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Innovation and Best Practice
for Business Success

Established 1967

Essentials of Advertising

Essentials of Advertising

Robert Cluley


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.

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About the book

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.

Table Of Contents

    • Chapter - 1: The essentials of advertising: what are adverts and why study them?
    • Chapter - 2: Big questions: advertising, communication, rhetoric and persuasion
    • Chapter - 3: Art or science: what do legendary advertisers think about advertising?
    • Chapter - 4: Ad work: management and organizational perspectives on advertising
    • Chapter - 5: Information and value: the economics of advertising
    • Chapter - 6: The hierarchy of effects: the psychology of advertising
    • Chapter - 7: The society of the spectacle: the sociology of advertising
    • Chapter - 8: The magic system: cultural studies of advertising
    • Chapter - 9: The medium is the message: media studies and advertising
    • Chapter - 10: The distorted mirror: advertising and ethics
    • Chapter - 11: Next steps… the new essentials of advertising

Book Details

  • EAN: 9780749478391
  • Edition: 1
  • Published: 3rd February 2017
  • Paperback
  • Dimensions: 240x170
  • 216 pages

About the Author

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.

Robert Cluley