Introducing Advertising

Introducing Advertising is a fundamental guide to the field of advertising. It begins by defining advertising, and explaining the advertising environment in greater detail. As such, you
will be equipped to understand the ins-and-outs of the advertising industry, as well as advertising agencies. The book also provides an explanation of what advertising copy is, and what it entails. This includes an introduction to persuasive writing, as well as to the different marketing communication tools that can be used in the industry. Furthermore, the textbook details important communication processes, as well as the marketing communication planning process, and market segmentation and targeting. In addition, you will gain exposure to the creative process, the different types of advertising media, and the link between advertising and branding. Finally, you will learn how advertising processes are managed, and how advertising effectiveness is measured.