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strategy, creativity and media

Paperback Engels 2012 9780273760894
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If you want to understand the fast-moving and multi-faceted world of advertising, then this is the book for you.


- the history and development of the advertising industry

- the academic thinking that underpins how advertising is practiced today

- the strategies used in both conventional and digital advertising

- extensive coverage of traditional and contemporary approaches to all mainstream media, strategy and planning

- insights into the creative advertising process and how messages and content are developed

- the challenges of measuring and delivering tangible results

- a wealth of contemporary examples from around Europe and beyond

This book is packed with 'Minicases' and 'ViewPoint' features helping to give readers a practitioners’ perspective of the world of advertising. ‘Scholars' papers’ boxes show some of the leading academic papers about advertising research, giving this book a great balance between the academic and practitioners’ view of advertising. The book's companion website also provides quizzes and other helpful features (www.pearsoned.co.uk/fillhughes/defrancesco). This book is the essential companion for undergraduate, postgraduate and professional students studying advertising, media and related subjects. 

About the authors

Chris Fill BA, MSc. FCIM, is a Director of Fillassociates. The company develops teaching and learning materials related to marketing, communications and corporate reputation. He has authored many books, including his internationally recognised Marketing Communications text. The company also provides training, evaluation, project management and consultancy services for a variety of organisations. Formerly a Principal Lecturer at the University of Portsmouth, Chris is now an Advisory Professor at Poitiers Business School, is associated with the Institute of Practitioners’ in Advertising, and is a Fellow and former Senior Examiner at the Chartered Institute of Marketing. www.fillassociates.co.uk.

Graham Hughes is a former Principal Lecturer at Leeds Business School, Leeds Metropolitan University where he taught marketing communications, advertising and media strategy and brand management at undergraduate, postgraduate and professional levels. He has taught extensively on international programmes in China, Malaysia, India and southern Africa. He is now a freelance tutor and writer in marketing communications.

Scott De Francesco PhD., has designed and taught innovative communications-based study programmes at universities in the United Kingdom, the United States and Australia. In addition to an expertise in advertising, he collaborates on international film projects for the Museum of Modern Art (NY) and has made original film translations for the Janus/Criterion foreign films collection. He has also served as media planner for a subsidiary of Ogilvy & Mather. He lives in New York City.




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<p>Chapter 1- An Introduction to Advertising <br>Chapter 2- OK, so is this the right meaning?<br>Chapter 3- Advertising; theories, concepts and frameworks<br>Chapter 4- Advertising: Strategies, Planning &amp; Positioning<br>Chapter 5- Creativity, Content &amp; Appeals<br>Chapter 6- Brand communications: the role of advertising<br>Chapter 7- The Advertising Industry <br>Chapter 8- Traditional Media<br>Chapter 9- Digital media and emerging technologies<br>Chapter 10- Media Planning<br>Chapter 11- Measuring advertising efficiency and effectiveness<br>Chapter 12- Standards and Responsibilities <br>Chapter 13- Contemporary Issues in Advertising </p>

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