Introduction to Advertising
Understanding and Managing the Advertising Process
- Available for pre-order. Item will ship after May 27, 2021
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 all about selling but are 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 organizations 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.
Table of Contents
1. Advertisement: Message from the Brand
Part 1: Creating the Message
2. The theories behind the Message
3. Advertising agencies working on the message
4. The creative elements of advertisements
Part 2: Sharing the Message
5. Advertisements shared through traditional media
6. Advertisements shared through digital and emerging media
Part 3: Engaging the Message
7. Advertisements reflecting the values of the target audience
8. Offensive or unoffensive: Regulating advertisements
Part 4: Evaluating the Message
9. Evaluating the effectiveness of the advertisement
10. What lies ahead: The future of advertising
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.