Advertising : strategy, creativity and media

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Pearson Education, 2013Description: xxi + 394 p. ; 26 cmISBN:

9780273760894

Subject(s):

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: 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.

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. ; ; Features ; ViewPoint features give a practitioners perspective of the world of Advertising, then poses a question and a task to help you analyse what you have read. ; Mini-cases provide a wealth of current examples from around the world. ; Scholars' Papers point students in the direction of some of the leading academic papers about advertising, providing an immediate link to other ideas and influential thinking'. ; Chapter Summaries, Review Questions and References conclude each chapter and help the student to reinforce the key learning outcomes from the chapter. ; Companion Website for students contains revision podcasts, weblinks to interesting articles and useful resources and further activities for students. ; Teaching aids for lecturers include an Instructor's Manual and PowerPoint slides of all the figures and tables that appear in the book.

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

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. ; ; Features ; ViewPoint features give a practitioners perspective of the world of Advertising, then poses a question and a task to help you analyse what you have read. ; Mini-cases provide a wealth of current examples from around the world. ; Scholars' Papers point students in the direction of some of the leading academic papers about advertising, providing an immediate link to other ideas and influential thinking'. ; Chapter Summaries, Review Questions and References conclude each chapter and help the student to reinforce the key learning outcomes from the chapter. ; Companion Website for students contains revision podcasts, weblinks to interesting articles and useful resources and further activities for students. ; Teaching aids for lecturers include an Instructor's Manual and PowerPoint slides of all the figures and tables that appear in the book.

Bibliography from M1 Communication & Marketing Client Relationship