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 only about selling but 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 organisations 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.
