Essentials of Advertising will offer a succinct, up-to-date and user-friendly introduction to the discipline of advertising. Clear and engaging, this text will allow the reader to understand the full scope of the influence of advertising in our daily lives, in business practice, and in shaping society and culture. Accessible and packed with insights, this text will share the key theories developed by historians, psychologists, sociologists, business scholars, marketers and media researchers - not to mention advertising practitioners themselves. This information will be placed within the context of the discipline as a whole, and the knowledge gleaned will allow readers to develop key analytical skills which can then be applied in their personal interactions with the discipline of advertising.
Succinct, up-to-date and carefully-researched, Essentials of Advertising is sure to become the go-to resource for students and lecturers seeking an introduction to the subject of advertising.
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