Essentials of advertising /

A meticulously researched textbook designed to help students and practitioners of advertising navigate their way through the field, offering a detailed overview of its impact on society, culture, and business practices, and its interpretation through a range of research traditions.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Cluley, Robert (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London, United Kingdom ; New York, NY : Kogan Page Limited, 2017.
Temas:
Advertising.
Sales & marketing.
BUSINESS & ECONOMICS > Advertising & Promotion.
Advertising
Sales and marketing.
Electronic books.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • About the author
  • Acknowledgements
  • About this book
  • The essentials of advertising: what are advertisements and why should we study them?
  • Big questions : advertising, communication, rhetoric and persuasion
  • Art or science : what do legendary advertisers think about advertising?
  • Work, agencies and contexts : organizational perspectives on advertising
  • Information and value : the economics of advertising
  • The hierarchy of effects : the psychology of advertising
  • The society of the spectacle : the sociology of advertising
  • The magic system : cultural studies of advertising
  • The medium is the message : media studies and advertising
  • The distorted mirror : advertising and ethics
  • Index.

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