Advanced Introduction to Advertising - Couverture souple

De Pelsmacker, Patrick

 
9781802200904: Advanced Introduction to Advertising
Couverture souple
ISBN 10 : 1802200908 ISBN 13 : 9781802200904
Editeur : Edward Elgar Publishing Ltd, 2022

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

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

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Edward Elgar Publishing Ltd
Date d'édition
2022
Langue
anglais
ISBN 10 
1802200908
ISBN 13 
9781802200904
Reliure
Broché
Nombre de pages
192
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9781802200881: Advanced Introduction to Advertising

Edition présentée

ISBN 10 :  1802200886 ISBN 13 :  9781802200881
Editeur : Edward Elgar Publishing Ltd, 2022
Couverture rigide