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

By: Contributor(s): Material type: TextTextLanguage: 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.
Courses that have reserved this title:
  • M1CO Marketing: Communication and Client Relationship
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
Item type Current library Collection Call number Status Date due Barcode
Book TBS Barcelona Core Textbooks HF5823 FIL (Browse shelf(Opens below)) Available B03017

Includes bibliographical references and index.

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.

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.

M1CO Marketing: Communication and Client Relationship

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