96 Pages
4 B/W Illustrations
by
Routledge
96 Pages
4 B/W Illustrations
by
Routledge
96 Pages
4 B/W Illustrations
by
Routledge
Also available as eBook on:
This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning... Read more
Table of Contents
- Advertising
- Advertising: Planning and Strategy
- Advertising Theory
- Advertising Appeals
- The Creative Development Process
- International Advertising
- Media
- Media Planning
- Advertising Measurement and Metrics
- Advertising: Industry Structure and Practice
Biography
Sarah Turnbull is a Reader in Advertising at the University of Portsmouth, UK.
