Introduction to advertising : understanding and managing the advertising process
著者
書誌事項
Introduction to advertising : understanding and managing the advertising process
Routledge, 2021
- : pbk
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注記
Includes bibliographical references and index
Summary: "This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy, and even more so acknowledges that advertisements are not all about selling but are also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert's effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectiv
内容説明・目次
内容説明
目次
「Nielsen BookData」 より