國立高雄大學圖資館 |

Language: English

Back

Absolute essentials of advertising

Record Type:	Electronic resources : Monograph/item
Title/Author:	Absolute essentials of advertisingSarah Turnbull.
Author:	Turnbull, Sarah,
Published:	New York, NY :Routledge,2022.
Description:	1 online resource (87 p.) :ill. (black and white)
Subject:	Advertising.
Online resource:	https://www.taylorfrancis.com/books/9781003175551
ISBN:	9781003175551$q(ebook)

Absolute essentials of advertising
Turnbull, Sarah,Dr.

Absolute essentials of advertising[electronic resource] /Sarah Turnbull. - New York, NY :Routledge,2022. - 1 online resource (87 p.) :ill. (black and white) - Absolute essentials of business and economics. - Absolute essentials of business and economics..

Includes bibliographical references and index.

Cover -- Half Title -- Series -- Title -- Copyright -- Dedication -- Contents -- Foreword -- 1 Advertising -- 2 Advertising: Planning and strategy -- 3 Advertising theory -- 4 Advertising appeals -- 5 The creative development process -- 6 International advertising -- 7 Media -- 8 Media planning -- 9 Advertising measurement and metrics -- 10 Advertising: Industry structure and practice -- Index.

This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning and strategy, and moves on to the creative development process, media planning and strategy. The final chapter considers the industry as a whole and the reality of practice, outlining roles within agencies to highlight employability opportunities to students. To aid learning, each chapter contains brief real-life examples and includes questions to encourage the reader to consider how practical examples can be applied. Written by a renowned textbook author, this short-form textbook is suitable for students at all levels studying advertising. Forundergraduates, the book provides a valuable support for traditional or blended online teaching. For postgraduate and MBA students, as well as those studying for professional qualifications, the book also provides a valuable resource.

ISBN: 9781003175551$q(ebook)Subjects--Topical Terms:

191710
Advertising.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5823 / .T87 2022eb

Dewey Class. No.: 659.1

Absolute essentials of advertising
LDR:03188nmm a2200373 a 4500 001 681384
006 m o d
007 cr nn |||muauu
008 251121s2022 nyua ob 001 0 eng d
020 $a 9781003175551$q(ebook)
020 $a 1003175554$q(ebook)
020 $a 9781000609615$q(ebook)
020 $a 1000609618$q(ebook)
020 $a 9781000609585$q(electronic bk. ;$qPDF)
020 $a 1000609588$q(electronic bk. ;$qPDF)
020 $z 9781032007663$q(hardback)
020 $z 1032007664$q(hardback)
020 $z 9781032007687$q(paperback)
020 $z 1032007680$q(paperback)
035 $a 1311360214
040 $a YDX $b eng $c YDX $d YDX $d OCLCO $d TYFRS $d UBY $d TYFRS $d OCLCF $d UKAHL $d OCLCQ $d VLB $d SFB $d OCLCQ $d QGK $d OCLCO $d OCLCQ $d OCLCL $d UKMGB $d N $d SXB $d OCLCQ $d OCLCL
041 0 $a eng
050 4 $a HF5823 $b .T87 2022eb
082 0 4 $a 659.1 $2 23/eng/20220107
100 1 $a Turnbull, Sarah, $c Dr. $3 994642
245 1 0 $a Absolute essentials of advertising $h [electronic resource] / $c Sarah Turnbull.
260 $a New York, NY : $b Routledge, $c 2022.
300 $a 1 online resource (87 p.) : $b ill. (black and white)
490 1 $a Absolute essentials of business and economics
504 $a Includes bibliographical references and index.
505 0 $a Cover -- Half Title -- Series -- Title -- Copyright -- Dedication -- Contents -- Foreword -- 1 Advertising -- 2 Advertising: Planning and strategy -- 3 Advertising theory -- 4 Advertising appeals -- 5 The creative development process -- 6 International advertising -- 7 Media -- 8 Media planning -- 9 Advertising measurement and metrics -- 10 Advertising: Industry structure and practice -- Index.
520 $a This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning and strategy, and moves on to the creative development process, media planning and strategy. The final chapter considers the industry as a whole and the reality of practice, outlining roles within agencies to highlight employability opportunities to students. To aid learning, each chapter contains brief real-life examples and includes questions to encourage the reader to consider how practical examples can be applied. Written by a renowned textbook author, this short-form textbook is suitable for students at all levels studying advertising. Forundergraduates, the book provides a valuable support for traditional or blended online teaching. For postgraduate and MBA students, as well as those studying for professional qualifications, the book also provides a valuable resource.
650 0 $a Advertising. $3 191710
650 0 $a Strategic planning. $3 191522
650 0 $a Internet advertising. $3 208231
650 6 $a Planification stratégique. $3 994644
650 6 $a Publicité sur Internet. $3 994645
650 7 $a BUSINESS & ECONOMICS / Advertising & Promotion $2 bisacsh $3 564625
650 7 $a BUSINESS & ECONOMICS / Industries / Media & Communications Industries $2 bisacsh $3 994646
650 7 $a BUSINESS & ECONOMICS / Marketing / General $2 bisacsh $3 583471
650 7 $a Advertising $3 282745
650 7 $a Internet advertising $v Case studies. $3 437377
650 7 $a Strategic planning $3 202010
655 4 $a Electronic books. $2 local. $3 214472
758 $i has work: $a Absolute essentials of advertising (Text) $1 https://id.oclc.org/worldcat/entity/E39PD3PJJTkj6g4DjBKBXkCfMd $4 https://id.oclc.org/worldcat/ontology/hasWork
776 0 8 $i Print version: $z 9781000609615
776 0 8 $i Print version: $z 9781032007663 $z 1032007664 $z 9781032007687 $z 1032007680 $w (DLC) 2022000870 $w (OCoLC)1291568017
830 0 $a Absolute essentials of business and economics. $3 994643
856 4 0 $u https://www.taylorfrancis.com/books/9781003175551