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Full Description
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.
The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert's effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector.
Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
Contents
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
