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

By: Contributor(s): Material type: TextTextPublisher: Harlow : Pearson Education, 2013Description: xxii, 394 pages : colour illustrations ; 27 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0273760890
  • 9780273760894
Subject(s): DDC classification:
  • 659.1 23
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."--Publisher's website.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.1 FIL (Browse shelf(Opens below)) 1 Available A480813B
Book City Campus City Campus Main Collection 659.1 FIL (Browse shelf(Opens below)) 1 Available A499990B
Book City Campus City Campus Main Collection 659.1 FIL (Browse shelf(Opens below)) 1 Available A499988B
Book City Campus City Campus Main Collection 659.1 FIL (Browse shelf(Opens below)) 1 Available A499987B

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."--Publisher's website.

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