Introduction to Advertising: Understanding and Managing the Advertising Process

ISBN-13: 9780367441999 / Angielski / Miękka / 2021 / 308 str.

Emmanuel Mogaji

Opis

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.

Spis treści

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

O autorze

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. His research interests include artificial intelligence, digital marketing and brand management. Emmanuel has previously worked as a marketing communication executive, responsible for designing and managing campaigns.