Advertising: Strategy, Creativity and Media
Chris Fill; Scott De Francesco; Graham Hughes
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Deskripsi Buku
The book covers advertising from top to bottom including the history and development of the advertising industry the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today It offers extensive coverage of traditional and contemporary approaches to all mainstream media strategy and planning insights into the creative advertising process and how messages and content are developed and a wealth of contemporary examples from around Europe and beyond The book covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today. It offers extensive coverage of traditional and contemporary approaches to all mainstream media, strategy ...and planning, insights into the creative advertising process and how messages and content are developed and a wealth of contemporary examples from around Europe and beyond.
