Emmanuel Mogaji

Introduction to Advertising

Understanding and Managing the Advertising Process

• Broschiertes Buch

Produktbeschreibung

This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 308
• Erscheinungstermin: 31. Mai 2021
• Englisch
• Abmessung: 246mm x 174mm x 17mm
• Gewicht: 513g
• ISBN-13: 9780367441999
• ISBN-10: 0367441993
• Artikelnr.: 60936647

Autorenporträt

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. His research interests include artificial intelligence, digital marketing and brand management. Emmanuel has previously worked as a marketing communication executive, responsible for designing and managing campaigns.

Inhaltsangabe

1. Advertisement: Message from the Brand Theme 1: Creating the Message 2.
The theories behind the Message 3. Advertising agencies working on the
message 4. The creative elements of advertisements Theme 2: Sharing the
Message 5. Advertisements shared through traditional media 6.
Advertisements shared through digital and emerging media Theme 3: Engaging
the Message 7. Advertisements reflecting the values of the target audience
8. Offensive or unoffensive: Regulating advertisements Theme 4: Evaluating
the Message 9. Evaluating the effectiveness of the advertisement 10. What
lies ahead: The future of advertising