Robert Cluley

Essentials of Advertising

• Broschiertes Buch

Produktbeschreibung

Navigate the field of advertising with this meticulously researched textbook, exploring its impact on society, culture and business practices, plus the way it is perceived by different industries.

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Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 5961
• Seitenzahl: 242
• Erscheinungstermin: 1. Februar 2017
• Englisch
• Abmessung: 244mm x 170mm x 13mm
• Gewicht: 410g
• ISBN-13: 9780749478391
• ISBN-10: 074947839X
• Artikelnr.: 45102215

Autorenporträt

Dr Robert Cluley is assistant professor at Nottingham University Business School. He has contributed to a range of texts on branding and advertising, along with a plethora of research publications and edited collections. He teaches in the fields of branding, advertising and marketing communications.

Inhaltsangabe

• • Chapter - 01: The Essentials of Advertising - What Are Adverts and Why Study Them?;
  • Chapter - 02: Big Questions - Advertising, Communication, Rhetoric and Persuasion;
  • Chapter - 03: Art or Science - What do Legendary Advertisers Think about Advertising?;
  • Chapter - 04: Ad Work - Management and Organizational Perspectives on Advertising;
  • Chapter - 05: Information and Value - The Economics of Advertising;
  • Chapter - 06: The Hierarchy of Effects - The Psychology of Advertising;
  • Chapter - 07: The Society of the Spectacle - The Sociology of Advertising;
  • Chapter - 08: The Magic System - Cultural Studies of Advertising;
  • Chapter - 09: The Medium is the Message - Media Studies and Advertising;
  • Chapter - 10: The Distorted Mirror - Advertising and Ethics;
  • Chapter - 11: Next Steps - The New Essentials of Advertising

Rezensionen

"Deftly constructed and concisely written, Essentials of Advertising challenges our preconceptions and invites us to consider this important and complex industry in a new light." Mark Tungate, author of Adland: A Global History of Advertising