Published by Pearson (April 25, 2026) © 2026
Currently unavailable
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.
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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