Advertising: Strategy, Creativity and Media, 1st edition

Published by Pearson (February 18, 2013) © 2014

  • Chris Fill Director of Fillassociates.
  • Graham Hughes
  • Scott De Francesco
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  • A print edition

Title overview

The book covers advertising from top to bottom, with extensive coverage of traditional and contemporary approaches to all advertising media and a wealth of contemporary examples from around Europe and beyond. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects. 

 

This edition includes a Companion Website.

Table of contents

Chapter 1- An Introduction to Advertising
Chapter 2- OK, so is this the right meaning?
Chapter 3- Advertising; theories, concepts and frameworks
Chapter 4- Advertising: Strategies, Planning & Positioning
Chapter 5- Creativity, Content & Appeals
Chapter 6- Brand communications: the role of advertising
Chapter 7- The Advertising Industry
Chapter 8- Traditional Media
Chapter 9- Digital media and emerging technologies
Chapter 10- Media Planning
Chapter 11- Measuring advertising efficiency and effectiveness
Chapter 12- Standards and Responsibilities
Chapter 13- Contemporary Issues in Advertising

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