Advertising in Practice

ISBN 10: 1793513163 / ISBN 13: 9781793513168

Published by Cognella Academic Publishing, 2021

About this Item

Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes).

Seller Inventory # 006928269U

Bibliographic Details

• Title: Advertising in Practice
• Publisher: Cognella Academic Publishing
• Publication Date: 2021
• Language: English
• ISBN 10: 1793513163
• ISBN 13: 9781793513168
• Binding: paperback
• Condition: Good

About this title

Synopsis

Advertising in Practice chronicles the stories of 10 advertising professionals and how they began their careers within the industry. The narratives underscore the diverse nature of the advertising field and the myriad career options that are available to students.

Each chapter represents a guest lecture from a qualified, talented, and unique member of the advertising community. Readers learn about each professional's particular education path, training, misunderstandings, common pitfalls, and best practices. The chapters address foundations, strategy, tactics, and contexts of advertising based on the author's own experiences and in the author's own words. Most importantly, each chapter takes the reader through a case study from the author's career and emphasizes the ways in which they think, exposing readers to the unique mindset, passion, and drive that is required to succeed within the advertising field.

Designed to help students envision their future careers, Advertising in Practice is an ideal resource for courses in advertising, public relations, marketing, and communication.

About the Author

Kate S. Kurtin is an associate professor of communication studies at California State University, Los Angeles. She holds a Ph.D. in mass communication from the University of Connecticut, a M.A. in advertising and communication research from Boston University, and a B.A. in sociology from Occidental College. Dr. Kurtin's current research focuses on the media's effect on children and the evolving way that young people use media within this frame.