Advertising - strategy, creativity and media (Paperback)

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.

General

Imprint:	Pearson Education Limited
Country of origin:	United Kingdom
Release date:	September 2012
First published:	2013
Authors:	Chris Fill • Graham Hughes • Scott De Francesco
Dimensions:	266 x 194 x 20mm (L x W x T)
Format:	Paperback
Pages:	416
ISBN-13:	978-0-273-76089-4
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Business & management > Business communication & presentation > General
LSN:	0-273-76089-0
Barcode:	9780273760894

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