A modern human being lives in a world governed by different brands of goods and services consumption which literally become a religion of our time. This ideology is created through various promotional techniques designed to convince us that if we consume certain products, our life will be better, happier and more successful. Nowadays everyone is influenced by advertising and we do not even realize how it affects us.
Writing in an approachable, conversational style, the authors provide an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledge that advertisements are not only about selling but also about effectively communicating a message.
The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognizing how different creative elements in advertisements are consciously selected to make them appealing. It also presents a general characteristic of advertising and its mission and describes the basis of promotional activities as well as how to evaluate the effectiveness of advertising campaigns.
This book is for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning. Most importantly, this book is for anyone expecting to make something happen by