國立虎尾科技大學 |

Absolute essentials of advertising

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Absolute essentials of advertising/ Sarah Turnbull.
作者:	Turnbull, Sarah,
出版者:	New York, NY :Routledge, : 2022.,
面頁冊數:	1 online resource (87 p.) :ill. (black and white) :
標題:	Advertising. -
電子資源:	https://www.taylorfrancis.com/books/9781003175551
ISBN:	9781003175551

Absolute essentials of advertising
Turnbull, Sarah,Dr.

Absolute essentials of advertising[electronic resource] /Sarah Turnbull. - New York, NY :Routledge,2022. - 1 online resource (87 p.) :ill. (black and white) - Absolute essentials of business and economics. - Absolute essentials of business and economics..

Includes bibliographical references and index.

Cover -- Half Title -- Series -- Title -- Copyright -- Dedication -- Contents -- Foreword -- 1 Advertising -- 2 Advertising: Planning and strategy -- 3 Advertising theory -- 4 Advertising appeals -- 5 The creative development process -- 6 International advertising -- 7 Media -- 8 Media planning -- 9 Advertising measurement and metrics -- 10 Advertising: Industry structure and practice -- Index.

This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning and strategy, and moves on to the creative development process, media planning and strategy. The final chapter considers the industry as a whole and the reality of practice, outlining roles within agencies to highlight employability opportunities to students. To aid learning, each chapter contains brief real-life examples and includes questions to encourage the reader to consider how practical examples can be applied. Written by a renowned textbook author, this short-form textbook is suitable for students at all levels studying advertising. Forundergraduates, the book provides a valuable support for traditional or blended online teaching. For postgraduate and MBA students, as well as those studying for professional qualifications, the book also provides a valuable resource.

ISBN: 9781003175551Subjects--Topical Terms:

567923
Advertising.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5823 / .T87 2022eb

Dewey Class. No.: 659.1

Absolute essentials of advertising
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650 0 $a Advertising. $3 567923
650 0 $a Strategic planning. $3 556511
650 0 $a Internet advertising. $3 567920
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