A meticulously researched textbook designed to help students and practitioners of advertising navigate their way through the field, offering a detailed overview of its impact on society, culture, and business practices, and its interpretation through a range of research traditions.
Essentials of Advertising is designed to help students and practitioners navigate their way through the field of advertising. As a subject, advertising affects us all - it surrounds us every day. Yet, there is a great deal of variety in the way advertising is interpreted, and different research traditions study advertising in vastly different ways. Essentials of Advertising introduces readers to the key concepts of advertising as they have been developed by historians, psychologists, sociologists, business scholars, marketers and media researchers - not to mention advertising practitioners themselves.
Meticulously researched, Essentials of Advertising allows readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills and allow practitioners to exploit research into advertising - no matter where it comes from.
Dr Robert Cluley is assistant professor at Nottingham University Business School. He has contributed to a range of texts on branding and advertising, along with a plethora of research publications and edited collections. He teaches in the fields of branding, advertising and marketing communications.
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