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Advanced Introduction to Advertising

Hardback

Advanced Introduction to Advertising

9781802200881 Edward Elgar Publishing
Patrick De Pelsmacker, Professor of Marketing, Faculty of Business and Economics, University of Antwerp, Belgium
Publication Date: 2022 ISBN: 978 1 80220 088 1 Extent: 192 pp
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?

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Contents
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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:
• 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.
Critical Acclaim
‘In Advanced Introduction to Advertising, Patrick De Pelsmacker concisely captures the most important advertising principles that advertising students and practitioners need to be aware of. The book is very timely with its coverage of recent changes in the field, including the digital revolution. It is particularly impressive in its ability to explain theories of how advertising works and how to plan effective strategy as well as measuring outcomes. De Pelsmacker also provides a global perspective and takes a broad look at ethical issues in the field – both critical issues today. Most impressive is how effectively all of this is communicated in a relatively short number of pages.’
– Charles R. Taylor, Villanova University, US

‘As a lecturer, I know how difficult it is to find a comprehensive and current book that covers all important aspects of advertising. Advanced Introduction to Advertising meets this widely felt need. Students and practitioners will enjoy this book in which the highly regarded Professor Patrick De Pelsmacker elegantly shares with us his broad knowledge on advertising formats, processes, planning, effects and ethics.’
– Peter C. Neijens, University of Amsterdam, the Netherlands

‘Patrick De Pelsmacker managed to produce an excellent research-driven, theoretically informed yet very practical, up-to-date and engaging book about advertising. A must read for all who want to understand how advertising really works in today’s world.’
– Martin Eisend, European University Viadrina Frankfurt (Oder), Germany
Contents
Contents: Preface 1. Advertising today 2. Advertising formats 3. How advertising works 4. Advertising planning 5. Advertising effectiveness 6. Advertising ethics Index
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