Navigate the field of advertising with this meticulously researched textbook, exploring its impact on society, culture and business practices, and the way it is perceived by different industries
Essentials of Advertising is designed to help students 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 practitioners and academics from different backgrounds and disciplines study advertising in vastly different ways. For example, psychologists try to understand what happens to our brains when we see adverts, while economists try to understand whether money spent on advertising is worth it. Essentials of Advertising will introduce readers to the key concepts of advertising as they have been developed not only by psychologists and economists, but also by sociologists, historians, marketers and media researchers - not to mention advertising practitioners themselves.
Meticulously researched, Essentials of Advertising will allow 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 to critically evaluate and exploit the existing research into advertising, based on a greater understanding of where it comes from. This allows them to develop greater perception and awareness professionally, and acts as a springboard for students to jump into the wider area of advertising studies and develop their careers according to their own interests. Online resources include lecture slides, self-test questions, group activities, figures, and case studies for specific chapters, plus web links to industry body research and relevant further reading.
Deftly constructed and concisely written, Essentials of Advertising challenges our preconceptions and invites us to consider this important and complex industry in a new light.
Mark Tungate, author of Adland: A Global History of Advertising
This book is a rigorous, theoretically informed and clearly written introduction to advertising. It deserves the serious attention of students and scholars alike.
Professor Mark Tadajewski, Professor of Marketing, Durham University
Do we need another textbook on Advertising? Well, when it's this good yes we do. Robert Cluley has written an engaging, up-to-date, accessible introduction to advertising. A must-read for students of marketing, advertising and communications.
Avi Shankar, Professor of Consumer Research, University of Bath
Superbly interdisciplinary while smoothly transcending disciplinary boundaries. It is a fascinating book on advertising that happens to be a textbook.
Paul Albanese, Emeritus Professor of Marketing, Kent State University
A superb introduction to alternative views of advertising, which explains its essential features as a means of communication. It highlights key issues concerning the role of advertising in business and society with succinctness and great clarity.
Professor Mike Saren, Professor of Marketing, University of Leicester
This innovative textbook takes a fresh look at advertising, making us question many of our preconceived notions about this field of study. Robert Cluley sheds new light on this important topic in an engaging and informative style throughout.
Pauline MacLaren, Professor of Marketing and Consumer Research, Royal Holloway, University of London
This is a book I have been waiting for some time. Most introductions to advertising are either written by communications and psychology specialists with little interest in ethics, culture and history, or indulge in industry critique without paying attention to the perspective of practitioners. If you are looking for a one-stop source on both the long view and recent trends in this industry - this is the right choice for you!
Stefan Schwarzkopf, M.A, PhD, Associate Professor, Copenhagen Business School
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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