Advertising : Strategy, Creativity and Media

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.

著者

De Francesco, Scott、 Hughes, Graham、Fill, Chris

出版社

Pearson Education Limited

発売日

2012-09-24

価格

価格未定（税込・書誌情報提供：openBD）

ISBN

9780273760894

ページ数

416ページ

発売済み