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ISBN 10: 0273760890
ISBN 13: 978-0273760894
Author: Chris Fill
Chapter 1: An Introduction to Advertising
Chapter 2: Advertising: Theories, Concepts and Frameworks
Chapter 3: Advertising: Strategies, Planning and Positioning
Chapter 4: Creativity, Content and Appeals
Chapter 5: Brand Communications: The Role of Advertising
Chapter 6: The Advertising Industry
Chapter 7: Traditional Media
Chapter 8: Digital Media and Emerging Technologies
Chapter 9: Media Planning
Chapter 10: Measuring Advertising Efficiency and Effectiveness
Chapter 11: Standards and Responsibilities
Chapter 12: Contemporary Issues in Advertising
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Tags: Chris Fill, Advertising, Strategy, Creativity
