MARC Record from marc_columbia

LEADER: 04536cam a2200745 i 4500
001 15528591
005 20220627134039.0
006 m o d
007 cr |||||||||||
008 201209s2021 enk ob 001 0 eng
010 $a 2020052444
035 $a(OCoLC)on1226926509
035 $a(NNC)15528591
040 $aDLC$beng$erda$epn$cDLC$dOCLCF$dYDX$dUKMGB$dUKAHL$dDLC$dOCLCO$dTYFRS$dN$T$dOCLCQ$dNLSHB$dOCLCO
015 $aGBC143988$2bnb
016 7 $a020135851$2Uk
020 $a9781000384741$q(epub)
020 $a1000384748
020 $a9781003008729$q(ebk)
020 $a1003008720
020 $a1000384713
020 $a9781000384710$q(electronic bk.)
020 $z9780367442781$q(hbk.)
020 $z9780367441999$q(pbk.)
024 7 $a10.4324/9781003008729$2doi
035 $a(OCoLC)1226926509
037 $a9781000384741$bIngram Content Group
037 $a9781003008729$bTaylor & Francis
042 $apcc
050 00 $aHF5823
072 7 $aBUS$x002000$2bisacsh
072 7 $aBUS$x070060$2bisacsh
072 7 $aBUS$x043010$2bisacsh
072 7 $aKJSA$2bicssc
082 00 $a659.2$223
049 $aZCUA
100 1 $aMogaji, Emmanuel,$eauthor.
245 10 $aIntroduction to advertising :$bunderstanding and managing the advertising process /$cEmmanuel Mogaji.
264 1 $aAbingdon, Oxon ;$aNew York, NY :$bRoutledge,$c2021.
300 $a1 online resource
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
520 $a"This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy, and even more so acknowledges that advertisements are not all about selling but are also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert's effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organizations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning"--$cProvided by publisher
588 0 $aPrint version record and CIP data provided by publisher.
545 0 $aEmmanuel 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.
650 0 $aAdvertising.
650 0 $aBranding (Marketing)
650 0 $aCommunication in marketing.
650 6 $aStratégie de marque.
650 6 $aCommunication en marketing.
650 7 $abranding.$2aat
650 7 $aBUSINESS & ECONOMICS$xAdvertising & Promotion.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xIndustries$xMedia & Communications Industries.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xMarketing$xDirect.$2bisacsh
650 7 $aAdvertising.$2fast$0(OCoLC)fst00797511
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aCommunication in marketing.$2fast$0(OCoLC)fst00870196
650 7 $aAdvertenties$2nbdbt
650 7 $aMarketing$2nbdbt
655 4 $aElectronic books.
776 08 $iPrint version:$aMogaji, Emmanuel.$tIntroduction to advertising.$dAbingdon, Oxon ; New York, NY : Routledge, 2021$z9780367442781$w(DLC) 2020052443
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15528591$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS