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Essentials of Advertising by Robert Cluley: New
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Artikelmerkmale
- Artikelzustand
- Book Title
- Essentials of Advertising
- Publication Date
- 2017-02-03
- ISBN
- 9780749478391
Über dieses Produkt
Product Identifiers
Publisher
Kogan Page, The Limited
ISBN-10
074947839X
ISBN-13
9780749478391
eBay Product ID (ePID)
9038681177
Product Key Features
Number of Pages
240 Pages
Publication Name
Essentials of Advertising
Language
English
Publication Year
2017
Subject
Marketing / General, Advertising & Promotion
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.1 in
Item Weight
15.2 Oz
Item Length
0.9 in
Item Width
0.7 in
Additional Product Features
Intended Audience
College Audience
LCCN
2017-001498
Dewey Edition
23
Reviews
A superb introduction to alternative views of advertising, which explains its essential features as a means of communication. It highlights key issues concerning the role of advertising in business and society with succinctness and great clarity., Do we need another textbook on Advertising? Well, when it's this good yes we do. Robert Cluley has written an engaging, up-to-date, accessible introduction to advertising. A must-read for students of marketing, advertising and communications., This innovative textbook takes a fresh look at advertising, making us question many of our preconceived notions about this field of study. Robert Cluley sheds new light on this important topic in an engaging and informative style throughout., Superbly interdisciplinary while smoothly transcending disciplinary boundaries. It is a fascinating book on advertising that happens to be a textbook., This book is a rigorous, theoretically informed and clearly written introduction to advertising. It deserves the serious attention of students and scholars alike., This is a book I have been waiting for some time. Most introductions to advertising are either written by communications and psychology specialists with little interest in ethics, culture and history, or indulge in industry critique without paying attention to the perspective of practitioners. If you are looking for a one-stop source on both the long view and recent trends in this industry - this is the right choice for you!, Deftly constructed and concisely written, Essentials of Advertising challenges our preconceptions and invites us to consider this important and complex industry in a new light.
Illustrated
Yes
Dewey Decimal
659.1
Table Of Content
** Chapter - 01: The Essentials of Advertising - What Are Adverts and Why Study Them?; ** Chapter - 02: Big Questions - Advertising, Communication, Rhetoric and Persuasion; ** Chapter - 03: Art or Science - What do Legendary Advertisers Think about Advertising?; ** Chapter - 04: Ad Work - Management and Organizational Perspectives on Advertising; ** Chapter - 05: Information and Value - The Economics of Advertising; ** Chapter - 06: The Hierarchy of Effects - The Psychology of Advertising; ** Chapter - 07: The Society of the Spectacle - The Sociology of Advertising; ** Chapter - 08: The Magic System - Cultural Studies of Advertising; ** Chapter - 09: The Medium is the Message - Media Studies and Advertising; ** Chapter - 10: The Distorted Mirror - Advertising and Ethics; ** Chapter - 11: Next Steps - The New Essentials of Advertising
Synopsis
Navigate the field of advertising with this meticulously researched textbook, exploring its impact on society, culture and business practices, plus the way it is perceived by different industries., As a subject, advertising affects us all - it surrounds us every day. Yet there is a great deal of variety in the way advertising is interpreted, and practitioners and academics from different backgrounds and disciplines study advertising in vastly different ways. For example, psychologists try to understand what happens to our brains when we see adverts, while economists try to understand whether money spent on advertising is worth it. Essentials of Advertising is designed to help students navigate their way through the field of advertising. It will introduce readers to the key concepts of advertising as they have been developed not only by psychologists and economists, but also by sociologists, historians, marketers and media researchers - not to mention advertising practitioners themselves. Meticulously researched, Essentials of Advertising will allow readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills to critically evaluate and exploit existing research on advertising, based on a greater understanding of where it comes from. This allows them to develop greater perception and awareness professionally, and acts as a springboard for students to jump into the wider area of advertising studies and to develop their careers according to their interests. Online resources include lecture slides, self-test questions, group activities, figures, and case studies for specific chapters, plus web links to industry body research and relevant further reading., Essentials of Advertising is designed to help students navigate their way through the field of advertising. As a subject, advertising affects us all - it surrounds us every day. Yet there is a great deal of variety in the way advertising is interpreted, and practitioners and academics from different backgrounds and disciplines study advertising in vastly different ways. For example, psychologists try to understand what happens to our brains when we see adverts, while economists try to understand whether money spent on advertising is worth it. Essentials of Advertising will introduce readers to the key concepts of advertising as they have been developed not only by psychologists and economists, but also by sociologists, historians, marketers and media researchers - not to mention advertising practitioners themselves. Meticulously researched, Essentials of Advertising will allow readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills, and to critically evaluate and exploit the existing research into advertising, based on a greater understanding of where it comes from. This allows them to develop greater perception and awareness professionally, and acts as a springboard for students to jump into the wider area of advertising studies and develop their careers according to their own interests. Online resources include lecture slides, self-test questions, group activities, figures, and case studies for specific chapters, plus web links to industry body research and relevant further reading.
LC Classification Number
HF5823
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AlibrisBooks
98,6% positive Bewertungen•1.9 Mio. Artikel verkauft
Angemeldet als gewerblicher Verkäufer
Verkäuferbewertungen (515'247)
- 9***8 (653)- Bewertung vom Käufer.Letzter MonatBestätigter KaufLooks good, Thanks
- a***h (921)- Bewertung vom Käufer.Letzter MonatBestätigter Kauf👍👍👍👍
- 2***k (97)- Bewertung vom Käufer.Letzter MonatBestätigter KaufBook in good condition, fast shipping.