Advanced Introduction to Advertising (Elgar Advanced Introductions series) - Hardcover

De Pelsmacker, Patrick

Hardcover

ISBN 10: 1802200886 ISBN 13: 9781802200881

Publisher: Edward Elgar Publishing, 2022

Synopsis

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.

This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift?

Key Features include:

• Theoretical analysis of how advertising works with specific research insights and practical cases
• Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice
• An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects.

This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.

About this title

About the Author

Patrick De Pelsmacker, Professor of Marketing, Faculty of Business and Economics, University of Antwerp, Belgium

Edition details

• Publisher: Edward Elgar Publishing
• Publication date: 2022
• ISBN 10: 1802200886
• ISBN 13: 9781802200881
• Binding: Hardcover
• Language: English
• Number of pages: 192