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
- : hbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Offers an up to date overview of the full advertising process, starting from the brand as the originator of the marketing message and through to the consumers; Includes case studies in every chapter from big-named brands as well as smaller and non-profit organizations; Focuses on the role of the advertising agencies, the creative design process of advertising and the regulators and advertising codes of practices.
目次
1. Advertisement: Message from the Brand Theme 1: Creating the Message 2. The theories behind the Message 3. Advertising agencies working on the message 4. The creative elements of advertisements Theme 2: Sharing the Message 5. Advertisements shared through traditional media 6. Advertisements shared through digital and emerging media Theme 3: Engaging the Message 7. Advertisements reflecting the values of the target audience 8. Offensive or unoffensive: Regulating advertisements Theme 4: Evaluating the Message 9. Evaluating the effectiveness of the advertisement 10. What lies ahead: The future of advertising
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