Advertising: strategy, creativity and media ePDF

Level/Grade: Tertiary
Author(s): Fill, C; De Francesco, S; Hughes, G
ISBN: 9780273760917
License: Perpetual licence
File type: ePDF
This book covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practised today and the strategies used in both conventional and digital advertising today.

It offers 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 and a wealth of contemporary examples from around Europe and beyond.

Importantly, the book also includes coverage of the challenges of measuring and delivering tangible results. This book is the essential companion for undergraduate, postgraduate and professional students studying advertising, media and related subjects.

This eBook is in ePDF format, which enables you to:
  • View the entire book offline on desktop or tablet;
  • Search for and highlight text; and
  • Add and edit personal notes directly in your eBook.
Country South Africa
Product Type Text Book
Author(s) Fill, C; De Francesco, S; Hughes, G
Level/Grade Tertiary
Brand Not applicable
Imprint Pearson
ISBN 9780273760917
Licence Perpetual licence
File type ePDF
Format Fixed layout
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