Advanced Introduction to Advertising

Patrick De Pelsmacker

ISBN 10: 1802200886 / ISBN 13: 9781802200881

Verlag: Edward Elgar Publishing Ltd, 2022

Beschreibung

2022. Hardback. . . . . .

Bestandsnummer des Verkäufers V9781802200881

Bibliografische Details

• Titel: Advanced Introduction to Advertising
• Verlag: Edward Elgar Publishing Ltd
• Erscheinungsjahr: 2022
• Sprache: Englisch
• ISBN-10: 1802200886
• ISBN-13: 9781802200881
• Einband: Hardcover
• Zustand: New

Über diesen Titel

Inhaltsangabe

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.

This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift?

Key Features include:

• Theoretical analysis of how advertising works with specific research insights and practical cases
• Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice
• An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects.

This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.

Über die Autorin bzw. den Autor

Patrick De Pelsmacker, Professor of Marketing, Faculty of Business and Economics, University of Antwerp, Belgium