : illustrations, charts, tables (color) ; 27 cm.ISBN:

9780273760894

Subject(s):

LOC classification:

HF5823 .F55 2013

Contents:

An introduction to advertising — OK, so is this the right meaning? — Advertising : theories, concepts and frameworks — Advertising : strategies, planning and positioning — Creativity, content and appeals — Brand communications : the role of advertising — The advertising industry — Traditional media — Digital media and emerging technologies — Media planning — Measuring advertising efficiency and effectiveness — Standards and responsibilities — Contemporary issues in advertising.

Summary: 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.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	HF5823 FIL (Browse shelf(Opens below))	Available		B03017

Includes bibliographical references and index.

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.